Interactive Tableau dashboard analyzing customer conversion patterns across a 5-stage funnel with geographic, device, and channel attribution insights.
Objective: Identify conversion optimization opportunities in an e-commerce platform by analyzing session-level customer journey data.
Tools: Tableau Desktop, Data Preparation
Dataset: 5,000 shopping sessions from 1,872 unique users across 7 countries
Data Source: E-Commerce Customer Journey: Click to Conversion (Kaggle)
- 20.2% session conversion rate (4× industry benchmark)
- 59.9% drop-off between Product Page → Cart (primary optimization opportunity)
- 36.84% cart abandonment rate (589 abandoned carts)
- France: 22.61% conversion — highest performer
- Germany: 18.78% conversion — underperformer
- Insight: Geographic expansion opportunity in France
- Google: 21.64% conversion (best performing channel)
- Social Media: 19.23% conversion (12.5% lower than Google)
- Recommendation: Reallocate 15% budget from Social → Google
- Desktop: 20.53% | Mobile: 20.13% | Tablet: 20.1%
- Insight: No mobile optimization gap — exceptional UX across devices
- 0-2 items: 37.5% abandonment (shipping cost concerns)
- 4-6 items: 39.0% abandonment (price sensitivity)
- Recommendation: Dynamic free shipping thresholds and payment plans
- Product Page Optimization — Implement clearer CTAs and urgency signals to reduce 59.9% drop-off
- Channel Reallocation — Shift 15% of Social Media budget to Google for higher-intent traffic
- France Market Expansion — Increase marketing budget 20% given superior conversion performance
- Dynamic Shipping Strategy — "Add 1 more item for free shipping" for small carts
E-Commerce_Customer_Journey_Analysis.twbx— Tableau packaged workbook (includes data)README.md— Project documentationinsights/— Detailed analysis report (optional)screenshots/— Dashboard previews (optional)
Main dashboard showing conversion funnel, geographic heatmap, and KPI summary
- Download
E-Commerce_Customer_Journey_Analysis.twbxfrom this repository - Open with Tableau Desktop or Tableau Reader (free)
- Sessions: 5,000 unique shopping sessions
- Users: 1,872 unique customers (avg 2.67 sessions per user)
- Funnel Stages: Home → Product → Cart → Checkout → Confirmation
- Dimensions: Country (7), Device Type (3), Referral Source (4)
Session Conversion Rate = COUNTD(IF [Purchased]=1 THEN [Session ID] END) / COUNTD([Session ID])
Cart Abandonment Rate =
(COUNTD(IF [Page Type]='Cart' THEN [Session ID] END) -
COUNTD(IF [Purchased]=1 THEN [Session ID] END)) /
COUNTD(IF [Page Type]='Cart' THEN [Session ID] END)
Funnel Stage Order =
CASE [Page Type]
WHEN 'Home' THEN 1
WHEN 'Product' THEN 2
WHEN 'Cart' THEN 3
WHEN 'Checkout' THEN 4
WHEN 'Confirmation' THEN 5
END
- 6 KPI Cards: Total Sessions, Users, Conversion Rates, Orders, Avg Sessions/User
- 8 Interactive Sheets: Funnel, Geographic Map, Time Series, Device/Channel Matrix, Cart Abandonment, Engagement
- Filters: Country, Device, Referral Source, Date Range
- Actions: Click funnel stage → filter all sheets; Hover map → highlight metrics
- Session-level conversion analysis
- Multi-dimensional performance tracking (geography, device, channel)
- Funnel optimization and abandonment analysis
- Interactive dashboard design with cross-filtering
- Business insight translation and actionable recommendations
- Data storytelling for non-technical stakeholders
This analysis was conducted as part of data analytics project, simulating a real-world e-commerce optimization scenario. The methodology and insights are directly applicable to:
- E-commerce platforms (Amazon, Shopify, TikTok Shop)
- Supply chain operations (order volume forecasting)
- Logistics optimization (regional fulfillment allocation)
- Marketing attribution (channel ROI analysis)
Sarina Gurung
This project is available for educational and portfolio purposes.
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