Rentomojo Project

Submission
Name - Kamal Preet Kaur Matharoo
Q–1) Look at the detailed funnel report (Exhibit A) of 20 RentoMojo visitors generated through
Mixpanel. Select the top action (out of the 4 events) that communicates purchase intent. Based on
the top event, user demographics and the presence of the firm, choose two customers who the
marketing team should retarget. Assume that the location in demographics is where the user
resides and doesn’t plan on moving.

Give 3 reasons behind choosing leads to retarget: Enter the shortlisted lead IDs here:

The top action that communicates purchase intent is

“The users who added the products in the cart” for Customer ID: H
Customer ID: P
the following reasons:
1. It shows the seriousness of the buyer
2. Both the users engaged with the homepage video
& one of them toggled through price tenure
system
3. Both the users fall under the targeted age group of
18- 30 years & are based in Mumbai & Pune where
Rentomojo is operating
Q-2a) Look at the Google Analytics data (Exhibit B) about the various email partners. One of your
primary aims by employing the email partners is to acquire new leads.

Based just on the need to acquire new leads, which email partner is the best for you?

Based on what, will you choose the best partner to Enter the best email partner for acquiring new leads:
acquire new leads:

I will select Netcore because they have contributed Netcore again as it has acquired the maximum
4163 new users which is the highest as compared to number of leads with a conversion rate of 0.74% and
it’s competitors. Add to cart rate of 4.23%, which is the best out of
the rest.
Q–2b) Look at the Google Analytics data (Exhibit B) about the various email partners, and draw
insights about the quality of traffic associated with each email partner. You can look at engagement
metrics such as the bounce rate, as well as business metrics such as the add-to-cart rate, conversion
rate etc. In particular, give the following information:

Mention the two partners whose users have low purchasing intent and give at least two reasons
for the same? (Enter your response in the box below)

Enter your response here

The two partners that have the lowest purchase intent are Icubes & OMG on the basis of the following
inferences:
1. Pages per session is < 3 which is below the benchmarks
2. Add to cart rate is less than 3% which is below the benchmarks
 Q–2c) Look at the Google Analytics data (Exhibit B) about the various email partners. Google Analytics is
generally used to track session level data.

Spending a longer time on the website usually means that the user is engaged during the visit. Based on this,
which partner brings the best user engagement?

Enter the email partner that offers the best user Justification for choosing the email partner offering the
engagement: best visitor engagement

The email partner that offers the best user engagement is The justification for the same is:
“Intellect”. 1. High average session duration (6.73)
2. High pages/session which is 5.23.

Both the parameters are above the benchmarks

Q-2d) Look at the Google Analytics data (Exhibit B) about the various email partners.

Cart abandonment is one major challenge that the industry faces. One of the primary reasons behind the cart
abandonment is users forgetting to checkout after adding a product to the cart. These are the users who have shown a
higher purchase intent. As a marketing manager at RentoMojo, you want to retarget such audience.

Assume that all email partners charge a fixed amount for retargeting customers who have added products to cart,
irrespective of the number of customers retargeted. You have budget to pay only one email partner. Which email
partner would you retarget and why? [Note: All percentages in the data are of total users.]

Enter the email partner that you would retarget: Which metric would you use to justify the email partner
you picked?

“Intellect” Intellect has got the highest conversion rate which

shows the high purchase intent and it also has the
highest pages/session plus the average session duration
shows the seriousness of users from intellect.
Q-3) As the digital marketing manager at RentoMojo, you want to improve the low signup percentage,
which is currently 3.8 % of the total traffic. Look at the Funnel Visualisation Report (Exhibit
C) in Mixpanel, and suggest methods to improve the low sign-up percentage.

Choose the best option among the following and give an explanation in the green box below behind
choosing, and not choosing each option:

a. Increase the reach, and therefore visits, by increasing the marketing spends
b. Redesign the website to bring the sign-up process earlier in the consumer journey
c. Redesign the sign-up form

Enter your response here

I’ll be suggesting option B “redesigning the website to bring the sign-up process earlier in the
consumer journey” considering the Sign up process has about 4-5 & becomes a lengthy process and
we can see the funnel visualization report there has been a huge percentage drop in sign up from
the overall visits. I will also be suggesting option C “Redesign the Sign up form”, considering there
are a lot of dropouts after “Add product to cart”, so it’s a possibility that the sign up form is a bit
complicated and not user friendly.

I will not be suggesting Option A as it will increase the cost of the company and not solving the root
problem of the low sign-ups.