Academic Assessment

Module Assessment Type

Year Number
Global Business IT and e-Commerce
A19 A1 Group Report
(ADipBA02)

Integrating Online and Offline Marketing of

eSewa

General Detail
Group Name : Dreams
Section : ADB1
Module Leader : Miss Ajjaree Limpamont (MSc International Marketing,
Thammasat University)
Lecturer : Mr. Sachit Man Sherchan
Submitted on : 3rd June, 2020

Group Member Detail

Grishma Dangol     (NP03A170182)
Megha Bajracharya (NP03A170180)
Nischal K.C            (NP03A170175)            
Sangmo Lama Bomzan (NP03A170201)                  
Sumila Tuladhar      (NP03A170178)
Word Count : 3798

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 Marking Scheme
Component Criteria Marks

Report Title Page /1

Report Format Acknowledgements /1
[4 Marks] Table of Contents /1
Style sheet used for entire report /1
Executive Summary Purpose and summary of the report /1
[1 Marks]
An introduction to the product or service /1
Chapter 1 chosen and its key features and benefits
Product/Service and offered
Marketing plan Overview An overview of the company behind the /1
[8 Marks] product or service.

Conduct an analysis of the online and offline /3

marketing strategy
- Value Proposition &Current business
model
- How company use information driven
marketing
- Company Online Selling platform
Conduct an analysis of online marketing /3
communication plan
- Internet marketing tools
Propose suggested online marketing /3
Chapter 2 strategy
Online marketing plan - Value Proposition &Current business
analysis and online model
marketing tools - How company use information driven
recommendation marketing
[9 Marks] - Company Online Selling platform
Propose suggested online marketing /4
communication plan with explanation of the
selected tools such as
- Online advertising technique e.g.
online branding, video marketing,
display advertising or any customer
acquisition technique.
- Email Marketing and search
marketing
- Social media marketing strategies
Timeline of marketing communication plan, /2
for example, one year plan should be
composed of what tools, when and how

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 long to execute them.

Suggestion of integrated marketing /2

Chapter 3 strategies with explanation on Customer
Developing Internet Relationship Development
Marketing Strategies Suggestion of integrated marketing /2
[4 Marks] strategies with explanation on Customer
Service and Data supporting
Suggestion of suitable ways to measure /2
Chapter 4 website effectiveness for company and
Web marketing explain the reason.(from 3 alternatives)
Evaluation Use Google analytics metrics to analyze /2
[4 Marks] company website then report and analyze
the result.
/5
Quality References to support key points
Table of References raised in the report as well as any external
and content that might be used to support the
Appendices clarity and credibility of points (Compulsory)
[5 Marks] ● Photos and videos demonstrating
research
● Screen capture of various websites,
online platform developed… etc.
-5
English Deduct up to 5 marks for poor written
[-5 Marks] English with grammatical and spelling
errors.
● Deduct 0 marks where there are minimal
English errors.
● Deduct 5 marks where English errors
are found in almost every sentence or
paragraph.
Total 35

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Acknowledgement

We would like to express our deepest appreciation to all those who contributed directly or
indirectly for the successful completion of this report. We give special gratitude to the
University of   Wolverhampton and iAcademy for providing us with the opportunity to better
understand and apply the foundational concepts of integrating online and offline marketing.
However, this assessment would have been impossible without the joint effort of all the
teammates namely Grishma Dangol, Sumila Tuladhar, Megha Bajracharya, Sangmo
Lama Bomzan, and Nischal K.C. 

Moreover, we would like to acknowledge with much appreciation to the college

management and our module leader Miss Ajjaree Limpamont for providing us with an
assessment that enables us to a understand the concept of e-business, process models,
strategies and how to successfully setup and run a business with e-Commerce elements.
We also appreciate the guidance given by our lecturer/tutor Mr. Sachit Man Sherchan
whose contribution to stimulating suggestions and encouragement, helped us to
coordinate our project especially in writing this report. 

