4341601 ESSENTIAL OF DIGITAL MARKETING 236370316044

PRACTICAL-2
AIM: Analyze Amazon, Flipkart, Snapdeal, or any three e-commerce sites for
the following:
(i) Do a comparative analysis of their product offerings
(ii) Do a comparative analysis of their landing pages
(iii) Do a comparative analysis of their call to action (CTA)
(iv) Do a comparative analysis of website loading and website navigation
(v) Find the rankings of Amazon, Flipkart, Snapdeal using Alexa.com
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PRACTICAL-2
AIM: Analyze Amazon, Flipkart, Snapdeal, or any three e-commerce sites for the
following:
(i) Do a comparative analysis of their product offerings
What is product offerings?
A product offering is a combination of products, services, and experiences a company offers its
customers. It is more than just the product itself. It also includes how it is marketed and sold,
as well as the customer's overall experience with the company.

Function analysis of flipkart and amazon:

Amazon: Known for its vast selection, Amazon offers products across nearly every category
imaginable. From books, electronics, and fashion to groceries and cloud services (via
Amazon Web Services), the platform provides a one-stop solution for many consumers.
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Flipkart: While Flipkart also offers a diverse product range, it is particularly strong in
electronics and fashion. Categories such as mobile phones, home appliances, and clothing see
substantial traction on Flipkart, aided by exclusive partnerships with brands.

Customer experience of amazon and flipkart:

Amazon: Globally known for excellent customer service, Amazon India’s return and refund
processes are streamlined, making it a go-to for hassle-free shopping. The platform also
offers 24/7 customer service.

Flipkart: While Flipkart has significantly improved its customer service in recent years, it has
faced criticism in the past for delays in refunds and more complicated return processes
compared to Amazon. However, with Walmart’s backing, Flipkart continues to refine its
approach.

Cost of amazon and flipkart:

Amazon: Globally known for excellent customer service, Amazon India’s return and refund
processes are streamlined, making it a go-to for hassle-free shopping. The platform also
offers 24/7 customer service.

Flipkart: While Flipkart has significantly improved its customer service in recent years, it has
faced criticism in the past for delays in refunds and more complicated return processes
compared to Amazon. However, with Walmart’s backing, Flipkart continues to refine its
approach.

Features of amazon and flipkart:

Amazon:Personalized Recommendations: Amazon employs sophisticated algorithms to

provide personalized product recommendations to users based on their browsing and
purchase history.

Amazon Prime: Amazon Prime, a subscription service, provides members with benefits like
free and fast shipping, exclusive deals, etc.

Voice Assistant: This allows customers to shop using voice commands.

Live streaming: Amazon hosts live shopping events where customers can watch influencers
demonstrate and review products. Customers can also purchase products directly from these
live streams.

Social commerce: Amazon allows customers to share products with their friends and
followers on social media. Customers can also purchase products directly from social media
platforms, such as Facebook and Instagram.

Flipkart:Gamification: Flipkart uses gamification to engage customers and make shopping

more fun. For example, customers can earn points and badges for completing tasks such as
writing product reviews and sharing on social media.
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Flipkart Plus: Flipkart has a loyalty program called "Flipkart Plus" that provides benefits like
early access to sales, free shipping, and rewards.

Flipkart Fashion AR: An augmented reality app that allows customers to try on clothes and
accessories virtually.

Chatbots: Flipkart uses chatbots to answer customer questions and provide support. Chatbots
are available 24/7 and can answer a wide range of questions, from product specifications to
order status.

Security of amazon and flipkart:

Amazon: The Amazon Security organization is central to maintaining customer trust and
delivering delightful customer experiences. Our mission is to maintain a high bar for security
across all of Amazon's products and services.
Flipkart: With Complete Mobile Protection, Flipkart brings you a complete post-purchase
solution for all your service needs. Contact us for any issue with your Mobile purchase and
we'll solve it for you. Under Complete Mobile Protection umbrella we cover, Accidental
Damage including Broken Screens. Liquid Damage to the Phone.

