Running head: CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
1
Module 01 Course Project
Client Selection Overview and SWOT Analysis
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on February 17th, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics - Online Plus
CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
2
Background of my client
My client is a loyal type of customer who has been buying my products for a long time.
Her name is Becky and is 33 years old. She lives a few blocks away from where my clothing
enterprise is located. Becky is a jovial and outgoing person who has a clear vision in her life. She
always comes to my business 3-4 times in a month for some items especially the latest dresses
and high heels. She told me she recently graduated with a master’s degree and looks forward in
pursuing her doctorate. Becky works as an executive director of a food service restaurant. In
addition to her daily work, she told she is also running a food service chain that employs more
than 30 employees in her birthplace. She told she enjoys swimming and hanging out with friends
whom she promised to introduce them to my cloth line. Her communication preferences include
Instagram, Pinterest, loyalty app and direct mail.
Unique value proposition (UVP) for the client
The unique value proposition for my client focuses on ensuring value in what they
purchase. The unique proposition for the client is: “Wondering what to wear for the occasion, get
the latest dressing tips and fashions today at no extra costs.”A majority of our clients normally
don’t know what to wear when they want to attend or participate in different activities. We do
deliver on our clients’ needs because I understand what they are looking for in the clothing and
fashion sector. When Becky came to our shop for the first time, she didn’t know what to wear for
her interview. I simply gave her some tips on how to look presentable when attending the
interview. After that, I chose a couple of official clothes for that occasion and from that day; she
decided to be a long time customer. This is a unique value proposition (UVP) that not only
provides the product but also the service to the client. I did come up with this to target clients
who face many dilemmas in choosing what to wear on different occasions or places. I am simply
CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
3
telling the client that, they will get the best service from our business not only getting the latest
items but also the latest fashion tips.
Top three competitors
I believe the top three competitors for my client will be American giant, American apparel and
Brass clothing.
a) American giant website is https://www.american-giant.com/home/
b) American Apparel can be found on http://www.americanapparel.com/
c) Amazon Inc. can be found on https://www.amazon.com
Web analytics and conversion metrics
Web analytics is an essential feature in online marketing that guides a user in knowing the
source and density of traffic on a website. Web analytics is valuable because it guides a
foundation of content on a website. Having a quality content targeting a group of customers will
convert a business into a sustainable brand. It also establishes the legitimacy of business
especially when potential clients search and find what they are looking for in a website (Clifton,
2010). If the clients find it authentic and legitimate, there is a benefit of conversion and
retention.Conversions and traffic amount to increased revenue and value. Organic content in a
website persist and therefore increases the exposure of business online over time.
Conversion metrics are significant because it indicates the performance of a business and
whether its goals have been achieved within a given time frame. Sales revenue, for instance, is a
good indicator of the interest customers have in a product or service. It is worth tracking monthly
sales for better planning and formulation of better strategies based on the needs of the customers.
It is a useful tool for predicting the success or decline of business by identifying the strongest
CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
4
parts. If the website gets better conversion rates, it will cut on the ad budget needed to cover
more ground (Sharma, 2016).
Site Overview
The site generally deals with clothing and the latest fashions. You can also find the
business hours on this site which is from 8:00 AM to 5:00 pm on weekdays. This site also
provides services like consultations, free delivery, and design based on the needs of the
customer. In this website, there are a variety of features that make the clients online shopping
easier, for instance, the shopping cart, shipping, and clothing categories. The site concentrates on
AdWords, SERP ads and social ads especially Instagram, Facebook and Pinterest in directing
customers to the online store. Some of the products that are available on this site include hats,
suits, shorts, t-shirts, shoes of all types, synthetic clothing, rain gear, pants, and waterproof
breathable.
