individual assignment website analysis and data visualization

8 - Create quality content on topics related to education, technology, and careers.. Executive summary To enhance the performance of FPT University''''s website, this report will conduct a

INDIVIDUAL

ASSIGNMENT

- Subject: DMA301m - MKT1804

DATE 25/02/2024 :

SPRING 2024

Lecturer: Nguyễn Thu Hà

Members:

Trần Thị Thanh Huyền - HS173173

Nguyễn Mai Quỳnh - HS171243

Đào Nguyễn Khánh Linh - HS170521

Table of content

1 Executive summary 2

2 Website Analysis and Data Visualization: 2

2.1.Traffic Analysis: 2

2.1.1 Web visits: 2

2.1.2 Traffic source trends by channel 3

2.1.3 Page bounce rate 3

2.1.4 Competitor analysis 4

2.1.5 Top subdomains 4

2.2 Content Analysis: 5

2.2.1 Content gap 5

2.2.2 Irrelevant or erroneous content 5

2.3 Technical Audit 6

3 Marketing Strategy and Objectives: 8

3.1 SMART goals: 8

- Time-bound: Within 3 months 8

3.2 Marketing strategy 8

3.2.1 Website optimization: 8

3.2.2 Content marketing campaign: 8

- Create quality content on topics related to education, technology, and careers When creating content we need to ensure we bring real value to readers 8

3.2.3 Paid advertising campaigns: 9

- Run Google Ads campaigns targeting specific keywords related to FPT.edu.vn's training programs and services to reach people who are actively searching for information about the fields that FPT edu.vn provides 9

4 Conclusion: 9

4.1 Summarise your key findings and recommendations for FPT University website optimization and marketing strategy 9

4.2 The potential impact of the proposed campaign on achieving goal university enrollment goals 9

5 References 10

1 Executive summary

To enhance the performance of FPT University's website, this report will conduct a comprehensive analysis covering website traffic, content, and technical audit This analysis aims to provide accurate data to formulate a marketing strategy based on detailed information gleaned from the analysed data The strategy will establish specific goals and measure them through the implementation of SMART objectives, with a particular focus on attracting prospective students The strategy will prioritise optimising the website, content marketing, and paid advertising campaigns to increase conversion rates, attract the target audience, and drive web traffic

2 Website Analysis and Data Visualization:

2.1.Traffic Analysis:

2.1.1 Web visits:

(Similarweb,2024)

Total visits in the past 3 months were nearly 8.4M with November being the highest Traffic from all devices tends to decrease sharply from November 2023-3.04M to 2.37M in December 2023 But it tends to increase again to 2.98M in 1/2024

→ Traffic tends to decrease because the advertising content is no longer suitable for consumers, but it has increased again, showing there has been an improvement in advertising

2.1.2 Traffic source trends by channel

(Similarweb,2024)

- Direct traffic accounted for the highest proportion in the past 3 months with 48.63% of total traffic of 4M

- Organic search for the second highest proportion with 39.07% of the total organic search visit of 3.2M

- Paid search for 5.2% with total paid search being 428.2K

- The amount of traffic from other sources (Social, Referrals, Display ads, Email) is low and insignificant

→ Fpt.edu.vn's web traffic is relatively good with high direct traffic and organic

search However, it is necessary to improve the effectiveness of other marketing channels such as paid search, social media, referrals, display ads, and email to attract more users and increase web traffic

2.1.3 Page bounce rate

(Similarweb,2024)

The website's bounce rate is quite high at 47.01%

→ Shows that the website is quite boring and does not keep viewers staying for a

long time to search for information

2.1.4 Competitor analysis

(Semrush,2024)

- glints.com: Has the advantage of both high traffic (1.04M) and number of keywords (161.16K), can be a direct competitor to fpt.edu.vn (1.13M) from key (127.3K)

- uef.edu.vn: Has traffic just behind glints.com and fpt.edu.vn (276.3K), the number of keywords is not high (51.9K) but can also be considered a potential competitor

- colorme.com, reviewedu.net, chungta.vn: Traffic with low number of

keywords, may not be direct competitors

2.1.5 Top subdomains

(Semrush,2024)

