FuelCoach feels that they have room to improve their mobile conversion rate (mCvR). They've asked Ricardo to identify opportunities to improve this area. Which of the following actions would help Ricardo to identify opportunities in improving FuelCoach's mCvR?

Analysis of Correct Answer(s)

Comparing the desktop conversion rate (CvR) to the mobile conversion rate (mCvR) is a crucial first step in diagnosing performance issues. This comparison acts as an internal benchmark to quantify the performance gap between platforms.

• A significantly lower mCvR compared to the desktop CvR is a clear indicator of friction points and a poor user experience (UX) specifically on mobile devices.
• This data-driven insight helps confirm that the problem lies within the mobile user journey—such as difficult navigation, slow page loads, or complex forms on a small screen—rather than a broader issue like traffic quality. It validates the need for a mobile-focused optimization strategy.

Analysis of Incorrect Options

• Reviewing search term reports: This helps optimize ad traffic and user intent but does not directly explain why users who land on the mobile site fail to convert. It focuses on traffic acquisition, not on-site conversion.
• Analyzing demographic reports for the industry: This provides general market information but is too broad to identify specific usability issues on FuelCoach's website. Optimization requires site-specific data, not industry averages.
• Accessing the desktop version of the site: This action is misdirected. Since the problem is with the mobile conversion rate, any analysis must focus on the mobile experience, not the desktop one.