Part 2: SWOT analysis
Client
Strengths
1. Reliable customer when it comes to
purchasing
2. Good in maintaining a good
relationship
3. Always buy more and willing to pay
more
4. Always motivates the staff
Weaknesses
1. Does not give feedback on the items
she buys
2. Doesn’t validate feelings
CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
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Opportunities
1. Willing to market the business to her
Threats
1. May want to purchase products from
friends
2. Looking for a long term membership
the competitors
2. Chances of relocation
in the business
Three competitors
a. American giant
Strengths
Weaknesses
a. Rapid growth in sales
a. Struggle to meet the orders
b. Well established online presence
b. Delayed shipments
c. Production of quality products
d. Stable customer base
Opportunities
a) Loyal customers
b) Customer demand for unique products
Threats
a. Competition from emerging
businesses
b. Border taxes
c. Government policies on
manufacturing
b. American Apparel
Strengths
Weaknesses
CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
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1. Stores worldwide
1. No trends in clothing style
2. High-quality products
2. No variations in their products
3. Clear clothing style
3. Too sexual in advertising
4. Socially responsible
4. CEO with many scandals
5. Full control on production
Opportunities
Threats
1. Following new trends
1. Competition from other players
2. Improve on advertising
2. No diversity on adverts
3. Attracting new customers
3. Quite expensive
4. Establishing new shops in the best
4. Change of style from current
locations
consumers
5. Customer demand for unique products
c. Amazon
Strengths
Weaknesses
•
Ability to sell online
•
Limited flexibility in pricing
•
Limited start-up risk
•
High transportation costs
•
Very high gross margins
•
Limited start-up costs
•
Limited competition
•
Competition from other
•
High barriers to entry
players offering similar
•
Highly experienced owner
products faster
CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
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•
Well established online
presence
•
Opportunities
Threats
•
Establishment of more stores
•
Affiliate relations with other
•
Regulation from government
policies
vendors
•
Increase in insurance costs
•
Continued expansion
•
Competition from other
•
Acquiring additional capital
•
Development of proprietary
players
products
Potential opportunities in utilizing web analytics tools
The client can get the best deals and products when they utilize web analytics tools. This is
because it will be easy to target them and know their preferences. It can also be an opportunity to
earn money through referrals to other customers. Another opportunity is the opportunity of being
a brand ambassador of the business based on the multiple visits to the site. The client will also
have an opportunity to give her feedback on the items she receives.
CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS
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References
Clifton, B. (2010). Advanced Web Metrics with Google Analytics. Indianapolis, Ind: Wiley Pub.
Sharma, H. (2016). Maths and stats for Web analytics and conversion optimization.
Module 01 Course Project
Client Metrics Presentation
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on February 17th, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics - Online Plus
Metrics beneficial to my client
Unique visitor conversion
Return visitor conversion
Interactions per visit
Why would these metrics be more productive than others?
Focuses on a client’s satisfaction and
needs within a business
One on one interaction
Client is allowed to give her feedback
Gives an opportunity of improving the
services
Scenarios to apply the metrics
Website visits
• Tracking
• Monitoring
Return to the site
Conversion rate
Type of metrics being utilized by at least two of the
client’s competitors
Amazon sources for incoming traffic
Direct visitors
Search visits
Referrals
American apparel uses return visitor conversion
The productivity of the metrics
Increased traffics
More conversions
Increased subscriptions, downloads, purchases
Improved interactions
Return customers
Scholarly references
Clifton, B. (2012). Advanced web metrics with
Google Analytics. Hoboken, N.J: Wiley.
Bly, R. W. (2018). The digital marketing handbook:
A step-by-step guide to creating websites
that sell.
Croll, A., Yoskovitz, B., & O'Reilly Verlag.
(2016). Lean Analytics: Use data to build a better
startup faster. Beijing: O'Reilly®.
Running Head: ANALYTICS ACCOUNT
Module 02 Course Project
Implementing an Analytics Account
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on February 24th, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics - Online Plus
1
ANALYTICS ACCOUNT
2
ANALYTICS ACCOUNT.
Part one
Web analytics is an essential feature in online marketing that guides a user in knowing the source
and density of traffic on a website. Conversion metrics are significant because they indicate the
performance of a business and whether its goals have achieved within a given time frame.
The following is the process of implementing an analytics tool for a client.
First is to come up with the business objectives and KPIs. Business objectives are the goals of
the business and the steps involved in the goals. Then the next step is assigning appropriate KPIs.
