In the competitive landscape of e-commerce, understanding the user journey is paramount for success. Orientdig, an international purchasing agency (代购) platform, has adopted an innovative and accessible approach to user behavior analysis by utilizing spreadsheets to track and optimize the customer experience. By systematically collecting and analyzing user data, the platform has been able to identify critical pain points and significantly enhance its service offering.
Orientdig's strategy begins with comprehensive data collection through strategically placed tracking pixels across its website. This process captures a wealth of user interaction data, which is meticulously logged into structured spreadsheets. The collected data falls into three primary categories:
This raw data, organized in spreadsheets, forms a clear and detailed record of how users navigate the site from entry to exit.
Using the analytical capabilities of spreadsheet tools (like pivot tables, charts, and conditional formatting), the Orientdig team transforms rows of data into actionable visualizations. They create User Behavior Path Diagrams that map the most common routes users take. These visual maps highlight:
This step is crucial for moving from abstract numbers to a concrete understanding of the user's story.
The path analysis quickly reveals bottlenecks and pages with abnormally high drop-off rates. By calculating conversion rates between each step in the spreadsheets, Orientdig can precisely quantify where the experience breaks down. Common issues identified include:
The same spreadsheet that identified the problems becomes the central dashboard for managing solutions. For each issue, the team creates an optimization action plan directly within the workbook:
| Identified Problem | Proposed Solution | Metric to Improve |
|---|---|---|
| Complex Registration | Implement social login (e.g., Google, WeChat); reduce form fields to essential information only. | Sign-up Completion Rate |
| Weak Product Pages | Add 360-degree product views, video demonstrations, and a curated Q&A section. | Time on Page, Add-to-Cart Rate |
| Payment Drop-off | Integrate more local payment methods; clarify all costs upfront; optimize page load speed. | Checkout Conversion Rate |
By executing the optimization plans derived from their spreadsheet analysis, Orientdig has achieved measurable improvements:
This data-driven approach ensures that changes are not based on guesswork but on solid evidence of user behavior.
Orientdig's case demonstrates that powerful user behavior analysis doesn't always require expensive, complex software. Through the methodical use of spreadsheets for data collection, path mapping, and solution tracking, businesses can gain deep insights into the customer journey. By continuously identifying friction points and implementing targeted optimizations, e-commerce platforms can create a seamless, user-centric experience that drives growth and fosters loyalty.