Growth Analysis of Boston Hair Boston Hair
Client Overview:
Boston Hair is a premier hair care salon offering a variety of services, including hair treatments, styling, and specialized care. This case study examines Boston Hair's website performance over the past 12 months (Sept 17, 2023 – Sept 17, 2024) and compares it to the previous period (Sept 18, 2022 – Sept 19, 2023).
Objective:
To analyze the impact of various digital marketing channels on the growth and engagement of Boston Hair’s website over the last 12 months and identify opportunities for continued success.
Project Details
Duration :
Last 12 Months
Tools :
Google Analytics
- google analytics
- Google Ads
- PPC strategy
Key Metrics Comparison:
Total Users:
- 13,404 users over the past 12 months
- User growth across all traffic sources reflects increased awareness of the Boston Hair brand and effective marketing strategies that have successfully driven new traffic.
Sessions:
- 17,235 sessions in the last 12 months
- An increase in sessions shows that visitors are engaging with the website more often, potentially due to a successful marketing mix and repeat visits from satisfied clients.
Views
- 31,750 views
- The large number of page views reflects increased interest in the site’s content, with potential customers exploring services, products, or other resources.
Total Users:
- 77,315 events
- The event count tracks key interactions like form submissions and button clicks, reflecting strong engagement and potential conversion growth. It showcases the impact of on-page calls to action and interactive features.
1: Paid Search:
- 3,608 sessions
- Paid search continued to be a high-conversion channel, helping attract targeted traffic interested in Boston Hair’s services. It indicates that the paid search campaigns, likely via Google Ads, are well-targeted and delivering significant traffic and conversion opportunities.
2: Direct Traffic:
- 3,380 sessions
- The notable direct traffic sessions indicate that users are either familiar with the Boston Hair brand or are engaging with offline marketing efforts, returning directly to the site without the need for intermediary channels.
Traffic Acquisition Analysis:
3: Organic Search:
- Organic search contributed a large share of traffic, showcasing the strength of Boston Hair’s SEO strategy. Optimized content, improved keyword rankings, and a strong online presence helped the brand capture more interest through unpaid search results.
4: Organic Social:
- 2,825 sessions
- Organic social has also proven to be a critical source of traffic, indicating that the brand has an active social media presence that drives engagement and motivates users to visit the website without paid promotion.
Pages and Engagement:
With 31,750 page views and an event count of 77,315, Boston Hair's website performed exceptionally well in terms of visitor engagement. This suggests that users are interacting with multiple pages, exploring services, and taking key actions like booking appointments or contacting the salon.
Conclusion
Boston Hair has experienced strong growth across all major traffic sources over the last 12 months, driven by a balanced combination of paid and organic marketing efforts. The high engagement rates and session counts suggest that users find value in the site’s content and are taking steps toward conversions, whether through paid or organic channels.
Key Takeaways:
- Paid Search is the highest-performing traffic source, proving the effectiveness of Boston Hair’s investment in targeted ads
- Organic Search and Organic Social have also seen substantial traffic contributions, indicating success with SEO and social media marketing efforts.
- The website’s event count and engaged sessions are high, signaling strong user interaction and potential leads for conversion.
