E-commerce Funnel Optimization Analysis

Overview

This project analyzes customer behavior across an e-commerce purchase funnel to identify major drop-off points affecting conversion rates and revenue generation.

Problem Statement

E-commerce platforms often lose users before checkout completion because of friction-heavy flows, poor navigation, and lack of personalized experiences.

Objectives

• Identify funnel drop-off stages
• Analyze user behavior
• Improve conversion rate
• Reduce cart abandonment
• Recommend optimization strategies

Funnel Stages

1. Homepage Visit
2. Product Page View
3. Add to Cart
4. Checkout Initiation
5. Payment Completion

Tools Used

• Excel
• SQL
• Product Analytics
• User Behavior Analysis

Key Findings

• Major drop-offs occurred before checkout completion.
• Mobile users experienced higher friction.
• Personalized recommendations were missing.
• Multi-step checkout reduced conversions.

Recommendations

• Simplified checkout flow
• Mobile-first optimization
• Personalized recommendations
• Reduced form fields
• Progress indicators

Skills Demonstrated

• Product Analytics
• Funnel Analysis
• SQL
• User Journey Analysis
• Product Thinking