DMs Indian Institute of Management Ahmedabad Dubai MBA 101

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E SIG CONVERSION FUNNEL ANALYSIS Team 9 Ans-1st: 0 create 1 activated 2 activated upgraded Total Direct Traffic 16,712 71,632 3,801 92,145 Email 25,575 38,608 1,262 65,445 Organic Search 6,435 29... ,573 902 36,910 Paid Ads 30,855 1,33,868 3,318 1,68,041 0 create 2 activated upgraded Direct Traffic 18.82% 38% Email 29% 13% Organic Search 7% 9% Paid Ads 35% 33% Total 88,822 9,990 Paid Upgrades as % of Account Created (2 activated/ 0 create) Direct Traffic 3,801 /16,712 = 23% Email 1,262/25,575 = 5% Organic Search 902/6,435 = 14% Paid Ads 3,318/30,855 = 11% Direct Traffic leads to maximum conversion of users who create an account and eventually end up switching to paid upgraded version since these are the users who are actually interested in the product and are aware about the website as they go directly to the website. Ans-2nd: Accounts created via Direct Traffic spiked in August, which may attribute to increase in ADwords spending from around $6109 in July to $8646 in August. Accounts created via Organic Search increased after August, in September and October because the number of referrals by 0- create customers increased from 718 to 1200 to 2501 in Sept and October, likewise referrals by activated and upgraded customers also increased. Hence, Referrals may be driving Organic Search. Ans - 3rd: Assumptions stated below Referral: https://www.culttt.com/2012/07/23/finding-your-viral-coefficient/ Virality coefficient = (Number of invitation(referrals) sent*Conversion rate of referrals)/(# Of current customers) Page 1 of case, at start of Feb 2015, 70,000 registered users were there. These are the current customers. They would have send invitations to others resulting in 0-create or 1-activated customers in next 2-3 months. “SHARE LINK” is the medium in which existing customers send invitations/influence others to sign up (as per excel sh [Show More]

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