ShopEasy, an online retail business, faced declining customer engagement and conversion rates despite investing heavily in new marketing campaigns. This project involved a comprehensive data analysis using SQL, Python, and Power BI to uncover key insights, identify areas of improvement, and provide actionable recommendations for enhancing marketing strategies.

The Marketing and Customer Experience teams at ShopEasy reached out with the following concerns:

• Reduced Customer Engagement: Lower interaction with the website and marketing content.
• Decreased Conversion Rates: Fewer site visitors converting to paying customers.
• High Marketing Costs: Increased expenses with minimal return on investment.
• Need for Feedback Analysis: Understanding customer sentiment to guide improvements.

• Increase Conversion Rates by identifying drop-off points in the sales funnel.
• Enhance Customer Engagement by analyzing content performance.
• Improve Customer Feedback Scores by understanding review sentiment.

• Conversion Rate
• Customer Engagement Rate
• Average Order Value (AOV)
• Customer Feedback Score

• SQL – Data cleaning and preprocessing
• Python – Sentiment analysis on customer reviews (generated sentiment scores from text data)
• Power BI – Visualisations and dashboard creation

• Overall Drop: Conversion rates fluctuated, with a low of 4.3% in May.
• Strong Peaks: January (18.5%) and December (10.2%) showed strong performance, especially for seasonal products like Ski Boots.
• Product Focus: Items like Kayaks, Ski Boots, and Baseball Gloves showed high conversion potential.

• Declining Views: Steady decline in content views post-July.
• Click-Through Rate: Despite fewer clicks/likes, engaged users maintained a solid CTR of 15.37%.
• Top Content: Blogs drove the most views (especially in April and July).

• Average Rating: 3.7 stars, slightly below the target of 4.0.
• Sentiment Analysis: 275 positive, 82 negative reviews. Mixed reviews highlight improvement opportunities.
• Distribution: Majority of reviews are 4 or 5 stars, indicating overall satisfaction with key issues to address.

• Focus marketing on high-performing product categories.
• Launch seasonal promotions and personalized campaigns during high-traffic months.

• Revamp content strategy using engaging formats (e.g., interactive video, user-generated content).
• Optimise CTAs across blogs and social media, especially in Q4.

• Analyse mixed/negative reviews for common complaints.
• Create feedback loops to address and resolve issues.
• Engage with dissatisfied customers for follow-up and improved ratings.

The final insights are visualized through a Power BI dashboard that includes:

• Conversion rate trends
• Content performance metrics
• Customer sentiment breakdown
• Product-wise analysis and recommendations