The challenge

Since moving to an e-commerce platform, Kazani has been looking for ways to entice users to purchase or subscribe to their products. They also want to increase their blog viewership and newsletter subscriptions. Based on their business goals, our team set out to understand how users arrive and how they interact with the website by focusing on:

• What users search for

• How easily searchable Kazani’s website is compared to competitors

• What users do once they arrive on Kazani’s website

Key Questions

1. How does the website encourage customers to visit, explore, and order/subscribe to their products?

2. How does the website encourage customers to read new blogs?

3. How can the website encourage users to subscribe to their newsletter? 

The Team

• Jessica Drozd

• Preet Gangrade

• Danielle Kingberg

Web Analyst - I analyzed users’ behavior from the moment they arrived on Kazani’s website; looking at how long users spent on the site as well as on their pages, how far users scrolled, where they clicked, and which pages they frequented most and least respectively. I used this data to surface key findings, and craft recommendations.

Reporting - I assisted in building the presentation to piece together a compelling story that clearly informed Kazani on how to improve their website’s user experience.

Three pages account for ~75% of all user traffic (see figure 1):

• 58% — Homepage

• 13% — Ancient Roman Hairstyles blog (2019)

• 3% — Hairstyles and Hair Tools in the Ancient Roman Period blog (2017)

The homepage encouraged the most exploration to other pages with a 50% bounce rate (see figure 1). Users mostly go to explore the Product Collection or About page (see figure 2).

The blogs enticed less exploration with higher bounce rates ranging from 89-93% (see figure 1). When users arrive on either of these blogs and they likely leave without further exploration (see figure 2). At the same time, these two blog posts have more total unique pageviews combined than the Shop page.

I wondered what was causing the high bounce rates and explored these blogs. Each blog has:

• ~30 to 45 second estimated reading length

• A large comments section which had at most five comments on average — 3/5 were spam (see figure 3)

• A related blogs section that I missed at first glance because its section title is missing (see figure 4)

• No guided action for where users should go next

By analyzing the homepage heatmap (see figure 5) we found that users are not clicking on the calls to action within the hero image. The majority are scrolling past the hero images or click:

• Kazani's Logo: 18 clicks

• Read more (in Our Story section of homepage): 18 clicks to learn more about Kazani

• Arrow icon (below hero image): 14 clicks

Note: This heatmap page is almost nine months old so some of this data may be skewed.

After further exploration of the home page, I found that the “Our Story” section beneath the hero was replaced with a “Featured Products” section (see figure 6).

By moving product content beneath the hero image, it could have caused more users to navigate to the Shop page.

The blogs are promoted further down on the homepage.

After users arrive on the home page the next most visited pages were the Our Story page and Shop page until October 2021, when the change in content structure likely occurred (see figure 7).

Our team conducted an SEO audit of the homepages for Kazani, Loving Culture, and Brigeo Hair focusing on four main categories:

• On-page SEO

• Technical SEO

• Keyword searches

• Off-page SEO

We looked for terms related to their products and competition (see figure 10). After identifying the most relevant ones for Kazani's products, we checked each term’s search results in Google Search to gauge effectiveness.