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Analysis of Warby Parker Marketing Funnel: Analyze Data With SQL Beng Kuan, Choo 15 July 2019

This document analyzes marketing funnel data from Warby Parker. It finds that: 1) Completion rates for the style quiz questions vary, with the lowest being question 5. 2) 75% of users complete the style quiz and request home try-ons, and 66% of those users make a purchase. 3) A/B testing shows the 5-pair home try-on option has a better conversion rate to purchase than the 3-pair option. The document also examines common purchase types and prices.

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Daniel Muñoz
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61 views

Analysis of Warby Parker Marketing Funnel: Analyze Data With SQL Beng Kuan, Choo 15 July 2019

This document analyzes marketing funnel data from Warby Parker. It finds that: 1) Completion rates for the style quiz questions vary, with the lowest being question 5. 2) 75% of users complete the style quiz and request home try-ons, and 66% of those users make a purchase. 3) A/B testing shows the 5-pair home try-on option has a better conversion rate to purchase than the 3-pair option. The document also examines common purchase types and prices.

Uploaded by

Daniel Muñoz
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Analysis of Warby Parker

Marketing Funnel
Analyze Data with SQL
Beng Kuan, Choo
15 July 2019
Table of Content – Analysis and Insight

1. Completion rates of style quiz

2. Conversion rates of marketing funnel

3. Responses to A/B testing on home_try_on options

4. Common types of purchase made


1. Completion rate of style quiz questions
Observations/Insights
● Question 5 has the lowest completion rate; Users may find this question irrelevant to their style quiz.
● In Question 3 and 4, 24% and 28% of users did not choose the shapes and colours respectively; This represents a
significant size of group of users who will not continue into the next stage of the marketing funnel.
Deduction/Recommendation
● To review validity or improve on purpose of question 5 to get better completion rate.
● To improve on question 3 and 4 to get better completion rate and continue to the next stage of the funnel.

Style Quiz Questions Completion Rate Percentage of users who


(Total User = 500) completed this questions

1. What are you looking for? 500 100%


2. What's your fit? 475 95%
3. Which shapes do you like? 380 76%
4. Which colors do you like? 361 72%
5. When was your last eye exam? 270 54%
2. Conversion rate of marketing funnel
WITH funnel AS (
Observation/Insight
SELECT DISTINCT q.user_id AS 'user_id’,
● 75% of users completed the style quiz and proceeded to request h.user_id IS NOT NULL AS 'is_home_try_on’,
p.user_id IS NOT NULL AS 'is_purchase'
for home_try_on. FROM quiz AS 'q'
● 66% of users bought after trying on the choices offered. LEFT JOIN home_try_on AS 'h’
ON q.user_id = h.user_id
Deduction/Recommendation LEFT JOIN purchase AS 'p’
● Could the style quiz experience be improved to enthuse the rest ON h.user_id = p.user_id)
of 25% of users to try? SELECT COUNT(user_id) AS 'Users_who_did_Style_Quiz’,
● Could the choices offered be improved to encourage purchase? SUM(is_home_try_on) AS 'Quiz_to_Home_try_on’,
SUM(is_purchase) AS 'Home_try_on_to_Purchase’,
1.0 * SUM(is_home_try_on)/COUNT(user_id) AS '% of
quiz_to_home_try_on’,
Quiz → Home_try_on → Purchase 1.0 * SUM(is_purchase)/SUM(is_home_try_on) AS ‘%
of home_try_on_to_purchase'
FROM funnel;
1000 users 750 users 495 users

75% 66%
3. Responses to A/B testing of home_try_on options
Observation/Insight
● 5-pairs option has better conversion rate than 3-pairs option; giving more options increase the chances of purchase.

Deduction/Recommendation
● Proceed with 5-pairs home_try_on option.

No_of_pairs_options Users_home_try_on Users_purchase

3-pairs 379 201


5-pairs 371 294
% conversion_to_purchase
3-pairs 53%
5-pairs 79%
Purchase_type 3-pair 5-pair Total
s

4. Common types of purchase made Style

Style – Men’s 103 140 243


Observation/Insight
● Generally similar trend of purchase types from 3-pair_try_on and 5- Style – Women’s 98 154 252
pair_try_on groups.
Model_Name – Top 5
● Overall proportion of purchase for the Men’s style (n=243) and
Women’s style (n=252) are similar. Eugene Na 54 62 116
● Top 5 model_name purchased are in the order of Eugene Na,
Dawes 49 58 107
Dawes, Braly, Lucy and Olive.
● The top 5 model_name constituted 91.7% of the total purchases; Braly 39 56 95
excluding Olive, the top 4 model_name constituted about 82% of
the total purchase. Lucy 30 56 86
● Based on price, the average price or customer value per purchase
Olive 14 36 50
is $112; The average customer value is closer to max price.
Deduction/Recommendation Customer Value/Price
● Warby Parker brands appeals similarly to both Men and Women.
Average Price 113.2 112.3
● Focus on model_names Eugene Na, Dawes, Braly and Lucy. Review
Olive and others. Max Price 150 150
● Customer value is closer to Max Price, suggesting a greater appeal
for the higher priced brands. This is a good trend to keep. Min Price 50 50
Thank You

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