For instance, the conversion rate and the number of active users is one of the KPIs the client can
use. Come up with steps to accomplish every task in the website features. The measures will help
to visualise the actions that the user performs to accomplish each task. Next step is to transform
every user action into an event. Transformation is achieved by giving your events different levels
of importance and determining the best metrics according to the KPIs that are in use. Some of the
ways to track actions of the users include keeping track of specific URLs, track how much time
the user spends on a particular page and also the number of pages a user goes through before
they leave. Next step is to formulate a plan to track your users. Often a spreadsheet is used is
very convenient for this type of work. Next is to choose an analytics tool that you will use and it
must meet the requirements. Next is to put your analytics tool into use. Add tracking code and
modifications necessary to track additional things. Design and set the user interface of your
analytics and should maximise on the events outlined in the tracking plan. Analytics will help to
achieve your objectives. There should be some different views as well as different filter for the
user to choose what kind of data he needs to view and in what type of format. Permission should
ANALYTICS ACCOUNT
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also be available to users for them to see reports of their choice and even the dashboard. Next is
to create a panel and unique descriptions for each data view. They should include some more
information about the user actions on the website. Make sure that the reports are accurate and
give the desired output.
The following are types of analytics reports that are used by the client.
Reports are a critical tool for maintaining the right track of your goals and how far you have
gone to achieve them. For a successful generation of substantial reports, there must be great
attention from the business end users and computer professionals.
Some of the types of analytics reports used by the client include:
Dashboard reports- They contain company data that consists of the performance and comparison
indicators. At a glance, the manager can have an overview of the business. Dashboards report on
how the key performance indicators, metrics and analytics are at a particular time. For instance,
you can have a panel that displays the sales revenue generated in a certain period presented on a
pie chart.
Multidimensional reports- Mostly they contain information ranging from different varieties;
however, you can still filter this information to get the descriptions of your choice. The wide
range of data allows for more precise and meaningful reports. For instance, you are having the
sales revenue generated by each item category and then presenting it in a table format. You can
opt to filter for the items according to your liking.
Technical reports- They involve research none on the business metadata by the data analysts and
also data modellers. For instance, you can have a user's data on the most clicked item on the
ANALYTICS ACCOUNT
website and even the page he spends his most time on and from this two data sets be able to
predict what his interests are.
4
ANALYTICS ACCOUNT
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References
Burby, J., Brown, A., & WAA Standards Committee. (2007). Web analytics
definitions. Washington DC: Web Analytics Association.
Creese, G., & Veytsel, A. (2000). Web analytics: Translating clicks into business. Aberdeen
Group.
ANALYTICS ACCOUNT
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Part 2
How a google analytics account can be implemented
Google analytics is a free tool that provides statistics for your blog or website for the sole
purpose of marketing. Any person with a Google account can open a google analytics account
for his business. Google Analytics account gives you an overview of channels that are making
your website have high traffic. Some of these channels include searches performed on your
website (search traffic), social media links on your website if another website links to a page on
your site and someone clicks the link (referrals) and also when people type the address of your
site manually (direct traffic). Google analytics will be implemented on my client's website in the
following ways:
Tracking. It is vital since it makes you aware of how many people visited your site, and also their
location. Google analytics helps you to set up goals when a particular event is complete on your
website. Through this, the client will have items that she loves viewing on the first page when
she logs in.
Interaction- google analytics allows you to get statistics on how well users get to interact with
your website and how efficiently they accomplish tasks. These metrics give information on how
the customer has associated with your website. The bounce rate shows the percentage of users
who defect from your site without interaction. Pages provide the average number of pages visited
by a user. Session time involves the period spent by a user on the site.
ANALYTICS ACCOUNT
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Device analysis- shows the kind of device the traffic is coming from and thus showing how
efficient is the website in that device. This includes the desktop and mobile version and how
active they are.
Functions that a google analytics account provides
Google analytics account keeps track of the visitor actions on the website. Thus providing its
functionalities. One of its tasks is to show when visitors enter and leave your funnel. This will
help you know where in the funnel path do people tend to move away from your website, what is
making them go and where is the best part of your site that people spend much time.
Google analytics keeps a database of the previous time and performs comparisons of the current
and past. This helps you to keep track of your objectives and see if you are fulfilling them. It is
thus helping you to monitor your goals closely.
Google analytics provide annotations. They tell you why traffic on a particular day was low or
high. This is important since it gives you a rough idea on when the website is busy to maximise
on it; however, they are less useful if frequently used. Make sure you reserve them for the
essential tasks.
Reports in Google Analytics account.
Mobile performance report: this report indicates how well your website responds to a mobile
browser. It also includes suggestions as to how they should make improvements if your website
is not up to standards. In my client’s website, this report will help in ensuring that the site the
client is using will give the optimum performance and efficiency in performing all the activities.
ANALYTICS ACCOUNT
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Traffic acquisition report: this report gives an overview of the channels that generate traffic on
your website and whether or not it is translating into tangible results. This report will be
incorporated into the client's website to give a good idea of how productive the site is and what
can be done to maximise the conversion rates.
