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Assignment 1 Question 2 Name: Aqsa Khawaja Date: 09-10-2020

INTERNAL MEMORANDUM DATE:

October 9, 2020

TO:

David Mills, Director - Sales and Marketing

FROM:

Aqsa Khawaja, Marketing Specialist - Sales and Marketing

SUBJECT:

Canadian Tire Website: Areas of Improvement

Following are some important points detailing areas of improvement regarding the design, layout and content of Canadian Tire’s website ‘canadiantire.ca’. User Interaction – While the website does a decent job at interacting with customers by its use of ‘call to action’ buttons such as ‘Shop Now’, it may be beneficial to provide users who are looking for more information with menu options such as ‘Learn More’. Another major improvement to provide more details about products and thus increasing user interaction could be the use of dedicated live agents. Customers who want reliable information about an item face the issue of long wait times when calling customer service which causes them to leave the website or delay purchase. Introducing the live chat feature will enable buyers to get these details fast which in turn, will generate leads for the business. Loading Time – With people rushing to work in the mornings and being too tired to shop during the evenings, noon tends to be the most popular time for browsing and online shopping. As a result, websites often get overloaded with web requests causing a slow shopping experience; frustrated customers tend to leave the website causing loss of potential sales. The Canadian Tire website seems to be impacted by longer load times during the popular hours. One way to deal with latency is for the company to build more data centers (and therefore web servers) in popular regions across Canada. This will cause the website to forward traffic across various regions and divide the load between many web servers. Website Design – When taking a glance at the Canadian Tire website, the homepage seems to be cluttered with large sale tags and numerous product deals. This may overwhelm visitors with too much information at their disposal thus abandoning the site frustrated and confused. In order to provide better user experience, the design and content of the website needs to be simplified by moving special deals and sales to a designated sales section to leave the homepage with essential information only. This will make the homepage look simple yet attractive; thereby, causing visitors to stay longer to further explore the website. Please let me know if you have any further questions or require additional information. Thanks....