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Table of Content

Chapter 1: Product/ Service & Marketing Plan Overview......................................................1

1.1 Introduction...................................................................................................................1

1.2 Overview of the Company............................................................................................1

1.3 Business Model............................................................................................................2

1.3.1 B2B Business Model.............................................................................................2

1.3.2 B2C Business Model.............................................................................................3

1.4 Online Marketing Plan Analysis and Offline Marketing Tools Analysis.......................4

1.4.1 Online Marketing...................................................................................................4

1.4.2 Offline Marketing.................................................................................................10

Chapter 2: Online Marketing Plan analysis and online marketing tools recommendation..12

2.1 Suggestions for eSewa..............................................................................................12

2.2 Target audience analysis...........................................................................................13

2.3 Purposed Platforms and Tools...................................................................................13

2.3.1 Email Marketing...................................................................................................13

2.3.2 Google ads..........................................................................................................14

2.3.3 Search engine optimization.................................................................................15

2.3.4 Social Media contest...........................................................................................16

Chapter 3: Developing Internet Marketing Strategies.........................................................18

3.1: E-marketing Funnel...................................................................................................18

3.2 Customer Service and data supporting.....................................................................20

Chapter 4: Web Marketing Evaluation.................................................................................22

Table of References............................................................................................................24

Appendix 1...........................................................................................................................28

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Style sheet used for entire report

● Use A4 paper, printed single sided

● Font – Arial

● 12 point size for normal text, 14 point size for headings

● Line spacing of 1.5 between lines of text

● Leave a blank line between paragraphs

● Page numbers are a must

● Use Spell Check – there should be NO words spelled incorrectly

● Referencing (Harvard style referencing) is needed where ever necessary. Reference

correctly (a properly structured list at the end of your Report detailing all the books, web
sites etc. you have cited)

● Pay attention to all points of punctuation and grammar

● Be professional (no childish clip-art or decoration)

● Use formal language (Don’t use ‘don’t’ or ‘wouldn’t’ etc. – say ‘do not ‘or ‘would not’. Do
not use ‘lots of’ or ‘lots’, ‘basically’, or other imprecise words’.)

● Grammar - Use the third person where possible (Don’t use the word ‘I’ or ‘you’)

● Protect your work by putting your group name and the module code in the footer of each
page

● If you are asked to submit a physical copy - Make sure you bind your work so that there
are no loose pages.

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Executive Summary

The purpose of this assessment is to enable us to better understand and apply the
knowledge in a practical setting. It comprises the research on chosen company eSewa,
about the foundational concepts of integrating online and offline marketing of eSewa.

eSewa is the first online payment gateway offered by F1soft International Private Limited.
Recently eSewa is using two types of the business model i.e. B2B and B2C. Online
marketing has helped the company as it increases the customer and reaches customers
from every corner. Facebook, Instagram, Twitter, and other social media have helped the
eSewa to keep in contact with the customers and clear all their queries. eSewa targets
people all over Nepal who are accessible with the internet. The goals and objectives of the
company are to increase the revenue of the company through customer retention. Email
marketing gives the ability to contact visitors even after they leave the website. Currently,
eSewa is using SSL technology to transport every sensitive information of the user which
is less secure than TLS. The company must focus on its website to increase user
interactions and must implement simple steps to conduct transactions.

Therefore, considering the requirements of the customers eSewa must choose the
appropriate online and offline marketing strategy in order to gain profit from it.

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Chapter 1: Product/ Service & Marketing Plan Overview

1.1 Introduction

eSewa is the first online payment

gateway offered by F1soft
International Private Limited.
F1Soft International is a software
development company specializing
in the development and implementation of mobile banking and Internet banking to financial
institutions in Nepal and overseas (About eSewa, 2020). The product of the F1soft is
eSewa. The objective of eSewa is to allow online and offline payment of bills to merchants,
transfer funds to various banks and companies. It has been in operation since 2009 and is
authorized as a payment service provider by Nepal Rastra Bank (About eSewa, 2020).  

