Tools

Google Analytics

Google Search Console

ChatGPT

Lovable

Hotjar

Microsoft Planner

I was responsible for the conception and execution of the organic performance report for the FGV Undergraduate website, with the goal of understanding how SEO, user behavior and conversion were impacting overall site results. I integrated data from Google Analytics and Google Search Console to analyze traffic, sessions, clicks, impressions and organic rankings.

I also used ChatGPT to support competitive analysis of SERP keywords and to track the growth of sessions originating from ChatGPT itself, expanding insights into emerging discovery channels. To deepen the understanding of user experience, I analyzed behavioral data and satisfaction surveys through Hotjar.

The synthesis of these data sources generated actionable insights that fed a continuous UX and CRO optimization backlog, guiding testing initiatives, content improvements, information architecture, and conversion flows, within an ongoing monitoring framework focused on sustainable performance growth.