AJIO.

COM
Analysis of Digital Marketing
Practices
In fulfilment of the Research Project
in Digital Marketing

Submitted by
SWARNAVA DUTTA
PGDM- Retail Management
19RM957

Research Guide
Prof. Krishna Akalamkam
Associate Professor, BIMTECH
AJIO.COM - Analysis of Digital Marketing
Practices

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 TABLE OF CONTENTS

S.No Particulars Page no.

.
1. Inside Cover 2
2. Table of contents 3
3. Introduction 4

4. Analysis of digital media practices 5-12

 Website analysis
 Traffic overview
 Search (organic and inorganic)
 Display advertising
5. Social Media Analysis 13-14
6. Sentiment Analysis 14-16
7. Recommendations 17

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 Introduction to AJIO.COM
The Reliance group is known to have the largest retail venture in India. They have their very
popular Reliance Trends a retail store that sells all kinds of fashion apparel for kids, men and
also women. The huge successes of this venture led to the development of this app. Not only
do they sell Indian wear, and their brand products, they have a huge collection of globally
popular fashion trend products listed in the application.

Ajio app is a part of the reliance family they have garnered the trust of the customers for
ages. They are known for their innovative ideas and successful ventures. They are listed
among India’s top private sector business houses and reaching out to over twenty-five
hundred million customers in departments like telecommunications, financial services, media
and entertainment, and healthcare sectors. All these achievements had led its app to be a huge
success.

Wide range of products– Reliance group is known for its innovation and its aim to serve the
Indian customers with the best products is their motto. The app has a variety of sections from
casual wear, ethnic wear, party wear, formal wear and Indie wear collections specially
created by boutique designers from India and all over the world. 

Other categories like women’s clothing, fusion wear, lingerie, ethnic clothing, and regional
wear are Ajio’s specialty. The app also lists various accessories like bags and belts, jewelry,
earrings, necklaces, and other trending items. Other than that the online store also features a
section called fashion week collections for those who want to shop for products, which are
currently on the runways all over the world.

They are one step ahead, in the matters of the latest trends and fashions. Customers can even
get any global fashion from Australia, Russia and other international fashion houses from
around the world. Ajio has even collaborated with the brands from Russia, Turkey,
Singapore, the USA, and Australia besides other countries. They aim to focus on high-fashion
designer wear from international brands giving it at affordable prices. Making it different
from other applications in India. 

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 ANALYSIS OF DIGITAL MEDIA PRACTICES
WEBSITE ANALYSIS
Website grader is one of the most widely used tool for website .The four basic criteria of
analysis would be:

 Performance
 SEO ( Search engine optimization)
 Mobile
 Security

Figure: WEBSITE ANALYSIS OF AJIO.COM

 On an overall scale of 100, Ajio.com has secured only a score of 82, which makes
it a good website.
 The performance of the website is not that great as its just only 17 and also marked
red, the website also lacks the secured infrastructure.

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 Figure: Image displaying AJIO.COM website’s Homepage

1. Performance:

Figure: Image displaying the Performance criterion in detail

 The performance criterion further analyses on three major key points, which are as
follows -
1. Page size
2. Page requests

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 3. Page speed
 The page size is 2.9MB which is quite perfect and it shows So fast and So light!!
 The number of page requests for Ajio.com website is zero, which makes it fast, and
upgrades the performance of the website.
 Therefore, the number of files should be combined, in order to reduce the number of
requests made.
 The page speed is 17.4 seconds, which needs to be worked upon as the benchmark
would be 5.3 seconds as it directly impacts the sales and conversion.

 There is an issue with the compatibility with the image size in the website and it takes
a longer time than usual to upload

2. Mobile:

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 Font size is clear and legible
 Clicks are smooth and easy; buttons and links are well visible and large in size.
 Responsive designs are present.

3. SEO:

 The SEO (Search Engine Optimization) criterion further analyses on four major key
points, which are as follows -
1. Permission to Index

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 2. Meta description
3. Content Plugins
4. Descriptive link text
 Ajio.com website scores 30 out of 30 on all the criteria and comes out to be a perfect
website in terms of SEO

4. SECURITY:

Figure: Image displaying the Security criterion in detail

 The website scores a half, that is 5 on 10 in the security criterion.

 The website holds a SSL certificate, which protects the entire website, adding more
authenticity to the website, and making it more trustworthy for the users.

2. TRAFFIC OVERVIEW

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Similarweb.com is the website used to analyse the traffic overview of a running website. It
differentiates the mobile user with the web user and also ranks the website

 The visits (currently 25.36M) for the website is really great and has experienced a
hike.
 Ajio.com is perfectly working on its websites and also in this pandemic they have
survived to keep up well with the customer engagement.

 From the graph, it is evident, that organic search (45.42%) serves as the highest traffic
for ajio.com
 The direct search statistics is also well balanced.
 The company needs to work upon its social media engagement.
 They also need to work a lot on referrals.

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3. SEARCH -
 As mentioned above, maximum traffic for the website comes from the organic search
source.
 Here out of 45.42% 61.23% comes out to be from organic search and 38.77% from
the paid keywords search.

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 YouTube and Facebook marketing is contributing a lot for the website traffics.
 Ajio.com should come up with LinkedIn marketing and Instagram marketing too ,
which now is being very prominent to a huge surge in business.

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 SOCIAL MEDIA ADVERTISING ANALYSIS
Different tools namely social mention, social bakers, social samosa, and brand 24 has been
utilized for understanding and analysing the different social media pages, and campaogns for
ajio.com. . It has different social media handles, namely, Faceboo, YouTube, and twitter. All
of these pages have been utilized using the social baker dashboard suite.

1. TWITTER –

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 The twitter follower have increased in the last six months and they are currently
standing above 9k followers in twitter.
 Total of 37399 tweets being done.

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 SENTIMENT ANALYSIS
(Using socialmention.com)

The keyword selected for the sentiment analysis is “ajio.com”. From the analytical data
obtained from social mention shows that the keyword has 0% strength,72% passion with only
4% reach, with a sentiment ratio of 7:0.

The neutrality of the keyword is the highest with 16 points

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These are the listed top keywords associated with ajio.com website.

The major hashtag used was #ajiolife

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 RECOMMENDATIONS

 YouTube and Facebook marketing is contributing a lot for the website traffics.
 Ajio.com should come up with LinkedIn marketing and Instagram marketing too ,
which now is being very prominent to a huge surge in business.
 The company needs to work upon its social media engagement.
 They also need to work a lot on referrals.
 The website scores a half, that is 5 on 10 in the security criterion which can be
increased.
 The website holds a SSL certificate, which protects the entire website, adding more
authenticity to the website, and making it more trustworthy for the users.

 There is an issue with the compatibility with the image size in the website and it takes
a longer time than usual to upload

 The page speed is 17.4 seconds, which needs to be worked upon as the benchmark
would be 5.3 seconds as it directly impacts the sales and conversion.

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