- The boutique has been in business for 1.5 years and moved online in 2014. It buys and resells women's clothing and accessories. - The website could be improved by adding a site map and optimizing page titles, URLs, and meta descriptions for SEO. - Social media engagement could be increased by posting more consistently and creating contests to drive traffic to the site.

1. VANESSA
DAULTO
N, JACQ
UELINE
M
O
NRREAL, ARELIS
LÓ
PEZ, HIEU
CURREY,
DANNY
NGUYEN,
ORSON
CHI

2. COMPANY BACKGROUND
in business for 1.5 years
(2012)
3809 Parry Ave,
Suite 102
Dallas, TX 75226
Buying & re-selling
of women’s clothing
& accessories
Kelsey Halloway
Founder
www.shopmieux.com
Boutique has moved
completely online
since 2014

3. WEBSITE
● All Transactions are made thru an e-commerce platform
Strengths
Supports sales
and customer
service
User-friendly and
secure payment
gateway
Weaknesses
Limited e-commerce
platform
● Website links to

4. COMPETITION OVERVIEW
INDUSTRY: Resale is a multi-billion dollar industry.
TOP COMPETITORS:
San Francisco, CA
San Leandro, CA
● ShopMieux offers items with brands that are familiar to its
target market.
● The online boutique offers items from all seasons. Regular
retail schedule (sales during holidays, etc)

5. TARGET MARKET
Working class/college student
Target age 20-45
Avg order $56 - 75%
Engagement
Social media content
E-campaigns
Affiliates/ Bloggers
Loyalty Lion: On-page loyalty program
E-mail after purchase w/ incentive to share w/ friend
Auto send 10% coupon when customer subscribes
Auto send 10% coupon when customer abandons shopping cart
Customer Service: Respond to all inquires within 24 hours.

6. WEBSITE
USABILITY

7. Homepage (“Above the Fold”)
Page Title
Good URL
Search Functionality
Clickable brand logo
Horizontal Navigation
● Categories
● Subcategories
Social media chiclets
Register/Login
functionality
Discounts
Incentives/Offers
Cart functionality
Creative
● Web safe colors
● Aesthetically pleasing
Flash
● Advertisement
● Customer Service Chat
● Loyalty Rewards

8. Homepage Continued
Good overall content
● Company information
● Target market
● Product offerings
Readability
● Good Text
● Good Font
● Good Background Contrast

9. Homepage Continued
Horizontal Navigation Continued
● Contact Us
● Shipping & Returns
● Press
Customer Service
● Email Discount Tool
Advertising and
Promotions
● Discounts
○ 50% Off
● ALT tags for images

10. Shopper’s Experience
Filters

11. WEBSITE’S AGE
Relatively young website
August 2013
Potential:
● Key competitive
words
● Link juice

12. WEBSITE TRAFFIC

13. BOUNCE RATE, PAGEVIEWS, TIME ON SITE
ISSUES?
Acceptable but could always be improved

14. SEARCH QUERIES

15. SITE LINKS TO SHOPMIEUX

16. PINGDOM ANALYSIS

17. RESPONSIVE DESIGN

18. Broken Links

19. Overall Website Recommendations
Homepage:
Add Site Map
● Better SEO Results
● Navigation Benefits
● Index Sites
https://www.xml-sitemaps.com/
Make it easier to determine what is clickable
● Have options light up in red like the top
○ Contact Us, Press, etc
Shopper’s experience:
Edit Page Titles and URL’s
● Take out unnecessary words and characters
○ Page Titles: delete “tagged “Type-”
○ URL’s: delete “meta-filter-Type-”
● Better appearance
● Add breadcrumbs for navigational purposes
● Improve filters (Add refinement)
Website Traffic:
Increase website traffic through
AdWords Campaign
● Discussed later
Create a Keyword strategy
● Chase the ones where we are
present and look for
others. Also stay up to
date with seasonality
Speed up page load time
● Delete Popups, Flash, and
other add-ons

20. SEO
ANALYSIS
&
RECOMMENDATIONS

21. COMPETITORS RANKING

22. WHO’S LINKING TO US

23. WEBSITE TOP PAGES

24. LINKING DOMAINS

25. RANKING KEYWORDS

26. METATAG DESCRIPTION (HOMEPAGE)

27. META TAG DESCRIPTION (OTHER PAGES)

28. RECOMMENDATIONS
● Meta descriptions could include high traffic keywords
○ Use Rank Checker, and keyword strategy
● URL’s good except
○ Should consider taking out “meta-filter-Type-” for
clothing subcategories
● Page title’s good except
○ Should consider taking out “tagged “Type-” for
clothing subcategories
● Edit H1’s and H2’s
○ More related content
○ Add keywords

29. SERP
RESULTS
DISPLAY

30. SERP:
● Has call to action
● Great usage of sitelinks
● URL is short
● Display Ad with address, phone, and
hours of operation
● Unique and descriptive urls
● Descriptive title pages
SERP

