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Question 15 - CBDA discussion

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To gain traction on online sales, a retailer initiated a marketing campaign using banner ads. The company has requested their analytics team to evaluate the performance of the campaign. During the presentation, the analyst confirmed that the campaign did bring in a large number of net new customers to the website and met the target sales conversion rate. They also noted that there was a high number of repeat visitors not completing a sale. What decision would help the retailer improve sales conversion rates for repeat visitors?

A.
Increase investment in banner ads
Answers
A.
Increase investment in banner ads
B.
Incentivize customers to subscribe to promotional notifications
Answers
B.
Incentivize customers to subscribe to promotional notifications
C.
Add additional new products to attract customers
Answers
C.
Add additional new products to attract customers
D.
Ensure the sales checkout process is streamlined
Answers
D.
Ensure the sales checkout process is streamlined
Suggested answer: D

Explanation:

According to the Business Data Analytics: A Decision-Making Paradigm1, one of the key steps in the analytics process is to communicate insights and recommendations to stakeholders. The analyst should present the findings in a clear and concise manner, and provide actionable suggestions to improve the business outcomes. In this case, the analyst has identified that repeat visitors are not completing a sale, which indicates a possible issue with the sales checkout process. Therefore, the analyst should recommend the retailer to streamline the sales checkout process, which could reduce friction, increase customer satisfaction, and boost sales conversion rates for repeat visitors.

Reference: Business Data Analytics: A Decision-Making Paradigm

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asked 18/09/2024
Suneth Jayalath
33 questions
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