ThesisBook_BSCS_G64_Fall_21-22.docx

A review of several aspects of design and implementation of
E-Commerce Platform
Thesis
Submitted By
18-37087-1 Saleh Imtiaz
18-37072-1 Syfur Rahamn
18-37026-1 Hasin Ishrak
18-38904-3 Khadiza Begum Himu

Declaration
We allege that this research is our own work which has not been given to any
other institutions or any degree or any sites of branchlet of education. We derive
the information from expose or unexposed research work of others which have
been recognized in our lesson and the references or lists are placed.
Saleh Imtiaz
18-37087-1
Department of Computer Science
American International University-Bangladesh
Syfur Rahamn
18-37072-1
Hasin Ishrak
18-37026-1
Khadiza Begum Himu
18-38904-3

Approval
The thesis titled “A review on several aspects of design and implementation
of e-commerce platform” which been given though the accompanying
honorable members of board examiners to department of computer science in
incomplete achievement of essential for the title of Bachelor of Science in
Computer Science and Engineering on (10/02/2022) and has been accepted as
satisfactory.
Md. Ismail Hossen
Lecturer & Supervisor
Md. Hasibul Hasan
Assistant Professor & External
Dr. Md. Abdullah-AL-Jubair
Assistant Professor & Head
Dr. Tafazzal Hossain
Professor & Dean
Faculty of Science & Technology

Dr. Carmen Z. Lamagna
Vice Chancellor
American International University-
Bangladesh

Acknowledgement
Firstly, I would like to be thankful to Almighty Allah for the blessings to carry out our thesis work
that we have finished successfully. I would also like to thank my parents and family for their
supports and sacrifices. I want to bring my cordial respect to my beloved supervisor Md. Ismail
Hossen sir, Lecturer, Department of Computer Science at American International University-
Bangladesh. His enormous support, guidance and patience helped us a lot in the journey of research
and book writing. I would also like to thank our respectful Sir, Dr. Dip Nandi, Head, Department
of Computer Science. I am thankful to all other faculties who have given me the good suggestions
always. Lastly, thanks to every academic fellow for their aid and zest.
.

Abstract
Over the last decade, E-commerce has affected people’s daily life and especially during the Covid-
19 pandemic, businesses accelerated digital transformation which showed a massive positive sign
for E-commerce customers, retailers and businesses. However, to run a business on an online
platform, it is incredibly important to have a secure and user-friendly website. Due to proper lack
of security concerns, poor site optimization many e-commerce businesses cannot sustain for longer.
To be sustainable in the competitive market, an e-commerce website must make sure that it can reach
the largest users, also keep the security of customers' personal information and the site needs to be
simple and user friendly. An E-commerce platform should be very enjoyable and accessible to the
viewers. To make sure it is at its best it must set up a platform where every purpose meets its criteria.
It has a to make it interesting and pleasurable to the viewers. Very few researchers talk about these
crucial factors. Besides, most of the e-commerce designs do not give much importance to a mobile-
friendly site which severely affects both engaging to the audience and as well as search engine
optimization. While implementing an online E-Commerce web application is a ‘Cybersecurity issue’
that has been one of the major concerns of the users. The purpose of this research is to study the key
factors of designing and implementing online E-Commerce web applications. Based on the study, it
has provided some strategies to design and implement an E-Commerce web application with the best
SEO practices and to undertake the necessary issues to meet cybersecurity issues.
Keywords: E-Commerce, SEO, Cyber Security, Covid-19

Table of Contents
Chapter 1: Introduction 10
1.1 Introduction 10
1.2 Research Background 12
1.3 Problem Statement 13
1.4 Objectives
Chapter 2: Literature Review 14
2.1 Overview 14
2.2 Importance of Search Engine Optimization Web Application 14
2.3 Consumers are much more engaged on mobile devise than desktops 14
2.4
2.5
Cyber Security issues on online E-Commerce
Rise of digital transformation during covid-19 pandemic
15
15
Chapter 3: Research Methodology 16
3.1 Describe research problem
16
3.2
3.3
3.4
3.5
Proposed method
Approach of collecting data
Justify our approach
Proposed solution
16
17
17
18
Chapter 4: Results and Analysis 22
4.1 Introduction
4.2 Experimental result and findings of our research
Chapter 5: Conclusion and Future Work
5.1 Introduction
5.2 Future Work
5.3 Limitations
References
22
23
26
27
27
28
29

