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Ive revisited this research and Ill take a stab at share my findings the best way I can.
Study summary
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The traditional media is stepping down, and the shift toward new technologies is inevitable.
Consequently, investments in Digital Marketing activities are growing daily.
Their main objective is to receive as many business inquiries as possible through their contact form.
Their main goal is to sell as many XBody devices or open Maxifit brand franchises as possible.
In this case, the product is very expensive and a contract needs to be signed before purchase.
That is what we would call a conversion.
Then the sales staff takes over.
In order for the conversion to happen, a potential customer has to go through the sales funnel.
To analyze 730 samples, Ive used the Independent Samples T-test and Mann-Whitney U test for confirmation.
A bar chart that shows average values of variables for users visiting from Desktop and Mobile devices.
The explanation could be quite simple.
H1c: Is there a significant difference between new and returning visitors?
Average values for new and returning visitors
H1d: Is there a significant difference between age groups?
In this case, due to the limitations of Google Analytics, we had only 272 samples.
The age groups are separated in 1824, 2534, 3544 and 4554.
Because of multiple groups, the tests used were ANOVA and KruskalWallis.
Based on the numbers, the visitors who are aged 2534 show the highest conversion probability.
Questions for further research: Should we invest more money into targeting users aged 2534 in the ads?
Understand the visitors aged 2534 Who are they?
Why are they specifically interested in your product?
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