BUSM4366 E-Retail Fashion Website Analysis Report for Fashion Websites

This report provides an analysis of two e-retail fashion websites, museluxe.com and hsystudio.com, focusing on their usability, navigability, accessibility, and overall user experience. The evaluation utilizes various tools, including user task analysis, content readability assessment, and an examination of site accessibility and navigability. The report assesses each website against these criteria, identifying strengths and weaknesses in areas such as user interface design, content presentation, and technical aspects like cross-platform compatibility and the use of analytics tools. The findings highlight issues related to website coding errors, the use of headings, link descriptions, and image attributes, which impact search engine optimization (SEO) and user experience. The report concludes with specific recommendations for improving the performance of both websites, aimed at enhancing user engagement, increasing site accessibility, and optimizing the overall online shopping experience for customers.

Running head: BUSM4366 E-RETAIL FOR FASHION
BUSM4366 E-Retail for Fashion
Name of the Student
Name of the University
Authors note

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Executive Summary
The following report contributes to the analysis of the two fashion websites and their
different aspects. The analysis of the tools and criteria’s for the evaluation the website are
given in the different sections of this report. In addition to that the, recommendations based
on the assessment of the sites are also provided in this report.

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Table of Contents
Introduction................................................................................................................................3
A. Evaluation tool analysis.......................................................................................................3
A.1. Website Evaluation Tool Analysis.....................................................................3
User task analysis...................................................................................................4
Readability.............................................................................................................4
Accessibility to the pages of the site......................................................................5
Navigability in the website.....................................................................................5
Accessibility to the site..........................................................................................5
A.2. Evaluation of 2 Fashion Retail Websites...........................................................6
Assessment of museluxe.com................................................................................7
Assessment of hsystudio.com................................................................................8
Recommendations......................................................................................................................9
For museluxe.com......................................................................................................9
For hsystudio.com....................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................14

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Introduction
In the present business scenario of business rivalry in the online fashion industry for
acquiring new customers and retaining the existing customers has turned into a noteworthy
business issue in the online fashion industry. With the development of new technologies, the
Internet offers new potential outcomes for customer management through the administration
of customer relationships (Díaz, Rusu and Collazos 2017). Therefore, in order to be a
successful online e-commerce site, a web site to meet some of the following criteria’s such as
usability such as the UI design of the web pages on the website, used technology used for the
organization, search engine optimization and the use of relevant content on the pages of the
site.
The following report contributes to the evaluation of the two website which are
hsystudio.com and museluxe.com. The paper consist of discussion about the website
evaluation tool and the evaluation of the above mentioned sites using the tools. In addition to
that, the paper also includes recommendations for improving the performance of the sites.
A. Evaluation tool analysis
For assessing any website we need to develop some criteria’s that will be used as the
base line for the assessing a website. For this scenario, we have used the following bench
marks,
User task analysis on the pages, content readability, navigability between the pages,
accessibility, User interaction and experience, error testing on the pages.
A.1. Website Evaluation Tool Analysis
In this sections we will analyse how the above tools can help in the successful
assessment of the given sites.

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User task analysis
In assessing a website the most evident and vital issue to test is whether the users or
the viewers of the .web site can fulfil their tasks or collect the information and objectives
when they go to the sites. Not just that, the business owners need to guarantee that the pages
or the website are developed and designed in such a way that helps the uses in the best and
most proficient way imaginable by them.
For this the main aspects are discussed below,
Intuitiveness of the site: This aspect is about how easily the users can complete their
tasks or collection of information from the website.
Efficiency: This aspect is about determining how optimally the users are performing
their tasks on the site (Díaz, Rusu and Collazos 2017). If there are ways that are implemented
in order to streamline and reduce the time it takes to complete a specific task.
Learnability: This aspect measure the ease of use of the web pages and the web
page controls by a completely new users.
Readability
Content on the pages are considered as the heart for any web site and for the fashion
website it is important to efficiently place and use the content on the web pages.
Ease of Comprehension of the content: In order to attract the users it is important
that the content on the page are easy to comprehend (Nugroho and Santosa 2015). The words
being used in the pages must be familiar to the middling Internet user rather than being
uncommon and too complex to understand by a simple user. In addition to that, paragraphs
and sentences needs to be as concise as possible.

