Certificate in Business Data Analytics (CBDA) — Question 18

To gain traction on online sales, a retailer initiated a marketing campaign using banner ads. The company has requested their analytics team to evaluate the performance of the campaign. During the presentation, the analyst confirmed that the campaign did bring in a large number of net new customers to the website and met the target sales conversion rate. They also noted that there was a high number of repeat visitors not completing a sale.
What decision would help the retailer improve sales conversion rates for repeat visitors?

Answer options

• A. Increase investment in banner ads
• B. Ensure the sales checkout process is streamlined
• C. Add additional new products to attract customers
• D. Incentivize customers to subscribe to promotional notifications

Correct answer: B

Explanation

The correct answer, B, is focused on improving the sales checkout process, which is critical for converting repeat visitors who may be facing obstacles during their purchase. Options A, C, and D do not address the immediate issue of why repeat visitors are not completing sales, as they focus on attracting new customers or increasing visibility rather than enhancing the user experience during checkout.