DIGITAL, ONLINE AND SOCIAL MEDIA METRICS 2. We are evaluating our website and we
ID: 375497 • Letter: D
Question
DIGITAL, ONLINE AND SOCIAL MEDIA METRICS 2. We are evaluating our website and we have the following figures: the Cost per Impression is 20 POINTS $16.75, the Cost per Click is $1 1, 15, the Cost per Order is $10.28, and the Abandonment Rate is 10%. What does all of this mean? (10 points) 3. A company has 2,456,1 18 direct clicks and 4,442,785 indirect clicks. The WOM is: 2,456,118 +4,442,785 2,456,118 WOM50. What does this mean? (5 points) Of the total 15,333,462 visitors to a website in September 2017, 25% place items in their shopping -2.72 4. cart, or 3,833,366. If 2,760,021 actually completed the purchase, what is the conversion rate? What is the abandonment rate for September? (5 points) a. b. What do the conversion rate and the abandonment rate tell you about the effectiveness of the website? (5 points)Explanation / Answer
2.
CPI= $16.75
CPC = $11.15
CPO = $10.28
Abandomemt rate = 10%
Abandoment rate is the statistics which tells us about the potential customer intiates the buying order and starts the checking out process. Here in above mentoned condition, abandoment rate is 10% only meaning 10% of the customers are proceeding towards final shopping.
COnsider other costs of impression and click a company pays for social marketing. They are comparatively high. Let us consider the compnay has to bear a cost of $10.28 for the order and there are 10% conversions only. Which means that as of now company is paying high costs for their online presence. They must focus on increasing its abandoment rate
3. WOM in the comparision of direct and indirect clicks above tells us that 2.72 customers out of all (direct and indirect) are direct. Meaning for indirect clicks company is paying some referal costs. Or it can be also be understood as only 2.72 customers of total click are coming directly to the site as repetative vistors (not necessarliy customers). Here compnay should try to focus on direct clicks
4.
Total visitors: 15333462
Orders places: 3833366
a. 2760021 completes purchase, then abandonment rate:
(2760021/15333462) * 100
= 18%
Total visitors are considered,
Hence,
(Final conversion/total visitors)*100
= 18%..............................answer
b. The conversion rate is teh rate where in total customers visited the website and had a look over teh offereings, whil the abandonment rate is the rate of final orders after check out of the potential customers. In the above case 25% is the conversion rate while 18% is the abandonment rate.
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