Turms & condition of amazon and flipkart:

Amazon:Used - Acceptable: The item is fairly worn but continues to function properly. Item
may arrive with damaged packaging or be repackaged. Signs of wear can include aesthetic
issues such as scratches, dents, and worn corners. The item may have identifying markings on
it or show other signs of previous use.
Flipkart: You shall not make any negative, denigrating, or defamatory statement(s) /
comment(s) about us, the brand name or domain name used by us, including Flipkart,
Flipkart affiliates and associated entities, or otherwise engage in any conduct or action that
might tarnish the image or reputation of Flipkart.

(ii) Do a comparative analysis of their landing pages

What is landing pages?

In digital marketing, a landing page is a standalone web page, created specifically for a
marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an
email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places
on the web.
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Amazon Landing Page:

An Amazon landing page is a page designed to highlight the features and deals for a product
that you sell via Amazon.
Think of it as a strategically crafted destination designed to convert visitors into customers by
showcasing your product in the best possible light.
This landing page is your chance to make a memorable first impression and steer potential
buyers towards a purchase.

Flipkart Landing Page:

This is the landing Page, when the user enters to the website, this page will show up. We have
worked on sliding images of promotional products using Javascript functionality. And from
landing page user can navigate to various products or previously saved products in his cart, or
for login account.
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(iii) Do a comparative analysis of their call to action (CTA)

What is call to action(CTA)?

A call to action is a visual prompt on a website or mobile app that encourages the user to take
a specific action. It’s typically written as a command or action phrase, such as sign up, buy
now, or join and generally takes the form of a button or hyperlink.

Charactristics of CTA:

Good design:
The best calls to action need to grab the user's attention, so a bright button color that contrasts
with the color of the page or an email is an effective strategy.
High visibility:
Because the call to action should be the most noticeable thing on the page, the font size
should be large enough to command attention.

Clear benefit:
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Stating a clear benefit that the user will get from completing the transaction is an effective
way to get them to click.
Actionable text: A call to action, as its name implies, is designed to compel the user to take
action, so an effective CTA should use action words such as "discover", "learn more", and
"buy now".
Short in length:
A good call to action should be a short phrase, not a sentence. Most are no longer than five to
seven words.
Sense of urgency:
Users are easily distracted on the internet, so a strong sense of urgency such as a limited time
offer can help compel users to take action immediately instead of putting off taking action.
Amazon Call to Action
A call to action (CTA) is a prompt that encourages customers to take a specific action.
Amazon uses various CTAs to guide customers through their buying journey.
• Buy or rent now: This CTA is used for video content that can be bought or rented,
and is not included with a Prime subscription.
• Shop episodes: This CTA is used for video content that can be bought or rented, and
is not included with a Prime subscription.
• Shop movies: This CTA is used for video content that can be bought or rented, and is
not included with a Prime subscription.
• Own it now: This CTA is used for products that can be delivered instantly, such as
digital downloads.
• Pre-order now: This CTA is used for products that can be pre-ordered, and must link
to the Prime Video page with a pre-order option.
• Rent now: This CTA is used for digital titles that are available for rental.
• Browse episodes: This CTA is used for video content that is included with Prime, and
uses the Prime logo.
• Browse movies: This CTA is used for video content that is included with Prime, and
uses the Prime logo.
• Catch up now: This CTA is used for content that is available to buy or rent only, and
not available through Prime.
• Stream all episodes now: This CTA is used for content that is available to buy or rent
only, and not available through Prime.
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Call to Action on Flipkart

