In April 2009, the director of media strategy at Henderson bas, Toronto online advertising agency, was to assess the current campaign for Telecommunications Primus (Primus). Two months have passed since Primus home phone bundle banner advertising campaign was launched, and the first results were not as expected. At that time there were a lot of visitors attracted to the site Primus, those visitors were not "converted" into paying customers at a fairly high speed. This is a poor conversion rate pushed the cost of acquiring new customers Primus, to uncomfortably high levels, threatening the future of the campaign. Collecting data using the form from the website and subsequent implementation of visitor tracking software, the director has focused on analyzing the results to determine why visitors Primus "did not convert into paying customers." Hide
by John S. Heywood -Farmer, Ari Shomair, Arina Rosu Source: Richard Ivey School of Business Foundation 13 pages. Publication Date: November 5, 2009. Prod. #: 909D13-PDF-ENG
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