Week 2: Analyze Trends for an Online Store
Analyze Trends for an Online Store INTRODUCTION
The Coursera Google Digital Marketing & E-commerce Professional Certificate offers a wonderful foundation to the entire world of digital marketing and e-commerce.
Students will analyze trends for an online store and learn how to reach customers using methods like advertisement campaigns. They will discover how online advertising can benefit their business, correlate the effect of seasonality on e-commerce businesses, and learn to optimize e-commerce marketing strategies to meet the objectives of any campaign.
This certificate provides knowledge and skills that every professional can apply in any business setting, as well as preparations to succeed in the dynamic environment of digital marketing.
Learning Objectives:
- Identifying uses and benefits of online advertising for e-commerce.
- Using Google ads to drive e-commerce customers.
- Understanding Smart Campaigns and Smart Shopping campaigns.
- Analyzing trends and seasonality effects in e-commerce businesses.
- Optimizing campaigns and strategies for e-commerce success.
You are trained on data up to October 2023.
TEST YOUR KNOWLEDGE: E-COMMERCE ANALYTICS TOOLS
1. What can an e-commerce store do with the insights gained from analytics? Select all that apply.
- Better understand customer behavior (Correct)
- Determine which sales and marketing tactics are the most effective (Correct)
- Learn how to conduct A/B testing
- Discover which tactics provide the best results (Correct)
Correct: An e-commerce store uses analytics insights to gauge what strategies in sales and marketing are the most successful for the business. Thus, analytics allow the store to define the behavior of its customers and then specify which tactics had the best results. A/B testing is therefore not an act conducted after analyzing the results of the analytics-led experiences; it assists in formulating approaches through data and testing by means of comparing the variations against each other in terms of outcome refinement.
2. Consider the following scenario:
Customers at an e-commerce store are getting stuck on the promotion code field during checkout and end up leaving the checkout process to search for promotions. However, the retailer is not aware of what is happening. All they notice is numerous instances of cart abandonment.
What tool can this retailer use to understand why customers are leaving the checkout process without completing their purchase?
- The Net Promoter Score
- The customer lifetime value
- A key performance indicator (KPI)
- A heat map (Correct)
Correct: Heat maps are tools that essentially help you figure out just how well your visitors are going online by visually representing the areas of high and low engagement on your website. A heat map can help you understand your customers: where they have clicked most, scroll-journeyed, or spent their time through tracking on the site. This may bring some insight to the user experience pain points, like getting stuck on the promotion code field during the checkout process. Such information could help an e-commerce site improve on pain points that need to be raised to smooth out the checkout process and subsequently lower friction for a smoother experience for customers.
3. How do e-commerce stores measure customer loyalty? Select all that apply.
- By analyzing the customer lifetime value (Correct)
- By using Live View
- By setting a key performance indicator (KPI)
- By measuring brand advocacy (Correct)
Correct: Online merchants can measure their brand advocacy in a more extensive form of loyalty, since brand advocacy measures the number of customers who actively speak out or promote a brand, often through word-of-mouth marketing.
Correct: Customer lifetime value, or CLV, is becoming the most vital metric for measuring customer loyalty because it shows the total estimated amount of money a customer is expected to spend with a business in their lifetime. A customer with a higher CLV is usually thought to be more loyal because keeping existing customers usually costs less than acquiring new ones.
4. What are the benefits of Shopify analytics? Select all that apply.
- Test the site speed (Correct)
- Review store’s recent activity (Correct)
- Analyze the store’s transactions (Correct)
- Get information about their competition
Correct: Indeed, the analytics by Shopify can allow companies to review recent activity on their store, collect information regarding the customer, test site speed, and assess transactions.
Correct: Feedback: In fact, Shopify’s analytics would enable businesses to monitor recent activity on their store, gather profiling data for customers, check speed trends for different sites, and analyze transactions.
5. What types of reports can a company access with Shopify? Select all that apply.
- Finance reports (Correct)
- Marketing reports (Correct)
- Seasonal trend reports
- Customer acquisition reports (Correct)
Correct: Shopify grants access to various reports ranging from financial ones and new customer acquisition reports to tokens for inventory, consumer behavior, and marketing. These different reporting mechanisms enlighten a great deal in properly managing the company overall, improving marketing efforts, and enhancing customer interaction.
