MRKT 2111| CONVERSION FUNNEL ANALYSIS (PRACTICE) The following is a conversion funnel for a fictitious online clothing company. Review the funnel numbers and complete the questions that follow. This exercise provides you with an opportunity to practice more online metrics as it relates to the checkout process and the behaviour of website visitors. View Product Page 50,000 Add Product to Cart 17,550 Enter Shipping Information 9,000 Enter Payment Information 8,700 Confirm or Process Order 2,500 Match the correct conversion rate with each stage of the sample website funnel. Conversion rates between stages are called "micro conversions". The "overall conversion rate" is the rate of conversion for the entire funnel - can you figure this out? "View Product Page" to "Add Product to Cart": Drag answer here 5.00% "Add Product to Cart" to "Enter Shipping Information" Drag answer here 35.10% "Enter Shipping Information" to "Enter Payment Information" Drag answer here 51.28% "Enter Payment Information" to "Confirm or Process Order" Drag answer here 96.67% Overall conversion rate for the website funnel: Drag answer here 28.75% Check Which stage of the funnel shows the weakest performance or an opportunity to improve? Select one: O a. Between Stage 1 (View Product Page) and 2 (Add Product to Cart) O b. Between Stage 2 (Add Product to Cart) and 3 (Enter Shipping Information) O c. Between Stage 3 (Enter Shipping Information) and 4 (Enter Payment Information) O d. Between Stage 4 (Enter Payment Information) and 5 (Confirm or Process Order) Check For the weakest stage you've identified in the question above, what could possibly be done to improve performance at this stage? Provide a few quick ideas. TIP: think about all you have learned related to website design (how to encourage and generate conversions). 7 . B T E E $$