Question: Martha is the marketer for Circus.com. She's patterned the design of her web site after BigTop.com, a successful competitor's site. Sales from the site haven't been as successful as she hoped. She's asking you for advice to improve the marketing effectiveness of her website. What advice would you give to Martha to make her site more successful?
- Focus on changes that improve user satisfaction of the site.
- Broaden the scope of products offered on the site.
- Remove all flash content and switch fully to HTML5.
- Provide a way for users to leave and read reviews from other customers.
Explanation
Copying a competitor’s design does not prove it matches the needs or motivations of this site’s visitors. Conversion optimization should focus on reducing friction and improving user experience across the path to action. Changes should be guided by how easily users can find information, evaluate value, and complete intended tasks. A more satisfying experience is more likely to support stronger conversion behavior than imitation alone.
Why the other options are incorrect
Product scope may affect merchandising, but it does not directly address site usability or conversion friction.
HTML5 may improve technical compatibility, but switching formats alone does not prove the experience is better.
Customer reviews can support trust, but adding reviews is only one possible improvement and not the broader optimization principle.
Source for verification
https://support.google.com/google-ads/answer/2404198
https://support.google.com/google-ads/answer/6167122
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