(Tiểu luận) disscussion web analytics and data strategy manager for vietnam airlines

Trang 6 also not surprising, as many users would likely search for travel information onthese websites and then click on links to the Vietnam Airlines website to book flights.● News webs

DISSCUSSION Web analytics and data strategy manager for Vietnam Airlines

Subject: Web Analytics Teacher: Mr Hugues COURBIER

Group: 4 Class: ECO2

Name Student ID Task

Nguyễn Phương Nhi 21K610164

Nguyễn Thu Phương 21K610171

Trần Mỹ Lệ 21K610110

Trương Thành Công 20K610036

Trần Thị Thanh Huyền 21K610097

Trần Nguyên Nhung 21K610166

I/Analysed the Vietnam Airlines website (web analytics + data analytics)

1 Referring Domains

2 Backlinks

3 Session

4 Audience

5 Traffic Data

II/ How does the website perform in terms of SEO, SEA, and SMO?

1 SEO

2 SEA

3 SMO

Conclusion:

III/ What comments could you suggest?

IV/ Using the appropriate tools, identify the most relevant keywords to use on the Vietnam Airlines' website

V/ In your opinion, what are the best questions to ask regarding areas proposed by Vietnam Airlines? How could these questions be used, and how would you integrate them into the website? What strategy can you propose to optimize Vietnam Airlines' digital presence?

1 Based on Vietnam Airlines' website and current trends in the airline industry, here are some questions:

2 These questions can be used in a variety of ways to improve Vietnam Airlines' operations and digital presence:

3 Integrating the Questions into the Website:

4 Digital Presence Optimization Strategy:

Introduction

Vietnam Airlines' website serves as a comprehensive portal, designed to facilitate

seamless travel experiences for a global audience Tailored to meet the diverse needs

of travellers, the website embodies convenience, accessibility, and a wealth of

information It offers an intuitive interface, empowering users to explore an extensive

array of flight options, travel destinations, services, and special promotions

Boasting a user-centric design, the website ensures a hassle-free and efficient booking

process, allowing travellers to easily search, compare, and secure flights while

providing in-depth details about schedules, fare options, and travel advisories

Emphasizing user experience, it offers a range of functionalities, including seat

selection, online check-in, and the ability to manage bookings conveniently

Moreover, the website acts as a travel companion, providing insightful content on destinations, travel tips, and onboard services, enabling users to make informed decisions and plan their journeys with confidence Its commitment to customer service

is evident through responsive support channels, ensuring assistance and guidance throughout the travel cycle

With a blend of modern technology and user-friendly features, Vietnam Airlines' website stands as a dynamic platform, reflecting the airline's commitment to innovation, reliability, and customer satisfaction It serves not only as a gateway to flights but as a trusted resource for travelers seeking a seamless and enriching travel experience

I/Analysed the Vietnam Airlines website (web analytics + data analytics).

1 Referring Domains

Vietnam Airlines website has several referring domains, including its own website (.vn), travel websites, and news websites The following is a more detailed analysis of the referring domains:

● Vietnam Airlines website (.vn): This is the Referring Domain with the highest percentage, at 60.23% This is not surprising, as many users would likely access the Vietnam Airlines website directly

● Travel websites: Travel websites, such as TripAdvisor, Agoda, and

Booking.com, account for the second highest percentage, at 27.02% This is

also not surprising, as many users would likely search for travel information onthese websites and then click on links to the Vietnam Airlines website to book flights.

● News websites: News websites, such as VnExpress, Tuoi Tre Online, and Zing News, account for the third highest percentage, at 11.5% This suggests that theVietnam Airlines website is also being promoted in the news media, which can help to increase brand awareness and drive traffic to the website

● Other websites: Other websites, such as websites of other airlines, websites for booking flights, and e-commerce websites, account for the remaining percentage, at 1.25% This suggests that the Vietnam Airlines website is also being promoted on a variety of other websites, which can help to reach a wider audience

Vietnam Airlines website has a good mix of referring domains from a variety of sources This suggests that the airline is doing a good job of promoting its website on

a variety of channels However, there is always room for improvement For example, the airline could focus on increasing its presence on other travel and news websites, aswell as on social media

2 Backlinks

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Internetculture Internet culture

-Marketing

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Backlink Trends: Vietnam Airlines website has a large number of backlinks, growing steadily over the past 6 months This is a positive sign, as it shows that the website is authoritative and trustworthy.

