This midterm assignment is focused on data driven decision making using the frameworks of conversion rate optimization and the customer journey in an online shopping context.
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Get it written →This midterm assignment is focused on data driven decision making using the frameworks of conversion rate optimization and the customer journey in an online shopping context.
First you will need to review the detailed case study ‘Direct-to-Consumer Brand Suta – Weaving in Conversion Rate Optimization’ and the ‘Customer Journey at Suta’ tab of the Excel worksheet. The case study is available from my coursepack – https://hbsp.harvard.edu/import/1154007 You should also explore the website to which the case refers – www.suta.in
You have been asked by Taniya and Sujata (the owners of Suta) to write a business report (max 5 pages single spaced) to help in their future decision making. Your report should include:
An executive summary
An evaluation of the performance of Suta’s website, based on the information in the case study. Your analysis should be data-driven, drawing out conclusions from the case exhibits. In this section you should identify:
What happened as the website grew and your analysis of the reasons for this.
The key performance issues that Suta now faces.
The areas of success that Suta can build on moving forward.
Your recommendations on what the team could do to improve the conversion rate of the site. Look closely at the data in the exhibits and the the Customer Journey map which can be found in the Excel workbook. Present your recommendations using the Customer Journey ‘Steps A-F’ framework.
Your recommendations on other initiatives that Suta could follow, besides increasing conversion rate, that could be pursued to increase overall revenue.
Your report will be assessed on the following criteria:
A clear understanding of the case study and the data presented – take the time to ensure that you have understood all of the concepts and metrics.
The quality of your analysis and diagnosis
The quality of your recommendations and the level of data and evidence used to support them
Original thinking and creativity
Thoroughness, accuracy, grammar and spelling.
Please note that you do not need to source any additional data for this assignment. All of the data you need is in the case study.
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