Evan has been working on improving the mobile experience for CookingGenius. The owner of CookingGenius is interested in quantifying the impact that Evan's work has had. Evan knows that one way of doing this is to calculate the relative mobile conversion rate (rel mCvR). How can Evan calculate rel mCvR for CookingGenius?

Analysis of Correct Answer(s)

The relative mobile conversion rate (rel mCvR) is a key performance indicator used to benchmark a website's mobile conversion performance against its desktop performance. The desktop conversion rate is typically used as the standard or baseline for comparison.

The correct formula is: - rel mCvR = (Mobile Conversion Rate) / (Desktop Conversion Rate)

This calculation creates a ratio that puts the mobile performance into context: - A result of 1.0 (or 100%) indicates that mobile and desktop versions convert at the same rate. - A result less than 1.0 shows that the mobile version underperforms compared to the desktop version (e.g., a rel mCvR of 0.5 means mobile converts at half the rate of desktop). - A result greater than 1.0 means the mobile version outperforms the desktop version.

By calculating this, Evan can effectively quantify how his improvements have closed the gap between mobile and desktop conversion rates.

Analysis of Incorrect Options

• Dividing the desktop conversion rate by the mobile conversion rate: This calculates the inverse of rel mCvR. It shows how many times better the desktop site performs, which is not the standard metric.
• Multiplying the mobile conversion rate by the desktop conversion rate: This operation is mathematically incorrect for creating a comparative ratio and does not yield a meaningful performance metric.