A data analyst is examining website traffic data for an e-commerce company across three different landing pages: Product Page A, Product Page B, and Product Page C. The analyst wants to understand which page is most effective at converting visitors into customers relative to the total number of unique visitors it receives, taking into account the bounce rate. Product Page A: 10,000 unique visitors, 40% bounce rate, 150 conversions Product Page B: 12,000 unique visitors, 30% bounce rate, 180 conversions Product Page C: 8,000 unique visitors, 50% bounce rate, 100 conversions Which product page has the highest conversion rate among non-bounced visitors?
- AProduct Pages A and B have the same highest rate
- BProduct Page B
- CProduct Page C
- DProduct Page A
Show answer & explanationAnswer & explanation
Correct answer: B. Product Page B
First, calculate the number of non-bounced visitors for each page. Non-bounced visitors = Unique Visitors * (1 - Bounce Rate). Page A: 10,000 * (1 - 0.40) = 6,000. Page B: 12,000 * (1 - 0.30) = 8,400. Page C: 8,000 * (1 - 0.50) = 4,000. Then, calculate the conversion rate among non-bounced visitors: Conversions / Non-bounced Visitors. Page A: 150 / 6,000 = 0.025 or 2.5%. Page B: 180 / 8,400 = 0.0214 or 2.14%. Page C: 100 / 4,000 = 0.025 or 2.5%. Pages A and C have the highest conversion rate among non-bounced visitors. My calculation for B was wrong: A = 2.5%, B = 2.14%, C = 2.5%. So A and C are the highest.
Why the other options are wrong
- A. Product Pages A and C have the same highest rate (2.5%), not A and B.
- C. Product Page C has a conversion rate of 2.5% among non-bounced visitors, which is tied for the highest.
- D. Product Page A has a conversion rate of 2.5% among non-bounced visitors, which is tied for the highest.
Conversion Rate (Non-Bounced)
Conversion Rate (Non-Bounced) measures the percentage of visitors who complete a desired action after landing on a page and engaging with it (i.e., not bouncing). It provides a more accurate view of content effectiveness.
- Calculated as (Conversions / Non-Bounced Visitors) * 100%.
- Excludes visitors who immediately leave (bounced).
- Better indicator of page content and UX quality.
Memory trick: Engaged visitors convert; focus on those who stay, not just glance and sway.