1 MOD 06 FINAL PROJECT Module 06 Course Project Final Project Matthew Marquette Rasmussen College B434/MAR4355 Author Note This paper is being submitted on March 22th, 2019 for Professor Warren Eck B434/MAR4355 Section 01 Web Analytics - Online Plus 2 MOD 06 FINAL PROJECT 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 3 MOD 06 FINAL PROJECT 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 4 MOD 06 FINAL PROJECT 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 5 MOD 06 FINAL PROJECT 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 in the competitors 2. Chances of relocation 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 Threats a) Loyal customers a. Competition from emerging businesses b) Customer demand for unique products b. Border taxes c. Government policies on manufacturing b. American Apparel Strengths Weaknesses 1. Stores worldwide 1. No trends in clothing style 2. High-quality products 2. No variations in their products 6 MOD 06 FINAL PROJECT 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 players • High barriers to entry • Highly experienced owner • Well established online presence offering similar products faster 7 MOD 06 FINAL PROJECT • Opportunities Threats • Establishment of more stores • Affiliate relations with other • Regulation from government policies vendors • Increase in insurance costs • Continued expansion • Competition from other players • Acquiring additional capital • Development of proprietary 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. 8 MOD 06 FINAL PROJECT 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. 9 MOD 06 FINAL PROJECT 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 visualize 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 maximize 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 10 MOD 06 FINAL PROJECT 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 modelers. For instance, you can have a user's data on the most clicked item on the 11 MOD 06 FINAL PROJECT 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. 12 MOD 06 FINAL PROJECT 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. 13 MOD 06 FINAL PROJECT 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 14 MOD 06 FINAL PROJECT been at the 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 gridbased layout; this type of layout divides content into columns, sections, and boxes ("10 Top Principles of Effective Web Design | Shortie Designs," 2019) . 15 MOD 06 FINAL PROJECT 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.). 16 MOD 06 FINAL PROJECT 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 17 MOD 06 FINAL PROJECT 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 company determine how to improve its site so that mobile users can have full access. The 18 MOD 06 FINAL PROJECT 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. 19 MOD 06 FINAL PROJECT 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-googleanalytics-new-vs-returning-visitors/ 20 MOD 06 FINAL PROJECT The CRO and LPO hashtag analytics According to various researches and studies, the #CRO and #LPO are critical elements evident in social media platforms like Twitter that play a vital role in online marketing. Just to mention, both include various actions on webpages that are meant for marketing purposes. Important to note, well designed and modified webpages play a critical role in attracting more visitors who are in turn converted into customers before they leave the webpage ("Hashtag and Landing Page - B2B Marketing Zone", 2019). In other terms, Conversion Rate Optimization (CRO) is the process of enabling people to take action immediately they visit a given website. Using the CRO strategy, a business is likely to increase the number of customers and optimize their values. On the other hand, Landing Page Optimization (LPO) is a section or part of the internet marketing technique. It entails the magnification and decoration of various webpages to attract more customers at the end of the day. Its major agenda for the LPO is to achieve a specific objective in terms of the quantity and quality of the visitor's response. In this essay, insights of various articles on the #CRO and #LPO will be critically analyzed. Fast forward, various researches indicate that the Conversion Rate Optimization is a vital element that promotes product marketing to a very great extent. Since the technique categorically deals with the online marketing of items, it's essential to make all online marketing platforms appealing and attractive. By doing so, more customers will be attracted to certain websites more than others (Bullock, 2019). For the #CRO the webpage must attain certain given conditions to optimize its objectives. However, most of the conditions to be attained in this context are majorly aimed at making the website look appealing and attractive. Consequently, this will enable the site to attain popularity and fame. 21 MOD 06 FINAL PROJECT Various scholars argue that according to #CRO, webpages of various websites are supposed to have a simplified colour scheme. This will critically help in attracting more online visitors to the website. Good looking and attractive elements attract customers. As a result, they end up getting attached to the website thus becoming customers to the products available in the site. Additionally, when website pages are simplified and enhanced with colour schemes, they can attract the attention of online visitors on a first instance. Therefore, influencing them to purchase the product advertised or marketed on that particular webpage in the process. The other critical element that the #CRO is required to consider is how to declutter page templates. This will enable them to customize the webpages according to their needs and requirements. Proper customization of various websites can be successfully achieved by limiting the number of items displayed on the webpage. This will make it easier for