Enhancing Website Performance: Findings, Recommendations, and Database Design

This report discusses the findings from the analysis of a firm's database and provides recommendations for enhancing website performance. It also justifies the design of the user interface database and suggests further development of the database.

Business Data and Analytics
and IT Skills

Table of Contents
Introduction......................................................................................................................................3
1 Findings from the analysis........................................................................................................3
2 Areas through which performance of website can be enhanced...............................................5
3 Recommendations.....................................................................................................................6
4. Justification for design of the user interface database.............................................................7
6 Suggestions for further development of database.....................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
Business analytics is defined as a process that is associated with assembling, sorting, and
processing as well as studying business data through the usage of statistical models along with
iterative methodologies for transforming data to have business insights (Brown and et. al, 2020).
Database is referred to as structured aggregation of data that is stored as well as accessed
electronically by making use of computer system. This report is based on a firm who has
developed their database and analysis has been conducted for enhancing business performance.
They have executed e-marketing tools for enhancement of number of visitors to their website.
This report comprises of analysis of findings, aspects for enhancement of website’s performance
and recommendations for the same. Furthermore, ERD will be illustrated and the improvements
that can be made within the database.
1 Findings from the analysis
The data has been provided by e-marketing and website employees with respect to day to
day visits that are being made by individuals. This also renders crucial information related with
pages that have been visited, time duration, percentage of new visitors as well as bounce rate is
being grouped by different browsers (Devi and et. al, 2020). Along with this, the details related
with visits which been made by making use of referrals are also illustrated. By carrying out the
analysis, it has been found that there has been a relevant enhancement within the visits that have
been taken place. For an instance, in month of February the average visits were around 25.27%
but by opting for adequate e-marketing tools this percentage has been continuously increasing
like in March it raised to 46.25%, April 56.9% and in May 75.3% which illustrates a significant
continuous increase in the percentage. It implies that by adequate e-marketing strategies it
becomes possible to have increased number of visits.

FEBRUARY MARCH APRIL MAY
0
10
20
30
40
50
60
70
80
25.27
46.25
56.9
75.33
Average Number of Visitors per Month
Average of Visitors
The figure above illustrates per month average visits on the website of organization.
Along with, it has been found that by making use of Google maximum visits by users have been
made.
3969
454 199 39 19 15 14 13
Visits
Google Search Engine Direct Wordpress.org Website Bing Search Engine Twitter
google Adsense Advert Youtube Yahoo Search
The number of visits that are being made by making use of different sources has been
illustrated above. Figure clearly shows that the visits which are being made Google are

maximum and via Yahoo Search engine is minimum. This implies that maximum ads must be
given in Google so that more individuals can be attracted to website of organization. Bounce rate
refers to internet marketing term that is being utilized within web traffic analysis which is liable
for representing percentage of visitors who entered the site as well as bounce or leave instead of
going to other page in the same site (Kumar and Ogunmola, 2020).
1 2 3 4 5 6 7 8 9 10
0
500
1,000
1,500
2,000
2,500
3,000
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
The Overall Average Bounce Rate
Visits Bounce Rate
The graph above illustrates the average bounce rate which depicts number of visits that
have been made, pages of website visited, average duration at each page, new visits that have
been and average bounce rate. Along with this, it has been identified by making use of Google
maximum people have been visited website visited more pages and time spent on them is
average. Furthermore, the visitors to website by usage of Opera Mini are less but average time
spent by them was maximum.
2 Areas through which performance of website can be enhanced
Though through the usage e-marketing the firm have adequate enhancement within the
visits that are being but that is not enough and there certain aspects through which this factor can
be enhanced (Miah, Solomonides and Gammack, 2020). These areas have been specified below:
 Usage of Content Delivery Network (CDN): It is a set of web servers which have been
distributed around geographical location that will furnish web content to their end users

in context of their location. When website is hosted on single server then all the request
will be sent to same hardware. This leads to increase within processing time for request
along with this, load time will also amplify (12 Techniques of Website Speed
Optimization: Performance Testing and Improvement Practices, 2020). But when
organization will make use of CDN then requests made by users will be redirected to
server that is nearest. Thereby, minimizes load time.
 Optimize size of images present in website: While making use of e-marketing, images
have critical role as wide range of images, photos and graphics on product page will
enhance engagement. But when there are large images then it leads to slow down the
website. Therefore, organization must reduce size but ensure that quality is not
compromised. For this, tools like JPEGmini, ImageOptim or Kraken can be utilized by
them.
3 Recommendations
As the number of people who visits website through different channels have to be increased.
For this it is recommended that firm must enhance performance of their website, some
recommendations with respect to this are illustrated below:
 Website must be moved to better host: There are three types of hosting, they are: shared
hosting, dedicated server and virtual private servers. Shared hosting is used mostly by
firms and it is the cheapest way for making website online but this is not apt for
organization as resources are shared with other sites (Miah, Solomonides and Gammack,
2020). VPS makes use of distinct servers for distribution of content; it will be an apt
option for organization as they have average traffic. When traffic will increase then they
can switch to dedicated servers as firm will have their own servers.
 Minimize number of plug-in: They are the common elements of each website and are
liable for adding up peculiar features which are recommended by third party. When more
plugins are installed then it implies that more resources are required for executing them.
This will lead to make website slow and sometimes it cannot be sued. Thus, organization
must opt for deleting unnecessary resources and they must check details of those which
are responsible for slowing the website (Minatogawa and et. al, 2020).

