What is the difference between a click-through rate and a conversion rate? Explain why marketers may want to use both metrics
What will be an ideal response?
A click-through rate indicates the percentage of viewers of a website ad who click on the ad and are then taken to the product's webpage. This metric identifies who was interested enough to click on the ad, but it doesn't identify who took action on the product's webpage. This information can be found by calculating the conversion rate, which compares the total number of desired actions taken by viewers of the site to the total number of visitors to the website.
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Leticia supervises a group of customer service representatives. Leticia is respected and well liked by her staff, and she has worked hard to make sure all of them known how to do the job very well. She is responsible for all staffing and reward decisions in her department. In the contingency model, Leticia has
A. low task structure. B. high situational control. C. low leader-member relations. D. low position power. E. high expert power.
The less ________ the demand, the ________ it pays for the seller to raise the price
A) determined; less B) elastic; more C) elastic; less D) constant; more E) fixed; more
Management is defined in the Introduction as ________?
a. The process of communicating, coordinating, and accomplishing action in the pursuit of organizational objectives while managing relationships with stakeholders, technologies, and other artifacts, both within as well as between organizations b. Giving orders to other people to do things c. The science of designing relationships between people so that the most efficient people are in charge of things and the others are directed in what they do, according to plan d. None of the above
When designing a research study, what two things do marketing researchers hope their measures achieve?
A. variety and subjectivity B. reliability and validity C. quantity and quality D. objectivity and simplicity