Marketing Analytics: Using Demographic Data to Select Target Markets Figure t Age, bounce rate, and conversion rate 1. You sugpest that the first item to be anayzed showd be the bounce rate. The bounce fate is the percontege of vistors to Genevieve's website who, after viewing one page, navigate away from the site. A high bounce rate is an indicator that a hamepage is boring or repelient in order to obtain a low bounce rate. Genevive has to improve the design of her website by making cistom changes to is setup. According to varlous age groups, you calculate the bounce rate by dividing the number of usors who viewed only one page by the number of now users (use the data in Figure 14 What did you find? 30,30,59,45,55,68 33,27,81,43,58,63 35,35,50,45,60,65 33,25,83,40,60,60 2. You also noted that the effectiveness of converson maketmg is messured by the convervon ryle, the second variable that you need to track and andyre to determine the taroet market. The corversian rabe is the percentage of new users who were cients In case the conversion tate is iow, you sughest seme practices to improve it. for example, if a prorpect abandoned a cefmetic 15,25,0,12,12,225,20,12,16,18,1175,23,10,10,10,420,22,10,10,10,0 hive 2 Gendec bounce rate, and conversion rate 40,21 40,34 82. 34 8, 16 B, 12 . 10,16 10,26 Figure 1 Llestyer, bounce rate, and convension rate 50,45,80,25,12065,145,100,50,15050,75,75,20,5065,12,5,20,80,140 nn+,7 10,10,10,143 0,5,35,10,20,15 a. 1,7,7,50 Aoe 36-45, Femile, And Shopeer Aoe in-2s, femaie, Huried Shepoer