SEO Expert for Desklib: Title, Meta Title, Meta Description, Slug, Document Type, Type of Assignment, Summary, Subject, Course Code, Course Name, College/University

[individual assignmet]
1
2019
Author Name:
University Name:

1. Content & 3C Framework: (5 pts.)
a. Connect: Identify (if any) ‘Connect’ elements that are present on this site. (Hint:
Think carefully about what it means when we say ‘Connect to this page’)
Ans: This website follows the “healthy and tasty” formula as its product USP as for the fact that
customers are being attracted showing that the product will be providing the taste of traditionally
contradictory but achievable outcome as its originality. The website for “Gates and fences” shows that
both top class fancy design and security will be provided by their product. The connect can be seen that
the website follows horizontal integration as various inbound links are given on the landing page itself
like the landing page has inbound and out bound hyper-links e.g. wrought iron gates Aluminum
Driveway Gates, though being very congested through stuffing of too much information on the first page
and the connect could have been established through live chat boxes or through links provided like
whatsApp, messenger, telegram links where the visitor can directly reach you, no such available chat
box pop-up other than the contact details, where also the details required is vast and detailed causing a
repulsion to people trying to make a short and crisp enquiry, thus the connect can be stated as bad.
b. Continuously engage: Identify (if any) “Continuously Engage’ elements that are present on this site
Ans: The website is engaging with quite engaging content for people who are interested in the said
domain with specific and to the point detailing for people who have might be visiting for the first time to
know about the product. The product list has been given at the side row of the landing page itself
making it easily accessible and understandable, other than that all of that its always a requirement for
engagement that the website should be kept user friendly and structuring should be user friendly, this
website takes up a lot of time if one opens it up to understand where to go to find exactly what, this is
because of the lack of structured modulation of the website rather here is just dumping of contents, the
content is thus not engaging. Website requires some part of attractive figures which may seek the
attention of the buyer, maybe through sales offers, promotion of attractive brandings options. The fonts
and colors used are also very uncomfortable, generating an instant deviation of attention for the visitor
and creating high bounce rate opportunities, which is very poor for the website.
c. Convert: Identify (if any) ‘Convert’ elements that are present on this site
Ans: Online conversions are never easy, with the competition in today’s market being very high and
the customer service petals being extended and diversified in different dimensions, this website has
good content with specific contact us form which may look quite elongated and repulsive to be filled
due to the time constrain, but as its not compulsory to complete all text areas and its mentioned
properly it can be a good source of lead generation and conversion eventually. The ad to cart option is
another way conversion can be done, here the ad to cart option is there but the main usage of ad to cart
option is where the buyer makes a request but doesn’t buy the product, in such case the conversion is
done through remarketing the product through ads as the data base for people who have not pressed

the buy option even after adding to cart are the most likely ones to buy it if a little bit of induced
marketing can be done, no such cookie or induction marketing was cited in this website .
d. What (if any) content on this site is user generated?
Ans: User generated contents are mostly found in social media platforms where the users share and
upload usable content, user generated contents are very common these days with the popular websites
where the user is being allowed to post contents and those contents are first sent to the admin for
approval and when if accepted the contents get posted, thus creating great engagements, no such user
generated contents were located here.
2. 3C Metrics: (6 pts.)
The click-through and conversion data for a set of display ad campaigns by 5 different
Vendors (run over the same period) is shown in the table below:
Display Ad
campaign
Ad Spend
cost Impressions
Landing
page visits
micro
conversion
s CTR CVR
Vendor #01 $600 2,250,600 3,320 208 0.15% 6.27%
Vendor #02 $2,500 14,650,222 12,476 644 0.09% 5.16%
Vendor #03 $250 880,233 1,023 85 0.12% 8.31%
Vendor #04 $960 4,220,198 5,777 433 0.14% 7.50%
Vendor #05 $1,600 7,904,490 5,420 355 0.07% 6.55%
a. Which vendor’s campaign has the best click-through? What is its CTR?
Ans: CTR (click through rate) = (Total landing page visits / Total impressions).
As shown in the box above vendor 1 has the best CTR with 15% click through.
b. Which vendor’s campaign has the best conversion? What is its CVR?
Ans: CVR (Conversion rate) = (total micro conversion / total landing page visits).
Vendor 3 has the best conversion rate with 8.31% conversions.
c. Which vendor’s campaign is the most cost-efficient in terms of conversions?
Display Ad
campaign
Ad Spend
cost
Impression
s
Landing
page visits
micro
conversion
s CTR CVR
cost
Efficienc
y
Vendor #01 $600 2,250,600 3,320 208
0.15
%
6.27
% $0.35
Vendor #02 $2,500 14,650,222 12,476 644 0.09 5.16 $0.26

% %
Vendor #03 $250 880,233 1,023 85
0.12
%
8.31
% $0.34
Vendor #04 $960 4,220,198 5,777 433
0.14
%
7.50
% $0.45
Vendor #05 $1,600 7,904,490 5,420 355
0.07
%
6.55
% $0.22
Ans: Cost efficiency = (total Conversions / total ad spend).
The vendor 5 is most cost efficient having $ 0.22 cost per conversion.
2. 3C Metrics (Part 2): (11 pts.)
Based on the top-level site metrics for 3 different websites shown in the following table, Assess the
relative performance of the websites by answering the questions below.
a. Which site has used the PPC budget the best? (For this sub-question, if necessary, you can assume
that the average percentage of visits to the site from PPC ads is5%)
Ans: Assumed that the average percentage of visits to the site from PPC ads is 5%.
Visitors: 10,000 100,000 200,000
Visits: 40,000 120,000 400,000
Pageviews: 200,000 150,000 2,000,000
PPC Budget used $5,000 $40,000 $100,000
Bounce rate 20% 80% 50%
ppc ad visits 500 5000 10000
Budget $0.10 $0.13 $0.10
page view per visit 5 1.25 5
visits per visitor 4 1.2 2
SITE 1 and SITE 3 used the budget the best with both paying $ 0.10 per click.
c. Which site above has performed the best? Which has performed the worst?
(Evaluate site performance based on the consumer behavior observed afterLanding on the site)
Ans: The site 1 and site 3 has performed almost equal with the page views per visit to be 5, but as the
site 1 has lower bounce rate it has marginally got the age over site 3.
d. What specific recommendation (at least 1) do you have for improving Site #01?
Ans: Recommendation: To increase number of visitors by increasing the budget allotted for online
marketing.