Benefits:
1. Secure the flow of transaction details among buyers, sellers, and financial
institutions.  (Tamrakar, 2014)
2. Easier to make school fee payment, send and receive remittance. 
3. It can be accessed through the mobile application such as SMS service in an offline
mode in case of no internet access (Online payment gateway in Nepal | Digital
mobile wallet, 2017)

1.2 Overview of the Company 

Website name: www.esewa.com.np

Company address:  Lalchan Plaza, 8th Floor Hattisar, Kathmandu, Nepal
Contact number: 01-5970121 
E-mail address: csd@esewa.com.np
Current Client: Twenty-five thousand customers with sixty-five per cent active customers
(Maharjan, 2011).

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Mission
Their mission is to lead the online payment business by striving to provide secure,
integrated, and most comprehensive payment processing services for businesses,
charities, and payment solutions blending the latest technologies for their support. 

Vision
Its vision is to cover every payment sector, continuously to accomplish their mission and
take the cashless economy to its peak and become the premier and most preferred online
payment service provider of the country (eSewa, 2020) 

Value proposition: The main purpose of eSewa to do marketing is to provide value to the
customer. 

 Real-time gross settlement: It is a fund transfer method through which money is

sent on a ‘real-time’ basis without any delays (Bankbazaar, 2019).It helps to
minimize the risk of high-value payment settlements among financial institutions.
(Investopedia, 2019) 

 Convenience: eSewa has been devoted to improving customer’s experience by

providing convenience services like get offer notifications, view user status, free
bank withdrawal, and scan to send money. (Muskan, 2019)

1.3 Business Model 

1.3.1 B2B Business Model

In the B2B business model, outlets like Cyber Cafe/ stationaries/ Grocery Store can
register with eSewa and pay for utilities and other services. eSewa does many
transactions with various banks and outlets and telecommunication companies. Similarly, if
the company provides services to the customer and they again provide service to other
people then that customer is considered as the business for the company.   eSewa place
ads of different companies in their application and charges for ads which covers their

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revenue. There are a total of 50 banks associated with eSewa including Nepal telecom
and Ncell. While doing the

transaction with the bank, the commission charges up to 5% for providing service
regarding eSewa and counter deposit and the rate differs from business to business.

Moreover, for recharge cards, they get a 5% commission from Nepal telecom and Ncell in
every recharge and earn the revenue from it by taking 3% and providing 2% to customers.
Therefore, the main source of income for the eSewa is through the business partner
associated with the eSewa payment system/ methods up to 5% each transaction (Course
Hero, 2020).

1.3.2 B2C Business Model

eSewa makes several transactions with the customers through the B2C model by creating
eSewa accounts for both kinds of customers, who have bank accounts as well as those
who do not have bank accounts. It creates the feasibility of online utility payment, online
shopping, airline ticketing, school fee payment, and many more which saves time and
people should not face the hassle of standing in a queue for a longer period. Similarly,
users can easily transfer money into eSewa wallets through mobile banking, internet
banking, and counter deposit at various banks and cashpoints. While most of the services
are, free but some services require paying a minimal charge. 

Service where the customer has to pay flat Rs.5 for each transaction:
1. DEMAT (Account opening and Renew)
2. Mero Share Renew (eSewa tariffs, 2020)

Moreover, there are some services like bank transfer and credit card bill payment where
customer needs to pay a certain amount depending on the transaction amount like:

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Bank Transfer (Bank Withdraw)

Transaction Amount Service Charge

Rs. 100 to Rs. 1,000 Rs. 10

Rs. 1001 to Rs. 10,000 Rs. 20

Rs. 10,001 to Rs. 20,000 Rs. 30

Rs. 20,001 to Rs. 25,000 Rs. 40

Credit Card Payment

Transaction Amount Service Charge

Rs. 100 to Rs. 1,000 Rs. 15

Rs. 1001 to Rs. 10,000 Rs. 25

Rs. 10,001 to Rs. 30,000 Rs. 35

Rs. 30,0001 to Rs. 100,000 Rs. 60

Therefore, through these service charges eSewa will be making the revenue.

