Question 1: E-commerce Funnel Analysis and Insights

You have been tasked with analyzing the performance of our e-commerce website's conversion
funnel. You have been provided with a transformed and filtered version of our Google Analytics
raw data, covering several days of user activity (Sample Events Data and Schema).

Your task:

1. Data Exploration and SQL Query: a) Examine the provided dataset to identify the
relevant events that make up our e-commerce funnel. b) Construct an SQL query that
performs a closed funnel analysis, breaking down the results by individual dates. Your
query should:
○ Include all relevant funnel stages you've identified
○ Calculate step-wise conversion rates between funnel stages
○ Cover the entire date range in the dataset
2. Data Presentation: a) Present the SQL query you've created for the analysis. b) Generate
summary tables and/or charts that clearly illustrate the funnel performance over time.
3. Insights and Analysis: Provide a written analysis of your findings, including: a)
Identification of the main reasons behind funnel drops, supported by data from your
analysis. b) Discussion of notable trends in step-wise conversion rates over the given
time period. c) Any other significant patterns or anomalies you've observed in the data.
4. Recommendations: Based on your analysis, offer at least three data-driven
recommendations for improving the website's conversion funnel performance.

Important Notes:

● If you discover any new or unexpected data during your analysis, use your judgment to
incorporate it meaningfully into your funnel analysis and insights.
● Clearly explain how you've interpreted the data and draw connections between the
observed trends and potential reasons for changes in funnel performance.
● Your response should demonstrate not only your SQL skills but also your ability to derive
actionable insights from data and communicate them effectively.

Submission Format: Please submit your response as a single document containing:

1. Your SQL query

2. Summary tables and/or charts
3. Written analysis and insights (not exceeding 500 words)
4. Recommendations (not exceeding 100 words)
Question 2: Analysis of PDP Heatmap

The Puffy team is working on improving the performance of their Product Detail Page (PDP) on
mobile devices. They have used Hotjar to capture heatmaps of user interactions on a popular
PDP. Your analysis will focus on understanding user behavior and identifying potential areas for
improvement to increase add-to-cart conversions.

Your task is to:

1. Analyze the provided mobile heatmap of the Puffy PDP, focusing on overall user
interaction patterns.
2. Identify key areas of user interest and potential issues based on click concentrations and
interaction patterns.
3. Develop hypotheses about user behavior and factors influencing add-to-cart actions for
each significant interaction area.
4. Propose specific data points or additional information needed to validate each
hypothesis.
5. Present your analysis in a structured, tabular format that clearly links observations,
hypotheses, and data validation methods.

Deliverable Format: Present your analysis in a table with the following columns:

1. Heatmap Observation: Describe what you see in the heatmap for each key area of
interaction.
2. Behavioral Hypothesis: Propose a hypothesis about user behavior or intent based on the
observation.
3. Potential Impact on Add-to-Cart: Explain how this behavior might affect add-to-cart
rates.
4. Data for Validation: List specific data analyses needed to validate the hypothesis.

Additional Guidelines:

● Focus on 3-5 key areas of user interaction from the heatmap.

● Consider both positive interactions (areas of high engagement) and potential pain
points or areas of confusion.
● Think critically about how each observed behavior might impact the user's journey
towards adding the product to their cart.
● Be specific in your data validation suggestions, considering both quantitative metrics
and qualitative user feedback methods.
Question 3: Analysis of Exclusive Discount Popup A/B Test Results

The Puffy Marketing Team has conducted an A/B test to evaluate the impact of offering an
exclusive mystery discount on their email signup form. The hypothesis is that this will increase
the Form Signup Rate, widen the top of the funnel, ultimately increase revenue from emails, and
improve Open Rates and conversion rates for the Welcome Series.

Your task is to:

1. Analyze the provided mock data in the "Exclusive Discount Popup Results" file.
2. Draw inferences from the data, focusing primarily on: a) Form Signup Rate b)
Conversion Rate c) Revenue Per Visitor d) Any other relevant metrics present in the
data
3. Identify any gaps in the provided data and specify what additional information would be
helpful for a more comprehensive analysis.
4. Provide a final recommendation based on your analysis, prioritizing low-hanging fruit
opportunities.
5. Analyze the data in the context of a typical e-commerce funnel. Use this to add
qualitative insights to your quantitative findings.

Deliverable Format: Present your analysis in a concise yet comprehensive manner, ensuring all
key aspects are discussed. Structure your response as follows:

1. Funnel Context:
○ Briefly describe a typical e-commerce funnel or the Puffy website's specific funnel
stages.
○ Explain how the email signup and mystery discount fit into this funnel.
2. Data Inferences:
○ List 3-5 key insights derived from the A/B test data
○ For each insight, provide a brief explanation of its significance within the funnel
context
3. Supporting Data Needs:
○ Identify 2-3 additional data points or metrics that would enhance your funnel
analysis
○ Explain why each piece of additional data would be valuable for understanding
the full customer journey
4. Final Recommendation:
○ With the help of available data in the file, provide a clear, data-driven
recommendation
○ Explain the rationale behind your recommendation
○ Suggest 1-2 immediate actions the Puffy Marketing Team should take based on
your analysis, considering their impact on different funnel stages

Additional Guidelines:
● Focus on actionable insights that can lead to immediate improvements across the funnel
● Be specific in your recommendations, considering both the potential benefits and any
risks at each funnel stage
● Keep your response concise while ensuring all key aspects are thoroughly addressed
● Use your knowledge of typical e-commerce behavior to provide qualitative context for
the quantitative data