Reporting began at the product category stage, tracking the portion of overall site users who clicked on a given category, such as cameras, televisions or consoles.

Moving down the funnel, the second stage tracked clicks into a given product page, including average time on page.

At the third step we tracked 'Add to Cart' clicks, indicating a strong purchase intent.

Consumers then have the option to bundle with accessories or add additional items.

At this point the consumer has the option to checkout in-platform or buy via Amazon.

If someone is a first time customer, they are then asked to enter their billing info (this stage ended up being the focus of my reporting).

Consumers enter their shipping info.

Final review order confirmation, indicating a genuine product conversion!

All of the previous information was tracked via pixels in Google Tag Manager, either as button clicks or page URL visits. This data was then visisble for analysis in Google Analytics.

The focus of our brief was to track cart falloff between funnel stages in order to help Sony make informed UI decisions as they prepared for a potential web redesign. In Google Analytics, I could visualize traffic to the aforementioned stages in realtime.

Here I could clearly see the percentage of site users who would move on to a lower funnel stage, and also the number of dropoffs between stages. Over time, the data showed consistently high dropoff between the Billing Stage and Shipping Stage.

Additionally, weekly data revealed a much higher dropoff percentage at this stage among mobile and tablet users than those on desktop.

Looking at the presentation of the billing page on mobile vs desktop, we deduced that the mobile version had two things working against it: 1. There were large gaps of blank space on the mobile layout between form fill boxes, requiring excessive scrolling to complete the page. 2. There was an extra external landing page button that would bring users back to the product category stage.