Designing a Usable Website for Soph Diamond: Digital Tools and Metrics for Performance Measurement

This report discusses the usability of the website for Soph Diamond, digital tools for integrating the website, and metrics for measuring the performance of the digital tools. It also recommends appropriate software for the organization to use. The report emphasizes the importance of a simple user interface, clear navigation, and site map for a usable website. It also recommends Instagram and Facebook as digital tools for creating brand awareness, recognition, and customer engagement. Metrics such as growth rate of followers, complete engagement per followers, increased traffic on website, number of comments or feedbacks, video retention and engagement, cost per conversions, and click through rate are suggested for measuring the performance of digital tools. Google Analytics and Hubspot software are recommended for tracking website traffic and analyzing the effect of marketing strategies.

INDIVIDUAL REPORT WITH
WEBSITE PROTOTYPE

TABLE OF CONTENT
INTRODUCTION......................................................................................................................... 3
MAIN BODY................................................................................................................................. 3
Designing of website in terms of usability.................................................................................3
Digital tools:............................................................................................................................. 5
Metrics that used to measure the performance of digital tools.................................................6
CONCLUSION............................................................................................................................. 7
REFERENCES............................................................................................................................ 9

INTRODUCTION
Digital marketing is the effective marketing of the modern era, as its tools and
techniques helps the organization to promote their product and services to large audiences. It is
the internet component that uses the network and online technologies which are desktop
systems, digital platforms to advertise the commodities of the organization (Ravi, 2018). Soph
diamond a customized diamond organisation, company has good range of products that are
available at affordable price. This report will carry out the justification on design usability of
website, also covers the two digital marketing tool for integrating the website. It further lay out
the recommended metrics and analytical software for measuring the effectiveness of the digital
marketing tool.
MAIN BODY
Designing of website in terms of usability
Website Refer as the collection of the web pages that contains the relevant content
which later published on the web server. Every business have their own website which enables
them to connect with their customer. Website of the soph diamond is made according to the
customer comfort, so that they can easily found things what they are looking for. It is important
that the Website should be usable and in the simplest form otherwise no customer will visit the
website prototype. Some design usable principles are:
To embrace the predictability:
Being creative always gives the opportunity to create something unique which is good at
some extent, but it also confuses the customer to use it. Customer always look for the
navigation that redirects them to from one page to next page. Therefore, it is important to design
a website with simplest navigation rather than unconventional navigation. Website of Soph
diamond consist of the simple navigation tool, so that customer will easily traverse the website.
Do not do over minimalism:
It is seen that minimalism has caught, where every business are seem to reduce their
content instead of this they are using the white space more (Li, 2020). It is good because people
in the market always look for the easiest and rapid work, therefore people demand that there
work should be done in one go instead of waiting for the fancy pages to download. But it is
important to not do over minimalism otherwise there will be no sense for navigation.
The Simplest hierarchical structure:
Efficient and attractive website have the clear and simple navigation menu that consists
of the hierarchical structure. As it navigation menu must involves the each category along with

the sub categories so that consumer will explore the website without any problem. If the parent
categories are extensive then sub categories must be in order. Having a clear navigation will
directs the customer as what company is offering, there is no need for them to go for further
pages. Hierarchical navigation is important for those organizations who are offering the array of
the items and services.
Develop it manageable:
As clear and straightforward navigation will enable the businesses to increase the
usability of their website design. Effective user interface will able to guides the user to tell them
about their way which they have come from, and to show them their current location and to
directs them to their desired location. It usually required the breadcrumb trail feature on the
website, so that user will able to access their location data, it is helpful in creating the navigation
highly manageable (Fimberg and Sousa, 2020). Therefore, for the soph diamond they need to
consider the facts that many users will start from the home page and many directly visit the
inner page, so it is up to them to create a simple user interface, so that customer will control the
navigation.
Involve the sitemap:
For the usable navigation process site map are more important as it will clears the path
of the user. It gives the direct link of all the pages to the lost user and redirects them to the main
page of the website. Site map involves the hierarchy of the web pages so it will give the
overview of the website. Therefore, for usable navigation system it is important to have clear
and concise site map that redirects the customer to the things which they are looking for.
Therefore, for the soph diamond company it is important for them to have the hierarchical
structure of the navigation so it will make their website as usable, it also helps them to increase
the traffic over the website that will be good for achieving their goals and objectives.
Legal Requirement:
It is important for the organization to follow all the legal activities in order to have their
copy right on their website. GDPR (general data protection regulation) are important as it
enables the organization to give the information about the data which they collect, in such the
data can be the customer's interaction with the website or their purchasing records. Soph
diamond company can also begin to use the cookies feature which enables them to develop
faithful relation with their customer (Krstić, 2019).