Content efficiency report: This report is developed to generate essential metrics that will come in
handy to help you identify which website is performing well content-wise. This will help to
remove the kind of content that is less important to the client and add much of what is mostly
viewed.
Keyword analysis report: this report analyses the most frequent incoming keywords to your
website. This data is then used to figure out the kinds of keywords that are contributing to your
goal. This report will help to know which keywords will make my client's site available to a
more significant group of people and making use of them.
Bounce rate versus Exit rate report: this report gives a comparison of the percentage of visitors
who leave your website without taking any action and the visitors who visit more than one page
before going. This report will be vital since it will help in identifying the reasons as to why the
users leave when they visit a specific page and make sure I remedy the situation.
The Comparison of Google analytics tools to other analytics tools.
Google Analytics is a well-known tool used for tracking, analysing, and reporting website data.
It is known for its comprehensive reports and viable solutions to business online marketing
problems. One of the significant advantages of google analytics is its connectivity with a wide
range of Google products. All the data sources are interconnected thus giving it the ability to
generate clear data visualisation, custom reports that help you market your business better.
ANALYTICS ACCOUNT
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However, this denies you privacy rights, the thing that makes some of the companies that deal
with sensitive data opt for other solutions.
Webtrends is one of the companies that offer analytics services that are provided in the SaaS
model. Webtrends is one of the highly customizable tools and serves thousands of customers and
enterprises. One of its best things is the presence of a heat map feature, that allows you to make
decisions associated with the design. However, it has fewer integration capabilities with other
products.
ANALYTICS ACCOUNT
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References
Siemens, G. (2013). Learning analytics: The emergence of a discipline. American Behavioral
Scientist, 57(10), 1380-1400.
Hess, K. M. (2012). Discovering digital library user behaviour with google analytics.
Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: From big
data to a significant impact. MIS Quarterly, 36(4).
Running Head: CLIENT WEBSITE REDISIGN REPORT
Module 03 Course Project
Client Website Redesign Report
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on March 3rd, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics - Online Plus
1
CLIENT WEBSITE REDESIGN REPORT
2
Client Web Redesign Report
Part 1
Most businesses not only have a storefront but also operate an online store. Some
businesses purely operate online. The reason why they are building on their online presence is that
people opt to shop from the comfort of their home. Also, the internet exposes the business to a
broader audience. Operating an online business is not as easy as people think. It needs savvy
individuals who are good at marketing products. For it to succeed, the business owner needs to
create a website where customers can interact with his/her products. Getting people to visit the site
and make a purchase is the hardest part. The Mmarquette company website has a high bounce rate.
This report serves to inform the owner of the company how to redesign the site so that he can lower
its bounce rate.
The bounce rate is the percentage at which individuals exit the website after viewing one
item on the website. If the bounce rate of a website is high, it means that there is something wrong
with the website. If visitors find it hard to navigate the website, they will exit immediately after
they visit it. Other reasons why the bounce rate may be high are; the page takes a longer time to
load, it is not appealing, and the content is not interesting. Bounce rate gets measured in terms of
percentage. Above 80% or below 20% should be a cause of concern for any website. 26% - 40%
is generally considered good, 41% - 55% is considered average, 55% - 80% is above average but
not necessarily alarming.
There are metrics that the company should consider when making changes. These include;
the type of visitors. There are two types of visitors, new and returning. Unique visitors are those
that are accessing the site for the first time while returning visitors are those who have been at the
CLIENT WEBSITE REDESIGN REPORT
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site before ("Meaningful Metrics: New vs Returning Visitors in Google Analytics | Analytics Edge
Help," n.d.). A high bounce rate indicates that the site mostly gets new users. There are those who
return, but the number is low. It should also look at the time spent on the site. The site calculates
time spent by looking at the time the individual visited the site and the time they left. Also, it
should look at the difference between the time spent on the site by new visitors and returning
visitors. Not to forget, the firm should look at the number of visitors each day whether they bounce
or not. The conversion metric is also important as this helps the company determine whether it’s
achieved its goals or not.
Lowering the bounce rate will mean that customer interaction is high. The company can
then study how customers interact with their site. This information will help it determine what
arouses the interests of most customers and what doesn’t. It will also help them identify the type
of market suitable for its products. There are plenty of changes the company can make to its site
to increase customer interaction rates and lower its currently high bounce rate.
