1/28/23, 9:05 PM Assignment 2

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Question 1

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CASE STUDY
How To Convert Website Visitors Into Customers: Attracting people to your website is important, but it’s only the
beginning. Once they've arrived, you need to engage their interest, encourage them to explore your site, and ultimately,
turn them into a customer. Ensuring this conversion will boost sales from new customers and increase repeat purchases
from your existing audience.

Converting website visitors into customers should be a top priority for all online marketers, says Sonaly Patel, Senior
Commerce Marketing Manager at Mailchimp. “Your website should be designed, built, and maintained with conversion in
mind,” she says. “It needs a cohesive structure that clearly conveys your brand’s value, is easy to navigate, and puts
customers on the path to conversion.” From the moment someone arrives at your website, they should be able to find
what they want and make a purchase with as few clicks as possible. Navigation needs to be intuitive—easy to use and
understand by any visitor. “Think of your website as a billboard for your brand,” suggests Sonaly. “It should be simple to
find information about your business, get answers to questions, navigate between product categories, and make a
purchase.” A clear taxonomy—the way you classify and group items on your website—makes website navigation work.
When it’s done right, visitors can easily find what they need.

One important element to a successful taxonomy is incorporating search terms and using effective keywords, says Deana
Thornton, Director of Commerce Marketing at Mailchimp. “Don’t create trendy or cute names for things—if you sell
formal dresses, for example, don't describe them as ‘fancy frocks,’” she says. “Make your naming conventions very basic
so users will be able to find what they're looking for.” Base your taxonomy decisions on research into what works for
other brands and websites. A good end-to-end website experience that is visually pleasing, streamlined, and easy to use
is critical for engaging visitors. To encourage people to convert, offer them a website that’s informative and relevant to
their needs and interests. The pages your promotions drive them to should prominently feature the promoted sale or
item and the advertised pricing. New visitors are more likely to turn into loyal customers if they feel an affinity with your
brand. Start building a relationship with new customers before they make their first visit to your website. Social media
can be a great place to start learning about your prospective customers and introduce them to your brand, says Sonaly.
“You may have a robust group of followers, and not all of them are customers, so encourage them to share their contact
information to begin the conversation.”

The websites on which customers can order through distributed catalogs are referred as ____.

a. ordering sites
b. catalog sites
c. procurement sites
d. distribution sites
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Question 2

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The websites are established for independent products and customer services review forums are the classic examples of
___.

a. product marketing
b. service marketing
c. internet based market intelligence
d. market development
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Question 3

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In order to identify the users, web analytics tools need to report on ____, also referred to as visits.

a. user sessions
b. Unique users
c. Page Views
d. user views
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Question 4

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You want to understand if users use their mobile phone to access your site. Which of the following approach is
preferable?

a. Ask "Are you using a mobile phone to access our site?" Yes/No
b. Ask "Which type of device are you using to access our site?" with choices: Desktop computer/Mobile
Phone/Tablet
c. Look at the report Audience/Mobile/Overview
d. This cannot be known because people use multiple devices to browse the Web
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1/28/23, 9:05 PM Assignment 2

Question 5

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Which of the following explains the best use for website testing and experimentation?

a. It gives customers a voice to decide what goes on your website

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