Bath and Body Works (https://www.bathandbodyworks.com/) is a large retailer of candles that is most similar to our company. The company sells lotions, body washes, body mists, wallflowers, hand soaps, hand sanitizers, room sprays, car fresheners, candles, and more. They sell both 7oz and 14.5oz candles. The 7oz candles sell for $14.50 and the 14.5oz candles sell for $26.50. Bath and Body Works candles can be found using this link: https://www.bathandbodyworks.com/c/home-fragrance/3-wick-candles. According to SEMRUSH, Bath and Body Works’ website had 80 million visits from both mobile and desktop devices during the first quarter of the fiscal year. These visits during the first quarter can be broken down into where the traffic was coming from. Direct traffic made up 50.8 million of the 80 million visits. Both paid and unpaid search traffic combined made up 15.3 million visits. Both paid and unpaid referral combined made up 9.9 million and paid traffic through Google Ads was 2.4 million. The fourth quarter traffic and visits were also recorded on SEMRUSH’s website. In the fourth quarter of the 2021 fiscal year, the Bath and Body Works website received 120.1 million visits on both mobile and desktop devices. The direct traffic came from 70.7 million of the visits. Both paid and unpaid search traffic combined came from 27.1 million visits. Both paid and unpaid referral traffic combined came from 15.4 million visits. Paid Google Ads traffic came from 4.1 million of the visits. The goal of conversion rates through a website is to increase revenue. According to stukent, a conversion rate is content that promotes a product that “should increase the sales of that product directly”. The website traffic should be proportional to the company’s revenue. Based on the information about the traffic during the first and fourth quarter, it can be seen that there was a conversion. The more visits that the website got in the fourth quarter resulted in more revenue than the first quarter. During the first quarter the company reported to have net sales of 1.469 billion dollars. During the fourth quarter the company reported to have net sales of 3.027 billion dollars. The big difference in online traffic between the first and fourth quarter resulted in over a billion more dollars in revenue. It is clear that revenue maximization was achieved for Bath and Body Works during the final quarter of the 2021 fiscal year. Sources: 1.https://www.semrush.com/analytics/traffic/overview/bathandbodyworks.com?searchType=domain&displayDate=&dateFrom=2021-02-01 2.https://www.sec.gov/Archives/edgar/data/701985/000070198521000014/ex991lb-20211qearningsrele.htm#:~:text=Bath%20%26%20Body%20Works%20net%20sales,the%20first%20quarter%20of%202019. 3.https://bbwinc.gcs-web.com/news-releases/news-release-details/bath-body-works-reports-record-fourth-quarter-2021-sales-results 4.https://edify.stukent.com/app/publication/d801ea3f-55b7-4374-ac5a-03d0e2cff93f/de40f081-a7e5-4f63-8d01-f1762b0b9b3d/47f5bb06-97c9-4565-8ebe-56f0d9600644/e983d742-3e63-4993-96cc-3ae977011109/view
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