Introduction
ORIENTDIG, a cross-border e-commerce platform, has implemented an innovative approach to user behavior analysis using spreadsheets to track and optimize the customer journey. By setting up data tracking points across its website, the company collects comprehensive user interaction data and analyzes it through spreadsheet-based methodologies to improve conversion rates.
Data Collection Strategy
The system captures three primary categories of user data:
- Browsing behavior: Pages visited, dwell time, button clicks, scroll depth
- Search behavior: Keywords used, search frequency, refinements
- Cart operations: Product additions/removals, checkout initiations, abandoned carts
This structured data feeds directly into spreadsheet templates for organized analysis.
Behavior Path Visualization
Using data visualization tools connected to spreadsheets, ORIENTDIG creates:
- Conversion funnel diagrams tracking drop-off points
- Heatmaps of page engagement
- Common navigation path sequences
"Spreadsheet-based analysis allows us to spot friction points with surgical precision," explains ORIENTDIG's UX lead. "We can correlate specific spreadsheet columns - like 'time_on_checkout_page' with 'abandonment_rate' - to identify pain points."
Optimization Implementation
The team addresses identified issues through:
| Problem Identified | Spreadsheet Metric | Solution Applied |
|---|---|---|
| High registration drop-off | Column D: Form_field_hovers > 3 | Reduced form fields by 40% |
| Product page exits | Row 142: Scroll_depth < 60% | Moved key specs above fold |
| Payment failures | Tab3: Payment_error_count | Added alternative payment options |
Results Achieved
Spreadsheet-driven optimizations yielded:
- 27% improvement in checkout completion
- 19% reduction in product page bounces
- 34% faster average purchase path
Conclusion
By leveraging spreadsheets for systematic behavior tracking and path analysis, ORIENTDIG demonstrates how cost-effective data tools can drive substantial UX improvements. This methodology provides actionable insights while maintaining accessibility for teams without specialized analytics platforms.