Web Metrics Plan for M&S: Digital Marketing Diploma Project

This report presents a web metrics plan for Mark and Spencer (M&S), a British multinational retailer, focusing on enhancing their online presence. The plan outlines website goals and objectives, including increasing website traffic and sales revenue. It details a website budget of £15000, covering outside development, special elements, marketing, and other materials. Key web metrics such as total visitors, bounce rates, and session duration are identified for tracking website performance. The plan recommends using Google Analytics and Clicky for website analytics, offering insights into user engagement and traffic sources. The report concludes with a link to the M&S website and a list of references.

THE WEB METRICS PLAN
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................2

INTRODUCTION
Web matrix consists of different measurements that is present on website for better
monitoring of website performance and statistics. Following web matrix plan consists of website
goals and objectives, along with budget and tools for analysis.
MAIN BODY
Business profile
Mark and spencer a British multinational retailer, companies headquarter is present in
Paddington, London, England, UK. Company’s specialism is in selling clothing’s, beauty and
other home and food products worldwide. For this report website is for established M&S and
they have existing brick mortar operation which is about to sell the products and services to
consumer face to face (Park, Lee and Kim, 2022). Company also have the web presence as they
have launched the 46 flagship websites across the world and aiming to increase their online reach
in more than 100 countries. Mark and spencer targets the people of age 45 plus and social
economical group, their website have range of products to display it to consumer of every age
where different section is shown on website which classified all categories where women’s,
men’s, kids, home furniture, beauty all sections are there. Company’s website targets national,
international people where audience can easily avail their products through websites.
Website overview
Website is the set of related web pages, where it can be accessed by using the internet
address most commonly known as the uniform resource locator (Biagiola and et.al 2019).
Regarding mark and spencer’s website it consists of the clear information and better use of
website principles like proper alignment of white space and other fonts, images so that it will
increase the exploration time of the consumer over the website. Some of the website principles
which the company have are:
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Simplicity: Simplicity is the major concern when considering the consumer experience and
usability of website, following M&S website have simplicity where content is written in concise
and efficient manner that can be easily understood by consumer.
Navigation: It is one of the crucial principles of website to consider as successful website, M&S
website have easy navigation that can be easily used by every age group consumer, loading time
of website is almost 2-4 second as it does not take much time to load which makes it user
friendly website.
Colour: Website have pleasing colour combination which is able to increase the customer
engagement so that they will feel good to make purchase of an item.
Imagery: Images are also there which is attractive and relevant as well that shows the impression
of professionalism and credibility.
Website goals and objectives
Website of M&S have clear written information about its product as its brand name, price
all features. It is being clear that company’s main goal is to generate the maximum traffic over
their website and to increase spending time of consumer over the website. By keeping this all
information in mind Company has launched their websites in a manner where clear products
details are there as well as easy navigation, help corner is all present in the website. Their
website is transparent to consumer where rating is also there so it helps in making purchasing
decision for consumer.

It is found that number of visits for the company’s website is 29.5M, where bounce rate is
37.34Percent, number of pager per visit is 7.23 and average visit duration is 00:04:58. Sales
revenues for their clothing and home product is 34 percent and have 67 percent sales value in
food products. Global ranking of the company is also being increasing from 1239 to 1098. By the
2022-year data it is found that company have generated approx 10.9 billion British pounds’
revenues in United Kingdom. Thus overall their website performance is better that is able to lead
traffic over website. Their aim is to lead generation for their products and services in order to
increase their global rank and to increase their annual revenues rate.
Company’s main objective is to increase viewers over the website to drive better
revenues. To enhance the conversion rate by 50 percent by the end of this year. To increase the
upsells and cross sells by providing better offering to the audience (Lizarralde and et.al 2020).
Another objective is to enhance the outreach to the qualified leads and cutting time which is
wasted on unqualified leads. Some of the other objectives are to cut the time sales reps that is
being spend on non-sales tasks.
Website budget
For developing any website, it takes a sort of investment so that desired objectives can be
fulfilled, every organisation carries out the budgetary plan for their business functionalities so
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that it will help them to cut down the waste. As for creating a website requires a range of
resources and tools that can be deployed to create the web presence so that users can easily make
purchase without wasting their time to visit physical stores. It is found that in UK average basic
website development can range in £1000 - £1500. Thus for outsourcing the work, web designer
also demands for the cost anything between £200 and £10,000+ for a project.
Tasks to be carried out Amount
Outside development £3000
Special elements, videos, graphics £3000
Marketing £5000
Other material £4000
Total £15000
Web Metrix: What you will measure
Metrics generally are the numbers that are behind the variables which is linked to the
website. Monitoring this number is important as they give the complete insight to make decisions
further (Mavragani, Ochoa and Tsagarakis, 2018). Web metrics measures the number of tasks
which are total number of visitors, bounce rates, average page viewers, average time on web
page and it is also used to analyse the traffic sources. There is some important web matrix that
can be used to track the website:
Total number of visitors: Number of visitors over the website is the site traffic, within this there
are different segments which can further splits in data. As to track the traffic over websites, web
hosting provider gives the traffic statistics on dashboard accounts, or wordpress plugin can also
be used to collect the traffic data.
Bounce rates: It can be defining as the number of the viewer visits the website but leave without
interacting with website materials, divided by the traffic for that similar time period. Thus by
using this M&S can easily analyse their bounce rates for the web site.
Session duration: Monitoring the length of time which the particular session lasts is also a
significant metric, but it is somehow complex process so it’s better to use google analytics which

