ZMZakaria Maachou
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Case Study

E-commerce Funnel Analysis

Where do users drop before purchase?

SQL / DuckDBTableauPython
View on GitHub

Users analyzed

3M+

Funnel stages

View → Cart → Purchase

Primary friction

View-to-cart

Analysis method

SQL CTEs

E-commerce Funnel Analysis — Funnel dashboard — conversion & drop-off by stage
E-commerce Funnel Analysis — Funnel dashboard — conversion & drop-off by stage

Business Problem

A high-traffic e-commerce platform needed to pinpoint where users abandoned the purchase journey and quantify conversion drop-offs at each funnel stage.

Tools

  • SQL / DuckDB
  • Tableau
  • Python

Methodology

  1. 1Defined funnel stages: view → cart → purchase
  2. 2Used SQL CTEs to calculate unique users, conversion rates and drop-offs
  3. 3Analyzed 3M+ user journeys with DuckDB for performant aggregation
  4. 4Built a Tableau funnel dashboard for stakeholder reporting
  5. 5Isolated the view-to-cart step as the primary friction point

Main Insight

The main friction occurs before add-to-cart — users view products but fail to engage with the cart step, indicating a product-page or UX conversion gap.

Business Recommendations

  • A/B test product page CTAs and add-to-cart visibility
  • Analyze product categories with highest view-to-cart drop-off
  • Implement retargeting for high-intent viewers who did not add to cart
  • Track view-to-cart rate as a core conversion KPI alongside purchase rate
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