1.4 Online Marketing Plan Analysis and Offline Marketing Tools Analysis

1.4.1 Online Marketing

There has been an increasing demand for electronic payment in recent years mainly in the
urban areas. Due to rapid demand and a keen interest in newer technology, there have
been positive impacts as it has eased our daily life. (asinthotunkal, 2019). An online
marketing communication plan that eSewa has used to increase and attract the customers
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are video marketing, online marketing, search engine optimization (blog.esewa, 2019).
Their unique selling point is they have over 100000 merchants, 85000 agents, brand
name, and real-time gross settlement.

1.4.1.1 Search engine optimization and Website

Google has been a go-to place for all the searches we do. SEO score for eSewa.com.np is
51. (Seositecheckup, 2019). The eSewa’s HTML web page size is 1.53 Kb, and the
average JavaScript size web page is 33 Kb. eSewa has faster loading websites leading to
improved user experience, higher conversion levels, and generally better rankings of
search engines (Seositecheckup, 2019). eSewa topped first in mobile banking payment
with over a million downloads on the Google Play Store and an equally impressive number
of downloads on Apple’s App  Store (Shrestha, 2020).

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 Mobile
wallet
payment
result

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According to the above figure, when we search for a “mobile wallet in Nepal,” eSewa
appears at the top. However, when we search for the “Online payment application in
Nepal,” Khalti appears at the top, which means that eSewa has good visibility of its
webpage in google but there is a need for SEO.

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1.4.1.2 Social Media Marketing

Facebook, Instagram, Twitter, and other social media have helped the eSewa to keep in
contact with the customers and clear all their queries. It has increased the customers of
eSewa as all of the people living in different places are accessible by the internet and also
helped to distinguish the brands among the customers and the information about the
different offers provided by the company.

 Facebook Page followers: 332,831

 Facebook Page Likes: 327,697
 Facebook Rating: 4.5 out of 5

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  Instagram followers: 29.7k 
 Instagram Posts: 1,534
 Type of Post: Different schemes, offers, contests, and ways of using the eSewa
mobile banking application.

1.4.1.3 Video Marketing

Video marketing is also another effective way to reach out to all the customers. eSewa has
recently joined TikTok in order to promote the company. eSewa has started an interesting
contest with a cash prize. To participate in this, customers need to have an eSewa
account to make a tik tok video using the hashtag of the company where they can pay and
use to pay for the bills, goods, and services provided by the merchant. The company has
also advertised by making their own eSewa brand anthem featuring singers and actors in
which

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they have shown the balance transfer method and payment of electricity bills, school
Fees, TV in the form of video. TV commercials are another way of their promotion in which
they have made a video regarding their services in a creative way which has helped them
to connect with the customers. Therefore, it has helped the company to build the
customers, promote the brand and other services. 

Followers: 867
Likes: 5511
Post: 5

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YouTube subscribers: 16.1 k
Total Videos: 56
Video Types: eSewa top-up featuring different celebrities, videos regarding their fund
transfer method and the ways of using the eSewa.

1.4.2 Offline Marketing

1.4.2.1 Refer and earn

This is another unique marketing strategy where eSewa allows users to refer to their
friends or families and can earn up to Rs.30. Users who wish to participate and earn
money from this program need to agree with the terms and conditions mentioned by the
company. They started this campaign to encourage people to start using e-services and
create a cashless society.

1.4.2.2 Events Based

In this marketing strategy, workers of eSewa go to every event and register the name of all
the people who came to the events and taught them to use the eSewa application. This
strategy was done in order to teach all the people and use it practically.

