Case Problem: Heavenly Chocolates Web Site Transactions
Heavenly Chocolates is a factory that produces high-quality chocolate goods.
Heavenly Chocolates chose fifty transaction samples for research from last month's
sales in an effort to boost sales even more and gain more insight into its online
customer. The following table displays certain data:
Customer
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
Day
Mon
Wed
Mon
Tue
Wed
Sat
Sun
Fri
Wed
Tue
Sat
Sun
Sun
Mon
Fri
Thu
Thu
Mon
Fri
Wed
Sat
Tue
Sun
Tue
Fri
Wed
Sat
Sat
Fri
Mon
Thu
Fri
Browser
Chrome
Other
Chrome
Firefox
Chrome
Firefox
Chrome
Firefox
Firefox
Chrome
Other
Firefox
Other
Firefox
Chrome
Chrome
Chrome
Chrome
Other
Chrome
Firefox
Chrome
Chrome
Firefox
Firefox
Chrome
Chrome
Firefox
Firefox
Other
Chrome
Firefox
Time
(min)
12.0
19.5
8.5
11.4
11.3
10.5
11.4
4.3
12.7
24.7
13.3
14.3
11.7
24.4
8.4
9.6
23.3
14.0
5.6
15.1
16.3
10.2
8.0
8.0
9.6
11.0
16.9
6.0
32.9
11.8
7.1
18.0
Pages
Viewed
4
6
4
2
4
6
2
6
3
7
6
5
7
10
3
4
7
7
4
5
5
6
3
2
3
2
5
4
10
9
2
8
Amount Spent
($)
54.52
94.90
26.68
44.73
66.27
67.80
36.04
55.96
70.94
68.73
54.04
48.05
64.16
158.51
84.12
59.20
91.62
126.40
68.45
32.69
78.58
74.43
32.73
48.66
54.66
40.54
34.69
27.91
155.30
120.25
41.20
134.40
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Sun
Fri
Tue
Mon
Thu
Sat
Tue
Wed
Tue
Sat
Fri
Mon
Mon
Fri
Thu
Fri
Mon
Fri
Chrome
Chrome
Chrome
Firefox
Firefox
Chrome
Chrome
Chrome
Other
Chrome
Firefox
Chrome
Chrome
Firefox
Chrome
Chrome
Other
Chrome
11.8
9.1
7.8
16.5
6.2
11.3
10.6
5.0
15.9
18.1
10.8
13.3
30.1
13.7
8.1
9.7
7.3
13.4
4
3
5
5
4
4
2
5
4
7
4
7
6
4
2
5
6
3
37.17
52.09
71.81
59.99
84.17
55.58
39.06
36.48
67.44
60.14
70.38
110.65
104.23
68.17
17.84
103.15
52.15
98.75
1. Divide the time into 7 time periods, you can see the number of guests in each time
period. The largest number of guests spend 10-15 minutes, with a proportion as high
as 40%
For page viewed, pls see below.
Following is the time spent descriptive statistics:
Observing the above data, we can conclude that users who shop online spend an
average of 12.81 minutes on the website. Correspondingly, the histogram of the time
taken shows an approximately symmetrical trend. In other words, the distribution of
time that shoppers spend on the website exhibits symmetrical characteristics overall.
We also classify the amount spent by guests, as we can see blow.It can be seen from
the analysis results that the highest proportion of guests spending 60-80 US dollars is
28%.
The descriptive statistics of the amount is
Based on the above results, the average amount spent by customers is estimated to be
around 68.13. The histogram of the amount spent shows a major concentration in the
center of the graph, which is consistent with our previous analysis.
2. Use Pivot table to summaries the data, we can know the status of every day each
week. It can be concluded that Friday has the largest number of guests and the highest
amount of purchases.
3. The same analysis method as 2, you can see the outcome from different browsers as
below. It can be seen that the largest number of customer use the Chrome browser.
4. As we can see, the length of time a customer spends on the website is directly
proportional to the amount spent. The longer they are online, the higher the amount
they spent.
5. Likewise, it shows that the more times a page is viewed, the more money they
spend.
6.
This correlation coefficient is 0.60. This suggests that there is a moderately strong
positive relationship between time spent on a website and the number of pages viewed.
Simply put, when users spend more time on a website, they typically view more pages.
But the connection is not as strong as other 2.