helps in measuring the advertising ROI as well as helpful in tracking the flash, videos and other
applications.
Average time on page: This metric generally provides the information about the average
spending time of consumer over the webpage of website. For an example if the content on
webpage is lengthy that gets the lots of traffic but in actual average spending time of user on that
page is low, as they avoid length text and move to next page.
Website analytics: What tools you will use
Google analytics tool is one of the best analytical tool that can be easily used as well as
work on any website. It consists of range of features which assists the user to easily determine
the patterns as how viewers can engage with the website. Where feature enables data collection,
tracking, visualisation, reporting and integration with other applications as well. It can be use as
basic analytical tool for the SEO(Search optimisation engine), in this service is subset of google
marketing which is available at free of cost, for that user only requires an google account. It
collects the data from every website traverser by the use of page tags. Where JavaScript Page tag
are present inside the code of every web page, then this tag runs on web browser of every viewer,
where it collects the data and transform it to google server (Attaran and Woods, 2019). After that
google analytics presents the customizable information in report to monitor it and visualise it,
where it tracks the bounce rate, average session duration, number of users and other goals.
Therefore, Google analytics is the best option for analysing the website so appropriate decisions
can come out.
Clicky’s private friendly, website analytics can also be used as it helps in monitoring and
analysing the data. It simply allows the user to get insight of everything which is used to analyse
the traffic over website. It joints the past report and real time monitoring information of website.
Where clicky analytics plugin shows the in depth information and status about the number of
online users, their visits, actions, organic searched and time average over the admin dashboard.
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CONCLUSION
Above report have illustrated the information about the web metric plan, as how metrics can
be used to analyse the website for providing appropriate and accurate information. Above has
discussed the Web metrics, Web objective and goals, also discussed the website budget plan and
lastly concluded with providing the information about google analytics and clicky analytical
tools.
Link of website
<https://www.marksandspencer.in/?
utm_source=google&utm_medium=search&utm_campaign=10019994644&adgroupid=1007072
96803&utm_content=614511603268&utm_term=%2Bmarks
%20%2Bspencer&gclid=EAIaIQobChMI3tiq8ris-
QIVSQ8rCh15fQ3cEAAYASAAEgL9zvD_BwE&gclsrc=aw.ds>

REFERENCES
Books and journals
Attaran, M. and Woods, J., 2019. Cloud computing technology: improving small business
performance using the Internet. Journal of Small Business & Entrepreneurship. 31(6).
pp.495-519.
Biagiola, M. and et.al 2019, August. Diversity-based web test generation. In Proceedings of the
2019 27th ACM Joint Meeting on European Software Engineering Conference and
Symposium on the Foundations of Software Engineering (pp. 142-153).
Lizarralde, I. and et.al 2020. Discovering web services in social web service repositories using
deep variational autoencoders. Information Processing & Management. 57(4). p.102231.
Mavragani, A., Ochoa, G. and Tsagarakis, K.P., 2018. Assessing the methods, tools, and
statistical approaches in Google Trends research: systematic review. Journal of Medical
Internet Research. 20(11). p.e9366.
Park, J., Lee, Y.C. and Kim, S.W., 2022. Effective and efficient negative sampling in metric
learning based recommendation. Information Sciences. 605. pp.351-365.
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