Heavenly Chocolates Web Sales Analysis
Photo Source: Revathi Seraman, Pexels
Project Overview
The objective of this analysis is to uncover patterns and trends in customer behavior on HeavenlyChocolates.com and recommend strategies to increase online sales.
Tools & Methods
Microsoft Excel
Descriptive statistics & correlation analysis
Key variables: Time Spent, Pages Viewed, Amount Spent, Day, Browser
Data Source
Heavenly Chocolates dataset, downloaded from the eTextbook Business Analytics (4th Edition) by Jeffrey D. Camm, James J. Cochran, Michael J. Fry, and Jeffrey W. Ohlmann; published by Cengage.
Sample size: The dataset includes 50 web transactions.
Key Findings
• There is a high level of inconsistency in how much customers spend per transaction.
• Customers visit the site most frequently on Fridays and Mondays.
• 86% of customers access the site via Chrome and Firefox browsers.
• There is a moderate positive correlation between the amount of time customers spend on the site and their transaction value; customers who spend more time typically spend more money.
• There is a strong positive correlation between the number of pages viewed and the amount spent; customers who view more pages tend to have higher transaction values.
• There is a moderate positive correlation between the time spent on the site and the number of pages viewed; customers who spend more time also tend to view more pages.
Dashboard Visualizations
Upsell premium products (e.g., larger boxes at a small additional cost).
Cross-sell complementary products (e.g., truffles + chocolate-covered strawberries).
Create product bundles at three price points to appeal to different customers.
Offer free shipping above a certain order amount to boost cart size.
Launch promotions on low-traffic days (Thursday & Sunday) via email and social media.
Investigate site performance on non-Chrome/Firefox browsers to improve accessibility.
Enhance page content to encourage exploration while keeping it clear and user-friendly.
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