Before we dive in...
What we have covered
Data Validation
A thorough set of analyses on the dataset to ensure the quality of the raw data.
Data Driven Strategies
Full set of recomendations to put the insights into action
What's in the data?
Conversion rate data with the following profile:
10
4
20
800
Countries
Browser types
Weeks
Rows
tl;dr
Executive summary of the Analysis
01
Conversion Rate
We have observed fluctuations in the conversion rate due to a surge in visits in country AC. Overall, the numbers are relatively flat with a slight decline over time and clear disparities among markets.
02
Traffic Volumes
Volumes have risen over 1000% in 20 weeks, with the latest week recording over 16M visits and a steady 7% week-over-week increase in traffic for the past 10 weeks. Conversion rates have remained relatively stable despite the surge.
03
Browsers
There is a clear variation in performance by browser across all countries. Addressing root causes, such as performance and UX, can drive conversions and improve the overall program.
04
Countries
Volume: Countries fall into two segments: those with over 25M visits and those with less than 7M. This segmentation can help prioritize efforts if capacity is limited.
Performance: There are significant variations in conversion rates across markets, which can be investigated to improve performance in lower-performing areas.
Conversion Rate
Overview on the Weekly Conversion Rate and Trends
Initial Understanding of the data
What's the overall weekly coversion rate?
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The Conversion rate shows some fluctuation, but overall a steady decline
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Between weeks 7 and 8, there's a considerable spike from 35.7% to 40.3%
More trends about the data
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The latest data suggests a total of 16.5M of visits per week (7% increase week over week)
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Chrome is the most popular browser, with 95M visits and 55% of the overall volume.
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We can segment the countries by visits in two groups:
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Over 25M in traffic: AA, AC, AD and AH
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less than 7M in Traffic: AB, AE, AF, AG, AI and AJ
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Key Findings on the Conversion Rate
1
The 'Spike'
The spike that we observed during week 7 and 8 was driven by the Country AC.
The number of visits and conversions during this time more than doubled, and as the CR of this country is very high (70%+), it moved the overall conversion rate.
2
Browser matters
There is a clear disparity in conversion rate amongst the Browsers.
Firefox has almost double the conversion rate of Chrome, which is responsible for 55% of the visits.
3
Stale Performance
Visits increased by over 1,000% in 20 weeks, yet the Rate remained relatively stable, dropping less than 2% points. This indicates a positive outlook, as performance didn't drop despite the surge in visits, but suggests potential for further improvement.
4
Countries
The data shows significant performance disparities between countries, both in visits and conversion rates. The most notable difference in conversion rates is between AE (81%) and AA (13%).
Suggested Actions and Next Steps
1
The 'Spike'
The increase in traffic in the country AC needs to be deeply investigated.
It could have been caused by data issues, more campaign investment or improvements.
The learnings on this can be very helpful to understand if we can translate the same across other markets.
2
Browser matters
The performance disparity among browsers reveals opportunity areas. While browser choice can reflect user type, other factors like performance and UX variations are significant. Firefox outperforms all other browsers in every country, whereas Chrome, despite having the most traffic, only surpasses Safari.
3
Stale Performance
Given the stagnant conversion rate, we need to explore more CRO opportunities. All countries exhibit similar behavior, indicating current efforts aren't significantly impacting conversions. The high volume of visits suggests a great opportunity to increase conversions by improving the rate by just a few percentage points.
4
Countries
Given the wide range of performance across countries, we can leverage the strengths of the highest-performing countries to boost the performance of the lower-performing ones. Market particularities are important, so some variations will always exist.
Segmenting traffic can help prioritize efforts towards the 25M+ group.
Visual Analysis of Key Points
Graphs illustrating the discussed points in the analysis provide a deeper understanding of volume segmentation and performance variations across different markets.
The Spike
The chart shows how the number of visits more than doubled from week 7 to 8, which drives the overall conversion rate.
Browser
The chart displays the disparity in performance and volumes, as highlighted in the analysis.
Stale Performance
In this analysis we can follow the overall trend of conversion rate and how the metric varies amongst the countries.
Thank you!
My name is Jean Filipe Gomes
I am a Senior Analyst professional with over 10 years of experience in data and analytics in Finance and Customer Operations teams.
I am super excited about the chance to join Stripe!
