University of Transport and Communications, Campus in Ho Chi Minh City FACULTY OF TRANSPORTAION ECONOMICS ------ FINAL REPORT RESEARCH ON THE CURRENT SITUATION OF WEBSITE USAGE AT
THEORETICAL FOUNDATIONS OF WEBSITES
Definition of a Website
A website is a set of interconnected pages that provide information through text, images, videos, and data, all hosted under a single domain on a web server It serves as a platform for users to share personal or business information and post content on various topics, allowing consumers to access this information remotely via the internet.
A website is a collection of interconnected pages accessible on the internet under a single domain name, offering information or services from businesses or organizations in various formats, including text, images, audio, and video Each website features a "Homepage," which serves as the main entry point for users when they input the site's address in their browser.
Examples: include vietnix.vn, google.com, facebook.com, pinterest.com, wikipedia.org, etc.
Characteristics of a Website
- Clear layout, easy to use
- Harmonious color scheme, aligned with brand identity
- Intuitive and appealing images and icons
- Easy navigation, features are easy to find and use
- Fast page loading speed without causing frustration
- Compatibility with various devices (smartphones, tablets, desktops)
- Information provided is comprehensive, clear, and easy to understand
- Regular updates, relevant to user needs
- Interactive content integration such as videos, animations, surveys, and comments
- Appropriate keyword usage to ensure easy discovery on search engines like Google
- Optimized titles, descriptions, and page URLs
- Reader- and search-engine-friendly content
- Easy sharing of website content on social media platforms
- Links or interactive buttons connecting to the company’s social media accounts
- The Role of a Website in Digital Marketing.
Components of a Website
For a website to function effectively, it must combine several elements:
The website header serves as a crucial navigation tool, showcasing the site's categories to assist users in understanding its content structure and easily locating information Positioned at the top of the page, the header typically features essential elements such as the logo, slogan, menu, shopping cart, and advertisements.
The Site ID, also known as the website identifier, serves to differentiate a website from others Typically located in the top left corner of the web interface, it often features a logo or a concise slogan that represents the essence of the site.
The Home Link acts as a crucial navigation tool, enabling users to effortlessly return to the homepage It can be integrated into the website logo or displayed as text, such as "Home" or "Homepage," ensuring a seamless user experience.
A website banner prominently showcases featured products, new arrivals, and promotional offers to engage visitors immediately upon entering the site Positioned at the top of the homepage, this eye-catching element can take the form of a video or animated image, effectively capturing customer attention and enhancing their shopping experience.
The navigation menu, typically located in the header, features essential links that guide users to the main sections of the website, making it easier for them to find information Common links include Home, Products, Contact, and About Us This menu is often represented by an icon of three horizontal lines stacked together.
Slider: A basic website element, located below the header, displaying featured information, images, or services of the business It is also used to notify customers about promotions during advertising campaigns
Search Box: This tool enables users to quickly search for keywords or information
It is usually positioned at the top right of the header The search box enhances user convenience and satisfaction
The shopping cart feature is essential for e-commerce websites, usually located in the top right corner, enabling customers to easily monitor the number of selected items and view the total cost of their purchases.
Website Content: This forms the core of any website The content layout should be logical and easy to navigate, including:
+ Website Title : Displayed at the top of the content, bolded, and in a larger font to grab user attention
+ Breadcrumb Navigation : Helps users identify their current location within the site and move between sections easily
+ Content Section : Provides information about products, services, knowledge, or experiences relevant to customers
+ Page Navigation : Usually located at the top or bottom of the content area
+ Information Bar : Includes secondary information such as publication date, view count, etc
+ Social Sharing Bar : Consists of buttons that allow users to share the website through social media platforms (Facebook, Zalo, TikTok, etc.)
Footer: Positioned at the bottom of the website, containing contact details such as the company’s name, address, and phone number The header and footer always complement each other.
