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DIGITAL BUSINESS DEVELOPMENTASSIGNMENT 2 – SEM APPLICATION REPORTSemester 2021, 3Name and student IDPhung My LinhSCampus SGSWordcount 1598Lecturer Phuong HATable of ContentsA. INTRODUCTION .......................................................................................................... A. I...

Description

DIGITAL BUSINESS DEVELOPMENT ASSIGNMENT 2 – SEM APPLICATION REPORT

Semester

Name and student ID

2021, 3

Phung My Linh S3753752

Campus

SGS

Wordcount

1598

Lecturer

Phuong HA

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Table of Contents

A. INTRODUCTION..........................................................................................................2 B. AUDIENCE ANALYSIS...........................................................................................3 1. Psychographic features..............................................................3 2. Buyer Persona...............................................................................7 C. KEYWORD RESEARCH.......................................................................................8 1. Website goal...................................................................................8 2. Keyword research.........................................................................8 D. ON - PAGE SEO........................................................................................................12 F. REFERENCE.................................................................................................................16

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A. INTRODUCTION We are entering an era where the beauty industry, especially in the United States, is being affirmed and thriving faster than ever. According to a report of Edite, today’s the beauty industry is valued at around $ 532 billion and continues to grow (Danziger 2019 ). With the development of digital technologies, it allows consumers to experience brands in entirely new ways, as the habits of people consuming and buying cosmetics are changing. ColourPop Cosmetics, also known as ColourPop, is an American cosmetics brand based in Los Angeles, California. This brand was founded in 2014 by Seed Beauty® of siblings Laura and John Nelson. Their brand is known for their affordable pricing ( just from $5-$20). They predominately make products for the eyes, lips, and face with vibrant, twinkle and colorful tone suitable for young and dymamic generation. In addition, beside a wallet-friendly, ColourPop also is a cruelty-free brand. There are not any ingredients, formulations or finished products of ColourPop are used to test on animals, experimenting on people at ColourPop® instead (ColourPop n.d.). In general, CoulourPop has quite a few online networks, but ColourPop's products are only sold through their official website. So how can ColourPop attract consumers who do not know their brand to visit and access the website through search engines?

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Figure 1. ColourPop’s landing page

B. AUDIENCE ANALYSIS 1. Psychographic features ColourPop has a unique product marketing system, with most of their marketing strategy is through social media and influencers. This cosmetic brand is also highly appreciated by YouTubers and beauty bloggers as well as they introduced to their fans. Therefore, Figure 2 shows that there are two types of customers, the ones who are general audiences have not yet known about ColourPop, and the ones who are already know about this brand and look up its name "directly" in the search bar.

Figure 2. How customers search about ColourPop on search bar.

Based on Figures 3 and 4, most of ColourPop's customers are female, dominant with 78.56% while male account for only 21.44%. Because this cosmetic brand is aiming for a dynamic and youthful concept, their products are also colorful and sparkling. Thus, it is attract more users in the younger population than middle age, mostly is Millennials and Gen Z, 18 to 34 years old.

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Figure 3 and 4. Age and Gender of ColourPop’s audience

ColourPop was born in the United States, so it is not surprising that this brand has massive traffic and continues to grow in the US market. According to SimilarWeb estimates, the average monthly visits on ColourPop's official website is 6,455M, of which the United States accounts for half with 3,806M.

Figure 5. Geographic distribution of ColourPop's audience

Today, mobile users increase every day, especially for young people who are potential customers that ColourPop targets (Naylor 2015). It is easy to see that, the primary traffic source of ColourPop is from Mobile device with 81.03%, so when already having a hightraffic base for mobile users, ColourPop should continue to focus on optimizing the mobile users experience to retain potential customers. Beside that, according to SimilarWeb's statistics, the source of traffic from Desktop device is also increasing,

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currently accounting for 18.97%, up 12.72% over the previous month, but still has not achieved really high efficiency.

Figure 6. ColourPop’s website performance

Youtube, Facebook, and Instagram are the three most used social networking platforms of ColourPop. These social networks also have many young people use, so advertising and marketing to potential customers will be easier. From that, ColourPop should continue to develop in social networks such as Youtube, Facebook on Mobile device platforms to retain available customers. At the same time, improve the quality of the website as well as increase marketing to customers who using social networks on Desktop to be able to best reach their target audience.

Figure 7. ColourPop’s social traffic

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2. Buyer Persona With all features of ColourPop's audience shared above, the customer persona can be sketched like Katie. Katie is a young Gen Z, currently 24 years old.

Figure 8. Customer persona of ColourPop

She is a young freelancer model, because of the specificity of her job, she attaches great importance to her appearance. Not only work, but Katie is also a young person with an active lifestyle, so Katie often chose a colorful makeup look. She loves animals, fashion, and social media, she has a Facebook, Instagram, and Twitter account to follow all the beauty brands and fashion stores. Because she has to wear makeup regularly, Katie always wants to find a cosmetics brand that is affordable, colorful and environmentally friendly because she is oppose

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animal testing. It can be said that Katie's style completely resonates with what ColourPop is.

C. KEYWORD RESEARCH 1. Website goal Each company's website will be different, depending on the industry and the purpose that the brand is aiming for. For ColourPop, there are two suitable goals: Sales and Customer Satisfaction (Kurcheriavvy n.d.). Specifically, ColourPop attaches great importance to images and visuals, they understand that customers can not touch the product before they place an order. Thus, ColourPop focuses on the graphic design of the website. There is always a unique theme that demonstrates the characteristics of the product: sparkling, vibrant, and colorful. In addition, the arrangement of category titles and content of skincare or makeup products is calculated very reasonably and is easy to use. The purpose of these is to assist customers in the process of viewing products and creating customer satisfaction, which in turn generates sales.