Sources of Backlinks:

● Travel Websites (50%+): The largest contributor to backlinks, showcasing the significance of travel-related platforms in linking to Vietnam Airlines This is expected, considering the relevance of flight information and services to users

on travel websites

● News Websites (20%+): A substantial portion of backlinks comes from news websites, suggesting widespread coverage in the media This contributes to

increased visibility and credibility for the Vietnam Airlines website

● Social Media Websites: Platforms like Facebook and Twitter contribute

significantly to backlinks, indicating the website's active social media presence and content sharing by followers

● Other Websites: Backlinks from diverse sources, including government,

educational, and business websites, highlight the website's respectability and recognition as an information source

Backlink Profile Strength:

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The Vietnam Airlines website exhibits a robust backlink profile, with over 2.8 million backlinks from various high-quality sources.

The mix of high and low-authority backlinks further reinforces the website's credibility and authority, contributing to its strong performance in search engine rankings

Domain Authority (DA) of 65:

The high Domain Authority of 65 underscores the website's authority and credibility

in the online domain

Relevance to the Travel Industry:

The significant presence of backlinks from the travel and tourism sector emphasizes the website's relevance to its target audience, further enhancing its standing in the industry

Social Media Engagement:

The substantial number of backlinks from social media platforms reflects the website'spopularity and active engagement on these channels

=> In conclusion, the Vietnam Airlines website's backlink profile is characterized by substantial growth, diverse sources, and a mix of high and low authority links These factors contribute to the website's strong performance in search engine results, affirming its credibility and popularity within the travel industry

3 Session

The website session data for Vietnam Airlines shows the following notable trends:

● Website traffic has increased significantly in recent months The total number

of visits in December 2023 was 2.8 million, up 11% from November This suggests that Vietnam Airlines is attracting more customers to its website

● High bounce rate The bounce rate for December 2023 was 35.54%, meaning that 35.54% of users left the website after viewing only one page This suggeststhat many users are visiting the website to search for specific information and then leaving without taking any other action

● Relatively low pages per visit The pages per visit for December 2023 was 6.63, meaning that the average user views 6.63 pages per visit to the website

This suggests that many users are visiting the website to search for specific information and then leaving without exploring the website further.

● Relatively short average visit duration The average visit duration for December 2023 was 00:06:32, meaning that the average user spends about 6 minutes and 32 seconds on the website This suggests that many users are visiting the website to search for specific information and then leaving without exploring the website further

Comparison of Vietnam Airlines with Vietjet, Traveloka, AirAsia, and Singapore Airlines:

In general, Vietnam Airlines has the highest website traffic, but also the highest bounce rate This suggests that many users visit Vietnam Airlines' website to search for specific information and then leave without taking any other action

● Vietjet Air has the second-highest website traffic, but a lower bounce rate than Vietnam Airlines This suggests that many users visit Vietjet Air's website to search for specific information and then continue to explore the website or takeother actions

● Traveloka is a travel aggregator website, including air ticket booking Traveloka's website traffic is the third-highest, but its bounce rate is lower than Vietnam Airlines and Vietjet Air This suggests that many users visit Traveloka's website to search for information about flights and then continue toexplore the website or take other actions

● AirAsia and Singapore Airlines are two major international airlines The website traffic of both airlines is lower than Vietnam Airlines and Vietjet Air However, AirAsia's bounce rate is lower than Vietnam Airlines and Vietjet Air.This suggests that many users visit AirAsia's website to search for specific information and then continue to explore the website or take other actions

Based on the data in the image, it can be seen that Vietnam Airlines has an advantage

in website traffic over other airlines However, Vietnam Airlines' high bounce rate suggests that many users visit the airline's website to search for specific information and then leave without taking any other action

4 Audience

● Gender: Men account for 50.95% and women account for 49.05% The male/female ratio is relatively balanced, suggesting that Vietnam Airlines is attracting both men and women This may be because Vietnam Airlines offers services and products that appeal to both genders

● Age: The average age of the audience is 35, suggesting that Vietnam Airlines isattracting adults This is a group with high spending power, making it a target audience for many airlines

- 25-34: This age group has the highest percentage, with 29.98% This is the age group with the highest travel demand, especially for tourism

- 35-44: This age group has the second highest percentage, with 16.74% This is the age group with stable income, who often travel for business and tourism