Common Types of Websites
In the era of growing Information Technology and Digital Marketing, websites are indispensable tools for advertising and business activities Websites are classified based on various criteria:
A static website features content that remains unchanged over time, necessitating direct modifications to the source code by an administrator with programming expertise for any updates Typically constructed with HTML, CSS, and JavaScript, static websites are becoming increasingly rare in modern web development.
Dynamic Website: Widely used in most websites today, dynamic websites allow administrators to update content quickly These websites use platforms like HTML, CSS, JavaScript, and PHP
Corporate Website: Created and owned by a business or company, primarily for introducing and promoting products or services
Personal Website: Owned by an individual, serving various personal needs Popular among public figures like politicians, singers, designers, writers, etc
E-commerce Website: These include comprehensive e-commerce platforms or individual business websites, allowing users to place orders and make payments directly on the website
News Website: Provides cultural, political, social, health, and educational information, evolving from traditional print media These are usually owned by government agencies, associations, or organizations
Entertainment Website: Created to meet public entertainment needs, such as reading books, listening to music, or playing online games
Social Media Sites: Enable businesses and individuals to create their own spaces for sharing personal information and interests Popular platforms include Facebook, Instagram, and Zalo
A classified ads website serves as an online marketplace where users can post listings for various goods, making it easy for buyers to discover desired items such as real estate, cars, and motorcycles.
Forums: Spaces where users can share and exchange knowledge or opinions on topics of common interest, often moderated by administrators
-> Additionally, websites are also categorized based on the field of operation of individuals, organizations, or businesses: construction websites, tourism websites, education websites, fashion websites, cosmetics websites, etc
The Role of Websites in Digital Marketing
Primary Platform for Information Delivery:
A website is the essential platform for businesses to showcase their products and services in a comprehensive and clear way, acting as the primary source of information that supports other marketing efforts across social media and various communication channels.
The website enhances business-customer interactions, effectively converting visitors into potential or actual customers Utilizing tools like SEO, online advertising, and email marketing, it drives targeted traffic to the site.
A professional website with quality content helps businesses build credibility and strengthen their brand online This also aids in improving the website's ranking on search engines
The website serves as a crucial platform for enhancing various marketing campaigns, including online advertising, email marketing, and social media marketing Its quality significantly influences the success and effectiveness of these marketing strategies.
ANALYSIS OF THE CURRENT STATE OF ADIDAS GROUP’S WEBSITE
Brief introduction about ADIDAS
2.1.1 The process of establishing the Group
"ADIDAS" Founded in 1924 by the Dassler brothers in their mother's home,
ADIDAS originated from the Dassler Brothers Shoe Factory, a small shoemaking venture founded by two brothers Their dedication to sports and insight into athletes' requirements drove them to develop premium athletic footwear.
In 1947, differing visions led to a rift between the Dassler brothers, resulting in the dissolution of their company Undaunted by this setback, Adolf Dassler officially registered the ADIDAS trademark on August 18, 1949, taking inspiration from his nickname, Adi.
The famous three-stripe logo of ADIDAS, originally obtained from Finnish brand Karhu Sports in 1952, became a key marketing asset Its remarkable success led founder Adolf Dassler to famously label the brand as "the three-stripe company."
In 1970, ADIDAS launched the TELSTAR as the official match ball for the FIFA World Cup, initiating a lasting partnership Since then, each World Cup ball has showcased notable technological and aesthetic improvements.
In the 1970s, the athletic footwear market experienced heightened competition, leading ADIDAS to introduce the Trefoil logo This emblem, representing both performance and timelessness, became a symbol of ADIDAS' commitment to enduring quality.
After the death of Adi Dassler in 1978, his wife Kọthe and son Horst took over the management of ADIDAS However, Horst's tragic passing in 1987 resulted in financial challenges for the company In 1989, ADIDAS transitioned to a public company and was acquired by French industrialist Bernard Tapie.
