Kazani is a family-owned business founded on a recipe passed down from generation to generation; changing and evolving into a modern hair and body care solution. After moving their store online, Kazani sought to revamp their website to bring new users to explore and purchase their products while retaining existing customers. Our team conducted a study using web analytics to understand how users arrive and explore their site. From this research, we identified several opportunities to improve their searchability, user experience, and conversion rate through data-driven approaches.