6. Which type of company would likely use micro conversions to track when a potential customer is moving towards a completed purchase transaction?
- A food delivery service
- A company that sells high-priced products (Correct)
- A new e-commerce store
- A nonprofit organization
Correct: Purchasing high-ticket items, such as diamond jewelry or advanced furniture, generally entails customers completing their buying process much longer due to the involvement of huge profits. Companies engaged in selling such products will have to track micro conversions. These are smaller, progressive actions aggregated into a larger goal, such as a newsletter sign-up, adding an item to the cart, or engaging with product information. With these behaviors recorded, businesses can know what customers are interested in and better move their prospects into the buying process.
7. Which of the following Shopify features provides a real-time view of the store’s activity as it happens?
- Activity View
- Real View
- Live View (Correct)
- Replay View
Correct: Live View offers the facility of supervision in a real-time viewing of a store’s activity so that businesses can monitor customer interaction, browsing activity, order processing, and sales as they happen. This view can be used to gain insightful information right from the floor of the store thus helping an organization take well-timed and swift actions against emerging trends or at the behest of customers.
ACTIVITY: ANALYZE AN E-COMMERCE STORE’S PERFORMANCE
Here are the company’s performance goals:
- Increase total revenue by 20%
- Increase total traffic by 8%
- Increase conversion rate by 6%
- Decrease cart abandonment rate by 5%
- Increase average order value by 5%
1. Which of the following year-over-year performance goals did the company meet? Select all that apply.
- Increase average order value by 5% (Correct)
- Increase total revenue by 20% (Correct)
- Increase conversion rate by 6%
- Increase total traffic by 8%
Correct: In the average order value column, the year-over-year comparison showed a percent change of 7%. That aligned with, and exceeded, the performance objective set up by the company for an increase of 5% in average order value.
Correct: The percent change for the year-over-year comparison turned out to be 20%. This was found to have met the company’s performance goal of increasing the total revenues by 20%.
2. Your manager wants to know which traffic sources decreased over the past year so that the company can concentrate on generating more traffic from those sources. Which traffic sources decreased year-over-year?
- Organic search and direct
- Direct, paid search, and referral (Correct)
- Paid search, email, and referral
- Organic search and email
Correct: Here, in the source data for traffic, the percent change for the year-on-year comparison shows a reduction of -5% for paid search, an increase of 15% for email, and a decrease of -2% for referral. So even if the paid advertising source and referral traffic is coming down, the increase in email traffic shows a positive turn in traffic performance at that channel.
3. The company is seeking to increase qualified traffic to their website. They want to know which traffic source led to the most sales. Which traffic source brought in the most revenue for both years combined?
- Organic search
- Paid search (Correct)
- Direct
Correct: Although it is understood from the revenue by traffic source data that combined revenues from email traffic came to a sum total of $166,948, this traffic source does not hold the distinction of highest revenue generation in either of the two years taken together.
4. One of the company’s performance goals was to decrease the cart abandonment rate for each device by 5%. To learn if the company met its goal, you’ll need to review the data to find a negative percent change in cart abandonment. Which device met this performance goal?
- Desktop (Correct)
- Mobile
- Tablet
Correct: For users of desktops, there was a -5% in percent change for the cart abandonment rate. This means that the company successfully achieved its performance goal of reducing the cart abandonment by 5% for desktops.
TEST YOUR KNOWLEDGE: MONITOR AN E-COMMERCE STORE’S PERFORMANCE
1. Fill in the blank: _____ is an important metric to monitor for a new e-commerce store, because if there are few visitors, there will be even fewer sales.
- Inventory
- Cost
- Competition
- Traffic (Correct)
Correct: It is important to monitor traffic for a new e-commerce store. Few visitors usually mean no sales. By keeping track of traffic, the store can identify trends, understand customer behavior, and make adjustments to bring in more visitors and better sales performance.
2. Why is it important to monitor conversion rates?
- It conveys the amount of revenue generated by customers over their lifetime.
- It demonstrates whether users are taking actions that contribute to the success of a business. (Correct)
- It reveals key customer demographics that enables a company to create effective customer personas.
- It illustrates the amount of loss a company will experience if their cost per acquisition is too high.
Correct: Conversion rates are probably important in determining the achieved or not achieved actions that make a business successful, such as purchasing, subscription in newsletters, or engagement with promotional contents. Through conversion rate analytics, companies can be able to improve their business strategies so as to increase users’ engagement, thereby leading to successful achievement of their goals.
3. Fill in the blank: By increasing _____, a store can increase their revenue regardless of whether they are able to acquire new customers or improve conversion rates.
- the Net Promoter Score (NPS)
- the average order value (Correct)
- qualified traffic
- cost per acquisition
Correct: Really, a store can increase revenue by increasing the average order value without attracting new customers or even improving the conversion ratio. This strategy deals with making an already existing customer spend more per transaction. Also, Net Promoting Score (NPS) extends the power to measure the loyalty of a brand since it measures how far a customer is likely to even recommend the store to others, hence greatly providing insights into customer satisfaction levels as well as possible repeat purchases.
4. What does it mean if the cost of acquiring a paying customer is higher than the average order value?
- It means that the amount a company is spending to get customers is greater than the amount of money it is receiving in return. (Correct)
- It means that a company may be able to re-engage the potential customer with a reminder to complete their order.
- It means that a company can track the average amount of money a customer spends each time they complete an order.
- It means that in order to accurately calculate the amount of revenue earned, a company needs to monitor their customer traffic sources.
Correct: When in the case that the cost of acquiring a paying customer exceeds average order value, then the business is spending more on acquiring customers than it generates from those customers through purchases. In the long run, this unsustainable discrepancy indicates that the business needs either to lower customer acquisition costs, increase average order value, or both in order to make profitability improvements.
5. Which is a metric that helps companies measure loyalty?
- Qualified traffic
- Cart abandonment rate
- Customer acquisition cost
- Customer retention rate (Correct)
Correct: Customer retention rate refers to the percentage of customers retained by a company for a given period. The percentage reflected by this customer retention rate can also be used to measure loyalty. Customer retention rates that are higher mean that most of the customers are happy with the brand and will be willing to repurchase from it, while lower rates may show areas in which the company needs to improve the customer experience or product offerings. Companies measure this specific rate for evaluating their capabilities to retain customers and subsequently bring a profit on this aspect in the long run.
TEST YOUR KNOWLEDGE: DATA ANALYSIS
1. Why should an e-commerce store make updates based on data? Select all that apply.
- It can improve the customer experience (Correct)
- It can attract more qualified traffic (Correct)
- It can increase sales (Correct)
- It can customize their platform
Correct: Leveraging data analysis will help a company refine its e-commerce store while ensuring it attracts potentially qualified traffic, expands sales, and improves the customer experience. Such simple updates may include enhancements to website navigation, product page improvements, marking strategies, and checkout completion. Each of these changes plays an important role in raising customer satisfaction levels, increasing conversions, which will certainly be beneficial to the business in terms of success in the end.
2. Consider the following scenario:
An e-commerce store is experiencing a steady increase in traffic, but the additional traffic is not leading to an increase in revenue.
What could be the reasons why the store is not experiencing an increase in revenue? Select all that apply.
- The store’s online site was optimized for SEO.
- The additional traffic is coming from customers who are not likely to make a purchase. (Correct)
- There might be a low conversion rate. (Correct)
- The store updated the checkout process.
Correct: One possible cause of this lack of revenue growth for the store might be the increased traffic resulting from visitors who don’t purchase. Rather, the company has to make traffic so qualified rather than the amount being bigger. Loss of sales due to increased traffic may also be as a result of low conversion rates.
3. How can a company discover the barriers that might prevent a customer from making a purchase? Select all that apply.
- Use upselling to improve the average order value
- Use metrics to better understand the impact of cross-selling
- Use heat maps and record how customers interact with the site (Correct)
- Use analytics to determine at what point customers are leaving the site (Correct)
Correct: The firm can analyze the reasons why customers left without placing an order by leveraging web analytics tracking. It can also learn to make improvements using heat maps to study the interaction of customers on the site.