In 1993, Robert Louis-Dreyfus became the CEO of ADIDAS, guiding the company through a difficult phase He identified the necessity for a strategic shift and successfully transitioned ADIDAS from a sales-focused organization to a marketing-oriented powerhouse.
Since 1987, a succession of leaders, including Renộ C Jọggi, Gilberte Beaux, Robert Louis-Dreyfus, Herbert Hainer, Kasper Rorsted, and current CEO Bjứrn Gulden, have played pivotal roles in shaping ADIDAS
ADIDAS has strengthened its status as a leading global sports brand by engaging in strategic restructuring, making key acquisitions, and launching innovative products The company's legacy is rooted in a commitment to athletic performance, distinctive design, and an unwavering drive for innovation.
2.1.2 Vision, mission and core values
ADIDAS is committed to brand development that prioritizes not only profit maximization but also enhancing product quality and customer satisfaction The company aims to surpass Nike and regain market share by positioning itself as a leading innovator and designer in the global market, dedicated to helping athletes achieve peak performance with every product ADIDAS consistently works to improve the quality, style, and image of its offerings to meet and exceed customer expectations.
ADIDAS has consistently upheld its belief that "all ADIDAS products are the best and most perfect," a commitment that has been central to the company's success From founder Adolf Dassler to the current CEO, ADIDAS emphasizes the superiority of its products at launch This dedication is reflected in ongoing innovation and meticulous attention to detail, even in aspects like shoelaces Additionally, the inclusion of care instruction CDs with premium footwear highlights ADIDAS' focus on product refinement and exceptional customer service.
ADIDAS has experienced significant growth as a global sports powerhouse, driven by both quality and creativity This creativity is evident in their business strategies and innovative product designs As highlighted on their official website, ADIDAS recognizes the ever-evolving nature of the sports industry, where traditional team sports like football and basketball coexist with the rapid growth of individual sports such as snowboarding, surfing, golf, and climbing By understanding and adapting to changing consumer preferences, ADIDAS has successfully maintained its market leadership.
ADIDAS firmly believes that its core values of honesty, drive, and dedication are integral to the essence of sports These principles have been consistently reflected in the company's history, highlighted by its robust partnerships with athletes and sponsorship of significant sporting events, including the World Cup Such high-profile events provide an excellent opportunity for sports brands to enhance their image, promote their products, and expand their market presence.
In 2001, ADIDAS experienced a significant profit increase of 15% in Asia, totaling an impressive $587 million This growth was especially notable in Japan and South Korea, the co-hosts of the highly publicized 2002 World Cup.
ADIDAS is guided by its core belief, "Through sport, we have the power to change lives," along with values of "Performance, Integrity, Diversity, and Innovation," which were established by founder Adi Dassler These principles drive the company's ongoing evolution and innovative business strategies, ensuring alignment with the changing preferences of consumers globally.
2.1.3 Business areas of ADIDAS Group
ADIDAS primarily focuses on the design, manufacturing, and distribution of athletic footwear, apparel, and accessories
Footwear is a crucial element of ADIDAS' business, driving a substantial portion of its revenue The brand is well-known for its athletic shoes, providing an extensive selection for sports like football, basketball, and tennis, along with options for everyday fitness and trendy lifestyles ADIDAS is committed to ongoing innovation to satisfy the changing preferences of its diverse customer base.
Current status of the adidas company website
2.2.1 Introduction to ADIDAS Company Website
Adidas is one of the most renowned sports brands globally, and their website is not just a place for shopping but also a comprehensive brand experience
Adidas' homepage showcases a contemporary and youthful design that is consistently refreshed with the latest trends, providing a dynamic user experience The prominently placed navigation bar allows easy access to sections for men's, women's, and children's products, ensuring customers can effortlessly find what they need.
