Chapter_01_Online_Assignment_Klintworth, Lynsay

docx

School

Kalamazoo Valley Community College *

*We aren’t endorsed by this school

Course

240

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by JusticeGalaxy8937

CHAPTER 1 COMPARATIVE WEBSITE ANALYSIS EXERCISE DIGITAL MARKETING FOUNDATIONS A successful website must accomplish three objectives: (1) generate traffic, (2) convert that traffic, and (3) generate a high revenue from those conversions. You will be analyzing two websites that perform relatively well on all three dimensions—amazon.com and walmart.com. However, neither website is complacent about their performance, and your job is to determine avenues for improvement. You will be analyzing the success of both websites on several dimensions and providing recommendations on the actions the websites should take to improve their performance. (In some cases, you will be inferring or guessing the websites’ performance —no need to find external sources that report the websites’ performance metrics.) Traffic Direct Traffic 1. Which website, Amazon or Walmart, do you believe earns a larger amount of direct traffic? I think Amazon receives more direct traffic. Because of their reputation and fast shipping. Amazon is known by everyone it feels like. Anytime you mention looking for an item from something common to unique. Everyone’s first response is “did you check Amazon?” Customers turn to Amazon more from direct access on the web or using the Amazon app before any other search engine. 2. Recommend two actions to increase direct traffic for the lower-performing website. Walmart could increase their advertisement on social media platforms. I feel like every couple of scrolls on Facebook you see Amazon advertising different things and it draws you in to look at the site. Walmart has a Facebook page, but I don’t see it popping up as much as Amazon. I have noticed that Walmart is starting to redo their image. Offering a greater variety of brands from clothes to food. I think this is going to help them as well to have a more dependable and reliable brand staple in the community.

Search Traffic Perform 5 searches on Google for products you might purchase in the next year. For each search, note whether you see search results for Amazon and Walmart in both the search engine ad space (highlighted yellow in the figure) and the organic results (red boxes in the figure). JBL wireless earbuds Amazon 1 st and 4 th -6 th options Walmart -no results Chromebook Amazon 2 nd /3 rd Walmart 4 th /5 th /8 th iPhone 13 case Amazon 1 st -3 rd and a few more Walmart -no results Silverado Brake Pads Amazon 7 th option Walmart no results Wireless Vacuum Amazon 2 nd /4 th and few more Walmart 1 st /3 rd /5 th and few more 3. Identify a product or product category in which one website performs much higher than the other in the organic results . Electronics- Amazon is more popular than Walmart. 4. You will be learning about how to improve organic results in Chapters 4 and 5. For now, compare the selection of that product or product category at each website. Report whether the lower-performing website has a better or worse selection in that product category. Walmart did not have a better selection. A lot of their options send you to another site. There was very few that was actually sold by Walmart. Referral Traffic The last category of traffic is referral traffic. Without data, it is difficult to guess which website generates more referral traffic. Instead, do the following.

5. Design a Facebook or Instagram post for either amazon.com or walmart.com that would entice you to click on it or share it (unpaid referral traffic). Trying to work or clean and wanting to listen to your favorite music without interruptions? Try JBL noise canceling earbuds. Bluetooth capable making it seamless to go about your day. Conversion Choose a product you might consider buying in the next year (it can be one of the same products you searched for previously). Shop for that product on both amazon.com and walmart.com. 6. On which website would you have been more likely to make the purchase? JBL earbuds. Amazon. There are more styles and colors to pick from. Some styles I haven’t even seen before or considered when starting to search for them. They all had 2-day free shipping as well. 7. Provide two dimensions on which that website was superior. These reasons could be a superior search function, better navigation, better product selection, more streamlined checkout process, in-store pickup option, and so forth. Provide screenshots to support your explanation. (On a PC, press the Print Screen button and paste the screenshot into Word directly or paste it into a Paint or another graphic application to select a smaller portion of the screenshot. On a Mac, press Shift+Command+4 to select a portion of the screen.) Easy to navigate to Amazon. Showed multiple pictures of product. Recommended other accessories that others have purchased with the product. Also recommended other styles boldly.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Revenue per Conversion A retail website can increase revenue per conversion by either encouraging add-on products or encouraging shoppers to purchase more expensive products. 8. Which website made better add-on product recommendations? Explain. Amazon. Under the product I searched it had recommendations for other styles of the same brand of earbuds. 9. Which website did a better job directing you to more expensive product options? Explain. Walmart because they don’t sell them directly. They were using a third-party company and yes you are looking at them on Walmart’s site. It would say sold by and another company listed.

Related Documents

Com405_Wk3_Quiz.docx

Babylon video pjm6610.docx

Communicate Market Factors.pptx

ENT 301 IDEATE #5.docx

RESM+4250+Sport+Marketing+Case+Analysis+Template.docx

Mlabbe MKT205_Project.docx

Brand Recovery Strategy Task 1.docx

CLV Case Study Summary.docx

6-2 Short Paper.docx

7-1 Milestone Three.docx

5-1 Milestone Two.docx

Milestone Two Buyer Persona Table.docx

Recommended textbooks for you

Marketing

ISBN:9780357033791

Author:Pride, William M

Publisher:South Western Educational Publishing

MARKETING 2018

Marketing

ISBN:9780357033753

Author:Pride

Publisher:CENGAGE L

Principles of Management

Management

ISBN:9780998625768

Author:OpenStax

Publisher:OpenStax College

Foundations of Business (MindTap Course List)

Marketing

ISBN:9781337386920

Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor

Publisher:Cengage Learning

Foundations of Business - Standalone book (MindTa...

Marketing

ISBN:9781285193946

Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor

Publisher:Cengage Learning

SEE MORE TEXTBOOKS

Recommended textbooks for you

Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing
MARKETING 2018
Marketing
ISBN:9780357033753
Author:Pride
Publisher:CENGAGE L
Principles of Management
Management
ISBN:9780998625768
Author:OpenStax
Publisher:OpenStax College
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Foundations of Business - Standalone book (MindTa...
Marketing
ISBN:9781285193946
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning