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<b>DANANG UNIVERSITY OF ECONOMICS – DANANGUNIVERSITY</b>

<b>THE FACULTY OF MARKETING...</b><b>...</b>

<b>WEB ANALYSIS AND DESIGNWEB ANALYSIS REPORT</b>

Nguyen Thi Ngoc AnhHuynh Minh Chau Tran Thi Tran ChauNguyen Thi Phuong

<i>Da Nang, 2023</i>

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Table of Contents

<b>I. Analyze Customer...4</b>

<b>1.Customer segmentation... 4</b>

<b>2. Customer profile... 5</b>

a. Portrait of customers who want to buy oral care products...5

b. Portrait of customers who need to use dental services...6

<b>3. Customer Journey Map... 8</b>

<b>II. Analyze Competitors and Market trends...8</b>

<b>1.Competitor website analysis:...8</b>

a. Viet Han Dental:...8

b. Paris dental clinic:...10

<b>2.Market trends: Vietnam market...11</b>

<b>III. Information Architecture...12</b>

<b>VI. Audit current web performances/wireframe and e-commerce features...27</b>

<b>1.Google lighthouse of PP Dental website:...27</b>

<b>2.E-commerce features:...28</b>

<b>REFERENCES...29</b>

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Tables of Figure

Figure 1 Customer Journey Map...8

Figure 2 Google lighthouse score of Viet Han Dental website...9

Figure 3 Google lighthouse of Paris Dental Website...10

Figure 4 Level of searches for the keyword "dentistry" throughout Vietnam...12

Figure 5 Making an appointment flowchart...13

Figure 6 Purchasing online flow chart...14

Figure 7 Manage Product Use cases...17

Figure 8 Manage Orders Use cases...18

Figure 9 Buying Products Use cases...19

Figure 10 Manage Account Use cases...20

Figure 11 Register Use cases...21

Figure 12 Login Use cases...22

Figure 13 Book appointment Use cases...22

Figure 14 Search Use cases...23

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<b>I. Analyze Customer1.Customer segmentation</b>

<b>FactorsNeed to dental servicesNeed to buy care products via website</b>

Demographic - Age: 6 years old - 70 years old- Gender: male,

- Income: average to high

- Occupation: children, pupils, students, workers- Living area: Da

- Living area: provinces nationwide

Psychology - Promote the importance of healthand oral health- Pay attention to oral

health care from an early age

- Worry about getting dental diseases, affecting your teeth and facial aesthetics- - Desire to have

strong, aesthetically pleasing teeth

- Promote oral health and oral hygiene- Pay attention to thorough oral

hygiene for yourself and your family members

- Worry about dental diseases- Want to have clean, bright white

teeth and fresh breath

Behavior - Usually refer to reputable dentists and highly skilled doctors by collectinginformation on websites and social networking sites.- Join user review

groups and blogs on social networking

- Usually refer to places that sell reputable oral care products through the website

- Learn about the store's customer care policy and product warranty- Join consumer review groups to

gather more information

- Compare prices and brand reputation on e-commerce platforms: shopee, lazada,..

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sites to collect information about dentists in the area- Regularly visit

reputable dentists to monitor the oral health of yourself and your family members

- Introduce reputable dentists with good services on consumer review groups and introduce them to relatives and friends.

- Follow KOCs and KOLs on social networking sites

<b>2. Customer profile</b>

a. Portrait of customers who want to buy oral care products

<i>Name: Ngo Ngoc Anh</i>

<b>Basic information</b>

● Gender: female● 20 years old

● Occupation: Student at Da Nang University of Architecture, part-time teaching assistant for a drawing class, major in fashion design

● Income: 3 million/month and allowance from family● Marital status: Single

<b>Customer psychology</b>

<i>Trust: Online shopping is more convenient, it's easy to check the store's reputation and</i>

the price is affordable

<i>Customer-oriented values: health, quick and convenient purchasing, high reputationCustomers' Desires:</i>

● Find a store that sells a variety of oral care products with high reputation and affordable prices

● Have good oral health and clean oral hygiene● The store has a good warranty policy for the product

● Unable to manage finances and divide finances for reasonable use within 1 month

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● Poor oral hygiene affects oral health and aesthetics

<i>Sources that influence customers:</i>

● Often listen to good store recommendations from friends and relatives● Regularly shop according to promotions of celebrities, KOLs, KOCS, etc.

