Jensen is the marketer for GlobalMovers.com. She’s done a comparative analysis of the site against competitor sites. She’s convinced that improving the speed and responsiveness of the site will increase its effectiveness and revenue contribution. Which statistic should she use to convince the executive leadership of GlobalMovers.com to make site speed a priority?
- Conversion rates
- Average page views
- Click rates
- Average daily visitors
or
- Average page views
- Daily referrals
- Search ranking
- Average daily visitors
Explanation:
The correct answer is Conversion rates. Jensen should use conversion rates to persuade the executive leadership of GlobalMovers.com to prioritize improving site speed and responsiveness. Conversion rates directly measure the effectiveness of a website in converting visitors into customers or achieving other desired outcomes, such as lead generation or form submissions. By improving site speed and responsiveness, GlobalMovers.com can potentially reduce bounce rates, increase user engagement, and ultimately enhance the likelihood that visitors will complete desired actions, thereby improving conversion rates. This metric is crucial because it directly ties improvements in site performance to tangible business outcomes, such as increased sales revenue or higher customer acquisition rates. Comparing conversion rates before and after implementing speed enhancements provides concrete evidence of the impact on user behavior and business success. This data-driven approach helps Jensen make a compelling case to executive leadership by demonstrating the financial benefits and return on investment (ROI) associated with prioritizing site speed improvements. Therefore, focusing on conversion rates as the key statistic aligns Jensen’s strategy with the business goals of GlobalMovers.com, emphasizing the critical link between site performance and revenue generation, and highlighting why site speed should be a priority for the company’s growth and competitiveness in the market.
The vast majority of marketing efforts is nothing more but conversion rate optimization. Conversions are any action your business considers valuable. It could be sales, sign-ups, downloads, or anything else.
Besides, conversions often are measurable and have a defined value. If you, as a marketer, have a clear plan on how to increase conversions, it’s easy for executives to calculate cost-per-value and make data-driven decisions.