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Anna Owner of An Online Sporting Goods Company Case Solution
Anna Owner of An Online Sporting Goods Company Case
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Anna Owner of An Online Sporting Goods Company Case
Anna is the owner of an online sporting goods company, Unique Sports, that features a wide assortment of specialty sporting goods. She launched her website two years ago and she has seen fairly consistent traffic over the past year ranging from 680 to 725 sessions per month. Unfortunately, she has yet to achieve her goal of reaching 1,000 visits per month. Anna Owner of An Online Sporting Goods Company Case
Anna has decided to run a series of A/B tests on her homepage to determine whether changing her featured product, call to action, headline, or color scheme could improve the performance of her website and her business. A/B testing allows Anna to change one element on the homepage and compare the results to the control (initial version of the webpage). Ultimately, Anna would like to increase her consumer’s engagement with her content as well as her website’s average transaction to increase profitability. Anna Owner of An Online Sporting Goods Company Case
The goal of this activity is to evaluate website homepage design changes using web analytics. Anna Owner of An Online Sporting Goods Company Case
Recall that an important site stickiness metric is the Average Time per Monthly User (minutes) = Average Visits per Unique Monthly Visitor X Average Time Spent Per Visit (minutes)
Refer to the formula above and the spreadsheet provided to help answer the questions that follow. You might find it helpful to have a piece of scrap paper and pencil handy to record your findings. Anna Owner of An Online Sporting Goods Company Case
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Control Test 1: Updated Featured Product Test 2: Updated Call to Action Test 3: Updated Headline Test 4: Updated Color Scheme Sessions (visits) 700 945 1,015 875 630 Unique monthly visitors (users) 525 803 792 613 454 % New visitors 33% 56% 67% 42% 38% % Returning visitors 67% 44% 33% 58% 62% Page views 1,385 1,985 2,250 1,844 1,090 Page views per session 2.0 2.7 3.1 2.1 1.3 Average visits per unique monthly visitor 1.33 1.18 1.28 1.43 1.39 Average time spent per visit (minutes) 1.8 3.4 3.5 2.4 1.6 Average time spent per unique monthly visitor (minutes) 2.4 4.0 4.5 3.4 2.2 Bounce rate (visits lasting only one page) 67% 42% 35% 56% 72% Conversion rate – product page 17% 54% 65% 44% 24% Conversion rate – view product video 15% 45% 57% 33% 14% Conversion rate – purchase 4% 9% 13% 7% 2% Average transaction $41 $56 $67 $51 $43 In the updated color scheme test, the bounce rate indicates that _______.
(Click to select) the new color scheme for the homepage is more successful than the existing color scheme. customers are more likely to make a purchase after seeing the new homepage color scheme as compared to the homepage with the existing color scheme. page views per session for the new color scheme should be higher than the control. More than 7/10 visitors leave Unique Sport’s homepage without viewing additional pages, reducing the likelihood of a purchase and resulting in a 2% purchase conversion rate. the updated color scheme test has the fewest number of consumers leaving the website after viewing only one page.
Comparing the four test conditions against the control, which of the homepages was the most successful?
(Click to select) Updated call to action the control Updated heading Updated color scheme Updated featured product
Anna feels that she needs to increase the average time spent per unique monthly visitor to help her reach her transaction (purchase goals). What should Anna do to increase this metric the most?
(Click to select) Increase the number of visits per unique monthly visitor and increase the average time spent per visit. Increase the number of unique monthly visitors. Increase the number of sessions. Decrease the number of visits per unique monthly visitor and increase the average time spent per visit. Decrease the number of visits per unique monthly visitor and decrease the average time spent per visit.
Anna notices that the average time spent per unique monthly visitor in minutes is quite a bit higher in the updated featured product condition as compared to the control. How can this result be explained?
(Click to select) In the updated featured product condition, consumers visit the website less frequently, and when they do visit they spend less time. In the updated featured product condition, fewer unique visitors visit the website, and when they do visit they spend less time.
In the updated featured product condition, consumers visit the website more frequently, but when they do visit they spend less time. In the updated featured product condition, consumers do not visit the website as frequently, but when they do visit they stay longer. In the updated featured product condition, consumers visit the website more frequently, and when they do visit they stay longer.
In the updated call to action test, how does consumer behavior differ from the control?
Anna Owner of An Online Sporting Goods Company Case
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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