Starting with identifying the bottleneck in the product flow using Google Analytics, heat map tracking and visitor behaviour analysis using Visual Web Optimiser, I have learnt that the main bottleneck is between where users would see a preview of the book and the add to basket page, i.e. the highest amount of drop off happen after user have seen the preview. From the device segmentation and traffic analysis on Google Analytics, I have identified the buying journey - from the brand exploration on mobile to the final purchase funnel on desktop.