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Background
EcommerceU Company seeks to change the way organizations view business performance by using more data to make decisions. The main concern is how well the performance of our customer journey, shown by funnel analysis.
Method
- Gathering relevant data using BigQuery SQL
- EDA and Visualization using Tableau
Findings
Funnel
We have a relatively consistent bounce rate of 25% to 37%.
User Source’s Performance
Facebook have highest bounce rate yet lowest conversion rate, indicating campaign on Facebook are less efficient.
Voucher Usage
A third of users didn’t use voucher at all, which can indicate a problem in discoverability or availability.
Payment Performance
Virtual Account is the most used Payment Method, but if we are looking at the success rate, Paylater and Biller Services have over 75% completion rate.
Despite being the most successful payment method, Paylater and Biller Services have the slowest transaction completion time with above 5 minutes on average.
Recommendation
- Highlight Voucher availability. Besides a third of users didn’t use any voucher, 40% of them are abandoning their transaction. Highlighting Voucher Availability might reduce abandon rate.
- Simplify Paylater and Biller service processes. Both Method have high completion rate yet slowest completion time, simplifying these service processes might interest users for more transaction.
- Rework Facebook Campaign. Facebook have suboptimal campaign performance, we need a different approach to gain more customer from Facebook.