Assignment Task
Task
Introduction
1A. The Purpose Of This Assessment
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Get Help Now!This assessment will develop your skills and knowledge required to optimise a website to improve business and marketing outcomes.
Competencies Being Assessed
This assessment has been aligned against the unit of competency DGMWEB001 Optimise a website within a digital marketing strategy. This unit requires you to:
1.Research and evaluate website performance
2.Develop and manage a website plan
3.Assess and enhance website structure
4.Enhance website content
5.Monitor website
1B. What You Are Required To Do
This assessment has four tasks. You must complete all tasks and questions.
Step 1. Complete The Required Learning Content
Before attempting the assessment, ensure you complete the supplied learning content. This content will help you develop the skills and knowledge you need to complete your assessment.
Step 2. Complete Task A (knowledge Questions)
Task A is a series of short answer questions that will test your understanding and knowledge of website optimisation.
Step 3. Complete Tasks B-d (practical Questions)
Over Tasks B, C and D, you will plan and implement a website optimisation strategy, then review its performance.
You may choose to base Tasks B, C and D on:
a)The provided case study, OR
b)Your own workplace
Question A1
Explain three or more benefits of using responsive website design.
Question A2
Explain what each of the following items are, and why they are important to consider when optimising a website:
- Visual hierarchy
- Grid systems
- Typography
Question A3
Describe the difference between A/B testing and multi-variate testing. Then explain when digital marketers may use these.
Question A4
Explain what the following terms mean, and the difference between them:
- UX (user experience)
- UI (user interface)
Question A5
Explain the purpose of using the following when designing and optimising a website:
- User journey maps
- User flow maps
Question A6
Explain how you can use the following methods to obtain feedback on website performance:
- Interviews
- Surveys
- Focus groups
- Personas and scenarios
Task B – Develop A Website Plan
Question B1
Identify the website(s) you will analyse and optimise for Tasks B-D.
If you are using your own workplace, also:
- Provide a brief description of the company you work for
- Identify and describe the website you will focus your assessment on
Question B2
You now need to research the website you are to optimise.
Develop a research report which includes the following sections and information:
Target market research, including:
- Insights into the target audience’s needs, preferences and behaviours
- Descriptions of at least two target personas
A review of at least two competitor websites including:
- A comparison of the content and products they offer
- A review of website structure, content, and user experience
An evaluation of the website, including:
- A review of website structure, content, and user experience
- Identification of problematic areas from research
Question B3
Now you have researched the website and that of its competitors, it’s time to develop a plan for the website can be optimised. Develop a website optimisation plan that includes the following information:
- An introduction that summarises your research outcomes and introduces the changes required to the website
- Goals and objectives
- Key Performance Indicators (KPIs)
- Recommendations – propose practical solutions to problems identified with the website, including user experience design issues
- Budget and resource requirements
- An implementation plan, including:
- Actions required
- Responsibilities
- Timelines
- Strategic review processes
Question B4
Now you have developed your website plan, you need to present it to the client for approval. Set up a meeting with at least one stakeholder.
Use the meeting to:
- Provide a summary of the website plan
- Gain approval for the plan, including its budget, from relevant stakeholders
After your meeting, notes of what was discussed during your meeting.
Task C – Enhance Website Content And Structure
4B. QUESTIONS
Question C1
Create an updated sitemap for the website that includes the additional web pages required.
NOTE: You may create your sitemap using any appropriate tool of your choice. For example, you may use an online tool, such as Lucidchart’s free version.
Attach or insert your sitemap into the space below.
Question C2
For one of the new pages to be added to the website, develop wireframes. These wireframes are to lay out its content and functionality.
Make sure the wireframe considers the target audience, including their needs and journeys.
Question C3
Describe how you can make a prototype of the web page you designed wireframes for in the previous question.
Ensure you explain the visual design features you would include.
Question C4
You now need to prepare the content that will appear on the page you designed wireframes for.
Write this content in the table provided below, ensuring the copy:
- Is clear, accurate and relevant
- Includes all required information
- Provides up-to-date business information
- Uses language, style and tone that is suitable for both the target audience and the brand tone of voice
Make sure you consider the use of:
- Headlines
- Sub-headings
- Body text
- Buttons, forms, and calls to action
Task D – Monitor Website Performance
Question D1
Produce a report which analyses:
- The changes made to the website
- What impact they have had on its performance
Ensure your report includes the following information:
- An introduction to what changes were made to the website
- An evaluation of the website performance against KPIs
- A summary of user feedback on the updated website
- A description of the effectiveness of the website’s current hosting
- An explanation of the problems currently impacting the website
- Practical and sustainable strategies to address problems and improve website performance
- An outline of the current website optimisation expenditure in comparison to the planned budget
Question D2
Now you have analysed the performance of the website, you need to share your insights with others.
Set up a meeting with at least one stakeholder.
Use the meeting to:
- Provide a summary of the website’s performance
- Discuss ways in which the website could be improved, including any problems that need to be addressed
- Propose at least two practical and sustainable solutions to improve the website’s performance
- Discuss the solutions and gain others’ feedback on them
Question D3
Based on the discussions you had in the previous question, explain how you will adjust the website implementation plan.
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