● Purchase:

- Choose products with quite good quality - with clear origin, long shelf life, prioritize environmentally friendly products with direct payment when purchasing directly or payment after receiving goods, Check the goods when buying onions online

- Products customers will buy: convenient for oral hygiene, effective in improving oral health. For expensive products, there is a return or warranty policy

● Fast and guaranteed delivery policy

● There are many payment methods including cash and card payments, bank transfers, etc.

● Good customer service and many incentives for members and customers who buy a lot

● Focus on promoting innovative, new generation products

b. Portrait of customers who need to use dental services

<i>Name: Nguyen Thai Cam Ly</i>

<b>Basic information</b>

● Gender: female● 25 years old

● Occupation: Graphic designer● Income: 16 million/month● Marital status: Single

<i><b>Belief: "Teeth and hair are human corners"</b></i>

● Good oral health is a sign of good health● Oral health affects each person's lifespan

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● Customer values are aimed at: health, good and long-standing skills, high reputation, and dedication to the profession

● Disadvantages in dental warranty policies or patient contracts

<i>Sources that influence customers:</i>

● Often listen to good store recommendations from friends and relatives● Regularly follow review groups on Facebook

● lifestyle: healthy, health-conscious,

● Hobbies: jogging, surfing social networks, likes to participate in groups on social networks

● Online behavior: online on Facebook 24/7, joining review groups and following KOLs/KOCs on Tiktok. Likes to share images and thoughts on socialnetworking sites.

● Choose reputable dentists with prices suitable to economic conditions, usually pay directly for low-priced services and pay in installments for services with relatively high to high prices.

● The services customers aim for are oral monitoring, cosmetic braces, and painless braces

use the service a lot

● Focus on promoting on the website the reputation, skills, and equipment of the dentistry

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<b>3. Customer Journey Map</b>

<b>II. Analyze Competitors and Market trends1. Competitor website analysis:</b>

a. Viet Han Dental:

 Established in 2017 with the initial goal of becoming a dental clinic providing cosmetic dental services.

 Evaluation of Viet Han Dental website:

<i>Lighthouse scores according to Google Lighthouse</i>:- Performance: 25 - low

- Website speed is slow with: Speed Index 4.2 seconds- The accessibility score is: 87

- The SEO score is: 100

<i>Figure 1 Customer Journey Map</i>

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- This website does not have PWA

- Total visits last month (September 2023): 575, according to Google Trends

- The main colors of the website are blue and white.

- The font size of the headings is quite large, occupying a lot of space and causing viewers to move their eyes too much.

- This website has a dropdown menu.

- There are too many images on one page, causing viewers to scroll multiple times.

- There is no search box on this website.

b. Paris dental clinic:

<i>Figure 2 Google lighthouse score of Viet Han Dental website</i>

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<i>Lighthouse scores according to Google lighthouse are high:</i>

- Performance score: 97. This is a high score with speed index 1.3s- Accessibility score: 86

- SEO score: 93

- Main color of the website: blue and white

- Consistent font with 1 style and not more than 3 font sizes throughout the website

- User-friendly interface with each category arranged logically and clearly- Search box function for customers to easily find the information they need- Sidebar menu includes contact information and appointment booking section- This website does not support PWA

<i>Website content:</i>

- Important information is placed in central positions with eye-catching images to attract customers. However, the overall content and images on the homepageare too much, making it difficult for viewers to pay attention to all information presented.

- Nha Khoa Paris provides detailed and comprehensive information for any service they offer. For example, for braces services, they explain the service, the cases where braces are necessary, the benefits of braces, etc.

