🧩 Business Problem

Despite generating strong revenue from Canadian users, the checkout abandonment rate remains high , with over 85% of users who begin checkout failing to complete their purchase.

The business needs to understand what’s causing this drop-off and how to optimize the checkout experience to recover lost revenue and improve conversion rates in a high-potential market.

📝 Project Overview

Goal:

To understand what’s working in Canada, identify friction points, and provide data-backed recommendations to increase conversions.

Tools Used:

GA4, Google Demo Account, Funnel Visualization.

📹 Video Walkthrough

🔗 Watch here

https://drive.google.com/file/d/1PcH3QFlnHwSKrGrrPbo9wuY2RIFhqE6f/view?usp=sharing

• I walk through GA4 data filtered for Canada
• Analyze revenue, funnel steps, and cost friction
• Offer suggestions to reduce drop-off and scale revenue further

RECOMMENDATIONS

1. Improve Mobile Checkout Experience

• Mobile accounts for 39.8% of active users but only 5.9% of revenue.
• Action:
  • Optimize mobile site speed and reduce checkout form fields.
  • Add guest checkout and simplify payment methods.
  • Test one-page checkout on mobile to reduce abandonment.

2. Focus on High-Performing Traffic Channels