List of Figures
Fig. 1.1 Workflow of B2C E-Commerce 11
Fig. 2.1 Rise of mobile users from 2011 to 2021 14
Fig. 3.1 Strategies for SEO online E-Commerce 19
Fig. 3.2 Best practices to prevent ransomware 21
Fig. 4.1 Engagement of users of online E-Commerce during Covid-19
pandemic
22
Fig. 4.2 Rate of participants who were shopping for 23
Fig. 4.3 Thing that led participants to visit online E-Commerce website 24
Fig. 4.4 Safety and security while sharing details and personal information 25

Chapter 1: Introduction
1.1 Introduction
Online E-Commerce marketing has become one of the popular platforms among the consumers of
the online era. According to a report by the industry body FCCI Online E-Commerce is going to
grow $188 billion (about $580 per person in the US) (about $580 per person in the US) by 2025 [1].
Popular best-selling E-Commerce sites like Amazon, Alibaba, Flipkart, Shopify etc. Earning
massive amounts of profit from online consumers. One the other hand, many consumers/audiences
find difficult and problems while buying products online E-Commerce. As a few factors like the
threat of Cyber security, poor user interface, poor SEO, unresponsive site, slow load times had
been a major concern for consumers since an extended period and during Covid-19 crisis digital
acceleration has played a vital role in online E-commerce to keep efficiency [2]. According to
Sullivan report in 2006 search engine queries have created over 80% of all traffic on the
Internet [3].
The research paper will mainly define whether the factors like mobile friendly site and SEO, Cyber
security is likely to design and implement to improve the consumer behavior towards the online
E-Commerce site. But it is also expected that many participants will not agree with our expected
result.

1.2 Research background
Over the last few years online E-commerce has been one of the popular trends in the modern world.
Nowadays, consumers are finding it exceedingly difficult without online E-Commerce. It has been
a part of our daily life. In the era of technology people don’t want to waste their valuable time
buying products so here online E-Commerce is playing a vital role to fulfil the needs of consumers.
This new effective innovation has changed the E-commerce platform in many ways as well as
bringing a respectable number of varieties and benefits to potential consumers. Furthermore, social
media platform is no longer known as only a ‘media’ but it’s also called as an online shop because
of the consumers are buying products from ‘social media’ so there’s been a transaction going on
between buyer and seller [4]. As this platform supplies much freedom and privileges most of the
consumers prefer online shopping over conventional shopping which wastes a lot of time [5]. Over
these past few years, the world has seen a rapid growth of online E-Commerce. In the year of 2020
over two billion consumers bought products from online E-commerce platform and simultaneously
in the same year, e-retail sales crossed over 4.2 trillion U.S. dollars worldwide which is massive
growth for online E-commerce [6]. Furthermore, during covid-19 crisis online E-commerce
business has affected in many ways as global retail e-commerce sales grew over 44% and in 2021
it increased to 39% [7] and one of the most interesting facts is Amazon is the leading online
marketplace by number of monthly visits [6].
There are multiple types of E-Commerce business models one of them is Business to consumer
which is also known as B2C e-commerce [8]. It is one of the most popular models of products or
services directly delivered to individual consumers including Amazon, Netflix, Overstock [9].
Concise explanation of how B2C E-Commerce works [10]:
1. First, consumers need to place an order to buy products;
2. Secondly bought products will add to shopping cart;
3. Payment will be charged from consumer credit card;
4. Once the order is completed, it is sent to the warehouse for fulfillment and an email is sent to
the consumer and the merchant;
5. Shipping carrier picks up the shipment;
6. Finally products are sent to the consumer.

Fig1.1: Workflow of B2C Online E-Commerce
1.3 Problem Statement
The most important part that motivated us to conduct this research is how online E-commerce has
affected during Covid-19 pandemic and how people used to buy products earlier days without
online E-Commerce. Prior to the invention of online E-Commerce, customers had to physically
buy products from retailers’ stores, which wasted a lot of time. Consumers remained under
pressure as they had to visit each store to buy quality products. Furthermore, customers were
stranded due to traffic. Retailers rarely offer product discounts, except for certain festivals, which
discourages most customers from buying items from retail stores. Furthermore, people find it
difficult to go shopping at weekends. Most importantly, in the past, people were unable to shop
for natural disasters such as floods, hurricanes, storms, and tropical storms. It was extremely
difficult to obtain high-quality products at the time. In the mid-1990s, the world began to see
significant advances in the Internet [11]. In 1995, Amazon launched the first online bookstore [11].
This was a watershed moment in the growth of the online E-Commerce industry. Millions of
people died because of the collapse of Covid-19, and the global market was affected in a variety
of ways [12]. Retailers were closed for months, and people were quarantined at home, so most of
them couldn't go out to buy their daily necessities as the government devised a few strategies to
prevent Covid-19. Maintain social distance, wear masks, get vaccinated, and keep our homes clean
are a few of them [13].

1.4 Objectives
Our main aim of this short paper is to examine the key factors of designing and implementing of
online E-Commerce web applications during Covid-19 crisis. The focus will be on ‘SEO mobile
friendly E-commerce web application’. Search Engine Optimization is one of the latest
technologies which is effective and useful to improve the quality and quantity of a web application
and increases organic traffic of a web application. Most of the companies don’t give much
importance to mobile-friendly site which severely affects both in engaging to audience & as well
as SEO. From major factors of implementing online E-Commerce web application is ‘Cyber
Security issue’ that has been one of the major concerns for customers for years as E-Commerce
business faced a huge amount of loss in total amount revenue and credential data of customer.
During Covid-19 pandemic online E-commerce has affected on people’s daily life & also
accelerated digital transformation as it’s a positive sign for online E-commerce marketing [14].
Chapter 2: Literature Review
2.1 Overview
This chapter goes over the Literature Review, which mainly focuses on Search Engine
Optimization for designing and Cyber Security for implementation during Covid-19
pandemic.
SEO is the technology for best practices to increase the organic traffic to a website or webpage. It
helps to improve the quality & quantity of a website. It could promote the brand of a company,
increase the brand awareness of a product/company, SEO based content can attract local
customers, engage with an audience via social media (Facebook, YouTube, Instagram etc.) and
build credibility and trust. Moreover, it improves a site’s user experience & performance which
helps to drive more traffic with search engine. As far as online E-Commerce business is concern
perfecting SEO the right way to gain max profit in the fastest way [15]. But the matter of regret is
that most of the companies don’t give much importance to perfecting SEO. According to Sullivan
report in 2006 search engine queries have created over 80% of all traffic on the Internet [3]. A few
strategies could follow to increase the traffic on the search engine result page.
One of the major strategies to drive traffic on your E-Commerce site is Mobile-friendly site 79%
of smartphone users buy products from online using their mobile device [16]. It’s the one designed
to look good on your E-commerce site in all types of devices. One of them is Cybersecurity
issues. It is basically used for protecting sensitive information, systems and networks, devices from
Cyber Attacks,

It has been one of the major concerns while implementing E-commerce sites. Ransomware attack
and denial-of- service attack (DOS attack) is a part of cyberattack. Denial-of-service attack usually
intends to make customer impossible to access to their systems, devices or networks [17]. On the
other hand, ransomware attack is one step ahead! It encrypts a user/customer file.
In a fast-changing world, E-commerce has triggered digital transformation in many positive ways.
During the lockdown, consumers increasingly approached online business and bought daily
necessities from E-commerce.
2.2 Importance of Search Engine Optimization on E-commerce
Web Application
Recently a report says, 52% of users are not interested to engage with companies due to bad mobile
experience [18]. Mobile E-Commerce users have been increasing more rapidly than desktop users.
According to a report, only Android users in 2018 spent 18 billion hours (about 2,100,000 years)
in shopping apps [19].
2.3 Consumers are much more engaged on mobile devise than
desktops
M-commerce reported 58% Google searchers were done via mobile devices [19]. It is obvious that
users won’t recommend a business unless the site is responsive. It is also predicted that the mobile
industry will grow 56.5% by 2026 [19] and over the period of 2016-17 online mobile shopping
increased 8% to 15% while on the desktop it dropped from 78% to 63% [20]. In short, mobile E-
commerce is a revolutionary for 21st
century [21]. As statistics say, customers are much more
engaged via mobile than desktop. It is important to perfect E-commerce sites in a right effective
way.