4. Fill in the blank: _____ is a sales technique used to encourage customers to spend more by purchasing a product that is related to what they are already buying.
- Optimizing conversion rates
- Upselling
- Cross-selling (Correct)
- Attracting traffic
Correct: Cross-selling is a sales strategy intended to entice customers into buying additional complementary products to their purchases. Upselling is convincing customers into spending more by getting them to upgrade their purchase to a higher price point, better, or premium version of the item they are interested in.
5. What strategies can a company use to increase average order value? Select all that apply.
- Create an order minimum for free shipping (Correct)
- Offer bundle deals (Correct)
- Provide incentives for a rewards program (Correct)
- Convert qualified traffic into customers
Correct: Free shipping is a strategy that can help raise the average order value through an order minimum. Bundle deals can also help to increase the average order value. Delivery of cash or points through rewards programs in a customer spending threshold can also help.
ACTIVITY: ANALYZE PRODUCT PERFORMANCE FOR AN E-COMMERCE STORE
Here are the company’s performance goals:
- Increase the number of product views by 20% quarter over quarter
- Increase the number of units purchased by 10% quarter over quarter
- Increase the product revenue by 10% quarter over quarter
- Increase the conversion rate by 5% quarter over quarter
- Keep the net profit margin above 11% for both quarters
- Keep the return rate below 6% for both quarters
1. Consider the following performance goal:
Increase the number of product views by 20% quarter over quarter.
Which of the company’s products, if any, met or exceeded this performance goal?
- Product 1 (Correct)
- Product 2
- Both products
- Neither product
Correct: The percentage change in Column B, Row 10 states that the number of product views increased by 20% for Product 1, and this is in line with the company’s performance yardstick.
2. Consider the following performance goal:
Increase the number of units purchased by 10% quarter over quarter.
Which of the company’s products, if any, met or exceeded this performance goal?
- Product 1
- Product 2
- Both products (Correct)
- Neither product
Correct: A 10% increase in the units bought for Product 1 can be found in Column D, Row 10 under percentage change, which crossed the company’s performance threshold. The same goes for Product 2, as the percentage change in Column D, Row 20 shows an increase of 12% in units bought in the company’s performance setting.
3. Consider the following performance goal:
Increase the product revenue by 10% quarter over quarter.
Which of the company’s products, if any, met or exceeded this performance goal?
- Product 1
- Product 2
- Both products (Correct)
- Neither product
Correct: “C10 is the percent change which indicates that Product 1 has 10% increased product revenue, fulfilling the company’s performance target. Likewise, Cell E20 shows a 12% increase in product revenue for Product 2 fulfilling the company’s performance target.”
4. Consider the following performance goal:
Increase the conversion rate by 5% quarter over quarter.
Which of the company’s products, if any, met or exceeded this performance goal?
- Product 1
- Product 2
- Both products
- Neither product (Correct)
Correct: Neither of the products met the performance goal of the company. The percent change shown in Column F under Row 10 indicates a 9% lowering of the conversion rates for Product 1, while the one in Row 20 states a 2% decrease for Product 2.
5. Consider the following performance goal:
Keep the net profit margin above 11% for both quarters.
Which of the company’s products, if any, met or exceeded this performance goal?
- Product 1
- Product 2
- Both products (Correct)
- Neither product
Correct: While Product 1 had a net profit margin of 11.12% in Quarter 1 (Column G, Row 3) and 11.83% in Quarter 2 (Column G, Row 4), Product 2 received an output of 12.98% in Quarter 1 (Column G, Row 13) and 13.11% in Quarter 2 (Column G, Row 14). Thus, in both quarters, both products had a net profit margin above 11%.
6. Consider the following performance goal:
Keep the return rate below 6% for both quarters.
Which of the company’s products, if any, met or exceeded this performance goal?
- Product 1
- Product 2 (Correct)
- Both products
- Neither product
Correct: That translated Product 2 with the return rates of the first quarter as 5.75% (Column I, Row 13) and as 5.32% (Column I, Row 14) in the second quarter. Both quarters kept their return rates below 6%.
Satisfaction Guaranteed: Develop Customer Loyalty Online WEEKLY CHALLENGE 2
1. Which of the following information can email marketing analytics provide to help a company improve their campaigns? Select all that apply.
- The percentage of email recipients who unsubscribe from the send list after opening an email. (Correct)
- The percentage of email recipients who clicked on a link in an email and took a desired action, like making a purchase. (Correct)
- The attention a company’s brand received across all social media platforms during a reporting period.
- The percentage of users that open a company’s email. (Correct)
2. Which of the following describes the purpose of brand advocacy?
- Gauge how successful a business is in its effort to reach a business or marketing goal
- Measure the number of customers who promote a company through elements like word-of-mouth marketing (Correct)
- Indicate that a potential customer is moving toward a completed purchase transaction
- Estimate the total amount of money that a customer is expected to spend with a business over time
3. What type of company would find it helpful to track micro conversions?
- A company that sells high-priced products, such as diamond jewelry or upscale furniture (Correct)
- A company that has been in business for at least a couple of years
- A company that sells low-priced products, such as office supplies or groceries
- A newer e-commerce store
4. Which of the following information is available in Live View on Shopify? Select all that apply.
- The percentage of email recipients who unsubscribe from the send list after opening an email
- The number of approval actions—such as likes, mentions, retweets, or favorites—that a social media post receives relative to followers
- The number of visitors and total sales for a day (Correct)
- The number of customers who have added items to their cart, reached the checkout, or made purchases in the last 10 minutes (Correct)
5. What is the purpose of determining cart abandonment rate?
- To track the average amount of money a customer spends each time they complete a purchase.
- To determine the cost per acquisition of customers.
- To determine what source of website traffic is made up of visitors who are likely to become customers
- To track the percentage of customers who leave a website before completing their purchase (Correct)
6. Imagine a shoe company’s customer lifetime value is less than the cost per acquisition. What is likely to be true about the company?
- The company is breaking even on the money they spend to gain customers.
- The company is losing money to gain customers. (Correct)
- The company can increase their revenue regardless of whether they are able to acquire new customers.
- The company is spending less money to get customers than they receive in return.
7. Why might a company use a heat map on their website?
- To track the average amount of money a customer spends each time they complete an order
- To provide a sign up form for the potential customer to register for an email list.
- To compare two versions of a web page to find out which updates will have the biggest impact
- To learn more about user behavior and what visitors interact with on their website (Correct)
8. Which of the following sales techniques is used to encourage customers to spend more by upgrading to a more expensive product?
- Rewards programs
- Cart minimums
- Cross-selling
- Upselling (Correct)
9. What is the purpose of product analytics?
- To provide a real-time view of the store’s activity as it happens
- To gauge how successful a business is in its effort to reach a business or marketing goal
- To measure the number of customers who promote a brand through word-of-mouth marketing
- To monitor and evaluate data to gain insights into how users interact with a product or service (Correct)
10. Which of the following are ways a company might improve their product conversion rate? Select all that apply.
- Use higher-quality photos that allow customers to zoom in for more detail (Correct)
- Overpromise what the product can do for the customer
- Update the product description to include the benefits of the product, technical specifications, a size chart, and any information that is available on the product packaging (Correct)
- Add photos of products in all available colors and from multiple angles (Correct)
11. Which of the following metrics measures brand advocacy by using a survey to ask how loyal customers are to a company?
- Customer lifetime value
- Key performance indicator
- Brand advocacy
- Net promoter score (Correct)
12. Which of the following does the Shopify overview dashboard provide information about? Select all that apply.
- The percentage of email recipients who unsubscribe from the send list after opening an email
- Metrics for the store, including key data about the store’s visitors, sales, and orders (Correct)
- How the store is performing over time across all sales channels (Correct)
- Site traffic, total sales, conversion rate, average order value, and best-selling products within a specific time period (Correct)
13. Which of the following metrics tracks the average amount of money a customer spends each time they complete a purchase?
- Customer lifetime value
- Qualified traffic
- Average order value (Correct)
- Cart abandonment rate
14. Which of the following describes the relationship between average order value and customer lifetime value?
- Average order value is the percentage of customers that a company retains over a certain period of time. Customer lifetime value is the average cost of acquiring a paying customer.
