Gerencia

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Table of Contents

Exercise and Questions 3

Case Analysis 5

Exercise and Questions

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 on-line 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).

Marina Clothiers - Marketing Trends Report

Source Visitors Shoppers Attempted Buyers Buyers

Altavista.com 215 35 14 7

Ballystore.com 125 15 5 1

BestSearch.com 79 7 3 2

BrooksBrothers.com 140 28 10 5

Fashionista.com 188 22 11 0

Hotbot.com 134 22 7 2

InternationalMale.com 150 14 7 2

Modells.com 215 30 10 2

Nordstroms.com 200 30 15 8

OneWeb.com 129 4 2 1

Oshmans.com 125 12 3 1

Saks.com 114 14 8 4

Yahoo.com 233 29 9 7

Ð²Ð‚Ñž 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.

Ð²Ð‚Ñž Shoppers are the number of visitors referred by banner ads who reached a page in your Web site designated as a shopping page.

Ð²Ð‚Ñž Attempted buyers -- are the number of potential buyers referred by banner ads who reached a Web site designated as a page for summarizing and paying for purchases.

Ð²Ð‚Ñž Buyers -- are the number of buyers referred by banner ads who actually placed an order from your Web site.

Ð²Ð‚Ñž Source-- indicates the specific Web site from which visitors came to your Web site.

In trying to increase the number of on-line 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 questions below. Include a graphics presentation to support your findings:

Questions:

1. What are the total numbers of visitors, shoppers, attempted buyers, and buyers at your Web site for this period?

2. Which sources provided the highest conversion rate to buyers at your Web site---that is, the percentage of visitors from a previous site that become buyers on your site? What is the average conversion rate for your Web site?

3. Which sources provided the highest abandonment rate at your Web site-that is the percentage of attempted buyers that abandoned their shopping cart at your Web site before completing a purchase. What is the average abandonment rate for your Web site?

4. On which Web sites (or types of Web sites) should your firm purchase more banner ads

Case Analysis

1) The total number visitors, shoppers, attempted buyers, and buyers for this period are: