Esther CE Online Presence Report

This report analyzes the online presence of Esther CE, an online retailer of hair and beauty products. It provides insights into their website performance, social media following, and recommendations for improving their online marketing strategy.

Esther CE Online Presence Report
Name
Institutional Affiliation

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Esther CE Online Presence Report
Introduction
Esther CE enhances the sale of their products and services through their website. They
rely heavily on online conversions to real sales. Google AdWords campaigns have proved to be
an effective marketing tool to them and they have been able to spread their messages through
paid promotions. Through their website, they have created conversions for the sale of their hair
essence, eyebrow essence, and scalp-care shampoo products that they promote on their pages.
One of their biggest competitors includes Mecca, a dealer of cosmetic products in the country.
Compared to Esther CE, Mecca is doing better in terms of viewership time and page visits. In
proposition, they have been able to reach more people in the employment category more than
Beauty Area, and most visitors of their site are new users, meaning their strategy has diversified.
The data used in this report is an analysis of the companies’ online presence during September
2018.
Online Performance Analysis
Esther CE have eyebrows, eyebrows essence, hair essence, and scalp-care shampoo that
they intend they will do well in the market. Analytics from the site indicate that new visitors
form 90 percent of their total site visitors in a month. This is effective as they experience a
bounce rate of 78.30%, which means they will find new markets for products. For Mecca, during
the six months that Mecca.com.au has been up, about 40 percent of all website visitors are new.
Metrics Bounce rate Daily page views per visitor Daily time on site
Esther CE 78.30% 1.55 02:07
Mecca 39.22% 5.28 05:23

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Using the website, Esther CE has been able to capture the market and the website is the most
visited in the category of eyebrows. On the home page of the website, she has categorized
different services and their prices just to make sure that a potential customer can get off with
enough and coherent information within a short period of their interaction with the site.
Mecca.com has established a following from social media and their site. 55.90% of their social
media following comes from Youtube and 32% from Facebook. The rest share is from Reddit,
Twitter, and Instagram.
Apart from being a solution provider for eye lashes and hair problems, Esther CE
company is well known for their eyebrows. Apart from their essences, they have been able to
come up with eyebrows that match most people and their differences. Mecca has not over-
specialized in certain products but they try to guarantee quality and gentility.
Fig. 1 Esther CE Traffic
From the above analytical graph, the page viewership started picking up from 15 September
2018 when it started to become viewable by the targeted audience. This trend grew up and down
up to the end of the month but maintained a relatively high viewership. The website visits rose
highest on September 21st and lowest on September 25th.

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Comparison between Mecca and Esther CE
Fig. 2, Mecca.com analytics

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The limitation of this strategy is that they may be unable to reach more customers that
maybe interested in their products but do not use the browsers or do not use Google as their
search engine. Furthermore, although the people may use different search engines, the love for
social media is guaranteed, which means they should explore all of them as part of their strategy.
Suggestions and Recommendations
One of the recommendations for the companies is maximize on the power of social media
marketing to draw viewers to their sites. Youtube, Facebook, and Instagram are cheaper to
advertise. Paid adverts on Facebook can enhance visibility and attract many people to the page.
One advantage of Facebook is that when a person likes the page, they are able to view the future
content uploaded on the page even when is not sponsored (Duffett, 2017). Esther CE should be
focusing to use social media to attract over 100k viewers in total for them to compete with
Mecca. This scenario increases the rate of conversions. Esther CE will target social media as a
place to educate prospects about the products. For the company to increase conversions, they
may create videos considering videos are more interactive than images. Therefore, using
Facebook videos and Youtube will increase their conversions.
Instagram is another source of potential customers. However, customers on this platform
are attracted to high quality images. For instance, a person may be looking for eye lashes and
they see them being applied on a model on the company’s timeline. The app also gives
customers the ability to review the product by placing their comments on the comment section.
Therefore, other people visiting the page can always read other people’s comments and be able
to make the right choices (Voorveld et al., 2018). Fortunately, Instagram is now integrated to
Facebook, meaning that Facebook powers all the financial transactions. The cost of

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advertisement can be integrated for the company to appear in front of more prospects. The goal
would be to increase revenue considering that it is the revenue that will increase their marketing
budget and be able to increase their market-share.
Another strategy the clients can use is affiliate marketing. Affiliate marketing is a
scenario where the company pays commissions to online marketers after they sell goods. For
instance, the company could get an affiliate marketer online, pay them to sell the products on
Amazon, and through this they get their commissions. This strategy works and encourages a win-
win situation between the business and the affiliate marketer (Edelman & Brandi, 2015). In
addition, the company can use social media celebrities and influencers to push the products in the
market. For instance, they would give the influencers the products for free in exchange for free
advertising or subsidized fees to advertise on their social media timelines (Pophal, 2016). Some
of the affiliates includes bloggers and online freelancers that have sites and blogs. For eyebrows,
eyelashes, and hair products, it is better to do video demos. That is because videos are effective
for customer viewership and display more information as well.
The above suggestions revolve around the customer’s perception about online marketing.
Customers are hard to attract especially when they know they are being sold to. Therefore, they
would like to pass fast the posts of someone that is trying to sell to them. For the company to
avoid this, they should ensure that their videos and photos are catchy as possible such that it can
attract curiosity (Gavilanes, Flatten & Brettel, 2018). Therefore, the company will invest in good
photography and high density videos where they will get to feature their products in the most
interactive manner.

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Another trial would be the user-generated content where users behavior is used to predict
their future reactions on a brand. For instance, Cupshe is one of that brands that use user-
generated content excellently. They have integrated this in their Instagram strategy and offer
exclusive services and content to their followers. In their photos, they are able to tag @cupshe,
which encourages and attracts more page views (Glucksman, 2017). For Esther CE, they can
integrate the social media pages and pay through a single service for advertising. They will also
use hashtags to tag their products and pin them on Pinterest to attract more audience. To reach
the ranks of Mecca’s 148k total views, they also have to utilize Youtube as a marketing platform.
Conclusion
Therefore, despite the reason that the strategy for Esther CE is working and that it is
result-driven, Beauty Area may advance more quickly due to their ability to take advantage of all
the platforms that are available. Platforms such as Facebook and Instagram will allow the
companies to leverage on the feedback presented on the comments and direct messages to act
swiftly on a brand. A social media strategy allows the company to leverage on the power of
sharing and tagging that is social media. Different structures with a clear approach would enable
the company approach the market with even more convenience. For brands make their way to the
top, an excellent social media strategy has proved to be the most important strategy.

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References
Duffett, R. G. (2017). Influence of social media marketing communications on young
consumers’ attitudes. Young Consumers, 18(1), 19-39.
Edelman, B., & Brandi, W. (2015). Risk, information, and incentives in online affiliate
marketing. Journal of Marketing Research, 52(1), 1-12.
Forbes, K. (2016). Examining the beauty industry’s use of social influencers. Elon Journal of
Undergraduate Research in Communications, 7(2), 78-87.
Gavilanes, J. M., Flatten, T. C., & Brettel, M. (2018). Content strategies for digital consumer
engagement in social networks: why advertising is an antecedent of engagement. Journal
of Advertising, 47(1), 4-23.
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A
case study of Lucie Fink. Elon Journal of Undergraduate Research in
Communications, 8(2), 77-87.
Google Analytics. (2018). Esther CE marketing analysis. Google.
Pophal, L. (2016). Influencer marketing: Turning taste makers into your best
salespeople. EContent, 39(7), 18-22.
Voorveld, H. A., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social
media and social media advertising: The differentiating role of platform type. Journal of
Advertising, 47(1), 38-54.