School of Communication & Language Studies (SCLS)
INDIVIDUAL ASSIGNMENTBBE 310(INTERNET MARKETING)ASSIGNMENT 1: WEB ANALYTICS
| Matric Number
| Fatimah Aliaa Binti Azlan
Lecturer: Mr. Chan Sai Keong Submission date: 22nd April 2013
The Body Shop International plc, known as The Body Shop, has 2,500 stores in 61 countries. Founded in 1976 by the late British environmental and human rights campaigner Dame Anita Roddick, The Body Shop started life as a small outfit in Brighton selling just 25 products. Customers were encouraged to recycle packaging (partly because Roddick didn't have enough bottles at first) and there was a real emphasis on natural ingredients that were ethically sourced and cruelty-free. Now the range consists of over 300 products and there are more than 2500 stores in over 60 markets worldwide. The Body Shop’s range of beauty products consist of skin care, make-ups, fragrance and hair care that caters to both men and women.
Sephora is a French brand and chain of cosmetics stores founded in Paris in 1970, and acquired by French corporation LVMH (Louis Vuitton and Moet Hennessy) in 1997. The Sephora chain includes more than 1,750 points of sale in 30 countries across the world. Carrying more than 100 brands, along with their own private label, Sephora offers beauty products including makeup, skincare, fragrance, hair care, bath and body products, and hair and make-up tools. Today, Sephora is not only the leading chain of perfume and cosmetics stores in France, but also a powerful beauty presence in countries around the world. Both Sephora and BodyShop offer the same range of beauty products. What makes them different is that Sephora carries other brands along with their own private label but BodyShop stands on its own as a single brand. -------------------------------------------------
Web Report 1: www.sephora.com
As shown below is the web report for Sephora based on website performance test taken on Gomez.com.
Total Page Download Time
Total page download time is the end-to-end time taken to download the web page. Based on the result, I could tell that Sephora’s website takes more time than other effective websites usually do. Why? Because according to industry guidelines, end-users expect the website to load in two seconds or less and if it reaches more than three seconds, forty percent will leave. In this case, most of people who visit Sephora’s website will definitely run off because it takes 5.985 seconds to download. This results in 3 seconds more than the average time a website is expected to load, which will also affect negatively on the website’s status as fewer people would be less interested to surf in a slow-loading website.
First Byte Time
According to the result shown above, the time Sephora’s server takes to start sending the first object or information after it has been requested is 0.097 seconds. In my opinion, this website’s first byte time isn’t that bad because it takes less than 1 second to start sending information after being requested and people can still tolerate with that amount of time taken. This first byte time helps in identifying the source of performance issue and where to increase the performance. In this case, Sephora’s website may want to maximize its efficiency by lowering the time taken to 0.1 – 0.3 seconds so the website’s visitors will be more impressed with the speed and hence will visit it more often.
Total Page Size
The total page size includes all objects and third party content. The total page size for Sephora’s website is 809.309 KB which is quite big and therefore may affect the total page load time. The website contains a lot of heavy images and graphics that slows down the page loading time. This may impact negatively on customer’s experience and behaviour because no one likes to...
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