31. Recommendations:
● Incentivize shoppers to leave a
review
● Remove Hours and Address
SERP

32. CAMPAIGN
OVERVIEW

33. Strategy
● To improve traffic ranking
● Lower the bounce rate and improve the daily time on site
● Improve the quality score of each keywords and add negative
keywords to reduce the unnecessary traffic
● To increase page real estate

34. General Setting
Search
● Search Network Only: All
features
● All Devices
● Location: Dallas, TX
● Languages: English
● Bid Strategy: Set to CPC
(Automatic)
● Budget: $15/ day
● No Ad Extenstions
● Ad Schedule: All Day
Display
● Search Network with Display Select
and Display Network Only: All
features
● All Devices
● Location: Dallas, TX
● Languages: English
● Bid Strategy: Set to CPC
(Automatic)
● Ad Extensions: “See Below”
● Budget: $15/day
● Ad Schedule: All Day

35. Overview
• Run time: October 23rd - November 16th with pauses
• Total Campaigns: 6 (4 search network only, 1 Search
network with display, 1 Display network)
• Total AdGroups: 21 (17 search network only, 1 search
network with display, 3 display network)
• Total # of Ads: 21
• Total # of Keywords: 203
• Total # of Negative Keywords: 19

36. Overview

37. Keywords
Shoes
Boots for women
Boot Shoes
Boots Womens
Girls Cowboy Boots
Heels for women
Women High Heels
Women High Heels
Cheap flats for women
Cheap sandals
Dresses
Evening cocktail dresses
Dresses cocktail
Evening dress
Party dresses cheap
Dresses casual
Recommendation: Keep up with seasonality

38. Negative Keywords
About one negative keyword per adgroup

39. Metrics and KPI’s
Clicks CTR
Impressions
Cost
Conversion Rate

40. Top Performing Ad Groups/Campaigns
Top campaign is Dresses but it was the most expensive and CPC.
The Display only campaign did better than one of ht

41. Best Performing Search Ad
Clicks: 64
Impressions: 35,520
CTR: .18%
Avg CPC: $1.21

42. Best Performing Display Ad
Clicks: 71
Impressions: 15,411
CTR: .46%
Avg CPC: $0.66

43. Key Takeaways
ADWords -To set the bids for campaigns on manual.
● Make sure the correct negative keywords
are chosen to minimize the spending.
● Have one more display with search network adgroup
to increase CPC.
● Not to set all adgroup keywords on broad match, find
the most popular one and change to exact match or
phrase match.
● Should have been monitoring all adgroups.
● Implement a keyword strategy (Seasonality, popular
keywords)

44. MOBILE
ANALYSIS

45. Mobile Evaluation
● Loading time more than 3’s
● Call to action need to be improved
● The appearance is not appropriate and confused
● A lot of scrolling
● M-Marketing is weak
○ No QR code
○ No apps on ios or android

46. Mobile Recommendations
● Loading page is 3’s
● The Color need to be more
unique and separate
● Less scrolling
● Appearance appropriate to
satisfy customer’s need
● Create an app on ios and
android
● QR code take to the website

47. SOCIAL
MEDIA

48. Facebook Recommendations
● Timeline:
○ Last post was today, prior Nov 17
○ 4 posts/day/2 hours apart - sometimes
○ Very few likes or shares on their posts
● About:
○ Shows local address & map to dallas store
● Start shopping:
○ Displays error - “Shop not found”
● Be more consistent with posts
● Create engaging posts to get
more likes & shares
● Remove local address on about
page & map
● Add a link or content under
the start shopping page

49. Twitter
● Last post was today, prior
Nov 17
● Same posts as Facebook
● No Likes or Retweets on
posts
● Displays Local Address
● They follow mostly style
bloggers
Recommendations
● Be more consistent with
posts
● Create engaging posts to
get more likes & Retweets
● Remove local address
● Use more and popular
hashtags

50. Pinterest
● They have a board of items from the
website
● Other boards of inspiring outfits
● Post contests
● They are following more people than
people following them
● Displays local address
Recommendations
● Pin more items of clothing or
accessories from the website
● Advertise their contests on all
social media sites
● Remove local address

51. Instagram
● Their best social media site
however not consistent
● Last post was Nov 18
● They post:
○ clothing
○ quotes
○ pictures of the employees
○ discounts
● They promote:
○ contests
● Likes on posts range from 500 and
under
Recommendations
● More consistent on posting
● Use more and popular hashtags

52. Tumblr
● Not a lot of posts
● Posts the same as their other social
media sites
● Inconsistent posts
● Last post was Nov 18
● Reposts other peoples posts
Recommendations
● Get rid of tumblr, it’s not
benefiting their business

53. Overall Social Media Recommendations
● Be more consistent with all posts on all social media
sites
● Create engaging posts to have more likes
● Create and promote contests to engage more people to
the site
● Make sure to use more and popular hashtags to get
more likes, followers, and because it will bring more
people to the check out the website
● Get rid of local address on social media sites
● Get rid of tumblr - it’s not helping the business