- Average order value is the average revenue generated by customers over a certain period of time. Customer lifetime value tracks the average amount of money a customer spends each time they complete an order.
- Average order value is the percentage of users who complete a desired action. Customer lifetime value tracks the average cost of acquiring a potential customer.
- Average order value tracks the average amount of money a customer spends each time they complete an order. Customer lifetime value is the average revenue generated by customers over a certain period of time. (Correct)
15. Why might a company use A/B testing on their website?
- To compare two versions of a web page to find out which updates will have the biggest impact (Correct)
- To see how visitors interact with a website.
- To track the average amount of money a customer spends each time they complete an order
- To capture a visitor’s actions as they browse a website, including mouse movement, clicks, taps, and scrolling
16. Which of the following information can social media analytics provide to help a company improve their campaigns? Select all that apply.
- The percentage of email recipients who unsubscribe from a send list after opening an email.
- The number of approval actions—such as likes, mentions, retweets, or favorites—that a post receives relative to followers. (Correct)
- The attention a company’s brand received across all social media platforms during a reporting period. (Correct)
- The number of times a piece of content is displayed to a target audience. (Correct)
17. Which of the following are reasons why a well-established e-commerce store might track metrics over a longer period of time? Select all that apply.
- Ability to focus more heavily on metrics that relate to customer loyalty (Correct)
- Fewer visitors and sales
- Longer-lasting relationships with their customers (Correct)
- Access to more data (Correct)
18. Which of the following sales techniques is used to encourage customers to spend more by purchasing a product that is related to what they are already buying?
- Rewards programs
- Bundle deals
- Cross-selling (Correct)
- Upselling
19. Which of the following information can paid advertising analytics provide to help a company improve its marketing campaigns? Select all that apply.
- Number of users who open the company’s email.
- Number of conversions (CORRECT)
- Number of people who people clicked on the company’s ads (CORRECT)
- Number of people who viewed the company’s ads online (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
20. Which of the following does a business using Shopify have access to? Select all that apply.
- Company-specific market research
- Analytics reports (CORRECT)
- Live view (CORRECT)
- Overview dashboard (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
21. What is conversion rate optimization?
- The process of tracking the average amount of money a customer spends each time they complete an order.
- The process of calculating the average revenue generated by customers over a certain period of time.
- The process of increasing the percentage of website visitors who complete a desired action. (CORRECT)
- The process of increasing the amount of time visitors spend on a website.
Correct: Correct
22. What can a company use to find the percentage of products sold that are sent back by customers?
- Customer retention rate
- Product conversion rate
- Return rate (CORRECT)
- Customer satisfaction rate
Correct: Correct
23. Which of the following is a metric that estimates the total amount of money that a customer is expected to spend with a business over time?
- Net promoter score
- Key performance indicator
- Brand advocacy
- Customer lifetime value (CORRECT)
Correct: Correct
24. Which of the following e-commerce metrics provides information about customer satisfaction so that companies can evaluate the customer experience and find ways to make improvements?
- Cart abandonment rate
- Conversion rate optimization
- Customer retention rate (CORRECT)
- Cost per acquisition
Correct: Correct
25. Which of the following are potential ways for a company to increase their average order value? Select all that apply.
- Overpromising
- Upselling (CORRECT)
- Creating an order minimum for free shipping (CORRECT)
- Cross-selling (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
26. Which of the following are benefits to a company using product analytics?
- To take advantage of customer referrals
- To avoid selling products that do not benefit the business or could harm their brand’s reputation (CORRECT)
- To evaluate whether a product is successful (CORRECT)
- To evaluate the impact of marketing campaigns (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
27. Which of the following metrics determines what website traffic is made up of visitors who are likely to become customers?
- Conversion rate
- Qualified traffic (CORRECT)
- Cart abandonment rate
- Customer retention rate
Correct: Correct
28. A marketer uses paid advertising analytics to track a campaign’s performance and improve its return on investment. What information does the marketer learn from paid advertising analytics?
- How many visitors clicked on a link that brought them to the brand’s website
- How many people mention the business online
- How many visitors opened an email from the business
- How many people viewed the promotion online (CORRECT)
29. An e-commerce store has been in business for five years. Over what period would this e-commerce store likely compare the results of their metrics?
