Optimization of the digital marketing activities, with focus on web analytics, of an Indian start-up in Kolkata

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] en ingénieur de gestion

Abstract

India represents one of the major digital economic presences worldwide. Nowadays India’s private sector and the government are pushing companies and consumers into the online world. This together with the estimated increase of 800 million in internet users, 700 million in smartphone users, and the digitisation happening, which could create up to $150 billion incremental economic value in the next five years, make India an ideal environment to make online business. Especially in the e-commerce sector, which is predicted to surpass the one in the US, the growth is rapid. The technological change, reducing the costs of building an online presence, and the digitalisation are also causing the number of start-ups in the country to grow, which thanks to digitisation now have access to a bigger market. This trend also increases the importance of digital marketing for start-ups. The Twirl Store is an example of a start-up that started to make use of e-commerce through their website to be able to access the big market that technology makes possible for them. Nevertheless, due to a lack of human and financial resources, the company has not been able to optimize their website to improve a visitor's experience within it. Since often the website is the visitor's only touchpoint with the company, it is crucial to have an optimized website in place, which gives a user reasons to stay on the website and potentially become a customer. An analysis of the website, as well as of its web analytics metrics is presented in this thesis. An emphasis on the most problematic webpages as well as targeted and general recommendations to optimize the website are stated. The main recommendations that are given to the start-up are to ensure high website effectiveness, especially in important webpages of an e-commerce platform like the greeting page, the catalogue page, the shopping cart, and the checkout page. Another important concept is the one of flow. This appears when a visitor participates actively in challenging and interesting tasks on the website. Enable ease of navigation is also a central issue for e-commerce companies.