Over the last few years, companies have come to recognize ecommerce sales are increasing at a much faster rate than brick-and-mortar sales. Accordingly, companies are focusing more on measuring the success of their websites in terms of sales generation and customer engagement. The list below represents some common metrics that companies use to measure the effectiveness of their websites in generating sales and engaging with their customers:
Abandoned registrations – number of visitors who start the process of completing a registration page and then abandon the activity.
Click-through – count of the number of people who visit a site, click on an ad, and are taken to the site of the advertiser.
Page exposures – Average number of page exposures to an individual visitor.
Cost-per-thousand (CPM) – sales dollars generated per dollar of advertising.
Abandoned shopping carts – number of visitors who create a shopping cart and start shopping and then abandon the activity before paying for the merchandise.
With respect to these metrics, which one of the following statements is true?
a. The marketer would like to see items #2, #4 and #5 as high as possible.
b. The marketer would like to see items #1, #3 and #4 as low as possible.
c. The marketer would like to see items #1 and #5 as low as possible.
d. The marketer would like to see items #2and #3 as low as possible.
e. The marketer would like to see item #1 as high as possible.