The company should consider using a responsive layout on its website. The layout of a site
is the first thing the visitors look at because, a good layout makes it look beautiful and inviting,
but a bad one is off-putting. For example, a person enters a site and finds things randomly scattered.
They will immediately exit because apart from it making the website looks ugly; it also displays
the lack of seriousness of the company. The company should use a grid-based layout; this type of
layout divides content into columns, sections, and boxes ("10 Top Principles of Effective Web
Design | Shortie Designs," 2019)
.
CLIENT WEBSITE REDESIGN REPORT
4
Navigation is also another issue the company needs to fix. The website is complicated, and
no internet user wants to sit around trying to figure out how to move around and find the item they
want. Other companies are offering similar products and have user-friendly websites. The
customer will exit and check out the site of the company’s competitor. The company should
consider including a logical page hierarchy. For example, the user will click on the goods offered
which will generate a drop-down menu of all the products of the company. If the customer needs
a hut, they will click on hats which will also generate a drop-down list of the type of hat the client
needs. The client will click on the name of the hat they need and will be directed to the different
huts in that category. The maximum number of clicks a customer should go through before they
find what they are looking for is three. If the customer gets forced to click through some things,
they will exit the website before they get what they needed.
The company should try and implement an F pattern design. Research shows that people
concentrate on the top and the left side of the screen. For example, when a person visits a website,
page, or blog, their eyes first look at what is at the top of the page before moving down. They also
look at the left side first before their eyes move to the right side of the screen. Ads that get placed
on the left get more clicks than those on the right. The company should design the website in that
their content flows from top to bottom and left to right.
Slow internet is annoying but what is more annoying is having fast internet and visiting a
site or page that loads for a long time. If a user clicks on the link of the website and it takes more
than a minute to load, they will merely cancel and move on to another website. For it to increase
load time, it should avoid self-loading multimedia, ensure that external links open in a new tab,
optimize image sizes, and combine code into a central JavaScript or CSS file (Kusinitz, n.d.).
CLIENT WEBSITE REDESIGN REPORT
5
The company should also consider enhancing the website’s readability. It can achieve this
by using large fonts, ensure the website’s color contrast is on point; it should use large headlines
and bulleted lists. If a user visits a site and finds the site uses a small font size, he/she will exit the
site. No one wants to strain to see what is on a website unless they are desperate and don’t have
anywhere else to look. Good color contrasts enhance the appearance of the site, and bulleted lists
make the website look organized.
A high bounce rate is an indication that the site is boring and complicated, for the company
to ensure that the rate decreases, they need to make the site less complicated and more appealing,
not to mention entertaining. In doing so, visitors will spend more time on the website, keep
returning to make purchases, or check out new releases. The products may be of good quality, but
if the site doesn’t attract many people, sales will keep on decreasing.
Part 2
Google Analytics Web analytics service generates reports which a business owner can use
to determine the performance of his company. The client can also use it to determine the best
marketing strategy. Some of these reports include new versus returning visitors report. This report
provides the clients with the number of unique visitors that visit his/her site every day or the
particular day that they requested and the number of returning visitors ("7 essential Google
Analytics reports every marketer must know - Search Engine Land," 2016). Bounce rate versus
exit rate reports. Bounce rates show the percentage of individuals who exit without performing
any action on the site. Exit rate indicates the percentage of individuals who browse through the
site before they exit. We also have traffic acquisition reports which inform business owners the
number of people visiting the site. It also indicates traffic sources. Finally, we have mobile
CLIENT WEBSITE REDESIGN REPORT
6
performance reports. This report provides information on how the site is optimized for mobile use
and which areas the business owner needs to make improvements.
The new versus returning visitors report helps an individual determine whether the site is
getting enough exposure. New visitors indicate that the company is reaching more and more people
each day. The returning visitors indicate the number of people who got impressed by the products
of the company and may want to check them out again or even make a purchase. This report can
be discouraging if the number of returning visitors is low because it’s the returning customers who
have an interest in the products sold by the company.
Bounce rate versus exit rate report helps the company know whether people spend time on
the site or they exit immediately they land. High bounce rate is an indication that the website may
be problematic or the kind or visitors it attracts are not the right ones. The exit rate helps the
company to determine which pages visitors stay longer and those they don’t. The downside to this
report is that it doesn’t help the user understand why interaction is low or high.