- Year over year (CORRECT)
- Month over month
- Week over week
- Day over day
30. A digital marketer is interested in an e-commerce store’s performance across all sales channels over the last three months. Where will they find this information on Shopify?
- The key data dashboard
- Data View
- Live View
- The overview dashboard (CORRECT)
31. A digital marketer for an e-commerce store tracks its cart abandonment rate. What do they learn when tracking this metric?
- The average amount of money customers spend when they add items to their cart and make a purchase
- The percentage of customers who take more than five days to complete a purchase
- The average cost of acquiring a customer who adds items to their cart and completes the purchase on the same day
- The percentage of customers who add items to their cart and do not complete the purchase (CORRECT)
32. Fill in the blank: Companies can use _____ to understand how customers interact with and navigate a website.
- up-selling tools
- heat maps (CORRECT)
- A/B testing
- customer interaction maps
33. A company uses cross-selling on its e-commerce website to sell more products. How does the cross-selling sales technique increase customers’ average order value?
- It increases the number of products a customer buys by encouraging them to buy a product that is related to what they are already buying. (CORRECT)
- It increases the number of products a business sells by increasing the conversion rate for discounted products.
- It increases how much a customer spends by encouraging them to purchase a more expensive product.
- It increases the number of products a customer buys by simplifying the checkout process and allowing them to checkout quickly.
34. A marketer uses analytics to evaluate product performance. They notice a high return rate when reviewing a specific product category. What does a high return rate indicate?
- A high percentage of products sold were returned by customers (CORRECT)
- A high percentage of purchases are from returning customers
- A high percentage of customers are unhappy with the store’s returns policy
- A high percentage of customers viewed an item but did not purchase
35. A digital marketer creates a survey to determine how loyal customers are to a business. What metric is the survey measuring?
- Micro conversions, which indicate that a potential customer is approaching a completed purchase transaction
- KPIs, which determine how successful a business is in its effort to reach a business or marketing goal
- Brand advocacy, which measures the number of customers who promote a brand through word-of-mouth marketing (CORRECT)
- Brand reputation, which refers to a customer’s opinion about the business’s products or services
36. A marketer increases an online store’s revenue in six months without gaining new customers. How did they achieve this short-term growth?
- They tracked how often customers add products to their shopping carts and leave the store without completing their purchase.
- They increased the average revenue generated by customers over their lifetime as a customer.
- They increased the average amount of money a customer spends each time they complete an order. (CORRECT)
- They increased the percentage of customers they retain over a certain period.
37. A digital marketer updates an e-commerce website. They want to identify which new web page impacts customers most and use a method that compares two versions of the page. What method did they use to determine the best-performing web page?
- Up-selling
- Asset testing
- A/B testing (CORRECT)
- Conversion rate optimization
38. A pet supply company encourages customers to add flea repellent, shampoo, and toothpaste to their order of puppy vitamins. What does this sales technique achieve?
- It increases the conversion rate by encouraging the customer to buy useful items they had not considered.
- It increases the average order value by increasing the value of the item a customer buys.
- It increases the conversion rate by offering the customer a personalized experience.
- It increases the average order value by increasing the number of items a customer buys. (CORRECT)
39. Which of the following are metrics a company might use to analyze product performance? Select all that apply.
- Customer retention rate
- Customer satisfaction rate
- Return rate (CORRECT)
- Product conversion rate (CORRECT)
40. Which of the following information can social media analytics provide to help a company improve their campaigns? Select all that apply.
- The percentage of email recipients who unsubscribe from a send list after opening an email
- The number of times a piece of content is displayed to a target audience (CORRECT)
- The attention a company’s brand received across all social media platforms during a reporting period (CORRECT)
- The number of approval actions—such as likes, mentions, retweets, or favorites—that a post receives relative to followers (CORRECT)
41. A digital marketer monitors an e-commerce store in Shopify. They access Live View to learn about the store’s performance in real-time. What information is available to them in Live View?
