Warby Parker
This research project was implemented using SQL.
This project centers around the study of funnels. I conducted a comprehensive analysis of various marketing funnels employed by Warby Parker, aiming to compute conversion rates and extract actionable insights that could provide valuable advantages for the business.
Warby Parker is a webshop specialized in selling glasses.
Firstly, I have analyzed the quiz funnel the company suggests to its customers and found its weak spots, that require optimization.
The analysis showed only 54% of participants complete all 5 questions of the quiz. The most challenging questions are #3 and #5 with a drop rate of 20 and 25% respectively. Customers tend to be dubious about their own preferences - probably, they would rather prefer to be advised a shape based on their previous answers.
I have also analyzed conversion rate on each stage of the marketing funnel which revealed 66% of customers that receive a home-try-on option make a purchase.
The implemented A/B test allowed to conclude delivering 5 pairs for home try-on instead of 3 is a winning strategy. Almost 80% of customers that received 5 pairs to choose from make a purchase.
The following analysis of customer preferences and most common purchases revealed some more actionable insights: as the most expensive models account for almost 40% of total sales, the range of models in this price category could be expanded; moreover, it could be beneficial to produce these models in the most popular color among both male and female customers - tortoise.
You may check the code and PDF presentation following the link below.