VANESSA D

AULTON, J

ACQUELINE M

ONRREAL, ARELIS

LÓPEZ, H

IEU C

URREY, DANNY NGUYEN, ORSON

CHI

COMPANY BACKGROUND

in business for 1.5 years (2012)

3809 Parry Ave, Suite 102Dallas, TX 75226

Buying & re-selling of women’s clothing & accessories

Kelsey HallowayFounder

www.shopmieux.com

Boutique has moved completely online since 2014

WEBSITE● All Transactions are made thru an e-commerce platform

StrengthsSupports sales and customer service

User-friendly and secure payment gateway

Weaknesses Limited e-commerce platform

● Website links to

COMPETITION OVERVIEW

INDUSTRY: Resale is a multi-billion dollar industry.

TOP COMPETITORS:

San Francisco, CASan Leandro, CA

● ShopMieux offers items with brands that are familiar to its target market.

● The online boutique offers items from all seasons. Regular retail schedule (sales during holidays, etc)

TARGET MARKET

Working class/college studentTarget age 20-45

Avg order $56 - 75%

Engagement Social media contentE-campaignsAffiliates/ BloggersLoyalty Lion: On-page loyalty programE-mail after purchase w/ incentive to share w/ friendAuto send 10% coupon when customer subscribesAuto send 10% coupon when customer abandons shopping cartCustomer Service: Respond to all inquires within 24 hours.

WEBSITE USABILITY

Homepage (“Above the Fold”)Page Title

Good URL

Search Functionality

Clickable brand logo

Horizontal Navigation● Categories● Subcategories

Social media chiclets

Register/Login functionality

Discounts

Incentives/Offers

Cart functionality

Creative● Web safe colors● Aesthetically

pleasing

Flash● Advertisement● Customer Service Chat● Loyalty Rewards

Homepage Continued

Good overall content● Company information● Target market● Product offerings

Readability● Good Text● Good Font● Good Background Contrast

Homepage Continued

Horizontal Navigation Continued● Contact Us● Shipping & Returns● Press

Customer Service● Email Discount Tool

Advertising and Promotions

● Discounts○ 50% Off

● ALT tags for images

Shopper’s Experience

Filters

WEBSITE’S AGE

Relatively young websiteAugust 2013

Potential:● Key competitive

words ● Link juice

WEBSITE TRAFFIC

BOUNCE RATE, PAGEVIEWS, TIME ON SITEISSUES?

Acceptable but could always be improved

SEARCH QUERIES

SITE LINKS TO SHOPMIEUX

PINGDOM ANALYSIS

RESPONSIVE DESIGN

Broken Links

Overall Website Recommendations Homepage:Add Site Map● Better SEO Results● Navigation Benefits● Index Sites

https://www.xml-sitemaps.com/

Make it easier to determine what is clickable● Have options light up in red like the

top○ Contact Us, Press, etc

Shopper’s experience: Edit Page Titles and URL’s● Take out unnecessary words and

characters○ Page Titles: delete “tagged “Type-”○ URL’s: delete “meta-filter-Type-”

● Better appearance● Add breadcrumbs for navigational

purposes● Improve filters (Add refinement)

Website Traffic:Increase website traffic through AdWords Campaign● Discussed later

Create a Keyword strategy ● Chase the ones where we

are present and look for others. Also stay up to date with seasonality

Speed up page load time● Delete Popups, Flash, and

other add-ons

SEO ANALYSIS &

RECOMMENDATIONS

COMPETITORS RANKING

WHO’S LINKING TO US

WEBSITE TOP PAGES

LINKING DOMAINS

RANKING KEYWORDS

METATAG DESCRIPTION (HOMEPAGE)

META TAG DESCRIPTION (OTHER PAGES)

RECOMMENDATIONS

● Meta descriptions could include high traffic keywords○ Use Rank Checker, and keyword strategy

● URL’s good except○ Should consider taking out “meta-filter-Type-”

for clothing subcategories● Page title’s good except

○ Should consider taking out “tagged “Type-” for clothing subcategories

● Edit H1’s and H2’s○ More related content○ Add keywords

SERP RESULTS DISPLAY

SERP: ● Has call to action● Great usage of sitelinks ● URL is short ● Display Ad with address, phone, and

hours of operation● Unique and descriptive urls● Descriptive title pages

SERP

Recommendations:● Incentivize shoppers to

leave a review ● Remove Hours and Address

SERP

CAMPAIGN OVERVIEW

Strategy

● To improve traffic ranking● Lower the bounce rate and improve the daily time on

site ● Improve the quality score of each keywords and add

negative keywords to reduce the unnecessary traffic● To increase page real estate

