Executive Report
1. Objective
To estimate the drop in conversion rates on Amazon when the Buy Box shifts away from RK World (fast shipping) to Kerala Ayurveda (slower shipping). Specifically, we aim to:
Identify how out-of-stock situations at RK World reduce impression share, product page views, and conversion. Understand how longer shipping times under Kerala Ayurveda degrade the funnel from page view to purchase. 2. Methodology & Data Integration
Three separate datasets were analyzed and then stitched together to create an end-to-end funnel view:
Funnel Data (Page View -> Add to Cart -> Orders) Captured daily (0-day) conversions plus 1-day and 2-day lagged conversions. Extrapolated these trends to days 3 through 8 for a comprehensive view. Examined five popular Kerala Ayurveda products for two major cities (Delhi and Bangalore). Compared shipping times with RK World vs. Kerala Ayurveda, discovering Kerala Ayurveda’s shipping speed is on average twice as long (2 days vs. 4 days). Found that the slower shipping speed corresponded to a ~40% drop in conversion (from page view to purchase). Focused on five products that were out of stock at RK World for at least a week each, at different times. For each product, compared funnel metrics (Impressions, Impression Share, Page Views) between periods when RK World was in stock vs. out of stock. Found a ~1.92x deterioration (roughly 48% drop) in Impressions-to-Page-View metrics when the Buy Box shifted to Kerala Ayurveda. Bringing It All Together
Overall Funnel Impact: The combination of lost visibility (impressions to views) and weakened conversion (page view to purchase) due to slower shipping produced ~70% overall deterioration in final orders. 3. Key Insights
Out-of-Stock Consequences When RK World goes out of stock, it loses the Buy Box. This triggers a decrease in Impression Share and a corresponding drop in Page Views and orders. Shipping Speed & Conversion With Kerala Ayurveda as the default seller, shipping times nearly double. This directly erodes consumer confidence and reduces the funnel conversion by about 40% (from product view to final purchase). Compounded Funnel Effects Reduced top-of-funnel traffic (fewer impressions and page views) and lower conversion rates combine to yield a ~70% overall drop in sales.
Vendor OOS Funnel Analysis