Funnel Drop-Off Analysis for E-commerce
Chaya Chaipitakporn
🔎 Funnel Drop-Off Analysis (GA4 + BigQuery)
Understand where users drop off—and how long they hesitate—across your customer journey.
🧩 Project Summary
A funnel analysis using GA4 and BigQuery to uncover conversion bottlenecks and time delays across devices. Delivered segmented insights to prioritize UX and CRO improvements.
đź“Ś Business Problem
The client wanted to identify why users were not completing purchases, despite high product views and cart activity. Existing GA4 dashboards showed totals but didn’t break down drop-offs or time delays at each funnel stage.
⚙️ My Approach
Queried GA4’s raw event logs in BigQuery to reconstruct the user funnel:
view_item → add_to_cart → begin_checkout → purchaseCalculated drop-off rates and average time-to-convert between each step
Segmented the funnel by device type (desktop, mobile, tablet) for better UX targeting
Filtered out extreme outliers to focus on realistic, same-session user journeys
Delivered a clean summary with business insights and action recommendations
đź“Š Key Results: Funnel Conversion Rates
đź“Ś Insights
Add-to-cart is the major drop-off point across all devices—only ~20% of users progress past product viewing.
Once users enter the checkout flow, conversion rates are strong, especially on mobile and tablet (over 50%).
Mobile leads in final purchase rate, indicating a relatively optimized experience.
Tablet users, while fewer in number, show the highest funnel completion rates, suggesting more deliberate or motivated shoppers.
⏱️ Key Results: Time to Convert (Average per Step)
đź“Ś Insights
Users typically add to cart within 4–5 minutes of viewing an item, indicating fast decision-making.
Cart to checkout time averages around 13 minutes, suggesting minor hesitation or distraction, ideal for nudge campaigns or UX improvements.
Checkout to purchase average under 7 minutes, which is a healthy signal of payment process efficiency.
Tablet users complete the funnel faster overall, supporting the idea of more focused browsing behavior.
🔍 Summary Business Insights
Biggest Drop-Off: The most critical point is the transition from product view to add-to-cart; this is the key optimization target.
Conversion Strength: Once users are in checkout, more than half complete the purchase, indicating the checkout process itself is effective.
Fast Flow: Most conversions occur within a short time window, ideal for same-session marketing and real-time personalization.
Mobile & Tablet Strengths: Mobile has high volume and solid conversion, while tablet users convert at the highest rate—both should be prioritized in UX strategy.
âś… Strategic Recommendations
Improve product detail clarity and CTA placement to increase the Add-to-Cart rate
Consider triggering cart nudges or discount timers around the 10–15 minute mark
Run mobile A/B tests to fine-tune the high-performing funnel
Retarget high-intent users who stall between cart and checkout
Segment campaign audiences by device behavior to align with funnel tendencies
🛠️ Tools & Techniques
BigQuery • GA4 • SQL (Window Functions) • Funnel Analysis • Device Segmentation • Conversion Timing Metrics
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Posted Apr 18, 2025
Conducted funnel analysis using GA4 and BigQuery to improve conversion rates.
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