PART 1: Conversion Funnel Exercise Conversion Funnel for Hotel A chain during the month of August: Rates & Availability 2,347,892 367,495/2,347,892 = 15.7% Review Itinerary 367,495 103,471/367,495 = 28.1% Guest Info 103,471 Confirmation 72,498 Use the conversion funnel above to answer the following questions (6 points) 1. Calculate the micro-conversion rate for the last step in the process. 2. Which step (or steps) is/are the most problematic, if any? How can the website owner increase the micro-conversion rates for this those steps? PART 2: Channel Analysis Exercise (4 points) Sports Shoes, an online retailer who specializes in selling athletic shoes and apparel, is trying to determine the best digital marketing strategy to use. Using the information provided in the table below, provide two strategies that the company should follow to boost their revenues and explain your reasoning, Organic Search Paid Search Direct Display Ads Referral Social Media Email 5.4% 3.2% 4.29 4.596 1.696 8.3% 10.396 Conversion Rate $25.24 $64.57 $44.26 $40.08 $57.04 $23.75 $16.15 Average Order Value $1.75 $3.42 $2.16 S1.99 $2.91 $0.72 $0.67 Revenue Per Visitor