General Setting Search

● Search Network Only: All features

● All Devices● Location: Dallas, TX● Languages: English● Bid Strategy: Set to CPC

(Automatic)● Budget: $15/ day● No Ad Extenstions● Ad Schedule: All Day

Display● Search Network with Display

Select and Display Network Only: All features

● All Devices● Location: Dallas, TX● Languages: English● Bid Strategy: Set to CPC

(Automatic)● Ad Extensions: “See Below”● Budget: $15/day● Ad Schedule: All Day

Overview

• Run time: October 23rd - November 16th with pauses

• Total Campaigns: 6 (4 search network only, 1 Search network with display, 1 Display network)

• Total AdGroups: 21 (17 search network only, 1 search network with display, 3 display network)

• Total # of Ads: 21

• Total # of Keywords: 203

• Total # of Negative Keywords: 19

Overview

KeywordsShoes Boots for women Boot Shoes Boots Womens Girls Cowboy Boots Heels for women Women High HeelsWomen High Heels Cheap flats for womenCheap sandals

Dresses

Evening cocktail dresses

Dresses cocktail

Evening dress

Party dresses cheap

Dresses casual

Recommendation: Keep up with seasonality

Negative Keywords

About one negative keyword per adgroup

Metrics and KPI’s

Clicks CTR

Impressions Cost

Conversion Rate

Top Performing Ad Groups/Campaigns

Top campaign is Dresses but it was the most expensive and CPC. The Display only campaign did better than one of ht

Best Performing Search Ad

Clicks: 64Impressions: 35,520CTR: .18%Avg CPC: $1.21

Best Performing Display Ad

Clicks: 71Impressions: 15,411CTR: .46%Avg CPC: $0.66

Key Takeaways

ADWords -To set the bids for campaigns on manual. ● Make sure the correct negative keywords

are chosen to minimize the spending. ● Have one more display with search network adgroup

to increase CPC.● Not to set all adgroup keywords on broad match,

find the most popular one and change to exact match or phrase match.

● Should have been monitoring all adgroups.● Implement a keyword strategy (Seasonality, popular

keywords)

MOBILE ANALYSIS

Mobile Evaluation

● Loading time more than 3’s

● Call to action need to be improved

● The appearance is not appropriate

and confused

● A lot of scrolling

● M-Marketing is weak

○ No QR code

○ No apps on ios or android

Mobile Recommendations

● Loading page is 3’s

● The Color need to be more

unique and separate

● Less scrolling

● Appearance appropriate to

satisfy customer’s need

● Create an app on ios and

android

● QR code take to the

website

SOCIAL MEDIA

FacebookRecommendations

● Timeline:○ Last post was today, prior Nov 17○ 4 posts/day/2 hours apart - sometimes○ Very few likes or shares on their

posts● About:

○ Shows local address & map to dallas store

● Start shopping:○ Displays error - “Shop not found”

● Be more consistent with posts

● Create engaging posts to get more likes & shares

● Remove local address on about page & map

● Add a link or content under the start shopping page

Twitter● Last post was today,

prior Nov 17● Same posts as Facebook ● No Likes or Retweets on

posts● Displays Local Address● They follow mostly style

bloggers

Recommendations● Be more consistent with

posts ● Create engaging posts to

get more likes & Retweets

● Remove local address ● Use more and popular

hashtags

Pinterest ● They have a board of items from

the website● Other boards of inspiring outfits● Post contests● They are following more people

than people following them● Displays local address

Recommendations ● Pin more items of clothing or

accessories from the website● Advertise their contests on

all social media sites● Remove local address

Instagram● Their best social media site

however not consistent● Last post was Nov 18● They post:

○ clothing○ quotes○ pictures of the employees○ discounts

● They promote:○ contests

● Likes on posts range from 500 and under

Recommendations● More consistent on posting ● Use more and popular hashtags

Tumblr ● Not a lot of posts● Posts the same as their other social

media sites● Inconsistent posts● Last post was Nov 18● Reposts other peoples posts

Recommendations ● Get rid of tumblr, it’s not

benefiting their business

Overall Social Media Recommendations

● Be more consistent with all posts on all social media sites

● Create engaging posts to have more likes● Create and promote contests to engage more

people to the site● Make sure to use more and popular hashtags to

get more likes, followers, and because it will bring more people to the check out the website

● Get rid of local address on social media sites● Get rid of tumblr - it’s not helping the

business