- Illustrative images are arranged appropriately to help readers easily imagine, with sizes not too big or too small.

- To increase their credibility, they have added a section that displays images of successful customers who have used their services on the homepage.

<i>Figure 3 Google lighthouse of Paris Dental Website</i>

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<b>2. Market trends: Vietnam market</b>

 Current competitors: Viet Han Dental Clinic, Thanh Van Dental Clinic in Danang and all the clinics in Vietnam

 Services offered by the business: Various dental care services including treatment, cosmetic dentistry

From October 2022 to September 2023: The peak search for the keyword "dentist in Da Nang" is in October 2022. The area where this keyword is searched the most is Da Nang, followed by Quang Nam. The keyword "dental clinic" is searched the most in February 2022.

<i>Figure 4 Level of searches for the keyword "dentistry" throughout Vietnam</i>

The estimated value of Vietnam's dental care market in 2022 was $6.595 billion and isexpected to reach $15.122 billion by 2030 after a projected annual growth rate of 10.93% between 2022 and 2030.

The future of dental services in Vietnam appears promising, with revenue and the number of clinics likely to increase due to a predicted rise in dental problems among the population. This will lead to more dental clinics being established over time. [1] More than 90% of V Gen Z tends to care more about dental care. This is a multi-million dollar trend that is growing strong.

Vietnamese citizens suffer from dental problems, which suggests an increased demandfor dental treatments and cosmetic procedures in the present and future. [2]

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<b>III. Information Architecture1. Flowchart</b>

<i>Figure 5 Making an appointment flowchart</i>

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<i>Figure 6 Purchasing online flow chart</i>

<b>2. Event table</b>

<b>Event table </b>

Type of Event

Event Trigger Source Use case Response DestinationExternal Customer

wants to schedule appointment

New appointment

Customer Make appointment

Appointment time confirmation

Customer,Dentist, Receptionist,

System

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Internal Registering the customers

New registration

Customer Adding new customer

Login characters

System, CustomerInternal Online

purchasing of products by customers

New order,purchasingonline

Customer Create new order

Order confirmationOrder detailsTransaction

l ^{Time to}produce transaction summary reports

“End of

day” ^Producetransaction summary reports

Transaction summary reports

Internal View history of products procured

Query about customer's purchased product history

Customer Customers purchasedproduct history

History report

Customer System

<b>3. Navigation areas Global navigation:</b>

- The linked logo at the top left is customary to link the entire image to the homepage.

- The top navigation bar includes major subpage links, CTA graphic button “Booking”

- Footer navigation

- Search box, account setting and shopping cart at the top right

- Contact icons are placed on the right, always on the screen even when users scroll in the website.

- The homepage has a slideshow that displays the ongoing promotions and campaigns. The slideshow link to the Ongoing Promotion Page.- Location-based breadcrumb appears below the header whenever users go

deeper into the subpages. It helps users be aware of the path they go in the website and allows users to go back to the link displayed on the breadcrumb.

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<b> Dental News blog: links to articles about Dental Care knowledge topics and </b>

<b> In the articles:</b>

- The internal links will be cleverly integrated to link to other website articles and pages.

- Navigation to other dental service pages at the left.

- The related link component is navigation between pages, displayed at the end of the topic.

<b> Ongoing Promotion Pages has navigation to the landing page of the website. Services page: </b>

- Navigate to individual articles about each specific dental service.

- Each article about specific dental services has the CTA button to navigate usersto the Booking page, and the article will also navigate to other dental service pages at the left.

<b> Products page: navigate users to the Product Information pages and Product </b>

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<b>4. Use cases</b>

<i>Figure 7 Manage Product Use cases</i>

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<i>Figure 8 Manage Orders Use cases</i>

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<i>Figure 9 Buying Products Use cases</i>

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<i>Figure 10 Manage Account Use cases</i>

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<i>Figure 11 Register Use cases</i>

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<i>Figure 12 Login Use cases</i>

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<i>Figure 13 Book appointment Use cases</i>

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<i>Figure 14 Search Use cases</i>

<b>IV. Semantic check</b>

<b>● Check for false navigational cues:</b>

- The website will use 4 types of navigation: A Navigation Bar, The Footer, A search tool, Quick links.

