  Over the past years, e-commerce platforms have expanded substantially,
providing customers with convenient shopping experiences. To enhance e-commerce
websites, it's essential to grasp user engagement and factors affecting
conversion rates. This optimization is achieved by aligning platforms with user
expectations, thereby fostering successful online shopping experiences, and
contributing to sustained growth in the dynamic digital marketplace. In this
paper, we conduct a comprehensive analysis focusing on user interactions,
conversion metrics, and the entire user journey within an e-commerce platform.
Our exploration spans exit rates and sessions across different devices and
browsers, conversion rates for various traffic sources, and the user journey
from product details to checkout. Findings suggest a need for targeted
improvements in mobile optimization and browser compatibility, indicated by
higher exit rates on mobile devices and varying rates on different browsers.
The conversion rate analysis emphasizes the varying effectiveness of traffic
sources, highlighting the potential of advertised mediums, while identifying
areas for improvement in referral and affiliate traffic. Examining the user
journey showed potential bottlenecks in the conversion process, the identified
gap was between user interest and completed transactions. Our study suggests
improving the checkout process strategically to streamline user transactions.
These insights provide actionable guidance for businesses seeking to refine
their platforms and optimize performance in the ever-evolving landscape of
e-commerce.
