An e-commerce toy store specializing in collectible toy bears wants to evaluate the effectiveness of its online shopping experience by measuring the session-to-order conversion rate for toy bear products. Specifically, the business aims to understand what proportion of customer browsing sessions result in a completed purchase of a toy bear. This analysis will help the store owner assess current website performance, identify potential friction points in the customer journey, and inform data-driven decisions around marketing strategy, website optimization, and product merchandising.
This project utilizes data from Maven Analytics Fuzzy Factory Set. The data reaches from March 2012 to March 2015 containing data per site entry with corresponding device of origin.
All questions were answered in PostgreSQL. Subqueries, CTEs, and window functions were used for YoY changes and customer segmentation.
- There is a steady growth in the conversion rate per year showing improvement over time.
- This is further seen in the Year-over-Year analysis where recent months have atleast 20% in the YoY calculations.
- There is a massive difference in the conversion rates between desktop and mobile devices.
- Advertisements through bsearch & gsearch showed high conversion rates.
- June & July 2014 have negative YoY changes. It is worth exploring the difference in marketing strategies during the time period.
- Socialbook advertisements bring the least amount of site visitors. It is worth exploring different advertisement variations on the platform.
- Conduct Funnel Analysis to explore until what point do potential customers leave.
- With the low conversion rate of mobile users compared to desktop users, improvements can be made to mobile page view of the website to improve conversions.