Question: Emmeline has seen an increase in online sales of the Sunny Bakes Breakfast Box over a 3 month period, with some customers ordering multiple times. She wants to know which digital channels people are finding out about the Breakfast Boxes and what made people order again. This will help her refine her content strategy. How could she find all this out? An image of Emmeline in front of one of the Sunny Bakes cafes handing a stack of boxes to a delivery cyclist, with another delivery cyclist waiting behind Select the 2 correct answers, then submit.
- Ask returning in-store customers to write reviews and complete surveys about the Breakfast Boxes
- Use analytics tools to find out where website traffic originated e.g., social media, online search
- Ask returning online customers to write reviews and complete surveys about the Breakfast Boxes
- Use analytics tools to find out what percentage of customers made a repeat order
Explanation
The strongest approach combines channel data with direct customer feedback. The Traffic acquisition report in Google Analytics shows where website visitors come from, including sources such as social media and search, so it helps identify how people first found the Breakfast Boxes. Google Help+1 Asking returning online customers for reviews or surveys helps explain what encouraged a second purchase, because analytics shows behaviour but not the customer’s reason in their own words. Google Forms can be used to create online surveys, send them to customers, and analyse responses, which makes it suitable for collecting that feedback from repeat online buyers. Google Help+1
Why the other options are incorrect
A In-store customer feedback does not directly explain the behaviour of returning online customers, which is the group relevant to repeat online Breakfast Box orders.
D A repeat-order percentage can show retention, but it does not explain what motivated customers to buy again. Google Help+1
Source for verification
Google Analytics Help: Traffic acquisition report Google Help
Google Docs Editors Help: How to use Google Forms Google Help
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