N社はスポーツ用品の小売販売業者で，実店舗販売の他，インターネットのショッピングサイトを利用した通信販売も行っている。ショッピングサイトのサーバの運用は外部に委託しており，毎月，委託先からアクセスログの分析結果が報告されるので，この報告に基づき，サイトの運営や改善に当たっている。 ショッピングサイトのトップページから商品購入手続完了に至る経路は，図1のとおりであり，図1中の矢印はリンクの経路を示す。ここで，A～Fは矢印の元のページから先のページへのアクセス率である。例えば，トップページにアクセスした利用者のA%が商品紹介のページにアクセスし，商品紹介のページにアクセスした利用者のC%が購入手続のページにアクセスしていることを示している。また，トップページへの外部からのアクセス件数に対する購入手続完了の件数の割合をコンバージョン率といい，先月のコンバージョン率は5%であった。 N社では，先月，サッカー用品の特典付き販売キャンペーンを広告するために，C社のサッカーニュースサイトにバナー広告を掲載した。先月は，当該バナー広告からN社トップページへのアクセスが3,000件あったことが報告された。また，その3,000件のサイト内での動きを追跡したところ，図2のとおりであった。この結果から，考えられる問題点として正しいものはどれか。ここで，件数は，元のページから次のページへリンクされた数であり，各ページへリンクされた件数と，そのページからN社サイト内の別のページへリンクした数の差を，N社のサイトからの離脱と考える。 図2 C社サイトからのアクセスの追跡 - C社サイト → トップページ：3,000件 - トップページ → 商品紹介：1,000件 - 商品紹介 → トップページ：400件 - トップページ → キャンペーン情報：2,000件 - キャンペーン情報 → トップページ：800件 - キャンペーン情報 → 商品紹介：500件 - 商品紹介 → 購入手続：100件 - 購入手続 → 商品紹介：50件 - キャンペーン情報 → 購入手続：300件 - 購入手続 → キャンペーン情報：20件 - 購入手続 → 購入手続完了：180件 - 購入手続完了 → 商品紹介：100件
平成25年度 春期 ITパスポート試験 問99
This question's explanation and your answers so far.
問 99
Incorrectア
The number of links into the top page is the 3,000 from Company C's site plus the 400 returning from product introduction and the 800 returning from campaign information, for a total of 4,200. Meanwhile the number leaving the top page is 1,000+2,000 = 3,000, so departures amount to only 4,200-3,000 = 1,200, which does not reach 1,500, half of the 3,000 accesses from Company C's site (about 40%). Furthermore, those 1,200 also include people who came back after viewing other pages, so the number that “viewed only the top page and then left” is smaller still. The word “half” does not match the figures in the diagram.
Incorrectイ
Figure 2 tracks only the movement of the 3,000 accesses that arrived through the banner ad on Company C's site; it shows nothing at all about the number of accesses or completed purchases for Company N's whole site last month. As long as the conversion rate of the whole site, which is the object of comparison, is unknown, these results cannot support the conclusion that “accesses from Company C's site are lower”. This choice rests on data that is not in the figure.
- ウ
正解 In Figure 2, count what enters and leaves the “purchase procedure” page. The number of links into the purchase procedure is the 100 from product introduction plus the 300 from campaign information, for a total of 400. Of these, only 180 went on to “purchase procedure completed”. The remaining 400-180 = 220 break down into the 50 that returned to product introduction, the 20 that returned to campaign information, and the 400-(50+20+180) = 150 that followed no link to any page and left the site. Since 220 exceeds 200, which is half of 400, the statement that “more than half of the cases that proceeded to the purchase procedure moved to another page or left without completing the purchase procedure” agrees with the figure exactly. Losing more than half at the purchase procedure is a clear problem that points to obstacles just before buying, such as a cumbersome input form or the way shipping fees and payment methods are presented, and this is the basis for treating ウ as the correct answer.
Incorrectエ
The number of links into campaign information is the 2,000 from the top page plus the 20 returning from the purchase procedure, for a total of 2,020. The number of links into product introduction is the 1,000 from the top page, the 500 from campaign information, the 50 from the purchase procedure, and the 100 from purchase procedure completed, for a total of 1,650. Campaign information has the larger figure, so the statement is the reverse of the fact. Even looking only at how the top page distributes visitors, it is 2,000 against 1,000, so visitors are being guided well enough to the campaign information page that is the purpose of the ad.
- The basics of access analysis (analysing how visitors move through a web site) are to total, for each page, “the number of links into that page” and “the number of links from that page to other pages”, and to regard the difference as the number of departures. The key is to add up the arrows in the figure on both the incoming and the outgoing side without missing any, counting return arrows on the incoming side as well.
- The conversion rate is an indicator expressed as “the number of goal achievements (such as completed purchases) divided by the number of accesses”. Identifying at which stage and how much is lost (the bottleneck), as with 180 completions against the 400 that reached the purchase procedure, is what leads to improvement. To assert a comparison, the data for the object of comparison must be present in the figure; a value that is not shown cannot serve as grounds.