Jensen is the marketer for GlobalMovers.com. She's done a comparative analysis of the site against competitor sites. She's convinced that improving the speed and responsiveness of the site will increase its effectiveness and revenue contribution. Which statistic should she use to convince the executive leadership of GlobalMovers.com to make site speed a priority?

Analysis of Correct Answer(s)

• **Conversion rates** is the most effective statistic because it directly links website performance to business outcomes and revenue. Executive leadership is primarily concerned with the company's bottom line. By showing how improvements in site speed can increase the percentage of visitors who complete a desired action (like booking a move), Jensen can make a powerful argument based on increased sales and return on investment (ROI). This metric translates technical improvements into clear financial benefits.

Analysis of Incorrect Options

• **Average daily visitors** measures the amount of traffic to the site. While important, it doesn't demonstrate the effectiveness of that traffic or how site speed impacts profitability.
• **Click rates** (Click-Through Rate) typically measure the performance of advertisements or specific links. It is an intermediate metric that doesn't capture the final business goal of a successful transaction or lead generation.
• **Average page views** reflects user engagement, but it's an ambiguous metric. High page views could indicate an engaged user or a frustrated one who cannot find what they need. It does not have the direct financial implication that **conversion rates** does.