Web Analytics Marketing Evaluation
For this assignment you will be evaluating the web metrics of two firms of your choosing. The two firms must be similar in nature to analyze. Both should be part of the same industry, sell similar product/service, both must have websites, if they have a physical location – but both brands must have a physical location. The idea is to make sure they are comparing “apples to apples”.
This assignment allows students to evaluate the web metrics and strategy of a real company and assess the effectiveness of the firm’s web strategy based on what they’ve learned. Students are also tasked with developing web strategies that would be helpful to the company they evaluate.
Directions
Web Analytics Marketing Evaluation – You are required to submit a 6-8-page paper of written analysis describing your assessment of a pair of company’s web strategy (additional pages such as cover page, table of contents, works cited, charts, abstract will not count towards page minimum). For this paper you should:
Provide an introduction of both firms, the industry in which they operate and describe their target market.
Please use Link: (https://www.similarweb.com/) and discuss and compare the website usage and how each firm is using various platforms. (see details below)
- Evaluate and compare each firms web strategy and make recommendations.
- Details
- Visit SimilarWeb.com. No need to sign-up. Type in the website of your chosen company in the top search box “Free Report on Any Website or App”. Visit the actual website of both firms. This will help to seek clues into their web strategy.
Analyze Total Visits
Are the firms trending upwards? Decreasing? Staying steady? What may attribute to this trend? Which firm is doing better in terms of visits? Why might this be so? What tactics/strategies could both firm institute to increase total visits.
Analyze Avg. Visit Duration
Which firm is doing better in terms of visit duration? Why might this be so? What tactics/strategies could both firms institute to increase visit duration?
Analyze Traffic by countries
- Besides the United States, is there significant activity in any other country? If so, which country – and why do you think this is so? What could the firm do to increase visits from other countries?
Analyze Traffic Sources
Which top three sources are creating the most traffic for each firm? Any differences between the firms in terms of their top three? If there is a difference, why do you think so? Is there something different taking place on one website vs the other?
- Analyze Search
Which type of search are each firm depending on most often – Organic or Paid? Are there any correlations (similarities/differences) between the top keywords between Organic and Paid? What could the firms do to increase Search traffic?
Analyze Social
- Which social channels are bringing in the most traffic? Any differences/similarities between the two firms? Why do you think this is so? What could the firms do to increase social visits?
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