Data Sources and Methodology
This analysis is based on over 500,000 shopping sessions, covering everything customers do on the website—from viewing a product to completing a purchase. The data includes product views, add-to-cart actions, time spent on pages, marketing channels, device types, and experiment groups. The aim is to understand how customers move through the store and where they drop off.
To give the e-commerce business owner practical answers, we looked at how the funnel performs, where customers hesitate, which channels bring real buyers, how mobile and desktop users behave, how Variant A compares to the Control group, and which behaviours most strongly lead to a purchase. The goal is simple: highlight where customers are being lost and show which improvements will make the biggest difference to sales.
Email
Top Converting Channel
Highest-intent customers with strongest purchase rates
Paid Search
Second Best Channel
Strong conversion performance, ideal for budget allocation
Mobile
Best Device Performance
Mobile users convert better in both cart adds and purchases
Variant A
Experiment Winner
Slightly more completed purchases than Control version
Key Conversion Insights
Critical Drop-Off Points
Most customers stop at two major points: moving from viewing a product to adding it to their cart, and moving from cart to checkout. This shows that shoppers are interested but not fully convinced, and many who start the buying process don't finish it. For the e-commerce business owner, the priority is to make product pages more persuasive and the checkout flow smoother so fewer customers abandon their purchase.
Customer Hesitation Points
Customers often spend time on product pages without taking action, or browse for a long time without adding anything to their cart. This usually means they are unsure—something is unclear, missing, or not convincing enough. Improving product descriptions, photos, reviews, and navigation can help customers feel more confident and reduce hesitation, turning more browsers into buyers.
Channel Performance Analysis
Email and Paid Search bring the highest-intent customers, with the strongest purchase rates. Social performs reasonably well, while Organic and Direct traffic convert much lower. For the business owner, this means marketing budget should lean toward Email and Paid Search, while Organic and Direct need better content or targeting before being scaled.
Mobile vs Desktop Performance
Mobile users convert better than desktop users in both adding to cart and completing purchases. This shows that mobile customers are not just browsing—they are willing to buy. The business owner should continue strengthening the mobile experience, as it offers the biggest return, while improving desktop to reduce friction for those users.
Purchase Prediction Factors
Customers coming from high-intent channels—especially Email—are most likely to buy. Surprisingly, viewing many products or adding many items to cart decreases the chance of completing a purchase, suggesting customers feel overwhelmed or stuck. This means the business owner should guide customers more clearly with better recommendations, simpler choices, and stronger product clarity, while investing more in nurturing email-driven traffic.
Data Visualization Insights
Conversion Funnel Drop-Off Analysis
Marketing Channel Conversion Rates
Mobile vs Desktop Conversion
A/B Test Results - Variant Performance
Behavioral Purchase Predictors