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These are the pictures of the events in which eSewa has taken active participation to
promote its brand.

1.4.2.3 eSewa flex banner

eSewa has kept flex banners in many shops and painted many shops with the logo of the
eSewa.

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Chapter 2: Online Marketing Plan analysis and online marketing tools
recommendation 

2.1 Suggestions for eSewa

Even though eSewa is a huge company with excellence in its field; there are various areas
where it can make improvements that will increase customers and improve business
processes such as:
1. As there is no booking of the hotel and bus ticketing facility in eSewa till now so
they can add this facility from which they can attract more customers (Esewa Vs
Khalti Digital Wallet - Everything You Need to Know - Mero Kalam, 2019).
2. eSewa can update the features of a security system by sending secure code in both
mobile numbers and registered emails so that even if the sim card is blocked, the
customers can use the service.
3. eSewa should increase the promotion of instructions for using the application
through various platforms like social media, television, events, and many more. 

Goals and Objectives 

1. To increase the revenue of the company through customer retention.

2. To increase the outreach of the brand by reaching out to potential customers across
various places of Nepal where the internet is accessible.
3. Increase the efficiency of the business processes by improving customer
experiences and services
4. To increase the awareness of the company's services.
5. Safe and secure payment options and mechanisms for generating trust among
customers and building up their confidence for the particular site.

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2.2 Target audience analysis

S.N. Parameter Analysis

1 Age 18-40

2 Gender Male/Female

3 Location All over Nepal

All the people who are accessible with the

4 Category internet and people who want faster service in a
short time and also for youngsters who do
shopping from the malls

2.3 Purposed Platforms and Tools

2.3.1 Email Marketing

Email marketing gives the ability to

contact visitors even after they leave
the website. Email conversions
outperform both social and organic
search traffic and help to increase the
sales of the company. They can target
mainly student and professional
workers through email marketing.

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eSewa can be benefited through Email-Marketing in the following ways:
 eSewa can build a connection with visitors by collecting their email addresses and
can send them valuable content. 
 Through personalized email marketing, they can target people based on who they
are and what they do on your website or product and specify the exact moment they
want people to receive a message on a page (Team, 2020).
 eSewa does not need to include images and GIFs for well-designed email instead
they can use responsive templates and interesting content to engage more
customers. 
 By using up-sell and cross-sell strategy, they can engage customers more deeply
into the emails (Santora, 2020). 

2.3.2 Google ads

Some of the advantages that eSewa can have by using Google ads are listed below:

 Google Ads works faster than SEO

Google Ads are faster than search engine optimization. It shows ads to the right
people, in the right place, and at the right time. Through the Google Ads, eSewa
can focus on multiple keywords at a time, turn the campaign on or off whenever
they want to, and ads which appear on the top of the page get immediate visibility. 

 Control the cost

Having an SEO strategy is a good idea but it takes time and not all businesses can
afford it (Henderson, 2019). Through the use of google ads eSewa can have control
over the cost as per their needs like spend per month, per day, and per ad
(Support.google, 2019).

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  Outrank the competitor Ads

Khalti is one of the most powerful competitors of eSewa followed by IME Pay,
Prabhu Pay, and I-Pay. There is a tight competition between them. So, to exist in
rapidly growing competition, eSewa should know the strategies of existing
competitors. Therefore, with Google ads, eSewa can choose a target to outrank
automatic bidding strategies to adjust their bid to outrank the specified competition
in the auction (Nagarad, 2019).

2.3.3 Search engine optimization

While searching for the information of eSewa on google, we can notice that they are very
strong in the case of websites but while searching for online payment of Nepal, they
ranked in 7th position.

Online
Payment
Search
Result

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Therefore, eSewa needs to improve in specific keywords in order to rank higher in search
results, such as online Payment of Nepal, mobile bill payment, utility payment, etc. So, in
order to improve it, eSewa can check the keywords’ position in SERPs on a regular basis,
analyze the history of rises and drops, control the site’s visibility level (Semrush.com,
2019). 

