Cheat sheet
Map the funnel from qualified reach to retained contribution.
What to check first
Calculate checkout start at 3% and checkout completion at 40%. Segment by source and device.
How to make the call
Run an experiment with refund and margin guardrails before increasing traffic.
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Indian practice case
Fictional scenario
A Pune kitchenware site has strong traffic and weak sales. 10,000 sessions yield 300 checkout starts and 120 orders.
Reveal the step-by-step solution
- Diagnose the problem.
Calculate checkout start at 3% and checkout completion at 40%. Segment by source and device.
- Work through the evidence.
Fix a specific checkout barrier and estimate 30 extra orders if completion rises to 50%.
- Recommend and validate.
Run an experiment with refund and margin guardrails before increasing traffic.
More Indian cases
Interview question
How would you use digital marketing to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Fix a specific checkout barrier and estimate 30 extra orders if completion rises to 50%. Run an experiment with refund and margin guardrails before increasing traffic.