What is the overall conversion rate? Calculate each micro-conversion rate. What is the average number of passengers per order? What is the average revenue per order? What is the average revenue per passenger? If web traffic increased by 15% how much would revenue increase? How many more conversions would result? If you could change the percentage of people who arrive at the Review Prices step to 25%, what would the overall conversion rate be? What would the change in total revenue be? You believe that if the website offered a 10% discount, the conversion rate would increase to 7.5% (a) Would this increase or decrease revenue? (b) Would it be profitable, assuming a 50% gross profit margin on bookings (before the 10% discount) Southwest Airline is offering discounted flights from six cities in the Northeast to Florida destinations for Spring Break 2017, Southwest books 95% of all of its flights online, so the website is very important. This case asks you to calculate several conversion rates that measure the rate of which website visitors move through key pages on their site, The overall conversion rate measures the number of visitors who actually end up purchasing seats on a flight. The micro-conversions measure the flow from one step to the next one in the process. Use the data provided and answer the seven questions posed above