CB Shoes: Detailed Marketing Metrics, UX Analysis, and Recommendations

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Added on 2024/07/12

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This report provides a detailed analysis of CB Shoes' digital marketing performance, focusing on website accessibility, user experience (UX), and key marketing metrics. It begins with an accessibility and UX analysis of industry leaders, followed by qualitative and quantitative research to understand customer preferences and pain points. The report then delves into a detailed analysis of CB Shoes' website data, extracting insights on bounce rates and landing page effectiveness. Key issues such as confusing navigation, poor design, and technical errors are identified. Based on these findings, the report offers actionable recommendations to improve website usability, enhance customer engagement, and ultimately boost sales. The recommendations include improving website accessibility for disabled users, optimizing the user interface, and addressing technical issues to reduce bounce rates and improve the overall customer experience. The report concludes by emphasizing the importance of continuous monitoring and optimization of marketing strategies to ensure long-term success for CB Shoes.

Marketing metrics and analysis-
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TABLE OF CONTENTS
Introduction......................................................................................................................................1
Part 1................................................................................................................................................ 2
Carry out this accessibility and UX analysis on at least the top two players in the industry and
report on the results of your analysis........................................................................................... 2
Part 2................................................................................................................................................ 5
Qualitative and quantitative research...........................................................................................5
Part 3................................................................................................................................................ 7
Conduct a detailed analysis, querying the data-sheet as you see appropriate, and extract
insights into the performance of CB shoes..................................................................................7
Part 4.............................................................................................................................................. 10
Recommendation and conclusion.............................................................................................. 10
Conclusion..................................................................................................................................... 13
References......................................................................................................................................14

LIST OF FIGURES
Figure 1: Display special offers on website.....................................................................................3
Figure 2: Attractive display and design of the web page to sell shoes............................................4
Figure 3: Bounce rate impact...........................................................................................................8
Figure 4: Product landing page........................................................................................................9
Figure 5: Elements of Digital marketing....................................................................................... 11

Introduction
Digital marketing in the current time is the most attractive marketing strategies which are almost
used by every organization currently. Apart from the benefits due to some technical issues there
are various types of issues which are faced by the organization and their customers while
assessing the online sites of the organization. The report will consider the case of CB shoes
which small organization dealing in the men, women and children footwear as they are currently
using digital marketing by displaying their products on web page. The report will discuss some
issues which are facing by the CB shoes so that their digital marketing will be improved. The
report will conduct the quantitative and qualitative research on marketing and will also give
some recommendation as per their CB shoes organization requirement.
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Part 1
Carry out this accessibility and UX analysis on at least the top two players in the industry and
report on the results of your analysis
CB shoes organization is having their online website through which they attract the customers
towards new and fresh design of shoes for men, women and children. With the help of their
online website they spread the information regarding their shoes but still they need to more focus
on their website accessibility in which they need to display their offers, shoes design as per
customer category and special features for disabled persons. It is felt by the owner of CB shoes
that they are facing problem in the accessibility due to which they fail to attract the customers.
To overcome this type of issues which is identified by the CB shoes owner it is essential for the
organization to consider following two type of concept:
Accessibility: Accessibility of the products and services on the stores and online websites of the
CB shoes is one of the best ways to attract their customers and provide them appropriate
information and details related to the shoes and its price (Einav et al, 2015). While displaying
their product and services details on the website they need to consider some of the important
points such as:
Display special offers: It is essential for the organization and their marketing team to provide the
details of the discount offers and special offers on their front page because this is the very first
thing which attracts the customers and influence them to see further details. After this they can
need to separate the category of shoes between children, men and women so that they do not face
problem while opening the shoes option. This type of display will provide comfort to their
customers as they can easily see all the related information in their front page (Barford et al,
2014).
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Figure 1: Display special offers on website
Special features for disabled person: CB shoes and their marketing team need to consider the
special service feature for the disabled person or customer who are facing problem to see the
displayed information and details of shoes on the official sites of the CB shoes. Special features
for disabled person include- sound system, changing system for font size and background colour.
CB shoes team need to add one special offer on their online website front page in which when
disabled customer click on the sound system then all the offers and information about shoes can
be listen by them through which they can select best one (Hussain et al, 2016). Option to change
front size and background colour also need to be provided by organization on their front page so
that disabled person can change the front size, language and background colour to see easily.
UX analysis: This is one of the tactics and guidelines set which can be used by the CB shoes
organization or owner to improve their digital product and service ease of their use and user
flow. If CB shoes effectively implement the UX analysis then they can receive actionable list of
the tweaks which will show the improvement measurable to product user experience. This will
cover the needs, desires and wants of their users which help the CB shoes to attain user
requirements. There are some issues which are currently faced by the CB shoes such as-
confusing navigation, poor design, slow download, ask users to do many activities, vague calls
for action, technical errors, non-responsive user interface and Unintuitive interfaces. These
problems of CB shoes organization can be removed by using UX analysis which is related to
user experience and this can be resolved by implementing user interfaced to reduce technical
issues (UX analysis, 2018).
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User interface: Organization needs to use user interface in their online website so that they can
analyze the effective use of website colour, design, display details and information as per the
user requirements. This analysis helps the CB shoes organization to identify the poor elements of
their website design such as- confusing navigation and difficult type of checkout process. This
type of strategies to overcome the poor website elements will attract the customers and enhance
the revenue of the CB shoes (Sharma and Lijuan, 2015). With the help of the service correction
the CB shoes organization can overcome the website problems and avoid the losing money of the
organization.
Figure 2: Attractive display and design of the web page to sell shoes
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Part 2
Qualitative and quantitative research
According to (Parikh and Huniewicz, 2015), social media and internet websites are being major
sources to each the customers. Digital marketing is at core of the businesses to reduce the
marketing cost and attain the market share effectively. The author has explained that the
organizations can use the effective website design and development with the consideration of the
customer demands for the productions and services. According to (Gerbaudo, 2018), digital
marketing is important to achieve the customer attentions and understand their opinions and
preferences to make the services more reliable. Social media and internet tools are effectives to
engage the customers in the business through advertising, comments and content. They also can
use questionnaire and feedback process to understand the customer requirements with the
business.
However, (Fuchs, 2017) also defined that the social media is a potential source for customer also
to understand the business performance and quality. They can review the products and services
through the social communities and make the decisions for the purchasing through the
comments. The customers can use online comments and reviews to understand the business
services and reputation. According to (Castells, 2015), it is essential for the organizations to
manage the positive reputation among the customers. Businesses have to analyse the responses
from the customers to support the decision making.
Quantitative research
The organizations can collect the quantitative data from the customers and potential markets
through questionnaires and surveys. Questionnaire is effective to provide the specific questions
to the customers during their visit and interaction with website so that they can share their
experience with business. Interview process is also useful to collect the information from the
customers through the direct interactions.
Statistical information is collected from the customer comments. From the analysis of the
business, it can be determined that the organization has benefits of the comment option on the
website so that customers can provide their reviews on the product or services. It helps to
understand the possible impacts on the sales and customer market. The organization has to
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analyse the statistical data to support the decision making with accurate and reliable information.
The organization can use the primary data to understand the business capabilities for the growth
and scalability (Riff et al, 2014).
Quantitative information is processed through the products and blogs on the brands. The
organization can use the social comments for the content quality to understand the expectations
of the customers for the details and structure of the information being served to them. The
organization also can adopt the use of the sentimental analysis so that the quality of the website
can be discussed with the customers through the comments. Analysis of the comments on the
particular page is remarkable for the business to understand the product values and the content
clarity for the customers. The quantitative data analysis can be based on the use of the Microsoft
Excel for the desired outcomes. The analysis of the social comments is significant to manage the
business reputations and customer service quality within the community.
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Part 3
Conduct a detailed analysis, querying the data-sheet as you see appropriate, and extract insights
into the performance of CB shoes
The owner of CB shoes provides raw spreadsheet to analyze the performance of the CB shoes.
With the help of the spreadsheet which is maintained in the Microsoft Excel show all the details
of the customers and their actions taken on their CB shoes online website. All the output details
in which how much products are purchased by customers, how much customers searched
products, how much customers select the product and save in the cart etc details related to the
website are shown in the raw spreadsheet of the CB shoes organization. There are various types
of details and outcomes which are analyzed through the spreadsheet which are as follows:
Bounce rate: Bounce rate is the rate which show the visitors percentage to the website of the
organization which are navigated away from sites after viewing by the customers one only one
page of the official website (Marz and Warren, 2015). Bounce rate is the single page session
which is divided between all types of sessions and this is the percentage of all the sessions on the
CB shoes website under which all the customers and users viewed the page only and trigger
single request only to the analytics server. The bounce rate within the internet marketing is
define as the web traffic analysis as this will represent the ratio of the visitors that are entered in
the website but leave the site rather than the continuing viewing and purchase the shoes.
This rate show the percentage to the organization through which they can identify the number of
customer who only visited and view the site but not purchased anything from the CB shoes
website. 28% of the bounce rate is analyzed from the raw spreadsheet of the CB shoes which
show that there are various types of customers and users who searched shoes and their prices but
avoid purchasing those shoes (Boy et al, 2015). It is also analyzed that there are around 15% of
the customer who save their liked shoes in the CB shoe cart but then delete those selected shows
without purchase.
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Figure 3: Bounce rate impact
(Source: Tyler Bishop, 2017)
Landing page: Landing page is the web page that serves as entry point for the website or some
specific section of the CB shoes website. Digital marketing strategy is used by the CB shoes
organization but on their online website they are facing issues which reduce their sales and
attraction point towards the displayed shoes. In the digital marketing the landing page is the
standalone web page of CB shoes which is created mainly for the marketing and advertisement
purpose (Kindermann and Riedl, 2018).
With the help of the provided raw spreadsheet of the CB shoes organization it is analyzed that
the provided payment landing page on the web page of the CB shoes is the broken link and this
is failed to open by the customers. The problems occurred in the landing page of the CB shoes
has delay the payment system on the shoes purchasing which has also reduce the interest of the
customers from online purchasing.
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Figure 4: Product landing page
(Source: www.templatemonster.com, 2018)
Analysis tools
The CB shoes organization has used Google data studio and excel analysis tools for identifying
the analysis and findings from the spreadsheet. Google data studio and excel are the analysis
tools which are free of cost so it become easy and affordable for CB shoes to use these analysis
tools and identify the bounce rate and landing page on their official websites. With the help of
the data studio the CB shoes organization and their team will turn the data and information into
the informative reports and also dashboard which is easy to read, share and fully customized.
With the help of the Google data studio CB shoes organization can unlock the power of the data
with the interactive dashboard and also engage the reports which inspire the smarter decisions for
the CB shoes business (Samaras et al, 2014). This is also defined as the data visualized tool
which display the proper information through which effective decisions to avoid the web pages
issues can be avoided by the organization. This free analysis tool provide the visualizing of the
big data query with the Google data studio and help the organization to solve the issues or
problems
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