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CASE 01 E-commerce conversion analysis
Stable traffic.
Falling conversion.
A demonstration analysis investigating where a fictional football retailer was losing potential purchases—and what the business should investigate next.
Demonstration projectA digital analytics case study by David Wallin Mahari
- Warsay Studios is a fictional football retailer, and the results do not describe a real store.
01 / THE BRIEF
Where does the purchase journey lose momentum?
Warsay Studios wants to understand which stage of its purchase journey has the lowest progression rate and where the team should focus its next investigation.
- Where does the largest drop occur?
- Is the decline concentrated by device?
- Which product categories show the weakest performance?
- What can the data show?
02 / Metrics
Data and approach
STAGEEVENTPRIMARY KPIPURPOSE
Discover
view_itemProduct view rateMeasure product interestConsider
add_to_cartAdd to cart rateDetect potential PDP issuesIntent
begin_checkoutCheckout start ratePurchase intentConvert
purchaseCheckout completionCompleted orders03 / PROCESS
Synthetic data interpretation.
The supporting material below shows the workflow. Use the arrows or swipe on mobile.
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04 / DASHBOARD
Explore the performance data.
Use the date, device, channel and product-category filters to investigate performance.
05 / SQL ANALYSIS
Questions answered with SQL.
BigQuery was used to aggregate the dataset and validate the dashboard.
Which channels generated the most revenue?
SELECT
COUNT(*) AS number_of_rows,
MIN(date) AS first_date,
MAX(date) AS last_date,
COUNT(DISTINCT date) AS number_of_dates
FROM `airy-web-509601-b3.ecommerce.ecommerce data`;Result: 5400 Rows - 01/06/26 / 29-08-26 - 90 Dates
04 / FINDINGS
Three findings worth looking into.
View-to-cart had the lowest progression rate
The dataset recorded 43,603 product views, 8,870 add-to-carts, 5,792 checkout starts, and 2,969 purchases. At 20.34%, view-to-cart was the lowest of the three stage progression rates.
Football boots had the lowest view-to-cart rate
Football boots received the most product views but had the lowest view-to-cart rate. This makes boot product pages a useful starting point for investigating the view-to-cart stage.
Mobile was lower than desktop
Mobile’s view-to-cart rate was 2.87 percentage points lower than desktop’s. The difference is a reason to examine the mobile product-page experience, but these figures do not establish what caused it.
What this means
The analysis shows where performance is weakest however it does not prove why.
05 / RECOMMENDATIONS
Investigate first.
Experiment second.
Review football boot product pages first.
Boots have the lowest view-to-cart rate (16.61%). Check sizing guidance, product photos, delivery information, size selection, and whether the add-to-cart button is easy to use.
Check the mobile product-page experience.
Mobile view-to-cart rate (19.37%) is 2.87 percentage points below desktop’s. Test the boot pages on real phones and look for layout or usability problems
Gather evidence about shoppers hesitation.
Use a short product-page survey or usability sessions to learn what information people need before adding boots to their cart. The dataset shows where the lower rate occurs, but not why.
07 / LIMITATIONS
What this analysis can't show.
- The dataset is synthetic and is purely meant for demonstration purposes
- The data can't establish the cause of abandonment.
- No experiment was run which means that an uplift can't be claimed.
NEXT Explore
Better insights.
Better decisions.
ABOUT THE ANALYST
Hi, I’m David.
I’m a digital analytics specialist based in Stockholm. I analyze customer behaviour and performance data into clear insights and ideas for improvement.
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