Data Visualization

Portfolio Project: Data Visualization for Website Performance Analysis

Project Overview

For this project, I created five data visualizations using Google Sheets to analyze traffic and conversion trends for L’Acier, an online cookware retailer. These visualizations were designed to help the digital marketing leadership team make data-driven campaign decisions.

Each chart was carefully chosen based on best practices for clear and effective communication of trends in website sessions and conversions.

1. Data Visualization Choices & Insights

1. Total Sessions by Hour of Day (Stacked Column Chart)

📊 Why this chart?

• A stacked column chart clearly shows hourly sessions and daily trends.

• Helps identify peak traffic hours and differences between weekdays and weekends.

📌 Key Findings:

• Peak traffic occurs between 10 AM - 9 PM, with the highest activity in the evening.

• Low traffic between 2 AM - 6 AM, which is expected.

💡 Recommendation:

• Focus ads and promotions during high-traffic hours to maximize engagement.

• Schedule email campaigns between 12 PM - 9 PM for better visibility.

2. Total Conversions by Hour of Day (Stacked Bar Chart)

📊 Why this chart?

• A stacked bar chart makes it easier to compare hourly conversions across different days.

• Provides better readability for small differences in conversion volumes.

📌 Key Findings:

• Conversions peak between 7 PM - 10 PM, aligning with high evening traffic.

• Low morning conversions despite moderate traffic, suggesting lower intent to buy in the morning.

💡 Recommendation:

• Retarget morning visitors with evening follow-up ads to increase conversion rates.

• Optimize the checkout process for mobile users, as many conversions occur late at night.

3. Average Conversion Rate by Day of the Week (Vertical Column Chart)

📊 Why this chart?

• A vertical column chart allows for easy comparison of conversion rates across days.

📌 Key Findings:

• Monday and Tuesday have the highest conversion rates.

• Weekends have lower conversion rates, despite strong traffic.

💡 Recommendation:

• Run exclusive Monday-Tuesday promotions to take advantage of high-converting days.

• Test different messaging or offers on weekends to improve conversions.

4. Average Conversion Rate by Hour of Day (Single Area Chart)

📊 Why this chart?

• A single area chart effectively shows how conversion rates fluctuate over a 24-hour period.

📌 Key Findings:

• The highest conversion rate is between 8 PM - 10 PM.

• Afternoon conversions increase steadily from 12 PM onward.

💡 Recommendation:

• Schedule flash sales from 7 PM - 10 PM when conversion rates are highest.

• Use social media reminders in the afternoon to drive evening conversions.

5. Monday-Wednesday Conversion Rates by Hour of Day (Line Chart)

📊 Why this chart?

• A line chart is ideal for comparing multiple data series across time.

📌 Key Findings:

• Monday has the strongest conversion rates throughout the day.

• Tuesday and Wednesday follow similar evening conversion peaks.

💡 Recommendation:

• Run new product launches or limited-time deals at the start of the week.

• Send personalized email campaigns on Monday to maximize conversions.

2. Chart Selection Strategy

Each chart was selected based on best practices to ensure clarity:

Chart Type

Use Case

Why It Works?

Stacked Column Chart

Sessions by hour

Shows hourly trends across all days clearly.

Stacked Bar Chart

Conversions by hour

Makes small variations in conversion data easier to compare.

Vertical Column Chart

Conversion rates by day

Straightforward for comparing a small number of values.

Single Area Chart

Conversion rates by hour

Shows overall trends without overcrowding the data.

Line Chart

Mon-Wed conversion comparison

Best for comparing trends over time for multiple data sets.

3. Marketing Strategy Adjustments Based on Insights

📌 Peak Traffic & Conversions:

• Traffic and conversions peak between 6 PM - 10 PM.

• Adjust ad spending and promotions accordingly.

📌 Best Days for Conversions:

• Monday & Tuesday are the highest-converting days.

• Run targeted promotions and retargeting ads early in the week.

📌 Optimizing Campaign Strategy:

• Improve weekend engagement through A/B testing of different promotional offers.

• Schedule high-visibility campaigns during afternoon and evening peak hours.

4. Project Reflection & Takeaways

This project reinforced my skills in data visualization and demonstrated how data-driven insights can optimize marketing strategies. By leveraging pivot tables and charts, I was able to translate raw data into meaningful recommendations for L’Acier’s digital marketing team.

Key takeaways:
✔ Chart selection is critical—picking the right type makes insights clearer.
✔ Conversion rates and traffic don’t always align—timing matters for engagement.
✔ Data should drive marketing decisions—adjusting campaigns based on trends improves ROI.