 2.3.4 Social Media contest

eSewa can uplift the social media contest by following ways:

 Video contests, Giveaways, Quiz, Poll or Survey, Going Live, which helps to bring a
clear definition of the audience. (8 Ways to Make Better Live Videos on Social
Media, 2020)
 It maps a timeline of events that integrates all the contents, social media, email,
SEO, and advertising strategy.  (Moessner, 2020). 
 eSewa can also come up with the idea of “Storytelling” where they can upload
videos on different platforms like social media and YouTube which not only
addresses the needs and interests of the audience but also helps for increasing the
conversions and better performance of the company.

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2.4 Timeline of Marketing Communication Plan

 Audit SEO performance

1 month  Creating customer email databases for email marketing
 Grow an active social media account 

 Start email marketing

2 month  Increase customer engagement by responding to all their queries,
running contests, using images in all the posts

 Continue the different campaigns for gaining new customers.

3 month  Continue to work on loyalty and retention
 Continue customer acquisition

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Chapter 3: Developing Internet Marketing Strategies

3.1 E-marketing Funnel 

(Hausman, 2013)

 Exposure:

Every business needs exposure to increase their customer. The first thing that
eSewa needs to do is to be aware of the customer about the brand. They can use
the word-of-mouth strategy which is more effective than traditional advertising.
Next, the best

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 way to increase potential customers is through social media as nowadays, people
are more into technology. Some of the exposure strategies consist of:
1. SEO for website visibility
2. Social media page and Audience building
3. Google ads  

 Discovery:

A business’s main motive is to keep their customers using their services. Agents of
the business are helpful for the customers to discover the suitable services they
require. It is very important for eSewa to rank at the top in SEO so that it will help to
know about what the customers are viewing on the internet. Every new discovery
made by eSewa will help an organization's strategic goals, resources, and accurate
data. Some of the tools eSewa can use for the conversion stage are Websites,
Social media, SEO.

 Consideration: 

As most of the consumers make their own decision to use the company's service or
not by visiting the site so it is very important for eSewa to address all the issues on
their site and also need to use influence strategies effectively (Hausman, 2013).
Some of the influence strategies that the eSewa can use are as follows:

1. Social Proof:

eSewa needs to prove to the people that their service is best through
reviews, testimonials, or social shares. This means that they should be active
on social media and need to address the negative feedback too.
(BigCommerce, 2019)

2. Consistency:

As customers expect the same level of service each time they interact with a
company. eSewa should look after the feedback of customers from time to
time to know the customer's needs. Therefore, eSewa should address
customer experience across all channels to maintain a consistent level of
service to the customers (Hausman, 2013).
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  Conversion: 

eSewa should make it easy to contact the customers and be active on all the social
media with their posts and fulfil their queries within a short time which helps to gain
trust from the users for a longer period of time (Hausman, 2013). These visitors can
be generated through a variety of methods such as SEO, content marketing, social
media, paid ads, and even cold outreach (Santora, 2020). 

 Customer Relationship: 

The main priority of the eSewa should be in creating and maintaining customer
relationships to succeed in the future. Recently, they are using Viber, Facebook,
Troll free calls, SMS, and many more for maintaining customer relationships. Along
with that, they can also use email marketing, Hatchbuck, Zoho CRM (Macfadyen,
2015). 

 Retention:

eSewa should look after their existing customers by staying in touch with them and
keeping them updated about the different facilities and services, make the best use
of the social media to post and engage with them and built trust, they should also
solve the problem of the customers on time and take responsibility (Hausman,
2013).