2. Keyword research Keyword

Branded vs NonBranded

Long vs Short Tail

Stage of Search

Query Type

ColourPop

Branded

Short Tail

Awareness

Navigational

Colourpop lux lipstick

Branded

Long Tail

Awareness

Navigational

ColourPop lipstick swatches

Branded

Long Tail

Awareness

Informational

What is cruelty-free cosmetics brand?

NonBranded

Long Tail

Awareness

Navigational

How to mix eyeshadow colors?

NonBranded

Long Tail

Awareness

Informational

Where to buy colored mascara?

NonBranded

Long Tail

Awareness

Informational

Affordable makeup brands

NonBranded

Long Tail

Awareness

Navigational

Pressed powder

Non-

Long Tail

Awareness

Navigational

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shadow

Branded Table 1. ColourPop’s search queries

"Lux lipstick" is the phrase that appears after the brand name when searching "ColourPop" in Google's search bar. Because this is the most famous lipstick collection of the company which considered the "best seller", with affordable price but super high quality, this lipstick collection quickly popular with many people and become the hot keyword

Figure 9. Keyword generating “Lux Lipstick” by Google

The next branded search phrase also generated by google is "ColourPop lipstick swatches". Most of the customers who know ColourPop when buying lipstick are looking for this keyword, it is very popular that people look for lipstick swatch pictures on the internet of the beauty bloggers to choose the color that suits them before purchasing.

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Figure 10. Keyword generating: “ColourPop lipstick swatches” by Google Following is the unbranded phrase in a question form: "What is a cruelty-free cosmetics brand?". A study shows that sustainability is becoming more and more important to cosmetic customers, and the clean beauty movement is gaining support as consumers tend to switch to non-tested animal products.

Figure 11. ColourPop suggested by Google

The last two questions are non-branded, also the long-tails and informational. These questions contain keywords related to ColourPop products like eyeshadow and mascara. According to Semrush, the keyword "How to mix eyeshadow colors?" and "Where to buy colored mascara?" are also attracts a lot of attention

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Figure 11 & 12. Keyword generating by SemRush

Famous for its friendly-wallet product price but extremely good quality, ColourPop was voted in one of 10 Affordable High-Quality Makeup Brands on google with the keyword " Affordable makeup brands"

Figure 13. Keyword generating: “Affordable makeup brands” by Google

Besides lipstick, the eyeshadow palette is also one of ColourPop's most famous products. So "pressed powder shadow" is also a valuable query, Google has shown that the relationship between the above keyword and ColourPop is related. So when customers find information about powder eyeshadow, they will also see ColourPop

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Figure 14. Keyword generating: “Pressed powder shadow” by Google

D. ON - PAGE SEO 1. Identify the homepage

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The Page

Home page

URL

https://colourpop.com/

Title tag

No title

Meta description

Redefining luxury beauty by creating high quality products at affordable prices. We pride ourselves on being cruelty-free, wallet-friendly, and keeping our customers at the center of our world. Made in the USA, we imagine, innovate, test, and manufacture all under one roof.

H1

No H1

H2

First Collection

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The Page

Make up

URL

https://colourpop.com/collections/

Title tag

No Tittle

Meta description

No Meta

H1

No H1

H2

No H2

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The Page

Skincare

URL

https://colourpop.com/collections/

Title tag

No tittle

Meta description

No Meta

H1

No H1

H2

No H2

2. Recommendations

Home Page

Makeup

Skincare

Meta description

Redefining luxury beauty by creating high quality products at affordable prices. We pride ourselves on being cruelty-free, wallet-friendly, and keeping our customers at the center of our world. Made in the USA, we imagine, innovate, test, and manufacture all under one roof.

Shop line of ColourPop. Use our products to create a gorgeous makeup look with Lipstick, Eyeshadow, Foundation and more

Comprehensive skincare products for all skin types with cleaser, masks, toner, serum, etc

H1

ColourPop Cosmetics

Gorgeous looks

Healthy Skin

H2

First Collection

Shop All Eyes Shop All Lips

Shop By Product Shop By Skin Type 15

Shop All Face

Newst Skincare Shop All Skincare Skincare Tools

Most ColourPop websites have no Meta Description, Tittle Tag, H1 and H2. In addition, the webpage still lacks a call-to-action button, reminding customers to carefully read product information, models, and colors before deciding to place an order to avoid wrong choice. Besides, I also added Meta Description for page to help visitors better understand the content of each page. As well as H1 and H2 also added as shown in the table above to highlight the title, making sure the important information is not ignored.

F. REFERENCE ColourPop n.d, viewed 15 April 2021 . Danziger, P 2019, ‘6 Trends Shaping the Future of the $532 Billion Beauty Business’, Forbes, viewed 17 April 2021,< https://www.forbes.com/sites/pamdanziger/2019/09/01/6-trends-shaping-the-future-ofthe-532b-beauty-business/?sh=219e55d7588d>. Kucheriavy, A n.d, 'Best Examples of Website Goals and Objectives', intechnic, viewed 15 April 2021, .

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Naylor, J 2015, 'How Website Visitor Behavior Differs Between Desktop and Mobile', cmglocalsolutions, 9 March, viewed 17 April 2021, .

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