The Home Depot | User Analytics Reports
Project Objective
Assumptions and Problem Context
Customers visiting The Home Depot’s service pages want a simple and efficient experience when engaging with content and completing lead forms. While the pages work well overall, there’s always room to refine the experience by identifying areas where users might feel stuck or drop off. By analyzing user engagement and lead form funnel performance, I help the team uncover opportunities to improve the experience, meet customer expectations, and increase conversions. Some of the assumptions we’re making include:
Users expect clear content and easy-to-use lead forms.
Simplifying the process can improve engagement and completion rates.
Regular analysis helps us understand user behaviors and make more informed decisions.
Case Study
At The Home Depot, I regularly compile reports analyzing user engagement and lead form funnel performance to support the team’s optimization efforts. These reports, which follow a structure initially set up by my previous manager, help me gather and analyze data. The goal is to offer insights that can assist the team in identifying user pain points and areas where we can improve form funnels and content on service pages.
Role
Analyst, responsible for gathering, analyzing, and presenting user engagement data.
Data-Driven Strategy
I focus on key metrics that are most relevant to our team’s needs. My approach includes:
Page Interactions: Exploring how users engage with different elements on service pages
Conversion Rates: Tracking how well users complete key actions
Funnel Drop-offs: Identifying where users tend to leave the lead form funnel
By concentrating on these areas, I aim to provide recommendations that support the team’s decisions and contribute to improving the user experience.
Design Solution
The reports are structured to present data in a clear and actionable format:
Overview: A summary of key user behavior and lead funnel metrics.
User Interaction Analysis: Insights into how users engage with specific elements on service pages.
Lead Form Funnel Analysis: Breakdown of the lead form funnel, highlighting drop-off points.
Comparative Analysis: Trends and comparisons against historical data.
Recommendations: Actionable insights for optimizing user engagement and improving conversions.
To help illustrate the report’s format and structure, I’ve included a gallery with an example of the report layout, substituting real data with dummy data for confidentiality purposes:
Page Layout
Overview
Navigation link interactions
Hero Banner Interactions
Visit to Lead Rate
Lead Form Funnel
Banner Interactions
How It Works button clicks
FAQ collapsible questions interactions
Gallery image interactions
Reviews section interactions
SEO section interactions
Current Offers interactions
The Technology
Microsoft Office, Mixpanel, Quantum Metric
The project leverages several key technologies:
Mixpanel and Quantum Metric: I use these tools to track and analyze user interactions and behaviors across our service pages.
Excel and PowerPoint: I rely on these tools to compile the data and create the final reports, ensuring that the findings are presented clearly and are easy to digest.
Final Thoughts
Overall, my goal is to provide reports that help the team make data-driven decisions and improve both user engagement and conversion rates on our service pages.