Digital tools:
Digital tools are able to make the process consistent, protected and efficient. New
emerging digital technologies are anticipating the market, therefore it is the great opportunity for
the businesses to use this platform in order to develop large customer base for their products
and services.
Instagram:
Instagram anticipating social media platform, it has been use by the millions of the
people across the globe. Advertisement on this platform are found as non intrusive that is good
otherwise it will annoy the customer. Engagement of the people with the particular company's
strategy are seem to be higher. It is the wider platform that offers the great reach to the
company to establish or run their business smoothly. This platform is widely used for the
business purpose in order to create the awareness of particular brands. Organization just need
to upload the post about their products and services within a short time they will able to witness
the increase in traffic on their website (Gobble, 2018). If the businesses are not following the
latest marketing trend then it will be loss for them to connect with millions of people. Therefore,
Soph diamond also proceed to use this platform to present their item as glittery diamond
decorated mug, but the things is they need to be dynamic, as they are required to update their
content on timely basis otherwise customer will not show their interest over their products.
To create brand awareness:
Instagram platform is the right choice to create the awareness about the brands, as it is
clear that this application is uses by the millions of the user, therefore it is the great opportunity
for the businesses to create their page over this platform or to provide the easy access to the
global world. Having a Instagram account will enable the company to record the comment and
feedbacks of the customer so that they will plan accordingly.
Recognition:
This platform is widely used for creating the hype in the market, as soph diamond
company will proceed to hire the popular face for promoting their goods and services to the
audiences, as it will give them enough recognition which is able to increase the traffic and
customer engagement to their website.
Facebook:
Facebook is the popular social media networking platform that helps to connect with the
people in spite of their geographical location. It also uses the meta, which is able to develop the
new technologies that is helpful for connecting the people. For the marketing purpose, small or

big any kind of businesses can proceed to promote their products and services at good extent.
As Facebook page offers the free marketing so that every size of the business can use it well to
attract the customer towards their product and services (Cuevas-Molano, Matosas-López and
Bernal-Bravo, 2021). Facebook pages will also enable the businesses to share the links, images
and to listed their product in order so that customer will directly click on the page and visit the
company' s website. In modern era this tool is anticipating, if any businesses does not refer the
Facebook marketing, then they will not be able to increase their business productivity, as this
platform is used by the billions of people.
Loyalty:
Loyalty always build by good services that are delivered to the customer, if company do
not provide the customized products and services than they will liable to loss their customer. As
it is essential for the businesses to response fast, therefore through the Facebook platform
companies will be able to solve the queries of the customer at a time, or to provide the comment
section in which customer are free to share their feedbacks and recommendation about the
product. Also, customer will see only those things which they are desired for, it will save their
time (Eroğlu and BAYRAKTAR KÖSE, 2019). Traditional tools are not effective at this extent, if
organization is still following the traditional technologies then there is no surety that they will
able to retain their customer for long term. Therefore, Facebook platform is able to develop the
loyalty of customer.
Customer engagement:
Businesses will proceed to use the strategy as to post less or to post when their users
are active, it will increase the customer engagement within their services. They will begin to use
the live feature of this platform in order to connect with the people.
Metrics that used to measure the performance of digital tools
For measuring the Instagram performance the suitable metrics are to track the growth
rate of the followers, complete engagement per followers, increased traffic on website, number
of comments or feedbacks that has been recorded for each post. Through which the company
will be able to track their Instagram business performance (Wahid and Wadud, 2020). Links
access and number of clicks on the profile also gives the analysis to the company.
To measure the Facebook platform performance, the suggested metrics are growth of
the followers as like Instagram, Video retention and engagement, Cost per conversions, CTR
click through rate, this will give the complete information to the business about the customer
visit over their website.

