Bombay Shaving Company: Digital Customer Conversion
商品編號：9B21A021
出版日期：2021/06/26
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：e-commerce;digital marketing;India
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：India
產業：Utilities;
事件年度：2020
In January 2020, Bombay Shaving Company had established an in-house digital team that was able to achieve the best digital marketing key performance indicators in its industry. BSC’s marketing strategy focused on conversion rates, influencer marketing, heatmaps, A/B testing, keyword cloud analysis, and emailer marketing. In using these tools, BSC was carving out a differentiated strategy for each step of the customer journey, including customer acquisition and customer retention. However, analysis of online purchase data had indicated that out of every thousand customers who visited the company’s website, only 13 ended up making a purchase. BSC had to address its poor conversion rate and determine how to ensure that its conversion rate would meet the industry standard.
教學手冊：8B21A021;
補充材料：