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STRATEGIC DIGITAL MARKETING PLAYBOOK

ASSIGNMENT: WEEK 2

Analyze a GoDaddy Conversion Funnel

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To Get Started

Make a Copy of this Google Slide deck and complete your assignment on these slides, then submit the link to this deck in the Learning Management System.

Instructions

Go to File > Make a Copy > Entire Presentation
Choose the folder in your Drive where you want to save the slides
Rename your copy and add your name to the file

Example: Playbook Assignment: Analyze a GoDaddy Conversion Funnel-MRogers

Watch this video for a quick demo

REMINDER: YOU WILL RECEIVE FEEDBACK ON YOUR PLAYBOOK ASSIGNMENTS IN WEEK 6

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Overview

The conversion funnel is one of the most important parts of an ecommerce website. Rates vary by business type but in 2019, the overall shopping cart abandonment rate was nearly 70% worldwide. In this assignment, you will analyze a funnel, identify an idea you might test to improve conversion, review conversion data and calculate conversion rates.

Assignment: Analyze a GoDaddy Conversion Funnel

Grading: 4 points for completion

REVIEW IT

TRY IT

APPLY IT

SUBMIT IT

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REVIEW IT: Terms You Should Know For This Module

4

Metric

Dimension

Session

Segment

Macro Conversion

Micro Conversion

A/B Test

Implementation

Conversion Rate Optimization

Web Analytics

Internet Cookie

Digital Marketing Measurement Model

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REVIEW IT: Google Merchandise Store Conversion Funnel Example

Landing Page

Billing & Shipping

Payment

Review Order

176,409

2,290

1,372

151

98

Payment Complete

The last three steps of this conversion funnel are:

Payment
Review Order
Payment Complete

The formula for calculating the Funnel Macro Conversion Rate is:

98/176409 = .06 %

ACCESS CALCULATOR

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REVIEW IT: Macro Conversion Rate Formula

# total transactions/# of top of funnel visits

or

payment complete/landing page

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REVIEW IT: Micro Conversion Rate Formula

visits for step/visits for previous step

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TRY IT: Step Through GoDaddy’s Conversion Funnel

ACTION	INSTRUCTIONS	OBSERVATIONS
VISIT	Navigate to www.GoDaddy.com and type the domain name digitalmarketinggenius.com into the search bar as if you were going to purchase that domain name.
BUY	Add the domain to your cart and go through the checkout process until you get to the Purchase page. Hint: You will see the word Purchase at the top of the page to indicate you have reached this step in the funnel.
ANALYZE	Identify the last 3 steps before you complete the purchase. Hint: look at the top of the web page to see the names of the steps.
REFLECT	Jot down one observation about 1) the conversion funnel

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APPLY IT: Funnel Conversion Rates

ACTION	INSTRUCTIONS	CONVERSION RATE
	Use the data table to calculate the following
Calculate Macro Conversion Rate	Use the sample from the data table to calculate the macro conversion rate	Hint: payment complete/basket Payment Complete / Basket = 0.03%
Calculate Micro Conversion Billing Information Conversion Rate	Calculate billing information/basket	Billing Information / Basket = 0.15%
Calculate Micro Conversion Payment information Conversion Rate	Calculate payment information/billing information	Payment Information / Billing Information = 0.28%
Calculate Micro Conversion Payment Complete Conversion Rate	Calculate payment complete/payment information	Payment Complete / Payment Information = 0.70%

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GoDaddy Sample Data Table

10

FUNNEL STEP	VISITS
Basket	2,347,892
Billing Information	367,495
Payment Information	103,471
Payment Complete/Total Transaction Visits	72,498

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SUBMIT IT: Share your completed assignment

ACTION	INSTRUCTIONS	NOTES
REVIEW	Review each question and make sure you have added an answer for each question in the appropriate location.
ACCESS	Go back to the Assignment in the Learning Management System
SHARE	Copy/paste the link to your Assignment in the system by the due date. Make sure anyone on the internet with the link can view the document.
CONFIRM	Make sure the assignment was accepted by the Learning Management System.

