Reviewing E-commerce Web Stats

Recently I was given a dump of raw logs for a large e-commerce website and asked what I made of them. This is what Anne said I should look at;

  • Where are customers coming from ? Define the online retail channels. Are blogs, PPC or direct traffic
  • Which customers are converting (which channel is doing best) ?
  • Where are customers dropping off in the process ?
  • Who do the customer claim to be (gender, age) ?
  • What products are selling well (split by merchandising areas) ?
  • Can the products be split differently (such as by price or region) and does this show a different skew on purchasing ?