Resolved: Is it appropriate to compare conversion vs dropoff rates?
I noticed the instructor was comparing the dropoff rates of customers who visited the site directly vs the conversion rate of customers who saw the ad. Was this intentional? For example, the conversion rate for direct site visit and then purchase is 68.6% compared with 2.5% via ad (in the video lesson, 2.5% was compared 9% - the dropoff rate!). Thanks in advance for the clarity.
Thanks for the question. If we're semantically aligned, dropoff rate should equal 1 - conversion rate. In this case, I misspoke and should have prefaced my comparison with "dropoff rates are much smaller and not conversion rates are much higher. Thanks for flagging this.
Thanks for the speedy response & clarification.