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BONUS ASSIGNMENT

THIS IS OPTIONAL

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STRATEGIC DIGITAL MARKETING PLAYBOOK

BONUS ASSIGNMENT: WEEK 2

Create a digital marketing measurement model

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Overview of Bonus Assignment

A digital marketing measurement model (dmmm) is a tool digital marketers use to align business objectives with campaign objectives, and to select the measures they’ll use to assess campaign performance against objectives. In this assignment, you will create a digital marketing measurement model for a GoDaddy.com campaign

Assignment: Create a digital marketing measurement model

Grading: you will get feedback on your model, this is not for points

REVIEW IT

TRY IT

APPLY IT

SUBMIT IT

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REVIEW IT: Google merchandise store business objectives

BUSINESS OBJECTIVES The Google merchandise store is an ecommerce website that sells products for employees, partners and fans. One of Google’s business objectives is to increase revenue by 5% by Q3.

SMART MARKETING OBJECTIVE Marketing executives want to support the business by leveraging their email list to drive upsells and cross sells that will increase revenue by 5%.

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REVIEW IT: Google merchandise store digital marketing measurement model example

ACQUISITION KPI % returning users week over week and month over month	BEHAVIOR KPI # of product pageviews # of add to cart completions	OUTCOME KPI Conversion rate Revenue

ACQUISITION TARGET Increase % of returning visitors by 30% by Q4	BEHAVIOR TARGET Increase pageviews by 30% Increase add to carts by 15%	OUTCOME TARGET Increase conv rate by 5% Increase revenue by 10%

ACQUISITION SEGMENT Returning visitors and sessions by channel, by Geo, by device, by campaign, by day of week	BEHAVIOR SEGMENTS Pageviews and add to carts to channel, by Geo, by device, by campaign, by day of week, by hour of day	OUTCOME SEGMENT Conv rate and revenue by channel, by device, by Geo, by visitor type, by product, by campaign, by day of week and hour of day

ACQUISITION GOAL Increase % of returning visitors	BEHAVIOR GOAL Increase product pageviews Increase add to carts	OUTCOME GOAL Increase conversion rate Increase revenue

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TRY IT: GoDaddy business objective and marketing objective

BUSINESS OBJECTIVES One GoDaddy business objective is to increase revenue from current subscribers by 15%.

SMART MARKETING OBJECTIVE GoDaddy’s Chief Marketing Officer would like to support the business by sending special offers and coupon codes to existing subscribers to increase revenue by 10% by Q4.

APPLY IT

Complete APPLY IT

YOUR ASSIGNMENT How would you attempt to achieve the marketing objective and how would you measure performance? Fill out the digital marketing measurement model on the next page.

Related resource

How to create a digital marketing measurement model

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APPLY IT: GoDaddy digital marketing measurement model

ACQUISITION KPI % returning users week over week and month over month	BEHAVIOR KPI # of product pageviews # of add to cart completions	OUTCOME KPI Conversion rate Revenue

ACQUISITION TARGET Increase % of returning visitors by 10% by Q4	BEHAVIOR TARGET Increase pageviews by 10% Increase add to carts by 5%	OUTCOME TARGET Increase conv rate by 2.5% Increase revenue by 5%

ACQUISITION SEGMENT Returning visitors and sessions by channel, by Geo, by device, by campaign, by day of week	BEHAVIOR SEGMENTS Pageviews and add to carts to channel, by Geo, by device, by campaign, by day of week, by hour of day	OUTCOME SEGMENT Conv rate and revenue by channel, by device, by Geo, by visitor type, by product, by campaign, by day of week and hour of day

ACQUISITION GOAL Increase % of returning visitors	BEHAVIOR GOAL Increase product pageviews Increase add to carts	OUTCOME GOAL Increase conversion rate Increase revenue

Throughout evaluating the GoDaddy business objectives and Marketing objectives. I would assume by increasing the % of traffic visiting the landing page you would in return receive a higher amount of returning visitors.

You could potentially perform surveys to evaluate customer satisfaction to increase returning customers. Upon receiving returning customers, offering the special offers that the chief marketing officer approved would increase the quantity of customers adding to their carts.

Due to discounts from the special offers they have received prior to checkout or after checkout, would increase revenue if they proceed with the purchase. At that point, You would want to evaluate the % of returning customers you have week over week and month over month until Q4 by looking at the # of customers completing their cart purchases vs cart abandonment and evaluating the # of page views total to get a better understanding of your conversion rate and revenue to measure your goal of increasing revenue by 10% by Q4 as expected. �

The google example was very similar to my assumption of what would be the solution to increasing returning subscribers and revenue by Q4, therefore it was hard to deviate from the example and provide a different solution as to my understanding, I felt their solution was the answer. ��This exercise intrigues me as I am sure I will be seeing this alot more in this field and would love to gather a better understanding of this process so I can be more proficient at it. ��Thank You.