Our website features well-organized sections for men, women, and children, each with detailed subcategories to enhance your shopping experience In the men's section, you'll find an array of categories including shoes—ranging from sports shoes to sandals—clothing options like hoodies and t-shirts, and accessories such as bags and hats Additionally, customers can shop by sport or collection, making it easier to find exactly what they need This structured layout is designed to save you time and effort while searching for products.
By creating an account, users can access exclusive Adiclub days for discounts on purchases, track their orders, engage in promotional programs, and connect with a vibrant community of sports enthusiasts.
The homepage showcases the latest arrivals and top-selling products, keeping customers updated on popular items and encouraging frequent purchases.
A vital aspect of the platform is its filtering and sorting functionality, which enables users to organize products by criteria such as gender, product type, color, collection, and price This feature empowers customers to easily find items that align with their preferences and budget.
Figure 2 2 Nike and Adidas Website Comparison 2.2.2 Target customers that businesses target
ADIDAS targets primarily young, active individuals aged 18-34, with a notable segment of customers between 35-50 years old This demographic features a balanced mix of men and women, where men typically favor sports products and sneakers, while women show a growing interest in fashionable athleisure lines.
ADIDAS customers are passionate about sports such as running, soccer, and gym workouts, while also keeping up with the latest fashion trends They prioritize a healthy lifestyle and actively engage in physical activities and community events.
In terms of shopping behavior, this audience prefers to shop online through websites and mobile applications, and use social networks to follow trends and promotions They
14 tend to be loyal to reputable brands, like ADIDAS, thanks to the quality and reputation of their products
ADIDAS "USES GOOGLE ANALYTICS" TO IDENTIFY LEADS
ADIDAS.com has achieved remarkable growth with 32.3 million visits, reflecting a 21.27% increase from the previous month To sustain this growth, the brand must enhance user experience, as evidenced by a bounce rate of 49.7% and an average user session of just under 3 minutes, with users viewing 5.11 pages per visit The majority of traffic originates from direct channels (61.91%), showcasing ADIDAS' strong brand presence, while the organic search channel (18.85%) highlights the success of its SEO efforts However, referral (8.86%), social (1.95%), showcase (1.12%), and email (0.15%) channels remain underutilized, presenting opportunities to expand social media and email marketing strategies to boost customer engagement and reach.
Traffic analysis reveals that the United States dominates with 80.77% of total access, highlighting its significance as a key market In contrast, countries like the United Kingdom, Ecuador, Germany, and Canada exhibit considerably lower access rates, signaling an opportunity to enhance online presence in these regions to boost engagement and minimize bounce rates.
ADIDAS.com appeals to a diverse customer base, with a nearly balanced gender distribution of 51.38% male and 48.62% female The brand primarily targets the 25-34 age group, which constitutes 33.38% of its audience, demonstrating its effectiveness in meeting the needs of both genders and the younger demographic This strategy has helped ADIDAS expand its market share in the sports and fashion sectors.
Consumer behavior regarding online shopping for ADIDAS sporting goods highlights a significant customer interest in enhancing the shopping experience The internal team recognized this through meetings and a detailed analysis of the Service Map, allowing them to pinpoint activities and areas for improvement Their focus is on key moments that impact customers, leading to recommendations that optimize operations and ensure that every search for an ADIDAS product results in an exceptional experience This underscores the collaborative efforts among ADIDAS teams to enhance service and effectively address consumer needs.
2.2.3 The Company's website interface and design
Table 2 1 Nike and Adidas Website Comparison
The spacing between the columns is clear, the menu is easy to distinguish
Tight layout, easy-to-scan menu
Effective bold typography for primary categories, clearly differentiated from secondary
Typography may not stand out for the main categories
Product List Pagination, easy to return to Infinite scrolling, hard to turn back
Information on the screen, clear indication
Non-fixed information, vague situation indicators
Effective inline labeling, same-page login
Login needs to leave the page, a bit of a hassle
2.2.4 Content of the Company's website
Completeness, accuracy, and up-to-date information
The ADIDAS website offers comprehensive product information, including pricing, materials, technology, colors, sizes, and storage options, complemented by high-quality images and videos from various angles This allows customers to visually assess and evaluate products effectively, eliminating the need for an in-store visit.
The ADIDAS website offers essential information, including comprehensive usage and storage instructions, warranty policies, and details on shipping and returns Additionally, customer reviews provide valuable insights into the product, aiding potential buyers in making informed decisions This wealth of information instills confidence in customers, encouraging them to make purchases.
The website frequently features updates on new products, advertising campaigns, and seasonal collections or events Collaborations with celebrities and brands are promptly introduced upon launch Additionally, the site ensures timely updates on its commitment to environmental and social responsibility, including the use of recycled materials.
ADIDAS uniquely blends sports, fashion, and pop culture, enhancing its brand identity through the "ADIDAS Stories" section on its website This platform showcases collaborations with iconic figures, fostering creativity and individuality while establishing an emotional bond with consumers This distinctive narrative approach differentiates ADIDAS from competitors like Nike and Puma, who primarily emphasize athletic performance and endurance.
Strengths of Adidas' Website
Modern and user-friendly design
The website features a contemporary and youthful aesthetic, aligning with Adidas' brand identity
Clear navigation menus and intuitive layout enhance user experience, facilitating easy product discovery
Adidas offers a diverse array of products, including footwear, apparel, and accessories, catering to various customer segments
The website's filtering and sorting options allow users to efficiently narrow down choices by price, size, color, and other attributes
The site incorporates augmented reality (AR) and 3D viewing features, enabling users to virtually try on products or view them from multiple angles
These technological enhancements provide an immersive shopping experience, reducing the need for physical store visits
By tracking browsing history and purchase behavior, Adidas tailors product recommendations to individual users, enhancing engagement and satisfaction
This personalization extends to targeted promotions and content, fostering a more intimate customer-brand relationship
Detailed and up-to-date product information
Each product page offers comprehensive details, including high-quality images, specifications, and customer reviews
Regular updates ensure that information on new releases, collaborations, and sustainability initiatives is current, keeping users informed
Effective seo and social media engagement
The website employs effective title tags and meta descriptions, enhancing visibility on search engines
Active engagement on platforms like Instagram, Facebook, and Twitter drives traffic to the site and strengthens brand presence.
Areas for improvement
High bounce rate and short session duration
Despite attracting substantial traffic, the website experiences a bounce rate of 49.7%, with average session times under three minutes
This suggests that while users are visiting the site, many are not engaging deeply, indicating potential issues with content relevance or site usability
The use of high-resolution images and videos, while enhancing visual appeal, may negatively impact loading times, especially for users with slower internet connections
Optimizing media files and leveraging efficient coding practices could improve site performance
A significant portion of website traffic originates from the United States, indicating a strong presence in that market
However, lower access rates from other countries suggest a need to enhance online presence and tailor content for diverse international audiences, considering language, cultural nuances, and regional product availability
Adidas' website stands out for offering a modern and personalized shopping experience, enhanced by advanced technology To improve its effectiveness and boost user satisfaction, focusing on user engagement metrics, optimizing page load speeds, and ensuring international accessibility is essential.
PROPOSALS FOR ENHANCING AND SUSTAINING WEBSITE
Increasing customer dwell time on the website
In the digital era, businesses face the significant challenge of keeping customers engaged on their websites, as longer visit durations improve user experience, boost conversion rates, and enhance search engine optimization (SEO) To achieve this, implementing targeted strategies can effectively increase the time users spend on your site.
Keyword research and creation of relevant, valuable content
To effectively attract and retain users, your website's content must deliver genuine value Emulating Adidas's successful strategy of researching high-search-volume keywords can significantly enhance your approach Concentrate on crafting informative articles that address common customer inquiries, such as "How to Choose the Right Running Shoes" or "Top 5 Essential Products for Office Workers." These valuable resources not only boost your website's credibility but also fulfill real customer needs, encouraging longer page visits Additionally, producing blog posts, product usage guides, and comprehensive materials can foster greater engagement and motivate users to return regularly.
Using high-quality images and advanced seo techniques
Visual content is essential for maintaining customer engagement, as demonstrated by Adidas's effective use of high-quality images and videos By optimizing these visuals with relevant keywords in titles, descriptions, and tags, brands can enhance their search engine rankings and draw in more users, ultimately increasing the time spent on their websites Incorporating product usage guides, manufacturing processes, and customer success stories into visual media not only enriches the website's dynamism but also motivates customers to explore further, significantly boosting their dwell time.
Strengthening internal and external linking
To enhance customer retention, it is crucial to offer a seamless website experience Adidas has effectively integrated blog posts with product pages, facilitating easier navigation and allowing users to discover related content of interest.
Creating internal links between articles and directing users to product pages enhances customer access to content while optimizing SEO and improving search engine rankings Furthermore, establishing external links from reputable sites boosts the website's credibility and drives increased traffic.
Monitoring trends and integrating ai
To keep your website aligned with current trends and customer needs, it's crucial to continuously monitor page performance and implement necessary adjustments Tools like Google Analytics can help identify underperforming pages and suggest improvements Brands like Adidas leverage AI and Big Data to anticipate user trends, enabling agile modifications to content and marketing strategies By adopting these technologies, websites can remain up-to-date and deliver optimal user experiences, ultimately increasing visitor retention.
Encouraging customer participation in content creation is a highly effective strategy for retention Adidas has successfully utilized user-generated content, including product reviews and social media posts, to foster trust and enhance customer engagement When potential buyers see genuine experiences shared by other consumers, they become more enthusiastic and confident about exploring products further Additionally, user-generated content consistently refreshes the website, maintaining user interest and boosting interaction.
Improving technology to speed up the site
Adidas enhances website performance by optimizing media and plugins, ensuring high-quality visuals while maintaining technical efficiency By compressing files to decrease page load time and eliminating unnecessary plugins or deferring non-essential ones, they significantly improve page speed.
To enhance user experience and mobile optimization, prioritize a user-friendly and responsive website design Emulate Adidas by adopting a minimalist aesthetic, featuring a clear layout and high-quality images Additionally, ensure that mobile users enjoy seamless navigation and easy access to search functionalities, allowing them to filter products effortlessly by size, color, and price.
Fast, Accurate Search: Incorporate a robust search tool that helps users find products quickly, with smart suggestions that account for errors This enhances usability, particularly for large catalogs like Adidas’s.
Develop Region-Specific Content
Adidas effectively engages diverse markets by localizing content and offers, aligning with global trends By customizing product descriptions, landing pages, and marketing campaigns to reflect regional languages and cultural preferences, the brand enhances conversion rates and boosts SEO rankings in targeted locations.
Leverage AI and Google Analytics to make data-driven decisions by analyzing regional user behavior Identify high-traffic markets and tailor your content to meet user demands, similar to how Adidas tracks trends This approach enables you to discover relevant keywords in various countries and capitalize on emerging market trends effectively.
With these strategies implemented, you not only enhance website performance but also create a comprehensive approach that drives user engagement, SEO rankings, and ultimately, conversions
An analysis of the ADIDAS Group's website reveals its essential role in the company's e-commerce strategy and commitment to sustainable development The findings identify key strengths and weaknesses in the user interface, shopping experience, and product promotion effectiveness on the platform.
To boost and sustain website traffic, ADIDAS should focus on optimizing user experience and implementing effective digital marketing strategies This approach will attract new customers and retain current ones, ultimately enhancing brand loyalty in a competitive landscape.
Over the next 6 to 12 months, ADIDAS can enhance its website quality and refine marketing strategies to achieve substantial benefits, helping the brand sustain its leadership in the global sports and fashion industry.