Cashmere Heartland Case Study

Desktop users 35 to 54 years of age account for almost 10% of all users to the site (9.35%). They also bring in over 10% of all revenue for the U.S. users between October 4, 2016 and February 4, 2017 at $45,830.60. Even so, they have a mid Ecommerce Conversion Rate of 4.05%. This suggests that even though many people purchase through the desktop (as seen from revenue amount) many more don't complete any transaction on the site. Most of the 35 to 54 customer base use the desktop, both as a means to search for Cashmere Heartland as well as to purchase. It is safe to say that this age range is most comfortable using the desktop and from the comparison between the higher rate of sessions (5,075) to transactions (207) we can gather that many people gather information on the company through this device. It has the lowest bounce rate between the three device types, as well as the highest pages per session. From this we can gather that even though the conversion rate is lower, consumers are using …show more content…
In total, only 37 out of 353 sessions resulted in a transaction. This may seem like a small amount, but in comparison with the 36 tablet users out of 1,700 that completed a transaction, it is very efficient. The small amount of revenue is also explained because of how few transactions there were compared to 207 Desktop transactions which brought in $45,830.60. Although it brings in more revenue than mobile users, the tablet experience is least effective for the 35-54 age range. It has almost identical transaction numbers as mobile, but over 1,300 more total sessions. One assumption we can make to explain this is that tablet users go on the site to browse, but not to buy. Tablets have larger screens than a phone, so it would make sense that people would view the page in a larger format before