Kwizera Eric Gasana

1 ANALYSIS OF FLEXTRADE ONLINE SHOPPING APP CAPSTONE PROJECT Table of Contents  Business Overview  Data Overview  Concept Overview  Purpose of the Project  Project Dashboard  Analysis of Results  Analysis of Feedback  Recommendations/Growth Strategies 2 Business Overview  Flextrade conducts business online by selling various products via various channels  They sell all kinds of products ranging from electronics to clothing  Their app is designed to be easy to use, hoping to make shopping fun and simple for everyone  Flextrade wants to keep improving their app to make sure they stay ahead of the competition in the online shopping market  This project will provide recommendations, growth strategies and next steps on how the app can be optimized and made better for users 3 Data Overview  This projects contains 3 datasets and these are  App Analytics Data ❖  User Behavior Data ❖  Includes User ID, Session ID, Timestamp, Page views, Bounce rates, Add to Cart Rates and Conversion rates Includes the User ID, Session ID, Timestamp, Session Duration, Product Views, Cart Additions, and Checkout Progress User Feedback ❖ Contains the User ID, Timestamp, Feedback Type, and Feedback Content 4 Concept Overview  This project provides key insights into the following identified issues  High bounce rates: Why many users leave the app without completing their purchase transactions  Cart Abandonment: Users put items in their cart but do not complete the purchase  Low Average Order Value: The amount of money users spend is lower than users would like (low monetary impact)  Lots of Competition: Many shopping apps, therefore FlexTrade needs to be considered the number one choice. 5 Purpose of the Project  To determine and understand user issues and problems  To make it easier for users to buy items and ensure smoother check out  Suggest personalized products depending on what we know users like and what they are likely to buy  Encourage users to spend more money  Understand various relationships between bounce rates, conversion rates, session views and duration as well as adding to cart rates. 6 Project Dashboard 7 Flextrade Customer Behavior Dashboard Average Session Time Average Bounce Rate Average Conversion Rate 15 Minutes 49% 50% Feedback The checkout process needs improvement. The search feature is not working properly. I found the app very user-friendly. Great selection of products. The prices are competitive. I would recommend this app to my friends. Excellent customer support experience. Smooth and hassle-free shopping experience. I encountered a bug when adding items to the cart. The app crashed during my session. 2021 Sep Jul Mar Apr Feb Oct Jun 2022 May Jan Apr Dec Oct Jun May Jan Apr Dec Oct Jun 2020 May Jan Apr Dec 80% 60% 40% 20% 0% 2023 - 96 95 94 80 Bounce_Rate Conversion_Rate Months Year Feedback_Type 0 0.14 Jul 2020 App Review 0.01 0.15 Jun 2021 Customer Support 0.02 0.16 Mar 2022 Survey 0.03 0.17 May 2023 0.04 0.18 Nov 0.05 0.19 Oct 0.06 0.2 Sep 85 90 95 100 105 110 Conversion Rate in relation to Cart Additions 400 300 - 2 3 4 5 6 7 8 9 10 Analysis of Results Key Insights  Users spend an average of 15 minutes on the app  Average session views do not increase as the bounce rate increases hence no relationship.   When bounce rates decrease, conversion rates move up. This was evident mostly in 2021 and 2022.However, there are a few exceptions where in January and March 2020, and also during the same period in 2023, bounce rates and conversion rates moved in tandem. Conversion rates in relation to cart additions increase from 20% to 40%, stabilizing at 50%, decrease up to 70% and increase thereafter to 100%. Conversion Rate in relation to Cart Additions 350 Cart Additions  8 311 301 300 235 250 242 247 4 5 279 284 9 10 251 218 218 7 8 - 2 3 6 Conversion Rates Analysis of Results Cont’d    Analysis of Feedback Contentl From the feedback, it was noted that most users want an improvement in the checkout process The checkout process once improved would lead to more session views where users can look and select more products which could translate to more addition to carts and conversion rates. The second highest feedback item is that the search feature does not work properly, which leads to high bounce rates. Overall, once these issues are resolved, users are more likely to spend more time on the app with likelihood of buying more products The checkout process needs improvement. Feedback Content  9 106 The search feature is not working properly. 105 I found the app very user-friendly. 105 Great selection of products. 101 The prices are competitive. 100 I would recommend this app to my friends. 100 Excellent customer support experience. 98 Smooth and hassle-free shopping experience. I encountered a bug when adding items to the cart. The app crashed during my session. - Count of Feedback Content Recommendations/Growth Strategies/Next Steps  The checkout needs a lot of improvement since it is the item that most users want worked on  The search feature should be enhanced to enable users have a view of more varieties of products from which to select  More items should be added into the cart which would increase conversion rates  Observe customer preferences through deeper analysis of session views.  Bugs should be eliminated on the app to do away with user frustration and improve user experience.  Crashes should be given utmost attention so that users do not abandon the app and go to the competitors. 10 11 END