- arena.fpt.edu.vn (Graphic Design - Multimedia Art Training Institute): The subdomain with the highest traffic (accounting for 18.32%) shows that this is the most important subdomain of FPT.edu vn with the most interested users

- skillking.fpt.edu.vn, daihoc.fpt.edu.vn are the 2 subdomains with the next most visitors

Subdomains Traffic (K)

arena.fpt.edu.vn 206,992

skillking.fpt.edu.vn 153,343

daihoc.fpt.edu.vn 120,789

caodang.fpt.edu.vn 113,461

fap.fpt.edu.vn 90,261

https://docs.google.com/spreadsheets/d/1l5FJnJvTLi_B1EIaWwCx2lrV9sqvlrhYEyL7 yBvXVXg/edit#gid=0

- Column charts help visually compare the traffic of subdomains easily The height of the columns visually represents the difference in traffic From there, viewers can easily identify which subdomains have the highest and lowest traffic and interest in the subdomains

2.2 Content Analysis:

2.2.1 Content gap

- FPT Education's website still has content gaps that need to be fixed It still has topic gaps When users are interested in an issue, they search for keywords leading to the website However, when they arrive, they only see the title they are looking for but the content is not clearly mentioned to satisfy their search needs Their results lead to high bounce rates For example, if they search for ''quality of FPT Edu facilities'', it will still appear and lead them

to the website, but once there, they search forever and cannot find the search content immediately, so they have to click very hard many times to find it

- Besides, the gap in multimedia (images, videos) is also a way to attract and retain users However, the image and video content of the FPT Education website still has many limitations such as poor resolution, unattractive layout design, causing discomfort to viewers, leading to a high bounce rate 2.2.2 Irrelevant or erroneous content

- When accessing the FPT Education website, you may see images with content unrelated to the content the website is talking about This can cause viewers to misunderstand the content, or even not understand anything, because there are many people who only watch images and pay little

attention to the content This will cause visitors to underestimate the website

as well as lose trust and reputation

- Website errors occur when users click on a page they want to continue viewing, it displays unrelated content, or the website appears inaccessible

2.3 Technical Audit

(PageSpeed Insignt,2024)

- Largest Contentful Paint (LCP): 1.5 seconds, which is within a good range (under 2.5 seconds), indicating the site loads main content quickly

- First Input Delay (FID): 2 milliseconds, very good (less than 100 milliseconds), shows that the website responds quickly to user interaction

- Cumulative Layout Shift (CLS): is 1, which is outside of a good range (below 0.1), indicating the site may have some layout issues

- First Contentful Paint (FCP): 1 second, within a good range (less than 2 seconds), shows that the website loads the first content quickly

- Interaction to Next Paint (INP): 29 milliseconds, shows that the site responds quickly to user interactions and loads subsequent content quickly

- Time To First Byte (TTFB): 0.5 seconds, which is within a good range (less than 1 second), indicating that the server responded quickly to the request

Technical Audit Good Needs Improvement Poor

https://docs.google.com/spreadsheets/d/1JhPKPxesIFJhOLMphzLBeAqsB0

4FgTTnv3v4A55bSCQ/edit?usp=sharing

Stacked column charts are a reasonable choice for data visualization Each stacked column compares percentages between subparts of a whole It helps to clearly show the division between components and easily compare between them Using this chart, you can easily compare the percentages between the sub-sections (Good, Needs Improvement, Poor) of each type of technical inspection, making it easier to identify areas that need improvement and areas that are lacking works fine

3 Marketing Strategy and Objectives:

3.1 SMART goals:

- Specific: Increase from 8.34 million traffic to 10 million traffic to the

FPT.edu.vn website and reduce the bounce rate to 30% through social networking and email platforms

- Measurable: Similarweb

- Actionable: The set number can be achieved

- Time-bound: Within 3 months

- Relevant: Optimise the website, create engaging content, and run paid advertising campaigns

- Target audience: Students

3.2 Marketing strategy

3.2.1 Website optimization:

- Research and identify keywords, focusing on keywords with high search volume, related to training programs and services of FPT.edu.vn