4. Justification for design of the user interface database.
The design field that enables to have human-computer interaction that furnishes a space
by which interactions among machines and humans takes place is referred to as user interface
design. When there is a good user interface then it will furnish user-friendly experience which
will aid users within having interaction with firm (Yafooz and et. al, 2020). Organization has
opted to provide users with enhanced user interface as it enables them to have viewers as it will
enable them to see what their products are. This is designed in such a way that all the probable
services are being offered without any ambiguity. With respect to organization, the user interface
is adequate, this can be understood by taking into consideration these aspects:
 They have a simple interface by making use of clear language and have avoided usage of
inessential elements.
 Within the website, organization has maintained consistency through the usage of
common UI elements to which users are familiar with. This ensures user comfort as well
as gratification.
 Organization has used purposeful and smart page layouts so that attention of customers
can be drawn towards all the elements present within website.
5 Explicate entity relationship diagram
The structural diagram which is used within database design is referred to as entity
relationship diagram. ERD comprises of distinct connectors as well as symbols which are
responsible for visualization of two crucial information, they are: major entities in a scope as and
inter-relationship between them (Brown and et. al, 2020).

Illustration 1: ER Diagram of Sales & Marketing Department
As organization has opted to design their database for website , it is necessary for them to
conceptualize visualization. It can be risky for firm to modify their database structure directly
within a DBMS. To eliminate ruining of data within the production database, it is crucial to
identify changes; this can be attained by making use of ERD tool as it will enable to visualize the
design of their database (Devi and et. al, 2020).

6 Suggestions for further development of database
It is suggested that as the database which is designed by organization is making use Access
possess two major utilities that are liable for offering suggestions through which overall
performance can be improvised. Performance analyzer will provide organization with list of
probable problems which may be encountered by them with respect to their database (Kumar and
Ogunmola, 2020). Along with this, it will also provide firm with possible solution to correct
them. The other utility provided is table Analyzer that will enable them to normalize their data
and when it is normalized then overall performance of database will be better. Organization must
make use of these utilities can identify the basic problems which prevails within their database.
Along with this, it is simple to execute and external help will also be not required for doing this.
Conclusion
From above it can be concluded that, business analytics and data have crucial role while
delivering their services within the marketplace. E-marketing implies marketing that is being
carried out making use of online mediums. Firms have their own website and users visits them
but if there will eb less number of visit then it implies that it will be difficult for them to enhance
their productivity as well as profitability. Thus it is essential that they must opt for adequate
measures through which this factor can be enhanced. Like CDN, minimizing size of images,
reduced plugins and various other methods are there for doing this. Along with this, database
must be developed adequately so that adequate information can be attained quickly.

References
Books and Journal
Brown, P. and et. al, 2020. System and method for data organization, optimization and
analytics. U.S. Patent 10,572,488.
Devi, B. and et. al, 2020. AnaBus: A Proposed Sampling Retrieval Model for Business and
Historical Data Analytics. In Data Management, Analytics and Innovation (pp. 179-187).
Springer, Singapore.
Kumar, V. and Ogunmola, G.A., 2020. Web Analytics for Knowledge Creation: A Systematic
Review of Tools, Techniques, and Practices. International Journal of Cyber Behavior,
Psychology and Learning (IJCBPL), 10(1), pp.1-14.
Miah, S.J., Solomonides, I. and Gammack, J.G., 2020. A design-based research approach for
developing data-focussed business curricula. Education and Information
Technologies, 25(1), pp.553-581.
Miah, S.J., Solomonides, I. and Gammack, J.G., 2020. A design-based research approach for
developing data-focussed business curricula. Education and Information
Technologies, 25(1), pp.553-581.
Minatogawa, V.L.F. and et. al, 2020. Operationalizing Business Model Innovation through Big
Data Analytics for Sustainable Organizations. Sustainability, 12(1), p.277.
Yafooz, W.M. and et. al, 2020. Business Intelligence Through Big Data Analytics, Data Mining
and Machine Learning. In Data Management, Analytics and Innovation (pp. 217-230).
Springer, Singapore.
Online
12 Techniques of Website Speed Optimization: Performance Testing and Improvement
Practices. 2020. [Online]. Available through: <
https://www.altexsoft.com/blog/engineering/12-techniques-of-website-speed-
optimization-performance-testing-and-improvement-practices/>.