Optimizing User Traffic towards Salford Business School's Website
Added on 2019-12-03
13 Pages3809 Words338 Views
MarketingHigher Education
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Search and Social MediaMarketing
Table of ContentsINTRODUCTION................................................................................................................................3MARKET RESEARCH AND DATA ANALYSIS...............................................................................3Primary Data Research for the website............................................................................................3Competitor activity analysis............................................................................................................4Analysis................................................................................................................................................6Evaluation .......................................................................................................................................6Keyword evaluation.........................................................................................................................6AIDA+ evaluation............................................................................................................................6Campaign..............................................................................................................................................6Audience..........................................................................................................................................6SMART goals...................................................................................................................................7Key Performance Indicators............................................................................................................8Content.............................................................................................................................................8Online ad campaign.........................................................................................................................9CONCLUSION...................................................................................................................................11REFERENCES...................................................................................................................................12
INTRODUCTIONThe research studies the effectiveness of Salford business school's website in attracting userstowards the college. As per the primary research done on the users of the website it was found thatthe website has been successful to certain extent in generating users towards the same. The websitehas gathered ranking in domestic and international market based on the user traffic of the website.This has generate to the revenue and enrolments of students and professor of the college (Vargo andLusch, 2004). Competitors analysis is done to generate the effectiveness of search engineoptimizations and keyword planning for Salford business school And hypothetical online campaignplan is presented to improve advertise and market the website to the users.MARKET RESEARCH AND DATA ANALYSISWebsite of Salford Business School is accessible 24/7. The website is responsible forgenerating credibility of the services provided by the college. The website is a marketing tool forthe business school in gathering and attracting students.Primary Data Research for the websiteTo analyse the primary data questionnaire is framed based on interviews done on the usersassessing the website. The questionnaire is helpful in providing user feedback about their relevantexperience on the website. This can be used for both analysing the effectiveness of online contenton the website (Salford Business School, 2015). The result of this question are is helpful for anonline campaign project in quantifying the affect of website's data on the user. The selected websitefor online campaign project is of Salford Business School – http://www.salford.ac.uk/business-school. QuestionnaireWebsite User Feedback Survey1. How did you find out about our website?----------------------------------------------------2. How often do you visit Salford business school website?First Time visitor DailyWeeklyMonthly (Palmatier and et.al., 2006)3.What is your primary reason to access the website?
To find out about college's coursesBusiness servicesResearchOther4. Do you find the content relevant?YesNo, Why?5. Is it easy to find what you need on the website?Very easyEasyModerateDifficult (Cravens and Piercy, 2008)6. What is your experience of our website?Below ExpectationMeets ExpectationExceeds expectationDownloadingSpeedQuality ofInformationChat and CallSupportEase ofNavigationVisual AppealRegistrations7. Add one comment to improve website experience for the user?-----------------------------------------------------------Competitor activity analysisCompetitor analysis helps to analyse the competitive environment in UK. The analysis helpsto identify the strength and weakness of the competitor in the market. This is helpful for Salford asthe school will be able to ascertain the strategies of its competitors. Salford biggest competitor isAlliance Manchester Business School (Kotler, Philip, and Armstrong, 2010). The school is rankedamong the top leading business school in UK. Competitor analysis on both the school is-
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