Assessfy Business Functions Lab Advanced 6 milestones 100 marks

Digital Marketing Funnel Audit and Conversion Optimisation for Indian E-Commerce Store

Function: Marketing Industry: Retail Function: Marketing Type: Business-function applied project Team: up to 4 Assessment: 6 milestones (100 marks)

Real-world project · AICTE-aligned · AI-graded · Audit-ready certificate

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About this project

Objective: To analyse and optimise the digital marketing funnel to increase conversion rates and ROI for an Indian e-commerce retailer.

Problem & Context: Many Indian e-commerce stores face sub-optimal conversion rates despite substantial investments in digital marketing channels. High customer acquisition costs and low funnel efficiency are common, especially given diverse demographics and digital behaviours across India.

Approach & Methodology: The project involves auditing the existing digital marketing funnel (acquisition to checkout) using Google Analytics, CRM data, and social ad platforms. The team will map the funnel, identify drop-off points, benchmark against industry KPIs, conduct root-cause analysis, and design targeted conversion optimisation strategies.

Deliverables & Analysis: Key deliverables include a funnel audit report, competitor benchmarking, actionable optimisation plan (A/B testing, landing page/UI improvements, retargeting, etc.), and a prioritised implementation roadmap. The analysis will quantify potential uplift in conversion and ROI.

Business Impact & Decision: Recommendations will inform real-world marketing investments, help allocate digital budgets more effectively, and provide a data-driven pathway for sustainable growth in online sales and customer acquisition.

Milestones

1. Problem Definition & Business Case

10 marks 18d

Define project scope, business objectives, and KPIs with sponsor input. Deliverable: Project charter and initial business case document. Reviewed by faculty and industry mentor.

2. Domain Research & Data Gathering

12 marks 24d

Conduct secondary research on Indian e-commerce funnel benchmarks and gather store-specific funnel data from analytics and ad platforms. Deliverable: Research summary and data collection report. Reviewed by faculty.

3. Solution Design / Methodology

13 marks 22d

Map the existing funnel, identify key drop-off points, and design the methodology for audit and optimisation (including frameworks to be used). Deliverable: Audit and optimisation plan. Reviewed via interim presentation.

4. Build / Analysis & Implementation

30 marks 36d

Perform deep-dive funnel analysis, benchmark against competitors, and identify actionable insights. Develop the conversion optimisation plan with prioritised tactics. Deliverable: Detailed analysis report and initial recommendations. Reviewed by faculty/mentor (mid-project review).

5. Validation & Results

20 marks 28d

Validate findings through A/B tests or simulations, estimate potential impact on conversions and ROI. Deliverable: Validation results and revised recommendations. Reviewed by faculty and industry mentor.

6. Final Report & Presentation

15 marks 22d

Compile the final report, business impact summary, and deliver a board-level presentation. Deliverable: Final written report and presentation slides. Reviewed by faculty panel and industry expert.

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Upcoming sessions

Session	Window	Enrolled
Digital Marketing Funnel Audit and Conversion Optimisatio...	11 Jun 2026 to 10 Jun 2028	0

Skills you'll learn

RetailMarketingDigital marketing analyticsFunnel mapping and CRO (Conversion Rate Optimisation)Competitor and industry benchmarkingData analysis with Excel and Google AnalyticsPresentation and communication of business insightsBasic UX/UI assessmentKnowledge of Indian e-commerce consumer behaviour

Tools used

Google AnalyticsMeta (Facebook/Instagram) Ads ManagerGoogle AdsExcel or Google SheetsHotjar or Microsoft Clarity (for heatmaps/session recording)AARRR funnel frameworkPublic e-commerce benchmarks (e.g.KPMGStatista IndiaRedSeer reports)PowerPoint for presentation

Prerequisites

Principles of MarketingIntroduction to Digital MarketingBusiness Data Analysis or StatisticsBasic Excel or Google Sheets proficiency

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You'll earn — Certificate (PDF)

AICTE-aligned Project Completion Certificate

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