Ecommerce Sales Analysis
About This Project
An analysis of an ecommerce toy company sales data using MySQL and Excel Power Query and Pivot to explore traffic sources and landing page performance, and conversion rates, as well as product level sales.
To view the full report in Excel Online please click here
Project Description
The dataset of this fictious eCommerce toy company is hosted on MySQL Server. It contains six related tables with the first three years of eCommerce data about website activity, products, and orders and refunds.
The objective was to understand which factors contributed to the company’s growth over the first three years of operation and to identify any areas of lost opportunity.
The project culminates in a one-page Excel report with visualizations providing a summary of the sales performance and highlighting factors affecting that performance such as billing page optimization, product line expansion, landing page optimization, and conversion rate by traffic source.
ETL and Data Modelling
The exploratory data analysis consisted of using MySQL to extract monthly sessions, orders and webpage activity by traffic source and product. These tables were imported into Excel Power Query. Then, Power Pivot and Pivot Charts were used to identify trends and insights.
File Types: CSV || Data Structure: Multiple Table || # of Records: 129,880 || # of Fields: 24
Source: Maven Analytics
Insights
As session volume increased improvements in the click through rate at each stage of the conversion funnel has ensured order volume and revenue has increased.
Recommendations
Improve session to order conversion rate through mobile device and social traffic sources.
Analysis optimal features of successful landing pages to use as best practice on under performing channels.
Explore further product line expansion and cross-selling opportunities.