Marriott Hotels’ website
Assume that below is the conversion funnel from a month of traffic on Marriott Hotels’ website:
Calculate the following rates for Marriott Hotels’ data analyzer:
- What is the conversion rate?
- Calculate each micro-conversion rate (the conversion rate from one step to the next).
- What is the average number of nights per booking?
- What is the average revenue per booking?
- What is the average revenue per night?
- If you could increase the percentage of those who reviewed the itinerary from 15.65% to 20%, how would the conversion rate be affected?
- You believe that if you offered a 10% discount on all bookings, the conversion rate would increase to 3.5%. Would this increase or decrease revenue?
- Would this be a profitable action if the gross margin on bookings (before the 10% discount) is 50%?
Share your calculations and your results in the discussion forum, along with an analysis on how conversion rates can be used to help companies make better business decisions.
Requirements: clear
Answer preview to Marriott Hotels’ website
APA
300 WORDS