Traffic acquisition report shows the kind of traffic the site attracts and the source of traffic.
This report helps the company know which platform attracts more visitors and which one does not.
Also, it helps them know the type of marketing strategy that helps get more visitors to the website.
This report can make a company concentrate on one marketing platform or strategy and forget
that, even though the other platforms or strategies generated little traffic, they still attracted visitors
to the site.
Mobile performance reports will help the company determine on which mobile devices it
is performing better and concentrate on marketing to individuals with such phones. It also helps a
CLIENT WEBSITE REDESIGN REPORT
7
company determine how to improve its site so that mobile users can have full access. The downside
to this report is that it doesn’t consider the performance of the site on personal computers.
Currently, the firm has a high bounce rate. The number of new visitors surpasses the
number of returning visitors. The exit rate is low, and the Android mobile phones top the list in
the type of phone with the highest number of users. The company is looking into investing in
another product, but the various reports indicate that its marketing segment will need the funds.
The report on new versus returning visitors will help the company look for ways of ensuring that
visitors return to the site by advertising to the right individuals and providing quality products. The
main drawback of the report is that it doesn’t indicate the type of visitors who return to the site.
The traffic acquisition report shows that there are a lot of people visiting the site, but the
sales section indicates that very few individuals are purchasing products. This report helps the
company realize that marketing is not essential if the people are visiting the company but not
buying the items. The main drawback of the report is that it doesn’t indicate the source that attracts
individuals who make purchases.
The bounce and exit rate report indicate that the bounce rate is high and the exit rate is low.
The data from the report shows that the site is getting visitors although they don’t stay on the site
very long ("12 Awesome Custom Google Analytics Reports Created by the Experts," 2019). The
main drawback is that the company has to redesign its website which will be costly. The mobile
performance report indicates that most users use the android phone. This information helps the
company know its target population although it means that the company will need to gather
information about android users which is quite costly.
CLIENT WEBSITE REDESIGN REPORT
8
References
10 Top Principles of Effective Web Design | Shortie Designs. (2019, February 14). Retrieved
from https://shortiedesigns.com/blog/10-top-principles-effective-web-design/
12 Awesome Custom Google Analytics Reports Created by the Experts. (2019, February 15).
Retrieved from https://neilpatel.com/blog/expert-google-analytics-reports/
7 essential Google Analytics reports every marketer must know - Search Engine Land. (2016,
June 6). Retrieved from https://searchengineland.com/7-essential-google-analyticsreports-every-marketer-must-know-250412
Kusinitz, S. (n.d.). How to Decrease Your Website's Bounce Rate [Infographic]. Retrieved from
https://blog.hubspot.com/marketing/decrease-website-bounce-rate-infographic
Meaningful Metrics: New vs Returning Visitors in Google Analytics | Analytics Edge Help. (n.d.).
Retrieved
from
https://help.analyticsedge.com/howto/meaningful-metrics-google-
analytics-new-vs-returning-visitors/
1
MOD 04 WRITTEN ASSIGNMENT
Module 04 Written Assignment
Landing Page Optimization
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on March 10th, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics - Online Plus
2
MOD 04 WRITTEN ASSIGNMENT
The landing page is the web page that acts as a server’s entry point for a certain website
and a particular part of the website. On the other hand, email is a set of messages or a single
message that has been distributed by the use of an electronic method from one user to the other.
The medium can be through a computer or any electronic device that supports internet. In some
situations, the recipients can be more than two. I did not change a lot between my email and the
landing page because they both can work together through optimization. When using a focused
attention, one can make the use of the landing page to be effective. In situations whereby the
subscriber decides to click on an offer on the email, he or she can be directly redirected to the
landing page. Hence, he or she can be then focused one task alone this then increases the
likelihood of a subscriber who is following through with action.
The Components of an ERP System
Consider the majority of the present programming for your organization. You may have a
client relationship the board instrument, a site, bookkeeping programming, production network
the executive’s modules, HR frameworks and email promoting devices. Wouldn't it be pleasant
on the off chance that one framework brought these procedures together (Schreiber et al 2015)
Enterprise Resource Planning accomplishes that thing for a business. In addition, after the
majority of that, ERP conveys data subsequent to aggregating it into an extensive database. For
instance, a CEO may go into the product to get information or data on the accompanying:
Expansive partnerships exploit ERP definitely more every now and again than moderate
sized and private ventures. For what reason is this case? Most private ventures could profit by
these devices; however, it for the most part comes down to cash. Venture Resource Planning
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requires a lot of money, since most of programming choices are intended for associations that
have the way to spend extensive wholes on a month-to-month premise (Miikkulainen et al 2018).
