1. Executive Summary

In order to combat high cart abandonment rates and checkout funnel drop-offs for our client, we implemented a data-driven approach using Power BI to analyze user behavior, payment failures, and friction points within the checkout process. This project aimed to identify bottlenecks leading to lost sales, optimize the checkout experience, and improve conversion rates through data-backed recommendations.

2. The Problem 

Our client’s e-commerce platform faced significant revenue losses due to the following key factors:

1. High Cart Abandonment Rate – A large number of users added products to their cart but failed to complete the purchase.
2. Checkout Drop-off – Customers exited at various stages of the checkout funnel due to unclear pricing, complicated checkout processes, or better price elsewhere
3. Payment Failures & Trust Issues – A lack of seamless payment processing and trust signals led to hesitancy in completing transactions.

3. Solution Approach

To address these challenges, we developed a Power BI-driven analytics solution with the following key steps:

Step 1 – Data Integration

Consolidating customer journey data, payment logs, and behavioral analytics.

Cleaning, transforming, and structuring the data to establish relationships between checkout steps, payment failures, and cart abandonment triggers.

Step 2 – Dashboard Development

• Designing an interactive Power BI dashboard to provide insights into:

1. Cart Abandonment Patterns – Identifying at what stage users drop off.
2. Checkout Funnel Optimization – Analyzing conversion rates at each step to detect friction points.
3. Payment Performance – Tracking success rates of different payment methods and failure causes.

• Utilizing Data Analysis Expression (DAX) calculations to measure key performance indicators like abandonment rate, conversion rate, and revenue recovery potential.

Step 3 – Implementation

• Deploying the dashboard for Marketing, User Experience (UX), and Payment teams to monitor trends.
• Recommending User Interface/User Experience (UI/UX) enhancements such as simplifying checkout steps, adding trust signals, and offering multiple payment options.
• Implementing remarketing strategies, including cart recovery emails and targeted promotions, to bring back lost customers.

4. Results and Improvements

The implementation of the Customer Risk Assessment and Fraud Detection Dashboard delivered significant improvements across key business areas:

5. Conclusion

The Power BI dashboard provided actionable insights that helped streamline the checkout process, reduce friction points, and recover lost revenue. By optimizing the checkout funnel and enhancing payment reliability, the business reduced cart abandonment by 37% and significantly increased conversion rates, leading to higher overall revenue.