There questions about design marketing test design!! SPSS and Excel are needed!!!

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Final Exam

Impact of testing different landing pages

November, 2016

Background

X.com marketing director has consulted with a few agencies and discussed potential impact of building a few landing pages to maximize engagement, registrations and net sales on the retail website.

You were hired as a consultant to help the director make a decision.

The marketing manager decided to test 4 landing pages:

A – “On Sale” products without an offer

B – “On Sale” products with a strong offer: 30% off

C – Hot New Merchandise: New Arrivals with an offer 20% off

D – Hot New Merchandise: New Arrivals without an offer

E (Control) – Current frontpage

Assumptions:

1) All landing pages include registration bottom

2) All landing pages have a similar creative design

3) Average order revenue = $125

4) Landing page subsequent click rate off the current frontpage = 1.4%, and in external media we don’t mention any promotions or discounts.

5) COGS = 30% of Gross Revenue

6) Production cost of 1 landing page = $3000

Definitions:

- Engagement is defined as number of pages per visit.

- Registrations are defined as number of visitors who registered but not purchased.

- Net Sales is total revenue minus ( COGS, total offer costs and promotion costs).

Test Strategy, design and implementation

Please layout a test plans with all relevant:

· Marketing objectives

· The profit drivers

· Detailed test design: what do we test, how do we test?

· Test administration and implementation

· Organizational coordination and collaboration

· Data collection

· Proforma P&L

· Measurement methodology , statistical testing (show at least 4 tests)

· Key findings and recommendations

Questions/Deliverables: Write a test design including the following sections:

· Marketing objectives

· The profit drivers: Clearly define what are the KPIs

· Detailed test design: what do we test, how do we test?

· Hypotheses testing: write at least 4 H0/H1 pairs

· Test administration and implementation:

· Determine at 95% confidence internal

· What are the minimum samples sizes needed per cell?

· Please provide start and end dates for the testing

· Organizational coordination and collaboration

· Who does what?

· What are the steps from planning to execution?

· Time frames

· Data collection

· What data do we collect?

· Who collect the data

· When does it delivered for analysis

· Proforma P&L

· Please develop a Proforma P&L to assess the viability and test priorities

· Primary and Secondary KPIs