Case Study: Path Analysis - Descriptive Analytics
Background: The eCommerce group of a telecom client is struggling with low conversion rates & low customer satisfaction on their website.
Approach: Customer transaction & interaction data captured in webtrends was used. A custom algorithm to identify the most common paths taken by visitors was built in SAS. This algorithm also captured the time spent at each page, customer satisfaction at various levels in the flow.
Impact: Based on the feedback from the Path Analysis, the client made changes to structure of the website. Most common leakage paths were plugged. Dead Ends were removed. This improved customer satisfaction, increased conversion rates, helped client identify opportunities for upsell & crosssell.