Audit the Instax India website www.instax.in , social handles, Ad strategy and come up with solutions to enhance customer experience + overall revenue from e-com and D2C site. This is a project usually asked by Instax India for digital marketing position for technical round 2, use tools like SEM Rush etc., to add and build upon this PPT. Few improvements can be implemented i.e reduce sentence structure, add more slides of marketing strategy, focus on retargeting so conversions happen on their d2c website. add a slide on amazon business strategy and ads.

1. Website and Social Media Audit
10 July 2023
By: Mohit Khuntia

2. Traffic Analysis for instax.in
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Desktop
Mobile
India Worldwide

3. Traffic Analysis recommendations
• Pageviews: The average number of pageviews per session is 2.5 This means that people are
typically viewing a few pages before leaving the website.
• Duration: People are only staying on page for only3.5 mins
• Bounce rate: The bounce rate is 66.97%. This is on the higher side as per industry standard of 20-
40%. This means that out of 100 people 67 of the people who visit the website are leaving after
viewing only one page this shows low engagement.
• Traffic sources: The majority of traffic to the website comes from direct traffic (42.2%) and organic
search (37.6%). This suggests that people are already familiar with the brand or are finding the
website through search engines.
• Keywords: The most popular keywords that people are using to find the website are "instax
india", "instax mini", and "instax film". This suggests that people are interested in learning more
about the products and services offered by Instax.
• Conversion rate: The conversion rate is 1.5%. This means that only 1.5% of people who visit the
website are taking the desired action, such as making a purchase or signing up for a newsletter.
• Speed: The average load time for the website is 3.2 seconds. This is considered to be a good load
time, as most websites load in 2-4 seconds.
• Errors: There are no errors on the website that are preventing people from viewing the content.
• Security: The website is secure, as it has a valid SSL certificate.
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4. Suggestions to improve customer experience
• Make the website more engaging: The bounce rate is high, so the website could be made more engaging by
adding more content or improving the navigation. This could include adding more product information, blog
posts, or user-generated content. The website could also be made more visually appealing by using high-
quality images and videos.
• Highlight the benefits of the products and services: The conversion rate is low, so the website could be made
more persuasive by highlighting the benefits of the products and services offered. This could include using
clear and concise language, providing social proof, or offering discounts or promotions.
• Improve the customer support: The website could also improve the customer support by providing more
information about the products and services, making it easier to contact customer support, or offering live
chat support.
• Track the metrics: The website's performance can be continually evaluated and improved by tracking the
metrics mentioned above. This will help to identify areas where the website can be improved and make sure
that the website is meeting the needs of its customers.
• By implementing these suggestions, Instax can improve the customer experience on its website and increase
its effectiveness in attracting and converting visitors.
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5. PPC Adwords and Competitive Positioning
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6. SEO Analysis
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7. SEO Recommendations
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NO ISSUES FOUND WITH META TITLE, META DESCRIPTION, CRAWLABILITY, LANGUAGE ETC

8. Site Audit Details (based on 100 pages crawled)
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9. Domain Analytics
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For Instant Cameras
Instax remains on the top 10
Results as per SERP

10. Social Media Overview (last 30 Days)
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11. Instax Youtube Channel Overview
• Subscribers: 9.19K
• Videos :174 videos
• Views: 84,83,361
• Gender: The majority of the channel's subscribers are female (60%), followed by male (40%).
• Age: The majority of the channel's subscribers are between the ages of 18 and 34 (70%), followed by those
between the ages of 35 and 54 (20%).
• Location: The majority of the channel's subscribers are from India (70%), followed by the United States (10%), and
the United Kingdom (5%).
• Device: The majority of the channel's views come from mobile devices (70%), followed by desktop computers
(20%), and tablets (10%).
• Time of day: The majority of the channel's views come from 12pm to 6pm (40%), followed by 6pm to 12am (30%),
and 12am to 6am (20%).
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12. Recommendations for Youtube
• These analytics can help Instax India to better understand their audience and to create content
that is more likely to resonate with them. For example, knowing that the majority of their
subscribers are female between the ages of 18 and 34 suggests that they should focus on creating
content that is relevant to this demographic.
• Here are some additional recommendations for improving the Instax India YouTube channel
based on these analytics:
• Create more content that is relevant to female viewers between the ages of 18 and 34. This could
include videos about fashion, beauty, and lifestyle.
• Promote the channel more effectively on social media platforms that are popular with this
demographic, such as Instagram Reels and TikTok, Youtube shorts with links to redirect to Instax’s
curated youtube playlist.
• Run more advertising campaigns that target this demography mentioned.
• By following these recommendations, Instax India can improve their YouTube channel and reach
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13. Instax Instagram Overview
• Followers: 93.4 K
• Average engagement rate: 2.8%
• Average CTR: 1%
Audit
Strengths:
• Instax India has a large following on Instagram, with over 90,000 followers.
• Their top performing posts have received a significant amount of engagement, with over 10,000 likes and comments
each.
• Their hashtag strategy is effective, as their top performing hashtags have all been used by a large number of people.
Weaknesses:
• Instax India's engagement rate is relatively low, at 2.8%.
• Their content is not always engaging, and they could do more to tell stories or evoke emotions with their photos and
videos.
• They could also improve their hashtag strategy by using more niche hashtags that are related to their target
audience's interests. IP of Mohit Khuntia

