We began at the product category level, monitoring the percentage of overall site visitors who clicked into categories such as cameras, televisions, or consoles. This stage provided early insight into product discovery and interest.

The next stage tracked user engagement on individual product pages, including metrics such as click-through and average time on page, revealing how product content influenced purchase intent.

We measured the portion of users who clicked “Add to Cart,” signaling strong purchase intent and identifying potential drop-offs before bundling or checkout.

Consumers had the opportunity to bundle products with accessories or add complementary items. This stage offered insight into cross-sell effectiveness and incremental revenue potential.

Users then entered the checkout process, either through Sony’s platform or via Amazon, allowing us to track initial funnel commitment.

First-time customers were prompted to input billing details. This stage became a key focus of reporting, as we identified friction on mobile and tablet layouts that contributed to significant cart abandonment.

Consumers entered shipping details, providing additional insight into user experience and potential barriers to completion.

The final stage confirmed the order, representing successful product conversion and providing a clear KPI for overall funnel performance.

All funnel interactions were captured via pixels in Google Tag Manager, including button clicks and page URL visits. This data was aggregated in Google Analytics for detailed analysis and reporting.

The project’s primary objective was to track cart falloff between funnel stages to inform UI decisions for a potential site redesign. Using Google Analytics, I visualized traffic and conversion flow through each stage in real time, enabling precise identification of bottlenecks.

By tracking the percentage of users advancing from stage to stage, I identified critical dropoff points. The data consistently revealed significant attrition between the Billing and Shipping stages, highlighting a key barrier to conversion.

Weekly reports segmented user behavior by device, revealing higher dropoff rates on mobile and tablet compared with desktop, underscoring the need for device-specific UX improvements.

Analysis of the mobile billing page highlighted two primary friction points: 1. Excessive vertical spacing between form fields required users to scroll extensively, disrupting the checkout flow. 2. An external landing page button inadvertently redirected users back to the product category stage, creating additional friction.