In general, your most logical option is to hold up until you scale up and amass more
salary to help the spending on. Overall, even articles concentrated on sharing private company
ERP alternatives adhere to the equivalent expensive arrangements.
The Primary Reason Businesses Utilize ERP
Despite the fact that interfacing all procedures and apparatuses in an association appears
to be intriguing, the essential reason organizations swing to this is for the computerization.
Overall, automation dispatches a few open doors for setting aside some cash, ending up
progressively proficient and notwithstanding enabling; you to reallocate your work compel
somewhere else.
How ERPs Come Into Play for Ecommerce Organizations
ERP for internet business becomes an integral factor unmistakably more every now and
again than one may expect. Working off the past area, we should investigate a case of what we
mean via computerization.
Suppose Company ABC sells planting items through an online shop. At first, the
organization possesses a few programming modules for finishing different undertakings all
through the deals and production network process. For instance, a client goes to the store and
looks at. The site sends them a receipt and catches their email. Organization ABC has both
dispatching and advertising forms set up, yet none of them associates with one another.
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Consequently, a worker must verify whether the item is available, at that point mark the
thing as purchased so the stockroom or provider can proceed to bundle it up. At that point,
somebody must inform the delivery organization and convey a transportation affirmation email
with a following code. Finally, your organization needs to take the client back to the store, so
they have an email-showcasing individual who sends advancements to the rundown of messages
in the database.
Change rate is communicated in rate structure dependent on a proportion. It's the part of
your site guests who convert on an offer. Guests can change over on lead magnets, online class
enlistments, deals, and that is just the beginning. You can follow transformation rates for those
activities.
Notwithstanding, you cannot simply follow the quantity of individuals who really
convert. You need to realize what number of individuals is finding your substance and what level
of them really purchase your item, agree to accept your email list, or play out some other wanted
activity.
On the off chance that you figure, you do not have to follow these numbers, reconsider.
Composing for Marketing Land, sequential businessperson and specialist Jeremy Smith says,
"Each part of advertising is totally futile except if it produces changes."
On the off chance that you do not have the foggiest idea about your change rate now, you
do not have the foggiest idea what components of your site or displaying methodology you have
to improve. Your transformations will probably stagnate subsequently, which could result in
genuine lost benefits (Hill et al 2017).
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Suppose, for example, that your change rate drifts at 1 percent. You do not run tests or
dive into the explanations for that change rate. In the event that you keep on doing what you are
doing, you may remain at 1 percent or plunge even lower.
Imagine a scenario in which, notwithstanding, you tended to the issue head on and your
change rate expanded to 3 percent. In view of your item cost and promoting costs, figure how
much benefit you remain to pick up because of your modifications.
To build your change rate, you have to recognize what works and what does not with
your group of onlookers. Your planned clients have explicit desires, needs, needs, and agony
focuses, so you need to make them an offer they cannot or if nothing else will not have any
desire to deny.
I learned that it is alright if individuals do not change over the first run through. Possibly,
they do not have the cash to put resources into your item or administration at this moment, or
maybe they will not require it until what has to come. Nevertheless, elegantly composed
duplicate, great visuals, captivating offers, and convincing suggestions to take action (CTAs)
will stick in your guests' psyches. They may return later and convert.
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References
Schreiber, S., & Baier, D. (2015). Multivariate Landing Page Optimization Using Hierarchical
Bayes Choice-Based Conjoint. In Data Science, Learning by Latent Structures, and
Knowledge Discovery (pp. 465-474). Springer, Berlin, Heidelberg.
Miikkulainen, R., Iscoe, N., Shagrin, A., Rapp, R., Nazari, S., McGrath, P., ... & Epstein, J.
(2018, April). Sentient Ascend: AI-Based Massively Multivariate Conversion Rate
Optimization. In Thirty-Second AAAI Conference on Artificial Intelligence.
Hill, D. N., Nassif, H., Liu, Y., Iyer, A., & Vishwanathan, S. V. N. (2017, August). An efficient
bandit algorithm for realtime multivariate optimization. In Proceedings of the 23rd ACM
SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 18131821). ACM.
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