Firstly, it should be noted that the website appeals substantially more to women than men. Both in terms of page views and sessions, the former achieves a statistic that is nearly double that of the latter. As such, it would be reasonable to direct more resources to female-specific marketing than male-oriented options or those that appeal to both sexes. With that said, it would not be reasonable to direct all of the marketing effort and expenditure into appeals to one specific category. While a 2:1 ratio is substantially skewed, it is not overwhelming enough that the dismissal of the smaller category would be a reasonable option.
In terms of age, it is possible to see a progression that approximates an inverse mathematical function. With increases in age, visitors are showing reduced interest in the site, which is reflected in the number of page views. As such, as in the case of genders, it would be logical to apportion a plurality of the marketing budget to people aged 25-34. With that said, this category does not occupy a majority of the overall page views in the same way that the female gender does. Combined, the other age categories outweigh it, and budget funds should be apportioned to reflect that fact. The younger visitor categories should receive increased attention, but the rest should not be dismissed.
In terms of channels, two dominate dramatically over the rest: direct visits and organic searches. The former somewhat outweighs the latter and exceeds all the other categories combined with a substantial margin. Substantial marketing should not be allocated to users who visit the website directly beyond improvements to its design and operations. For organic searches, continuous effort should be devoted to keeping the link at the top of the search results. The other categories do not contribute many page views, but they successfully generate users and should be maintained. Lastly, social media and email are valuable engagement tools, and the company’s lack of their utilization is an issue that should be rectified.
In terms of devices, desktops dominate the pageviews, with mobile device usage nearly an order of magnitude lower and tablets, another order of magnitude below them. The value of this insight depends on the nature of the website and its intended purpose. If it is conducive to extensive unhurried browsing as one chooses from a variety of options, desktops would be the natural choice due to the convenience of their large screens and advanced control options. However, it is also possible that the mobile version of the website is not optimized and is uncomfortable to use, and the view disparity with tablets is explained by their overall low prevalence. Further investigation is needed before any specific conclusion can be reached.
The bounce rate for the website varies between days, but on average, it appears to be confined between 0.5% and 2%. This statistic is overall positive, as it implies that an overwhelming majority of website visitors are engaged enough that they go to another page. However, the statistics say little about the ability of the website to persuade the user to make a purchase. Statistics regarding the conversion rate would be necessary to analyze that quality and modify the assumptions about the bounce rate. As matters stand, the bounce rate appears to be satisfactory and does not need any significant modifications.