Gerencia
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
• 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 Web site designated as a page 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 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...
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