Answered: Background Info A "Visit" is an…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Background Info A "Visit" is an instance of a person coming to a website A "visitor" is a person who conducts a visit on a website An "Order" is an instance of someone making a purchase "Conversion rate" is defined as the number or orders per visit The home page of a web site can be "split" into two versions ("A" and "B") that have different characteristics (e.g. layout, products, etc.) These different versions can then be shown to different visitors on a random basis For example, 75% of visitors would see version A and 25% of visitors would see version B Scenario You are determining which home page version is the best choice for the site to maximize the number of orders. A two week split test was set up where visitors were randomly (but not necessarily equally) assigned to one home page or another, and the number of visitors to each homepage and the related orders were accurately recorded by day. The additional traffic on the 7th and 14th is due to some banner ads running on MSN on those particular days We have a 1 year contract with MSN, so we will continue to get this traffic Please be sure to look over the data carefully.