- Build high-quality backlinks through finding reputable websites and linking to the FPT.edu.vn website Make sure backlinks come from relevant and highly reputable sites

- Increase website loading speed, check and optimize source code, images, and resources on the website Use tools to evaluate and improve page load speed

3.2.2 Content marketing campaign:

- Create quality content on topics related to education, technology, and careers When creating content we need to ensure we bring real value to readers

- When writing content, we also need to optimise SEO to ensure the article has the ability to appear in high positions in search results on search engines like Google

- After creating content, sharing on social media channels like Facebook, LinkedIn, and Instagram is important These platforms help increase the opportunity to reach target readers, creating opportunities for readers to share articles, thereby increasing the spread of content In addition, sharing via email will help build a direct relationship with them

3.2.3 Paid advertising campaigns:

- Run Google Ads campaigns targeting specific keywords related to

FPT.edu.vn's training programs and services to reach people who are actively searching for information about the fields that FPT edu.vn provides

- Create attractive ads with unique, creative titles and images and advertise on social media such as Facebook, Instagram, Youtube to take advantage of the huge user base on these platforms to attract potential customers

- Participate in affiliate advertising programs with reputable websites in the education sector to expand your reach to visitors to related websites

4 Conclusion:

4.1 Summarise your key findings and recommendations for FPT

University website optimization and marketing strategy

Website analysis has provided in-depth information about user behaviour, giving parameters about technical functions To increase engagement and conversions, we need to optimise website performance and responsiveness for mobile devices, create specific content for specific audience categories, and implement targeted strategies Personalised marketing services

In this context, FPT University can improve its website, attract prospective students, and successfully meet its enrollment goals by addressing these key findings and coordinating marketing initiatives with targeted SMART targets

4.2 The potential impact of the proposed campaign on achieving goal university enrollment goals

The proposed campaign could have a significant effect on FPT University's enrollment By increasing its online presence, the campaign will help increase awareness of the school and attract the attention of potential students Providing specific content and personalised marketing will create a positive image and stimulate interest from the target audience At the same time, website optimization and subsequent online activities will enhance user engagement and increase conversion rates from interested people to actual registered student members Finally, by responding flexibly to the market and student needs information adjusts enrollment strategies and marketing activities

5 References

“PageSpeed Insignt.” 2024,

https://pagespeed.web.dev/analysis/https-fpt- edu

-vn/t2784m519d?form_factor=desktop&fbclid=IwAR2sz6uVfDAy1tg FQZVoO48K_XbrHtPMYkdqFNPt1De-nrA4rj3mrnGAK14

Accessed 22 Feb 2024

Semrush “Competitive Positioning Map.” Organic Research, 2024, https://www.semrush.com/analytics/organic/competitors/?sortField

=&sortDirection=desc&db=vn&q=fpt.edu.vn&searchType=domain& date=20240224

Semrush “Organic Research.” Organic Subdomains, 2024,

https://www.semrush.com/analytics/organic/subdomains/?sortField

=&sortDirection=desc&db=vn&q=fpt.edu.vn&searchType=domain& date=20240224

Similarweb “Channels overview.”

https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/ website-performance/*/999/3m?webSource=Total&key=fpt.edu.vn,

2024

Similarweb “Engagement overview.”

https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/ website-performance/*/999/3m?webSource=Total&key=fpt.edu.vn,

Similarweb “Visits over time.” Website Performance, 2024,

https://share.similarweb.comsharePost?params=eyJwYWdlSWQi OiJYRUZZNjFhU3hSRW5JQV9lZE1MR2ciLCJ0aXRsZSI6IlZpc2l0 cyBvdmVyIHRpbWUiLCJkZXNjcmlwdGlvbiI6IlZpc2l0cyBvdmVyIH RpbWUiLCJyZWRpcmVjdFVybCI6Imh0dHBzOi8vd3d3LnNpbWls YXJ3ZWIuY29tL3dlYnNpdGUvZnB0LmVkdS52bi8jb3Z