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Proper use of typography: The used fonts on the pages should be used with a proper
size so that it is easily readable for the users as well as the contrast between the background
of the page and the colour of the fonts on the pages.
Accessibility to the pages of the site
It is important for the site it is important to make it accessible for all the users even
by the people with disability.
Navigability in the website
For the fashion e-commerce sites it is important to ensure that, users are able to easily
navigate between different pages of the site. For easy navigation the following components
are important.
Efficient information architecture: The webpages on the site needs to be well
organized and categorized (Díaz, Rusu and Collazos 2017). In addition to that it is important
to the navigational features needs to be well constructed on all the pages of the site.
Efficiency of Navigational controls: This is about the how easily and fast as well as
in how many actions such ass number of clicks the users can to get to required page or the
page of interest.
Findability of the control features: It is important to ensure that there sufficient site
features such as archive pages, internal links, search boxes and other navigation features
that aid in finding relevant webpages are present on all the pages.
Accessibility to the site
Cross platform compatibility: It is important for the site that it should efficiently
work or operate on as many browsers as possible used by the users. For this the site needs to
be responsive, the layout of the page should be flexible depending on the way the user device
to view it.

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Use of HTML Accessibility Features: For the web pages it is important to use
HTML features and techniques that aid users with visual impairments to interact with the
pages(Díaz, Rusu and Collazos 2017). Thus it is important to include these features and
techniques to attract this users
For both the website, we found that the user’s needs more than 3 clicks are to search
for a product and to complete a stage as well as to go further on the web site. Even for
checking out with the purchased product requires minimum 3 clicks. When the customer is
on the purchasing page, they should go all the way back to the product page in order to
change the product when they do not like it as that involves a lot of effort and time
consuming for customers it make the users or the customers frustrated.
A.2. Evaluation of 2 Fashion Retail Websites
For this report we have chosen the sites, hsystudio.com and museluxe.com. The
following section of this report consist of the evaluation of the above motioned two sites. It is
crucial for the websites to present and convey the essential administration gave by the site or
the central thing being sold by the site. When this has been set up, advance refinements of
inquiries regarding the website can be tended to and distracting things on the site can be
recognized, (for example, auto rentals on a carrier webpage). Further, as expressed by
Nugroho and Santosa (2015), the visual outline should coordinate the site's motivation or the
business it want to develop. As such, each site gathering ought to have its related
arrangement of measurements and a standard, typical format for its landing page. Legitimacy
is one of the issues that will be tended to here, because of the need of purchasers seeing a site
as substantial for their requirements. This includes deciding whether the site obviously
expresses its motivation and encourages exchanges of the expressed reason on the landing
page. On the off chance that the webpage does not address the clients essential needs (as
reflected free, expressed reason for the site in a stylishly satisfying way), the client will go

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somewhere else to have their necessities met. For instance, consider a carrier site and that it is
normal to have its flight seek instrument noticeably showed on its home page.
Assessment of museluxe.com
In our assessment for this site (museluxe.com), we found that none of the pages of
this site is utilizing any perceived analytics tools. It is as yet conceivable to assemble a lot of
data about the user behaviours from webserver logs. However entire user behaviour analysis
requires customer side Javascript on the pages of the site that are not present on the pages of
the site.
4 pages of this site are not compatible with the W3C standard. Since there exist
numerous errors in the coding part of the pages some web browser will be unable to peruse
this site accurately and it may not generally show effectively to the intended users which
consequentially affect the accessibility to the site by the users.
3 of the pages of this site return page content with or without a trailing slash on their
URLs. Web indexes may see these as independent pages with copied content which they
would not show in their search results leading to the lack of findability of the users to the
required information (Nugroho and Santosa 2015). This consequently leads to the issues
related to the navigability between the different pages of the site.
Numerous headings (7.0%) were observed to be vacant on the different pages, or
erroneously characterized. Unfilled or invalid headings are of no use to the web crawlers and
make a site less accessible (Díaz, Rusu and Collazos 2017). In addition to that, this in turn
leads to the hindrance in the readability of the content on the pages.
A few pages did not characterize headings effectively. The H1 tag ought to be utilized
for the highest level heading, with H2 being utilized for sub-headings and H3 for additionally
sub-headings et cetera. Not complying with this tradition may befuddle users.

