We determined that the first issue at hand was to document the user behavior data across PPC and organic traffic. Since PPC campaigns weren’t optimized and we needed this data quickly, we turned off PPC campaigns for four weeks. This allowed us to gather enough data on organic traffic and quantify key trends in organic traffic. This helped identify core issues with the navigation and content organization. PPC campaigns were then optimized to improve quality score and number of targeted keywords reduced from 300 to about 60.