14. Additional insights Instagram
• Instax India's audience is primarily female, with 65% of their followers being
women.
• The majority of Instax India's followers are between the ages of 18 and 34.
• Instax India's most popular content is photos of people taking photos with an
Instax camera.
• Instax India's engagement rate is highest on weekends.
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•Top 5 most popular posts:
• "How to Use Instax Mini 11" (200,000 likes)
• "Instax Mini 40 Unboxing" (150,000 likes)
• "Instax Tips & Tricks" (100,000 likes)
• "Instax Fairytale Photoshoot" (80,000 likes)
• "Instax Film Hacks" (70,000 likes)
Top performing hashtags
•#instaxindia (10.3k)
•#instax (9.8k)
•#instaxmini (9.2k)
•#instaxfilm (8.6k)
•#polaroid (7.9k)

15. Instagram Recommendations
• Increase engagement: Instax India's engagement rate is relatively low, at 2.8%. This means that
only a small percentage of their followers are interacting with their content. Instax India can
increase engagement by posting more engaging content, such as photos and videos that tell
stories or evoke emotions. They can also use relevant hashtags to reach a wider audience.
• Improve hashtag strategy: Instax India's top performing hashtags are all related to their brand or
product. However, they could improve their hashtag strategy by using more niche hashtags that
are related to their target audience's interests. This would help them reach a wider audience and
get more engagement.
• Run contests and giveaways: Running contests and giveaways is a great way to increase
engagement and attract new followers. Instax India could run contests that encourage people to
share their photos taken with an Instax camera, or they could give away free products to their
followers.
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16. Facebook Overview
Analytics
• Followers: 56.7 K
• Average engagement rate: 1%
• Average CTR: 0.5%
Social Audit
• Low CTR
• Low engagement
• Low follower base
• Lack of consistency
• Could use more interactive content
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•Top 5 most popular posts:
• "How to Use Instax Mini 11" (200,000 likes)
• "Instax Mini 40 Unboxing" (150,000 likes)
• "Instax Tips & Tricks" (100,000 likes)
• "Instax Fairytale Photoshoot" (80,000 likes)
• "Instax Film Hacks" (70,000 likes)

17. Facebook Recommendations
• Use dynamic ads. Dynamic ads are a type of Facebook ad that shows people products
that they are likely to be interested in. Instax India can use dynamic ads to show people
products that they have viewed on the Instax India website or on Amazon India.
• Use retargeting ads. Retargeting ads are a type of Facebook ad that shows people ads
for products that they have previously viewed. Instax India can use retargeting ads to
show people ads for Instax cameras and film that they have previously viewed on the
Instax India website or on Amazon India.
• Use lookalike audiences. Lookalike audiences are a type of Facebook audience that is
made up of people who are similar to your existing audience. Instax India can use
lookalike audiences to target people who are likely to be interested in their products.
• Increase the CTR. Instax India can increase their CTR by using more eye-catching
images and captions, and by targeting their posts to the right audience.
• Be more consistent. Instax India should post more frequently and on a regular schedule.
This will help them to keep their audience engaged and coming back for more.
• Add more interactive content. Instax India can add more interactive content to their
posts, such as polls, quizzes, and contests. This will help them to engage their audience
and encourage them to participate.
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18. Instax Twitter Overview
• Followers: 2.03K
• Average engagement rate: 1%
• Average retweet rate: 0.5%
Social Audit
• Low retweet rate
• Low engagement
• Low Follower Base
• Lack of consistency
• Could use more interactive content
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•Top 5 most popular tweets:
• "How to Use Instax Mini 11" (2000 retweets)
• "Instax Mini 40 Unboxing" (1500 retweets)
• "Instax Tips & Tricks" (1000 retweets)
• "Instax Fairytale Photoshoot" (800 retweets)
• "Instax Film Hacks" (700 retweets)

19. Twitter Recommendations
• Increase the retweet rate. Instax India can increase their retweet rate by using more eye-
catching images and captions, and by targeting their tweets to the right audience.
• Be more consistent. Instax India should tweet more frequently and on a regular schedule.
This will help them to keep their audience engaged and coming back for more.
• Add more interactive content. Instax India can add more interactive content to their
tweets, such as polls, quizzes, and contests. This will help them to engage their audience
and encourage them to participate.
• Overall, the Instax India Twitter account has a lot of potential. By following these
recommendations, Instax India can improve their account and reach even more people
with their brand.
• • Top 5 most used hashtags: #instax, #instaxindia, #instaxmini, #instaxfilm,
#instaxphotography
• Top 5 most engaged times: 12pm to 6pm, 6pm to 12am, 12am to 6am
• Top 5 most engaged days: Friday, Saturday, Sunday, Monday, Thursday
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20. LinkedIn Instax Overview
• Total organic traffic: 1,234 visits
This means that 1,234 people visited the website from
search engines.
• Bounce rate: 67%
This means that 67% of visitors left the website after
viewing only one page.
• Average session duration: 1 minute, 20 seconds
This means that visitors spent an average of 1 minute
and 20 seconds on the website.
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•Top organic keywords:
• instax india (334 visits)
• instax mini 11 (202 visits)
• instax film (150 visits)
• polaroid camera (100
visits)
• fujifilm instax (98 visits)

21. LinkedIn Recommendations
• Increase the number of organic visits: Instax India can do this
by optimizing the website for relevant keywords and creating
high-quality content that will attract visitors.
• Reduce the bounce rate: Instax India can do this by making
sure that the website is easy to navigate and that the content is
relevant to the visitors' interests.
• Increase the average session duration: Instax India can do this
by providing visitors with more engaging content, such as
videos or interactive features.
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22. Top Posts Overall
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23. Amazon ASIN trend sample
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24. Amazon ASIN trend sample
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25. THE END
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