3.2 Customer Service and data supporting

Customer service is the direct one-on-one interaction between a consumer making a

purchase and a representative of the company that is selling it (Good Customer Service
Matters, 2019).The main concern for any customer for a virtual payment portal is security
followed by bug reduction and smooth user interface in the application and website. Some

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of the strategies that eSewa can adopt to enhance their integrated marketing are listed
below:

1. Use of Transport Security Layer (TLS)/Secure Socket Layer (SSL) instead of

just SSL:

Currently, eSewa is using SSL technology to transport every sensitive information

of the user which is less secure than TLS. TLS is more secure and performant,
most modern web browsers no longer support SSL 2.0 and SSL 3.0 (Kinsta, 2020).
If eSewa can switch to TLS or TLS/SSL then this will be an additional point for them
to integrate into their marketing campaign. This will be an additional point for the
company as other online payment providers have not even mentioned their security
measures on their websites. (See appendix 1) Either these online payment terms or
their security system are just “encrypted”, use older SSL certificates, or do not have
any information at all.

2. Undo any transaction in 10 minutes or complete the transaction in only 5

minutes:

One problem that any online payments portal has is the lack of correcting mistakes.
It is more likely than an average American worker will make 118 mistakes per year
(Becker, 2017). It is obvious that an average eSewa user will make mistakes. Thus
eSewa can provide an undo transaction option by verifying the credential of the
user.  This will also increase the likelihood of the customer getting involved directly
with the company and develop personal bonds with the company.

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Chapter 4: Web Marketing Evaluation 

Cashless portals have a high dependency on their interactive mediums to increase active
users and the growth of the company so does eSewa. The company must focus on its
website to increase user interactions and must implement simple steps to conduct
transactions. If we claim the website profits the company, we should also be able to prove
the answer. This can only be able with the help of website performance metrics.

Website performance metrics are certain characters that help to track the performance of
the website. This tracking of performance helps the administrator of the website to
discover the strength and weaknesses of the websites. This will contribute to leveraging
the data in advantage to the company. They are also known as key performance indicators
(KPIs). KPIs are also defined as “the process of testing and verifying that end-users can
interact with a website or web application as expected.” (Gasparyan, 2019). These are the
three major KPIs used to monitor the performance of the websites which are:

 Page Load Time:

Page load time measures the time to load every content on a webpage. It’s
calculated from the time the user clicks on a page link or types in a web address
until the page is fully loaded in the browser. This provided us with information on the
need for improvement on the website. As slower responding sites lead to loss of
active users.

 Start Render Time:

It is the first point in time that something is displayed to the screen. It does not
necessarily have to be the whole website, it can be just simple background color or
text. It is important to increase user interaction because it gives the user visual
feedback that the webserver is responsive (Optimize Start Render Time - web page
optimization of start rendering times, 2013). Even though the website loads slower if
the start renders time is fast; users will tend to wait a little bit longer in contrast to
slower start render time.
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  Bounce Rate:

As the name suggests it is the percentage of users who close the website after
viewing only the first page of the website. It is a good indicator of the lack of user
retention capacity of the home page. A high bounce rate suggests the need for
improvement of the home page and a low bounce rate suggests the website is
working well.

These indicators are an important component to increase the website's efficiency. If we

evaluate and set goals to improve each component of the KPIs then we can successfully
reach the company’s goal for the website. 

The big question while tracking the data for the KPIs is “How?” There are various software
and web applications such as SE ranking, Piwik, Kissmetrics, Google analytics and many
more. These web applications monitor, analyze, and optimize user behaviors on websites
to manage the operationalization of their marketing goals. Among which Google analytics
is one of the popular website analysis software. To track the data of our website we have
used google analytics to find out the problems in our websites and solve them after
identification. Google analytics is used initially by registering and then computing the data
by linking our website with the google analytics account.

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Appendix 1

1. http://www.imepay.com.np/?s=data+security
2. https://khalti.com/info/support/third-party-payments/
3. https://www.ipay.com.np/Common/Security
4. http://www.qpay.com.np/faq/

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