User behavior data is an important basis for decision-making in e-commerce enterprises. The AARRR （acquisition，activation，retention，revenue，referral）model , funnel analysis model, and user behavior analysis methods in the field of data analysis were explained. Based on the basic indicators and preferences of user behavior, a comprehensive analysis was conducted through multiple dimensions, and the conclusions drawn were presented in a graphical manner. Finally, the conversion rate in the user shopping process was presented in the form of a funnel chart. E-commerce enterprises can utilize user behavior research to provide customized services for individuals, thereby achieving refined market decision-making.