- The website will follow the principle that a well-structured website allow any user to get from where they are at (point A) to where they want to be at (point B) in three tries or less.

<b>● Check for context cues:</b>

- The website will use <b>hreflang</b> to determine the language of the website providing search results to users.The <b>hreflang</b> tag is an HTML attribute, a piece of code that helps Google determine the language of the website providing search results to users. The code allows an international website to provide results based on the search language or location of the searcher providing the correct version to the user. Resulting in fewer people clicking away from your page and back to search results (i.e. higher dwell time), lower bounce rate, longer time on page, etc. it positively affects your search results. SEO and website rankings.

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<b>Ex: <link rel= “alternate” href= “http: //example.com” hreflang= </b>

“en-us”.This code tells Google that the English version of the page is being shown specifically to US readers.

- The <b>hreflang</b> tag optimizes SEO strategies in cases where websites have different content in the same language.

<b>Ex: The site has content in English for Australia, UK and US, but offers </b>

specific offers (e.g. in local currency) for each. In this case, it should be written as:

- HTTP headers should be used to implement hreflang for PDF files and non-HTML content on the web page. This has nothing to do with the HTML tags on the page <head> or <header> but are placed in the backend of a website. [3]

<b> Ex:</b>

<b>● Check graphical/symbolic:</b>

<i>The Websites use</i>

- magnifying glass symbols for search bars

- Phone symbol, facebook, zalo, email symbol for contact section- cart symbol for the list of products added to the cart

- person symbol for user login

<b>V. Implementation Analysis</b>

<b> Directory, File, and URL-Naming Checks:</b>

- Make sure the directory structure and naming conventions used for the websiteURL are simple, consistent and extendible. (Giáo trình web development lifecycle)

- Avoid redundancy in directory or file naming. (Giáo trình web development life cycle)

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- Avoid vague directories and file names such as /welcome/, /start/ or /page1. The directories' name should use keywords that appear and are relevant to a page, which is very useful for users and helps optimize the search engine. [4]- Create a simple URL structure. Organize the content to make sure that the

URLs are logically constructed and intelligible to users.

- Consider using a robots.txt file to block Googlebot's access to problematic URLs.

- Consider using cookies instead of session IDs in URLs.

- If the uppercase and lowercase text in the URL are treated the same by the webserver, change all text to the same case.

- Shorten URLs by trimming unnecessary parameters.

- Use hyphens (-) to separate words in the URLs to help users and search engines easily identify concepts in the URL.

- Consider using a geotarget URL structure, refer to using locale-specific URLs.[5]

<b> HTML Validation:</b>

- Check to make sure that the HTML implementing the web is correct.

<b> Link Validation: (Internal and External Links)</b>

Internal and external links both play a crucial role in determining a website's visibility on the Internet. Link profile auditing involves a comprehensive analysis of site’s internal and external links. Steps for conducting a link profile audit:

1. Identify link: use SEO tools like Google Search Console or Ahrefs to generate a comprehensive list, organize a list by grouping links according to domain andlink type.

2. Catogorize links: by source, quality (reputable, well-ranked or spammy), relevance, anchor text, follow or no-follow.

3. Analyze link quality: metrics to consider when evaluating a high-quality link include: domain authority (DA), page authority (PA), trust flow, link relevancy4. Examine anchor text:

- Identify patterns including: exact match (keywords exactly matching targeted terms), partial match (phrases containing targeted terms), brand,generic (phrases like “click here” or “more info”).

- Check for Over-Optimization- Evaluate relevancy

5. Check for broken links: use a tool like Ahrefs or Screaming Frog to crawl through entire website, identify any faulty links, and fix the link on the source page or update it with an alternative link.

6. Analyze link velocity: use a took such as Majestic to show when the links wereadded, which sites linked.

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