Professional Documents
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Content:
1.Background Information 2.E-shop analysis 3.E-shop Recommendations 4.Marketing plan 5.Sources used
www.tchibo.cz
1. Background Information
Tchibo e-shop is on CZ market since Sept. 2008 E-shop net sales 2011 = 20 Mio Eur Value per order 2011 = 45 Eur Net sales target 2012 = 30 Mio Eur (50% growth) Marketing budget 2012 = 1,5 Mio Eur
DELIVERY
Overview hot to achieve net sales incl. assumed organic growth e-shop improvements in order to achieve the targets including current weaknesses Monthly online MRK plan: Spendings per month Spendings per activitiy/month - Portal, SEM, AM, lead generation, SEO, production, CRM, customer acquisition Expected results per activity (orders, order value, net sales, CPO, etc.)
www.tchibo.cz
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www.tchibo.cz
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www.tchibo.cz
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www.tchibo.cz performance: The median download time on www.tchibo.cz was 1.01 seconds. 90% of pages loaded within 1.62 seconds. 99% of pages loaded within 1.88 seconds. 99.9% of pages loaded within 2.43 seconds.
There are no insecure Forms or Meta information problems found and the Performance pages are being loaded is very good.
www.tchibo.cz
Company LOGO
www.tchibo.cz
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www.tchibo.cz
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3. E-shop - recommendations 1
E-shop redesign and object repositioning: place objects (such as login, registration,..) where users usually look for them. Try to use Google free tools such as Map overlay, or Crazy Egg in order to find out how your customers behave and move on your website. Make your e-shop user friendly and intuitive. Add more categories to e-shop such as colour variability of the clothes and describe every product with colour definition. Use top keywords for descriptions and category tree on Homepage for users and SEO results. Add links to certain pages from prominent pages on your site so that search engine crawlers can find them. 1008 pages are hard to find because your only links to them are buried deep within your site. Submit www.tchibo.cz to the Open Directory: http://www.dmoz.org/ Make sure that the important pages on your website have titles that are 65 (or fewer) characters long.
www.tchibo.cz
Company LOGO
3. E-shop - recommendations 2
Make sure every page on your website includes a web analytics tag and Silverpop tag. Add more relevant text content to the pages on your site. We found 1,426 pages that have little or no text content. As a general rule of thumb, keep the number of pages with more than 100 links on them to a minimum, and avoid pages with more than 1,000 links. Correct errors in the configuration of your 'Page Not Found' error page. Give each page of your website a meta description reflecting the content of that page. We found 517 pages that share meta descriptions with other pages that have different content. Promote your site by increasing the number of links to your site from popular sites with relevant content. We only found 53 sites that link to you from Alexa's list of the top 100,000 sites. Give each page of your website a title that reflects the content of that page. Fix the broken links on your site.
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Marketing
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Customer retention - increasing value orders and repeated purchase by using best ESP in the world working with millions of users as with one uniquely monitored person. Delivering best targetted messages, products and dynamic content in the perfect time.
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Age
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Browsing location
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5.Sources used
www.tchibo.cz
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