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individual assignment website analysis and data visualization

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INDIVIDUAL ASSIGNMENT

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Subject: DMA301m - MKT1804 DATE 25/02/2024

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SPRING 2024 Lecturer: Nguyễn Thu Hà Members:

Trần Thị Thanh Huyền - HS173173 Nguyễn Mai Quỳnh - HS171243 Đào Nguyễn Khánh Linh - HS170521

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2.1.2. Traffic source trends by channel ... 3

2.1.3. Page bounce rate ... 3

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

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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.

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2.1.2. Traffic source trends by channel

- 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.

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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.

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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

- 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

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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.

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Technical Audit Good Needs Improvement Poor

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.

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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.

- 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.

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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.

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5. References “PageSpeed Insignt.” 2024,

-vn/t2784m519d?form_factor=desktop&fbclid=IwAR2sz6uVfDAy1tgFQZVoO48K_XbrHtPMYkdqFNPt1De-nrA4rj3mrnGAK14. Accessed 22 Feb 2024.

Semrush. “Competitive Positioning Map.” Organic Research, 2024,

Semrush. “Organic Research.” Organic Subdomains, 2024,

Similarweb. “Channels overview.”

2024.

Similarweb. “Engagement overview.”

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Similarweb. “Visits over time.” Website Performance, 2024, sharePost?params=eyJwYWdlSWQiOiJYRUZZNjFhU3hSRW5JQV9lZE1MR2ciLCJ0aXRsZSI6IlZpc2l0cyBvdmVyIHRpbWUiLCJkZXNjcmlwdGlvbiI6IlZpc2l0cyBvdmVyIHRpbWUiLCJyZWRpcmVjdFVybCI6Imh0dHBzOi8vd3d3LnNpbWlsYXJ3ZWIuY29tL3dlYnNpdGUvZnB0LmVkdS52bi8jb3Z.

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