Your firm, Marina Clothiers, makes casual pants, shirts, and
other clothes for both men and women. Your firm has been
attempting to increase the number of online customers by
placing advertising banners for your Web site at other Web
sites. When users click on these banner ads, they automatically
are transported to your Web site. Data from your
advertising campaign are summarized in the weekly Marketing
Trends Reports (MTR) produced by your Web site
analysis software, which appears on the Laudon Web site for
Chapter 8.
Visitors are the number of people who visited your
Web site by clicking on a banner ad for your site that
was placed on an affiliated Web site.
Shoppers are the number of visitors referred by banner
ads who reached a page in your Web site designated
as a shopping page.
Attempted buyers are the number of potential buyers
referred by banner ads who reached a page at your
Web site designated for summarizing and paying for
purchases.
Buyers are the number of buyers referred by banner
ads who actually placed an order from your Web site.
Source indicates the specific Web site from which visitors
came to your Web site.
In trying to increase the number of online customers, you
must determine your Web site’s success in converting visitors to
actual buyers. You must also look at the abandonment rate—
the percentage of attempted buyers who abandon your Web site
just as they were about to make a purchase. Low conversion
rates and high abandonment rates are indicators that a Web site
is not very effective. You also must identify likely Web site partners
for a new advertising campaign. Use the MTR with your
spreadsheet software to help you answer the following questions.
Include a graphics presentation to support your findings:
What are the total number of visitors, shoppers,
attempted buyers, and buyers at your Web site?
Which sources provided the highest conversion rate
to buyers at your Web site—that is, the percentage of
visitors from a previous site who become buyers on
your site? What is the average conversion rate for your
Web site?
Which sources provided the highest abandonment
rate at your Web site—that is, the percentage of
attempted buyers who abandoned their shopping cart
at your Web site before completing a purchase. What
is the average abandonment rate for your Web site?
On which Web sites (or types of Web sites) should
your firm purchase more banner ads?