Digital Marketing

Website Analysis of Huda Beauty

Submitted to:
Dr. Krishna Akalamkam
Submitted by:
Ajay Raj Singh
21IB341

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Introduction:
Huda Beauty is a cosmetics line founded in 2013 by American entrepreneur and makeup
artist Huda Kattan and her sister Mona. She is considered one of the most influential people
on the Internet by Time.
The brand has built a strong reputation on its products such as fake eyelashes series and a
variety of foundation and face palettes. The brand's prices are relatively high compared to
those of similar products. However, they are still considered reasonable by most consumers.

Analysis:
● Website grader

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 The tool first we used to be website grader, the website divided into four segments.
Those are performance, SEO, Mobile and security. The segments are divided into smaller
parts like in performance it takes care of page size, page request, page speed and other
components.

According to the website grader, the site says that Huda Beauty has an average website. It
has a score of 56 in total but in performance it only has 6 out of 30 points. It is important for
a company’s website to increase the performance else they will lose important customers.
The page size of Huda Beauty is 9.8 MB which is analysed by website grader that it is slow
and thus Huda Beauty should try to keep the page size up to 3 MB.

The website has a lot of requests of 282 but many requests can slow down the webpage but
if we combine the number of requests it can be prevented. The page speed matters a lot if it
will take it effects the user experience and sales conversion.

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SEO: the score of 25 out of 30 in SEO With di for the segments like permission to index,
meta description, content plugins hello perfect run the website creator approved it but for
descriptive link text it is so generic according to it. It is not up to the mark and Huda Beauty
developers should take care of it.

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For the mobile compatibility, Huda beauty website got 20 out of 30, which is average for
such a major brand. The font size and responsiveness are perfect for them, but the tap
target is not up to the mark, so a bit of improvement there would be good.

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Although in today's era security is the concern for the users. They are aware of it. The score
of Huda Beauty is 5 out of 10 is not satisfactory. The two components of security are https
which has scored perfect and the other is JavaScript libraries which is not up to the mark
and needs further improvements.

What should be done next:

Below are the recommendations that have been gathered after the analysis of the website.
These recommendations can be applied for providing a better user experience. The
recommendations include all the four components of Performance, SEO, Security, and
Mobile compatibility.

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 ● SimilarWeb:
Another tool we are looking into is similar web. The overview of the website is that it
have a huge amount of traffic generation in Nov 2021 to Jan 2022 which shows that
out of these three months the website had the most number of visits in November
with a total of 2.2M visits.

We can see the bounce rate is 63.75 which means that this many people visit the
website but do not buy anything. Furthermore the average duration a person spends
on the website per visit is 1 minute and 01 second.

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 ● Social mention:
Another website that we are making use for the analysis of the Huda Beauty website
is social mention. This helps us provide a clear picture of the brand in the consumers
with the help of the stats like in the social media, with the help of the stats like avg
period in mention, sentiments, passion and reach.

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 ● Rival IQ
Another tool that is being used for this analysis is Rival IQ which provides an overview
of the competitor as well as of the Huda Beauty social analytics which provides
competitive public data.

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 Here we can see the cross channel audience net change of Huda Beauty, MAC
Cosmetics, Kylie Cosmetics.
The highest net change in audience can be seen in the Kylie Cosmetics. The second
highest change can be seen in Huda Beauty, and the last one is the MAC Cosmetics.

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Huda Beauty Audience:

Huda Beauty is below average for Audience, ranking 3rd of 3 companies. There's more work
to do here.
Both Huda Beauty and your average competitor saw the most audience growth on TikTok

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Huda Beauty's posting frequency is below average, with about 33 posts per week.

Huda Beauty is below average for Total Engagement, ranking 2nd of 3 companies.
There's more work to do here.

Huda Beauty's total engagement decreased and saw the largest drop on Instagram.
At the same time, your average competitor grew and saw the most growth on TikTok.

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 ● Google Ad for Huda Beauty

This is the google ad prepared by me for Huda Beauty for the Delhi region. The ad had a
budget of ₹1152 for daily basis and the ad is supposed to run for a duration of 50 days and
the ending date will be March 31, 2022.

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