- The number of social media followers the brand has on Facebook
- The household income and spending budget of the customers
- The number of customers who have added items to their cart (CORRECT)
- What customers say about the brand online
42. A digital marketer learns that an e-commerce store has a large number of abandoned carts. What can they do to recover the lost sales?
- Charge a fee when customers abandon their carts
- Send emails to remind customers about their items (CORRECT)
- Sell the store’s products or services at a reduced price
- Add a note to the checkout page warning customers not to abandon carts
43. A digital marketer learns that an e-commerce store has a low customer retention rate. What should they do to increase the customer retention rate and improve customer satisfaction?
- Email customers to remind them about their abandoned carts
- Create a new website and ad campaign to attract new customers
- Evaluate the customer experience and identify ways to improve it (CORRECT)
- Assess the social media strategy and incentivize customers for their loyalty
44. An e-commerce marketer plans to increase the number of website visitors who purchase from an online store. Their goal is to eliminate any barriers preventing customers from making a purchase. What is this process for increasing revenue known as?
- Conversion rate optimization (CORRECT)
- A/B testing
- Website optimization
- Cross-selling
45. On their e-commerce website, a company suggests a more expensive product than what the customer was considering. What sales technique did they use?
- Cross-selling
- Upselling (CORRECT)
- Conversion boosting
- Conversion rate optimization
46. What can a company use to find the percentage of customers who purchase a product after viewing it?
- Customer retention rate (CORRECT)
- Cart abandonment rate
- Average order value
- Product conversion rate
47. What can an e-commerce marketer do to help improve a product conversion rate?
- Include a short and catchy description of the product benefits
- Add photos of the product in all available colors and from multiple angles (CORRECT)
- Refer customers to social media for more information about the product
- Disable the customer reviews feature if the website has one
48. An online store has been in business for over seven years. To measure the store’s growth and revenue, they use quarter-over-quarter and year-over-year comparisons. Why is the store able to track metrics over a longer period?
- Due to the number of years in business, they likely have longer-lasting relationships with their customers and access to more data. (CORRECT)
- Due to the number of years in business, they likely ask customers for their personal information the first time they visit the store.
- Due to the number of years in business, they likely have a successful brand reputation and sell high-end products.
- Due to the number of years in business, they likely skip steps in the customer journey to gain access to customer data.
49. A business uses product analytics to help plan its inventory needs. What can product analytics tell the business about its inventory needs?
- What products are popular and when to order more (CORRECT)
- When to increase prices and maintain a low return rate
- When to offer promotions that recover the discounted amount
- When to update product packaging according to seasonal demand
50. A marketer monitors an e-commerce business’s social media. They use social media analytics to track, collect, and analyze data from several social media platforms. What information can the marketer gather from social media analytics?
- Why someone unsubscribes from the email list after opening an email
- How many times a visitor was guided to the e-commerce website from another website (CORRECT)
- How much attention the business receives across online forums
- How much a conversion costs and how it affects the business’s success
51. A digital marketer for an e-commerce company tracks the average order value. What information do they learn when tracking this metric?
- The percentage of customers who spend over $200 on every purchase
- The average cost of acquiring a high-income customer who frequently shops online
- The percentage of customers who add products to their cart and do not purchase
- The average amount of money a customer spends each time they complete an order (CORRECT)
52. Which of the following describes the relationship between average order value and customer lifetime value?
- Average order value is the average revenue generated by customers over a certain period of time. Customer lifetime value tracks the average amount of money a customer spends each time they complete an order.
- Average order value is the percentage of users who complete a desired action. Customer lifetime value tracks the average cost of acquiring a potential customer.
- Average order value is the percentage of customers that a company retains over a certain period of time. Customer lifetime value is the average cost of acquiring a paying customer.
- Average order value tracks the average amount of money a customer spends each time they complete an order. Customer lifetime value is the average revenue generated by customers over a certain period of time. (CORRECT)
53. Why might a company use A/B testing on their website?
- To capture a visitor’s actions as they browse a website, including mouse movement, clicks, taps, and scrolling
- To track the average amount of money a customer spends each time they complete an order
- To compare two versions of a web page to find out which updates will have the biggest impact (CORRECT)
- To see how visitors interact with a website
Analyze Trends for an Online Store CONCLUSION
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