the visitors to understand very content displayed on the page. However, the content should not only be reduced, but also, focus on the main objectives and goals of the user. Consequently, users will be able to comprehend the core aim and purpose of the website. All the above mentioned can easily be achieved by having titles on various website pages. The title should correspond with the content and information provided on that particular page. Additionally, the contact tab will be of great importance when customers are interested in making inquiries over certain items on the page. Also, researches indicate that in #CRO, the webpages are supposed to be organized appropriately. Organization of the webpage should not rely either on branding or e-commerce. However, the organization should focus on making it easier for the visitors to navigate through the page. In other terms, the webpages should be easier to use. As a result, most visitors will be able to understand what is required on the page. Hence, the website will be able to maximize on its main goals and objectives. In some cases, certain webpages should contain search bars so that 22 MOD 06 FINAL PROJECT the user will be able to find something he or she might be looking for and is not on that particular page. The hashtag Landing Page Optimization (LPO) is the other common element which has been observed in social media platforms like Twitter. The hashtag specifically talks about how marketing can be enhanced through online channels like the websites (Shahzadi etl, 2018). In particular, Landing Page Optimization (LPO) majorly focuses on how webpages for marketing purposes can be enhanced to maximize profit making in the industry. The LPO hashtag singles out decoration as a key technique that will attract more customers and users to marketing websites. According to various studies and researches, LPO web designing is driven with specific agendas. Just to mention, any websites meant for business purposes should have a particular agenda and objective. The agenda and objective of the webpage brought out will eventually make the visitors to the page to react — an action which is the main aim of the LPO web design (Schreiber & Baier, 2015). Important to note, this will enable various organizations to make the most out of their activities. In other words, they will be able to attain maximum profit by getting a higher number of customers. The key technique used here is the impression created to a customer when he or she lands on a certain marketing webpage. This is because the impression created determines the extent to which a customer will like or dislike the products offered by the company. When comparing the CRO hashtag and the LPO hashtag, the CRO hashtag generally enables visitors to a given site to make given actions. The activities on the websites specifically focus on making it easier for the visitors to navigate through the webpage. As a result, they can obtain a given content that will make them like products and services from the company 23 MOD 06 FINAL PROJECT ("Hashtag and Landing Page - B2B Marketing Zone", 2019). Conversely, the LPO hashtag focuses on making the webpage layout more appealing and attractive to visitors. Therefore, the webpages are designed using magnificent and good looking techniques. In a nutshell, the LPO and CRO hashtags trending on Twitter refer to the analytics utilized by various organizations and companies to market their products and services through online channels like websites. The LPO and CRO hashtags refer to how online marketing platforms should be designed to attract more customers. Webpage design determines the kind of impression created to the customer or online visitor. This will eventually determine whether the customer will buy the product or not. Additionally, the LPO and CRO hashtags significantly help in online marketing. 24 MOD 06 FINAL PROJECT References Bullock, L. (2019). How to Boost your Conversion Rates with Twitter - Marketing Blog for Conversion Rate Optimization Experts | Pagewiz. Retrieved from https://www.pagewiz.com/blog/social-media/boost-your-conversion-rates-twitter Hashtag and Landing Page - B2B Marketing Zone. (2019). Retrieved from https://www.b2bmarketingzone.com/hashtag/landing-page/ 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. Shahzadi, I., Sadaf, S., Iqbal, J., Ullah, I., & Bhatti, H. N. (2018). Evaluation of mustard oil for the synthesis of biodiesel: Pretreatment and optimization study. Environmental Progress & Sustainable Energy, 37(5), 1829-1835. 25 MOD 06 FINAL PROJECT Part one A/B Split Landing page Introduction A landing page is an essential modern tool for marketers. It does play an important role in driving the target visitors on the webpage (Brebion, 2018). At the end of the day, it becomes easy for you to convert potential clients into your all time customers. It is important to appreciate the fact that each and every website does have its own personal audience with unique set of characteristics. A/B testing is necessary to ensure that the best practices are working in a proper manner. A/B testing does entail testing many versions of the landing page in order to identify the best version. This is accomplished on the basis of statistical analysis as well enhanced by the predefined key performance indicators. Modifying the Landing Page and Its Elements Modifying the lading page and the associated elements will be accomplished by a number of best practices. The unique selling proposition will be anchored on the following: main headline, a supporting headline, a reinforcing statement and a closing argument. There will be a hero shot and this will be enhanced by various videos and images. Benefits of the services and products offered will be done bullet format. The landing page will have other detailed benefits of the services and products offered to the target customer. I will be keen in communicating the message of the