You are a smartphone retail outlet selling to the U.S. market & you're a website manager and responsible for analytics. Despite seeing the same volume of unique and return visitors to the business's website, sales have decreased significantly over the last quarter.

To understand why this is happening, you need to look at why users are leaving the website prior to purchase and any other relevant metrics that you believe will provide you with insights that may explain the decrease in sales.

What's an example of why this is happening?

1. In addition to bounce rate and user journey to determine where users leave the website, what other metrics would you analyze to help explain the decrease in sales?
2. How might you compare and contrast analytics from other digital channels, such as social media, in order to correlate with and draw meaning from website analytics?
3. Assume you have found meaningful data (that you specified in Questions 1 and 2). Explain a scenario (that you make up) that explains what you found in the analytics and what actions you recommend to mitigate the decrease in sales. For example, if you state that you found high bounce rates on your shopping cart page, perhaps the action to take is to redesign the shopping cart page in order to improve user experience. As another example, if you found that users are leaving the website from a page that features the offer, perhaps a stronger call to action (CAT) should be created for that page. Use your imagination to make the scenario, and talk about what data would typically be used to explain a problem (e.g. decrease in sales) and what actions you would take to mitigate that problem.