Therefore Soph diamond can proceed to use this metrics to record the customer
engagement with their website. It will give them information to further design the strategies to
expand their business online by using this digital platforms.
Recommendation for using the appropriate software
Already all businesses are familiar with the latest technologies and trends, some also
adapt the unique software in order to increase their system productivity. Some other software
are which can the organization adapt:
Google analytics:
This software will let the organization to track their Advertising ROI, also able to measure
their flash, videos and other applications. Therefore, from this soph diamond company will begin
to track their website traffic, as they can effectively track the website activity such as pages per
session (Chawla and Chodak, 2021). Through this software company will be able to understand
the visitor behaviour within their website, this behavioural data can help them to improve their
online business performance.
Hubspot software:
It is refer as the content marketing program, which is used by the sales team to
maximise the traffic on website. It will help the business to bring the SEO search engine
optimisation in action. By using this software soph diamond company will able to access the
visitors data, that will allow them to analyse the effect of their marketing strategies, or to
measure the overall sales performance.
Therefore these are the software which can company proceed to use as it helps them to
accomplish their desired goals, along with these they can also proceed to use the Salesforce,
Instagram insights and Facebook insights software (Rowe, 2019).
CONCLUSION
It has been summarized from the above that digital technologies are efficient to
maximize the revenue of the business, as its tools are beneficial at great extent. This report
illustrated the usability of the website in terms of the navigation, which describe as how simple
user interface increases the usability of the website. It also covers the using of digital tools for
integrating the website, which describes about the Facebook and Instagram platform. It lastly
concluded with metrics to measure the performance of the digital tools along with the
recommended software which the businesses could proceed to use.

REFERENCES
Books and Journals
Chawla, Y. and Chodak, G., 2021. Social media marketing for businesses: Organic promotions
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Cuevas-Molano, E., Matosas-López, L. and Bernal-Bravo, C., 2021. Factors Increasing
Consumer Engagement of Branded Content in Instagram. IEEE Access, 9, pp.143531-
143548.
Eroğlu, F. and BAYRAKTAR KÖSE, E., 2019. Utilization of online influencers as an experiential
marketing tool: A case of Instagram micro-celebrities. Journal of International Social
Research. 12(63).
Fimberg, K. and Sousa, S., 2020, October. The Impact of Website Design on Users’ Trust.
In Proceedings of the 11th Nordic Conference on Human-Computer Interaction:
Shaping Experiences, Shaping Society (pp. 1-5).
Gobble, M.M., 2018. Digital strategy and digital transformation. Research-Technology
Management. 61(5). pp.66-71.
Krstić, N., 2019. The relationship between website management and search engine
optimisation. Megatrend revija. 16(2). pp.155-168.
Li, F., 2020. The digital transformation of business models in the creative industries: A holistic
framework and emerging trends. Technovation. 92. p.102012.
Ravi, R., 2018, September. Intelligent chatbot for easy web-analytics insights. In 2018
International Conference on Advances in Computing, Communications and Informatics
(ICACCI) (pp. 2193-2195). IEEE.
Rowe, F., 2019. Social Synergy: How Facebook, Twitter, and Instagram Use Integrated
Marketing Communications. Elon Journal, p.39.
Wahid, R.M. and Wadud, M., 2020. Social Media Marketing on Instagram: When Is the Most
Effective Posting Timing. EPRA International Journal of Multidisciplinary
Research. 6(7). pp.312-321.