Web Analytics E-commerce Analytics 1 — Questions and Answers
Question 1: What does 'Revenue per Visitor' (RPV) measure in e-commerce analytics?
- Total revenue divided by number of products sold
- Average revenue generated per website visitor (Correct answer)
- Revenue from returning visitors only
- Revenue per paid ad click
Correct answer: Average revenue generated per website visitor
RPV is calculated by dividing total revenue by total visitors, giving a single metric that combines conversion rate and average order value.
Question 2: What is 'Average Order Value' (AOV) in e-commerce?
- The average number of items per order
- The average dollar amount spent per completed transaction (Correct answer)
- The average discount applied per order
- The average shipping cost per order
Correct answer: The average dollar amount spent per completed transaction
AOV equals total revenue divided by the number of orders, measuring how much customers spend on average per transaction.
Question 3: Which e-commerce metric measures the percentage of users who viewed a product and then added it to the cart?
- Checkout rate
- Add-to-cart rate (Correct answer)
- Product click-through rate
- Return rate
Correct answer: Add-to-cart rate
Add-to-cart rate is the percentage of product detail page views that result in the product being added to the shopping cart.
Question 4: What does 'Customer Lifetime Value' (CLV or LTV) represent?
- Total revenue from all customers in one year
- The predicted total revenue a business can expect from a single customer account (Correct answer)
- Revenue per product category lifetime
- Average purchase value × return rate
Correct answer: The predicted total revenue a business can expect from a single customer account
CLV estimates the total net revenue a customer will generate over their entire relationship with the business.
Question 5: What is 'checkout abandonment rate'?
- The rate at which users leave the site during checkout
- The percentage of users who initiated checkout but did not complete the purchase (Correct answer)
- The percentage of carts with zero value
- The refund rate for completed purchases
Correct answer: The percentage of users who initiated checkout but did not complete the purchase
Checkout abandonment rate measures what percentage of users who started the checkout process did not finish and place their order.
Question 6: In e-commerce analytics, what does 'product affinity' data show?
- Which products have the highest return rates
- Which products are frequently purchased together (Correct answer)
- Which products have the highest page views
- Which products are most searched on-site
Correct answer: Which products are frequently purchased together
Product affinity analysis identifies product pairs or groups that are frequently bought together, enabling cross-sell recommendations.
Web Analytics E-commerce Analytics 1
What does 'Revenue per Visitor' (RPV) measure in e-commerce analytics?