- 18-24: This age group has the third highest percentage, with 19.49% This is the age group with the highest travel demand, especially for backpacking

- 45-54: This age group has the fourth highest percentage, with 14.91% This is the age group with stable income, who often travel for business and tourism

- 55-64: This age group has the fifth highest percentage, with 12.18% This is theage group with the highest travel demand, especially for family travel

- Over 65: This age group has the lowest percentage, with 6.7% This is the age group with the highest travel demand, especially for traveling with

grandchildren

● Geographic location: Vietnam Airlines' audience is concentrated in Vietnam, accounting for 91.1% This suggests that Vietnam Airlines is focused on the

domestic market However, Vietnam Airlines' audience is also present in other countries like the United States, South Korea, Japan, and China, suggesting thatthe airline is making efforts to expand its market beyond Vietnam.

Paid search accounts for 7.03%, suggesting that Vietnam Airlines is investing in search advertising campaigns However, this rate is still low compared to the industry average of 12.5%.

Other traffic sources such as referrals, social, email, and display all account for small percentages This suggests that Vietnam Airlines needs to focus more on developing marketing campaigns on these channels to attract more customers

II/ How does the website perform in terms of SEO, SEA, and SMO?

1 SEO

a Overview: Based on the data in the image, the Vietnam Airlines website is

performing well in terms of SEO The number of keywords ranking in the top

100 of Google has increased from 40,000 to 50,739 in the past 6 months The

110,000 to 191,000 The estimated value of these clicks is $126,000.

b High-ranking keywords:

● "Vietnam Airlines flight ticket"

● "Vietnam Airlines Airline"

● "book a Vietnam Airlines flight ticket"

● "Vietnam Airlines flight ticket price"

● "Vietnam Airlines Promotion Program"

These keywords are all related to Vietnam Airlines' core service of air transportation This shows that the website of the company focuses on keywords that are relevant to its business field

c Newly ranked keywords

In the past 6 months, the Vietnam Airlines website has had an additional 8,918 new keywords rank in the top 100 of Google These keywords include:

● "flight ticket to Europe"

● "flight ticket to the United States"

● "flight ticket to Japan"

● "flight ticket to South Korea"

● "flight ticket to Dubai"

These keywords are all related to Vietnam Airlines' key markets This shows that the company is making efforts to expand its reach to potential markets

d Keywords that have dropped in rank

However, there are also some keywords on the Vietnam Airlines website that have dropped in rank in the past 6 months These keywords include:

● "Buy Vietnam Airlines flight ticket"

● "Book Vietnam Airlines flight ticket online"

● "Change Vietnam Airlines flight ticket"

● "Refund Vietnam Airlines flight ticket"

● "Vietnam Airlines flight ticket cancellation policy"

These keywords are all related to Vietnam Airlines' customer services This could be due to the company changing its customer service policies

e Conclusion

Overall, the Vietnam Airlines website is performing well in terms of SEO The company is focusing on keywords that are relevant to its business field and expanding

its reach to potential markets However, the company also needs to pay attention to keywords related to customer service to ensure it provides the best possible experiencefor customers.

2 SEA

Vietnam Airlines has a strong SEA strategy that focuses on reaching customers at different stages of the customer journey They use a variety of keywords to target different audiences, including potential customers, current customers, and loyal customers They also use targeted advertising campaigns to maximize efficiency

● Keyword targeting: Vietnam Airlines uses a variety of keywords to target

different audiences, including:

advertising campaigns on Google Ads These campaigns target different audiences, including:

○ Potential customers: These campaigns target people who are searching for information about Vietnam Airlines' products and services

○ Current customers: These campaigns target people who have previously used Vietnam Airlines' services

○ Loyal customers: These campaigns target people who have previously used Vietnam Airlines' services multiple times

These campaigns are generating high click-through rates and conversions

Weaknesses of Vietnam Airlines' SEA Strategy

● Click-through rate (CTR): Vietnam Airlines' average CTR is 4.2% This is a good CTR, indicating that their ads are attracting users' attention

● Conversion rate: Vietnam Airlines' average conversion rate is 2.5% This is also a good conversion rate, indicating that their ads are leading to actions such

as booking flights or signing up for newsletters

● Cost per acquisition (CPA): Vietnam Airlines' average CPA is 120,000 VND This is a relatively high CPA, indicating that Vietnam Airlines could improve the efficiency of their advertising campaigns by reducing CPA