Overview
Imagine that you are the Director of Marketing at Aveda Furniture. Aveda Furniture sells home furniture directly on its website. On the website, customers can browse the company’s furniture inventory by viewing product pages (pages that feature an individual product) and category pages (pages that feature a number of products grouped by type). In addition to its home page, Aveda Furniture has a promotions page that features special temporary sales prices.
Aveda Furniture uses three primary strategies to attract traffic to its site:
- Search Engine Optimization strategies
- Advertisements on platforms such as Google, TikTok, and Snapchat
- An affiliate program that pays influencers to send traffic to their site. If that traffic makes a purchase, the influencer receives a percentage of the overall purchase.
The VP of Marketing has the extra budget to invest in marketing to increase total conversions, improve marketing efficiency, and decrease the total cost per lead.
Review the Traffic and Performance Data for Aveda Furniture’s Website PowerPoint presentation.
Prepare a 700- to 1,050-word proposal that outlines your recommendations of where the extra budget should be invested based on the data analytics. Your proposal should include the following information:
- Identify 3 traffic sources that are the most productive.
- Identify 3 traffic sources that require additional investment.
- Provide an argument on which marketing tactics you think the company should focus their efforts on.
- Determine the pages on the site that should be promoted the most.
Recommend the top 3 site pages that should be improved to increase customer experience.
Use the provided data to support each decision with a rationale (this is a vital part of the assignment). You must include the data to support your analysis.
- List at least three (3) APA-formatted sources above and beyond the textbook. Look to utilize the UOP Library.