Based on the search results provided, here are some insights on the Call-to-Action (CTA) of
Flipkart:
1. Prominent placement: Flipkart places its CTAs prominently on the product page,
with two options: “Buy Now” and “Add to Cart”. The “Buy Now” button is
highlighted, giving it priority over “Add to Cart”.
2. Scarcity: Flipkart uses scarcity tactics by mentioning limited availability or low stock
levels on the product page, creating a sense of urgency and encouraging customers to
make a purchase sooner rather than later.
3. Multiple CTAs: Flipkart uses multiple CTAs on its website, including banners and
buttons, to guide customers through their buyer’s journey. These CTAs are designed
to be eye-catching and stand out on the page.
4. Clear and direct language: Flipkart’s CTAs use clear and direct language, such as
“Buy Now” and “Shop Now”, making it easy for customers to understand what action
to take.
5. Visual hierarchy: Flipkart’s CTAs are designed with a clear visual hierarchy, using
contrasting colors and sizes to draw attention to the most important actions.
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(iv) Do a comparative analysis of website loading and website navigation

what is website loading?
Website loading speed is the amount of time it takes for a website to fully display its content on a
user's device after they have requested it by typing in a URL or clicking on a link, or after
they have been redirected from another page.
Amazon:
Performance: - Amazon generally scores well in terms of loading speed. The website is
optimized to load quickly, often due to its use of various Content Delivery Networks (CDNs)
and a highly scalable infrastructure.
Tech Stack: - Amazon utilizes a modern tech stack, including fast image loading, caching
strategies, and efficient data handling, ensuring quick responses.
User Experience: - The faster loading time contributes to a better user experience, reducing bounce
rates and enhancing the likelihood of conversions.
Flipkart:
Performance: - Flipkart has made significant strides in improving its loading speeds but
may not consistently match Amazon’s performance. It can sometimes experience slowdowns
during high-traffic events, like sales.
Tech Stack: - Flipkart utilizes a range of optimizations, such as lazy loading of images and
asynchronous script loading but may sometimes struggle with heavy content.
User Experience: - While generally responsive, slower loading times, particularly during peak
hours, may lead to frustration among users
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What is website navigation?

Website navigation is the act of clicking and looking through resources on the internet, such
as the various pages that make up a website. Users navigate websites using a web browser
and clicking on links that transport them to other pages when clicked. There are two kinds of
links you might use for website navigation.
Amazon:
1. GPS Technology: Amazon uses GPS (Global Positioning System) for real-time tracking
of delivery vehicles and packages. This helps optimize routes and improve delivery times.
2. Amazon Logistics: The company has developed its own logistics network, which includes
a fleet of delivery vans and drivers. This network relies on advanced routing algorithms to
efficiently manage deliveries.
3. Amazon Prime Air: For future delivery options, Amazon has been exploring drone
delivery through its Prime Air service. This would require sophisticated navigation
systems to ensure safe and accurate delivery.
4. Machine Learning and AI: Amazon utilizes machine learning algorithms to analyze
traffic patterns, weather conditions, and other variables to enhance delivery efficiency and
navigation.
5. Amazon Maps: While not as widely known as other mapping services, Amazon has
developed its own mapping technology for internal logistics and potentially for external
applications.
6. Warehouse Navigation: Inside fulfillment centers, Amazon uses robotics and automated
systems that navigate based on a combination of pre-defined paths and real-time
adjustments to optimize the picking and packing processes.
Flipkart:
1. Structure: Flipkart features a simpler and more user-friendly design compared to Amazon,
with prominent categories and clear segmentation of products.
2. .Search Functionality:The search bar is easily accessible and includes filters, though it may
not be as advanced as Amazon's. Flipkart usually allows easy access to deals, offers, and
discounts.
3. Usability:Flipkart tends to provide a smoother navigation experience, with less cluttered
pages and a design focused on mostly popular products and categories.
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(v) Find the rankings of Amazon, Flipkart, Snapdeal using Alexa.com

What is Alexa Ranking?
Alexa Ranking defines the SERP position of your domain on the internet. The better the Alexa ranking of
your domain, the better the position of your website online. Ideally, if the Ranking is under 30,000,
your domain falls in the blue-chip category in terms of popularity.
Amazon's virtual assistant Alexa produces your domain ranking by analyzing the daily visitors and the
calculated number of pageviews for the past three months.

Global Rank of amazon:

Global rank of flipkart: