In the competitive landscape of e-commerce, Orientdig has implemented an innovative approach using spreadsheets to track, analyze, and optimize user journeys on their shopping platform. Through comprehensive data collection and systematic path analysis, the platform achieves measurable improvements in conversion rates and customer satisfaction.
Comprehensive Data Collection System
Orientdig embeds tracking points throughout its website to capture detailed behavioral data:
1. Browsing Behavior Data
- Page visitation sequences and timestamps
- Time spent on each page section
- Button click heatmaps
- Scroll depth measurements
2. Search Behavior Metrics
- Keyword search frequency and patterns
- Autocomplete interaction rates
- Zero-result search occurrences
3. Cart Operation Tracking
- Product addition/removal patterns
- Saved-for-later versus immediate purchase
- Checkout flow abandonment points
This structured data feeds directly into spreadsheet systems, enabling macro and micro-level analysis through:
- Pre-formatted Google Sheets templates
- Automated data validation rules
- Time-stamped version control
Behavioral Path Visualization & Analysis
Using spreadsheet-linked analytics tools, Orientdig transforms raw data into actionable insights:
Journey Mapping
Flow diagrams reveal the most/least common paths between product discovery and purchase completion. Conditional formatting highlights dropout percentages at each step.
Funnel Visualization
Spreadsheet-generated funnel charts quantify conversion rates between key steps (e.g., product view → cart addition → checkout initiation → payment completion).
Session Replay
Timestamped data reconstructs individual user sessions for qualitative analysis, complemented by quantitative spreadsheet metrics.
Data-Driven Optimization Process
Identification and resolution of friction points follows a rigorous spreadsheet-managed workflow:
- Choke Point Identification: Highlight cells exceeding dropout rate thresholds
- Root Cause Analysis: Color-coded notes categorize issues (technical, UX, informational)
- Solution Testing: A/B test variants tracked in parallel spreadsheet tabs
- Impact Measurement: Formulas calculate pre/post-optimization metrics
Real Implementation: Checkout Flow Optimization
Spreadsheet analysis revealed a 62% dropout rate during payment method selection. The platform:
- Redesigned the payment selector UX based on exit-point heatmaps
- Implemented progressive disclosure of payment options
- Reduced the step count through conditional logic
Result: 18% increase in checkout completions measured across subsequent spreadsheet data captures.
Measurable Business Outcomes
Orientdig's spreadsheet-centric approach delivers quantifiable benefits:
| Metric | Improvement |
|---|---|
| Conversion Rate | +22% YoY |
| Average Order Value | +15% YoY |
| Customer Retention | 31% increase |
| Support Tickets | 40% reduction |
This methodology demonstrates how structured data collection combined with accessible spreadsheet analysis creates a competitive advantage in e-commerce optimization.