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Goal
Companies frequently have data with a lot of hidden information. You can gain pertinent insights by conducting the proper research and data analysis. The objective is to provide the proper information so that the business may make the best decisions possible.
Results
Results are displayed in a report with recommendations and follow-up actions. Based on this report, you can make clear and well-founded decisions, save costs and optimize your processes.
– How can we optimize the sales funnel? *CASE*
I conducted a thorough analysis to optimize the sales funnel for a web store company. The online store was curious about order abandonment rates and whether it was possible to categorize different consumer groups. Turnover may rise by 5.8% when the sales funnel is optimized in accordance with the (summary) analysis below.
The data below has been modified because of the online store anonymity.
– How many visitors does the web store have and how many orders?
Efforts contributed to an increase in visitors in 2017. Over the past three years, the percentage of unique visitors stayed largely unchanged. Both the number of visits and the number of orders rose, but the average quantity of products per order fell short of their expectations.
– What does the sales funnel look like and where do visitors drop out?
Together with the web shop, we identified the process a visitor goes through before making a purchase. With the help of Google Analytics and the web shop's own system, we were able to see which visitors landed on the website and what process they went through.
Findings & Recommendations
60% of the visitors landed on the website through organic search, these are visitors who found the website while doing a search on the internet. 15% of website traffic comes from users who typed the website name in the browser
When visitors land on the website, we found three common issues during the checkout process where customers don't complete their orders
1. Customers add products to their cart but they don't open the entire cart to check the items listed there (loss of 2.6% of customers).
Solution: display the icon of the shopping basket more prominently and if there are at least two items in the shopping cart, display a pop-up to navigate to the total shopping basket.
2. 2.2% of users abandoned the site after viewing the entire cart while logging in or creating an account.
Solution: people can also pay as a guest without creating an account.
3. 1% of visitors leave the checkout process after viewing the total order amount. The two most common causes are unexpected charges (shipping charges) or unaccepted coupon codes.
Solution: mention delivery costs clearly on the website and show the telephone number if a voucher code is not accepted.
By making the above adjustments, the number of orders can increase by a maximum of 5.8%.
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