The impact of competitors’ prices on the conversion rate

 
5

You know that the competitors’ prices affect the decision to make a purchase on your website. But how does conversion rate of the site depend on the price attractiveness of your offer? And how does it depend on the traffic source, product category and vendor?

Challenge

To increase gross margin by improving price-formation efficiency.

Data to be analyzed:

  1. Competitors’ price data for a particular product at a certain time, when this product page was visited on your website.
  2. Visits of certain product page and purchases of this product.

This report helps you determine:

  1. How the conversion rate depends on the price difference with competitors in the context of a product category, traffic source or visitor segment.
  2. The most cost-effective price in terms of maximizing gross margin.

Results are used by:

Category managers for effective price-formation.

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