Marketing Case #2 Business & Marketing Case Study Paper

A Sample of Marketing Case Study Paper
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Why Site A and Site C have the same number of actions completes by visitors while their metrics are different
First, Site A and C have similar actions completed by visitors because of the way they structured their content to attract visitors. Both have the same number of impressions but different metrics up to ‘action complete.’ Site A had 10% Click through rate while Site C had only 1%. This means the ads created for Site A were captivating and prompted Google users to click through more. The click-through rate for Site C was only 1% and that means the content was probably shown to general google products users but very few people were interested in the product that was being promoted. Only 100 people clicked through the ads to Site C compared to thousand on Site A.
Relative to the number of people who visited the site, the people who ended up completing the desired action were fewer than the site visitors. In this case, Site C had a higher conversion rate of the visitors to its Site At about 10% compared to 1% for Site A. It is likely that Site A more people found ‘nothing of their interest’ on the Site And therefore did not complete any action. It is possible that the Ad for Site A was misleading and therefore the visitors left the site without doing anything else. It is also likely that the information on Site A was poorly structured to help the visitors carry through with action intended by the Site Admins.
On the other hand, Site C visitors had a higher conversion rate probably because the ads were very targeted and only attracted interested visitors who were interested in the product or action being promoted. If a higher number of targeted people visit a site, they are likely to have a high conversion rate. They are more likely to have been interested in the product or action when they clicked through to the Site And eventually completed the intended action. It is also likely that Site C was well designed and it easy to navigate such that the visitors were into confused on what action to take upon landing on the site. Site design is very important and it could turn away many people especially if it appears cluttered or has poor user interface design such that completing an action is confusing.
The difference in the way the two sites ended up with the same ‘action completed’ is held by two main factors. First, the nature of the ad in terms of content and target audience. The content of the ads determines the click-through rate in that; if the content is very captivating, it creates a higher click-through rate and leads to more site visitors CITATION Spa14 \l 1033 (Spagnolli, Chittaro, & Gamberini, 2014). If the ad was not targeted to specific people, it would have high impressions but very few people would find it relevant to them.
The conversion rate is determined by what the visitors see after reaching the site. Thus, this is partly determined by what the ad ‘promised’ them vis a vis what the actual site had. Secondly, it is determined by the usability of the site in terms of user design, aesthetics and ease of accomplishing the intended task. Thus, for Site C it is likely that it has a better design and ease of navigation and or the ads were more relevant to what the visitors found on the site.
Strengths and weaknesses
Strengths
Site A has better click-through rates. It means that they are better at creating ads that can lead viewers to click through and visit the sites.
Site C is better wi...