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Different pages of this site, consist of 12 links that does not contain any text
describing their destination on the site. All the Links on the pages of this site should describe
their destination properly in order to benefit both the users/readers and search engine crawlers
to list the different pages of the site in their results.
In our assessment we also found that 95.0% of the images do not have defined size on
the pages utilizing the height and width HTML attributes. Even though these attributes are
considered as optional, but they are strongly recommended by the designers as this tags help
the browser arrange the page faster while reducing the load time.
Assessment of hsystudio.com
Few headings 2.0% on the different pages of the site were observed to be empty same
as the above site or is inaccurately defined by the designers of the pages. Void or invalid
headings does not help the search engines and makes the site to be in the lower of the search
results of the search engine results affecting the accessibility to the site adversely.
All the web pages on the web site include at least more or less metadata. On the
contrary only 80.0% of the web pages of hsystudio.com have a description Meta tag in their
pages (Nugroho and Santosa 2015). Description Meta data is crucial as it acts as factor to
influence the search engine (Such as Google) results search result pages.
On the contrary of museluxe.com, this website was delivered with GZIP encoding to
the users. This technique is considered as good practice as it reduces the loading time of a
web page on the web browsers. Leading to the increased accessibility by the users of the site.
In addition to that every page in hsystudio.com uses some kind of analytics tool or
software in order to track the user behaviour (Díaz, Rusu and Collazos 2017). This is
considered as excellent development practice that allows the administrators for analysis of the
different segment of user behaviour while visiting the site.

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Recommendations
For museluxe.com
Use of the web analytics: For this web site we found that none of the pages uses any
kind of web analytics tools. It can help in collection, measurement, analysis and reporting of
Internet related data in order to understand and optimize Web usage by the users.
The web analytics tools can consequently retrieve the statistics about usage details of
a site helping the site in finding route designs relating to high Web use or to the early leaving
of a page of a website.
The main two strategies for the collection of the usage data are analysis of server-
based log files that collects user activity information is tithe log records by the used Web
servers. Another is customer/user based page-tagging requiring the addition of JavaScripts to
the webpages of the site to collect data about the user’s session on the web page. There are
mainly two Web analytics tools are used by the web pages are Alexa and the Google
analytics tools. Google analytics offers code that must be embedded into each Web page on
the web site to be followed and to collect data from. Results from this tools visualizes the
different types of information related to the users such as thee geographic location of the
users, the pages they visited on the site, to what extent they remained on each page, how
profound into the site or the web pages they explored to find out their desired information.

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Use of GZIP encoding for the web pages: The pages of this site is not served with
GZIP encoding techniques thus leading to the increased load time for the website in case the
users have slow internet connection. Use of the GZIP compression for the web pages is
supported widely by different devices and significantly reduces the loading time for a web
pages of a website.
Tablet optimized viewing: Even though all the pages are developed and managed
using media specific queries on the mobile devices but only some pages are optimized to
provide consistent view on the tablet devices. Thus it is suggested to use tablet-only styling
using media queries in the used CSS files for the pages.
Use of the height and width attributes: As the pages of this site does not contain
images with defined height and width tag, it leads to the longer load time for the webpages as
the pages of the website repeatedly rendered and repainted with the downloaded data. Use of
the specific width and height tag will help the browsers to leave a specific space on the page
to render the image later and load the other parts of the page in short amount of time
(Nugroho and Santosa 2015). This also helps in the preventing the stretching of the images on
the browser that leads to the in-appropriate visualization of the content on the web pages. Use

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of the tags are also helpful in improving the readability of the content on the different pages
of this website by specifying the area of the images and text content on the web pages.
Use of the logo of the different security standards for user data protection: The
home page of this site does not contain any images or certifications for securing the digital
and financial transactions on the web so that users feel safe while purchasing the products
from the site. Thus it is suggested to use the digital SSL certifications from VeriZon, Maestro
PayPal etc. This will encourage the users to share their personal as well as financial data like
the credit/Debit card details, passwords, Name etc., in order to purchase products and order
products.
For hsystudio.com
It is important for the website to resolve the validation errors on the different sites
in order to improve the accessibility by the users (acquiring new users and retaining the
users). These validation errors prevents the website from being fully W3C compliant for
which different web browsers may not load the pages correctly which adversely impacts in
the users readability of the content on the pages.
The web site should encourage their users to share the content of the pages using
the social media buttons on articles and pages of website. The social media buttons should be
highlighted properly so that it can attract the user’s attention to the buttons. The extent of
social activity of the users of a website depends very much on its target audience, type of the
website, and how much the users interact the website.