Orientdig Leverages Spreadsheets for User Behavior Path Analysis and Shopping Experience Optimization

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Data Collection Strategy

The e-commerce platform Orientdig has implemented an innovative approach to understanding customer journeys by utilizing spreadsheets for comprehensive user behavior analysis. Through strategic data tracking across their website, Orientdig collects three primary categories of behavioral data:

  • Browsing Behavior: Page visits, dwell time, button clicks, scroll depth measurements
  • Search Activity: Keyword search terms, search frequency patterns
  • Shopping Cart Interactions: Product additions/removals, checkout process behaviors

This granular data collection is achieved through carefully placed tracking pixels that capture micro-interactions without disrupting the user experience.

Behavioral Path Visualization

Orientdig's analytics team transforms spreadsheet data into actionable insights through:

  1. Importing structured behavioral data into spreadsheet modules
  2. Creating sequential user flow diagrams mapping touchpoints
  3. Identifying trend patterns across different user segments

Heatmap-style conditional formatting highlights critical drop-off points where significant portions of potential customers abandon their shopping journey.

Pinpointing Conversion Barriers

The spreadsheet analysis reveals several friction areas negatively impacting Orientdig's conversion metrics:

Problem Area Impact on Conversion
Multi-step account registration 47% dropout before completion
Incomplete product specifications 33% bounce rate on detail pages
Payment processing delays 19% cart abandonment at checkout

Data-Driven Experience Improvements

Using spreadsheet models to simulate improvement scenarios, Orientdig implemented key optimizations:

  • Streamlined guest checkout option reduced signup friction
  • Enhanced product pages with 360° views and detailed specifications
  • Optimized payment connector APIs decreased processing time by 62%

Spreadsheet tracking of these changes showed measurable results:

Conversion lift: +28%

Average order value increase: +15%

Customer satisfaction score improvement: 22 points

Iterative Optimization Process

Orientdig maintains a continuous improvement cycle:

  1. Bi-weekly data exports to updated spreadsheet templates
  2. Comparative analysis of behavioral shifts post-changes
  3. AB testing frameworks embedded in spreadsheet logic
  4. Quarterly comprehensive buyer's journey re-mapping

This spreadsheet-centered approach provides the agility to rapidly test and implement UX enhancements based on empirical shopping behavior data rather than assumptions.

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