service of the product in a streamlined manner. I will use fresh and attracting language that captures attention of the target customers. Hero shot will entail a visual representation of the service and product offered to the target customers. In this case, use of images and videos captured by high resolution digital cameras will be embraced (Gardner, 26 MOD 06 FINAL PROJECT 2009). I will ensure that my landing page and the elements do have the best components as those shown in the image below. Impact of the modifications of the page and the associated elements on the statistics Improving various elements of the landing page does have a significant impact on the statistics of online traffic (Saul, 2013). As already opined under the previous section, a well created and fine-tuned landing page increases chance of people visiting you page and finally getting converted as your clients. A well modifying landing page has an implication of more opportunities that the client will have to convert the visitors into clients. In the event that the searcher stumbles upon the search result that will direct him/her to your site, it becomes easy to convert him/her into a potential client. This translates to significant changes in terms of the number of customers that have been converted into real clients within a short period of time. A well modified landing page is equivalent to enhanced mode of product variety as communicated to the target audience. Notably, a well modified landing page is equivalent to the 27 MOD 06 FINAL PROJECT improved marketing collateral. This is based on the fact that content is the heart of the inbound marketing strategy that changes online traffic statistics within a given period of time. At the end of the day, it becomes easy for you to capitalize more opportunities in a highly competitive market. Savvy thinking is based on the ability of the modifier of the landing page to come up with the best strategies of maximizing on the available opportunities within a given market segment. Therefore, improving landing page modifications does improve visitor statistics by a significant margin. On the other hand, failure to embrace the best mechanisms will diminish visitor statistics. This is harmful to the business that is focused to become successful in the highly competitive industry. Advantages of landing page modifications for the client (Becky) over competitors. Indeed, the industry is dominated by multinational players such as the American giant, American Apparel and Amazon. These tech giants have perfected the art of customer attraction and retention in terms of highly improved service delivery. For example, Amazon is an international online seller of best clothing products that cannot be compared to any other player. The company has mastered the art of online sell of products, dealing with barriers in the clothing industry and has well established online presence. Landing page modifications are crucial for Becky to position her business strategically in the highly competitive industry. She will be able to attract and retain visitors who will enable her to maximize on revenue and profit generation in the highly competitive industry. Landing page modifications will create more business opportunities that will enable Becky’s business to remain relevant in the highly competitive industry. This will be accomplished by increased commercial opportunities via online platforms. It will be easy for the client to venture into more 28 MOD 06 FINAL PROJECT market segments should landing page modifications meet the set goals and objectives. In summary, landing page modifications are necessary for Becky and her business to attain a unique competitive advantage in the highly competitive clothing industry. Part two A/B Split testing This A/B split test is intended to optimize homepage clicks and conversions for Becky. There will be use of a Crazy Egg Heatmaps to determine the manner in which users are navigating the clothing site. Generation of the user behavior is the basis of A/B test. This is made possible by exchanging the stock style image on the site with more whimsical alternative showing visitors the opportunities they will enjoy by buying products sold by Becky. This test is necessary in understanding the conversion rates (number of visitors accessing the site) (Chen, 2012). Multivariate Test for Becky’s Website The current multivariate testing is meant to test multiple variations of elements on the webpage in order to determine the best element combination that will increase page conversions. The following items are tested: original headline tested against other four, original image tested against other two images and testing three other different buttons. At the time the visitor is on the site, the computer software will pick one of the four headlines, one of the three images and one of the four buttons. The software will be set to swap the three different variations (Sharma, 2016). Total number of challengers is calculated as shown total number of variations on the page=number of variations of the 1st element number of variations of the 2nd element x number of the variations of the 3rd element… x number of elements of the nth element. 29 MOD 06 FINAL PROJECT References Brebion, A. (17, 2018). How to A/B Test your Landing Page: A Step-by-Step Guide. https://www.abtasty.com/blog/ab-testing-landing-page/ Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: From big data to a significant impact. MIS Quarterly, 36(4). Gardner, O. (2009). The 5 Essential Elements of a Winning Landing Page. https://unbounce.com/landing-pages/7-elements-of-a-winning-landing-page/ Saul, J. (May 24, 2013). A/B Test Planning: How to Build a Process that Works. https://conversionxl.com/blog/how-to-build-a-strong-ab-testing-plan-that-gets-results/ Sharma, H. (2016). Maths and stats for Web analytics and conversion optimization.
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