Excel link: https://docs.google.com/spreadsheets/d/1v72IZxuNW3Cy09v3S3ILUNGIKjeK1uJBSnK8RYwWrb8/edit?usp=sharing

Overview

This project performs a funnel analysis of user engagement data. The primary goal is to visualize and understand the user journey across various interaction stages, including:

• page_view
• view_item
• add_to_cart
• begin_checkout
• add_shipping_info
• add_payment_info
• purchase By identifying drop-off points between these stages, the analysis aims to provide actionable insights to improve user retention, enhance the user experience, and boost conversion rates.

Methodology

• Focus on Key Stages:

The funnel is analyzed to track user progression through the critical stages listed above. Event counts and conversion rates are calculated at each step.

Country Segmentation:

The top three countries with the highest event counts are identified for deeper analysis. Data is enriched with country-specific insights using a mapping process.

Visualization:

Funnel progression and drop-off rates are visualized to highlight key trends and potential bottlenecks. Insights and Applications

Key Observations:

• Critical drop-off points, such as from add_to_cart to begin_checkout, are identified. Regional differences in user behavior are analyzed to inform localized strategies.

Business Applications:

• Marketing: Insights can inform targeted campaigns to re-engage users at high drop-off points.
• Product Optimization: UX improvements can be implemented to streamline the user journey.
• Strategy Development: Data-driven decisions can optimize resource allocation and improve overall conversion rates.