Fig2: Rise of mobile users from 2011 to 2021
2.4 Cyber Security issues on online E-commerce
In the year of 2017, a ransomware attack hits over 200,000 computers in over 150 countries and it
costs the UK 92 million dollars (about $0.28 per person in the US), which is a huge amount which
is known as ‘Wanna Cry outbreak’ [22]. In 2011 according to Rashad Yazdani Fard & Noor Al-
Huda Edres both researchers found that many consumers are not interested performing online
exchanges and fear for their confidential data [23]. In the year of 1999, a researcher named Gray
reported that due to the privacy concern, consumers refused to engage with online E-commerce
which is one of the deterrents in the growth of E-Commerce [24].
2.5 Rise of digital transformation during covid-19 pandemic
The global share of retail trade increased from 14% to 17% in the year of 2019 and 2020
respectively [14]. Simultaneously East Asian Country China’s online retail trade also rose from
19.4% to 24.6% between 2019 and 2020 [14]. According to the statistics of new data from IBM’s
U.S. Retail Index, the Covid-19 crisis has shifted the momentum of consumers from physical
stores to online shopping. As there are many reasons behind the rise of online E-commerce during
covid-19 pandemic.
Some of them are:
 Reduced e-payments costs;
 Development of a national e-commerce strategy,
 No measures taken,
 Promote products/brand via social media,
 Cheaper Internet access,
 Discount
 On Time delivery

Chapter 3: Research Methodology
3.1 Describe Research problems:
This research paper explains the review of the key crucial factors of designing and implementing
e-commerce web applications. This paper is basically focused on key factors like designing
responsive SEO friendly website, implementing ‘Cyber Security’ which has been a critical concern
for the E-Commerce business owners and the impact of E-Commerce during Covid-19 pandemic.
We collected 101 random sampling of individuals who took part in the support program through
the social media platforms like Facebook and Linked in between the year of 2021 on November
and December, and the survey questions was all about to collect the data for designing and
implementing of online E-Commerce during pandemic. Most of the participants responded to what
we were expecting for. Students of AIUB (AMERICAN INTERNATIONAL UNIVERSITY
BANGLADESH) took part in this program who are professionally qualified and fit to respond.
3.2 Proposed Method
As data is classified into 2 types. They are Primary data and Secondary data. For this research
purpose, we have chosen ‘Primary data’ as this data type will help us to collect directly from the
main source rather than relying on earlier data samples. In Primary data type the researcher has
the privilege to get full control over the data which can be done by all classes of people like
university students, teachers, businessperson, normal people etc. As it is mostly used for market
research to increase the growth of specific industry or an organization.
As far as secondary data concerns, it is collected from someone else or pre-existing studies
which might not be 100% authentic and reliable. So, we have decided to go for ‘primary data’.

3.3 Approach of collecting data
As we have already mentioned, the method we have used and the software we used for collecting
data in the earlier section. The method is known as ‘Online Survey/Questionnaire’ which measures
of values or numeric number. ‘Google Form’ software has been used to collect the data. Now we
will analysis the data what we have gathered. We set 4 questions for this survey and of course all
the questions were related to our research topic like crucial factors while designing and
implementing online E-Commerce web applications,
According to a report 67% customers embraced online E-Commerce platform on covid-19
pandemic [25]. As a result, online E-commerce owners are earning much revenue as well as they
are supplying quality services and offering discounts too.
The world saw Digital transformation and digital acceleration during covid-19 crisis. In 2019
Maternal and Child Health Division developed a web application to supply medical health care,
counselling and Covid-19 patients [26]. The Covid-19 pandemic has played an important part in
retail. Though total revenue has dropped between 2019-2020. Retail industries have seen a massive
growth during Covid-19 crisis [27]. Sales have been increased of consumer goods in high GDP
Countries like US, UK, Germany, Italy [27]. The reason behind this is that grocery stores remained
open and consumers stocked their products [27].
3.4 Justify our approach
We found through our research that high percentage of participant think good user experience
plays vital role in online E-Commerce web application which affects Search Engine Optimization
friendly, responsive site for designing and to secure credentials data of consumers Cyber Security
is important to implement for online E-Commerce web application is the most key features to
include. These results led my research team and I conclude that unless the SEO friendly site is
designed for E-commerce sites, the audience will face bad user experience and it will lead to less
organic traffic which will affect E-commerce business too. Yet most of the sites aren’t
implemented by Cyber Security, there’s a high possibility that hackers will steal the confidential
data of customers. As a result, it will be a great loss for E-commerce business. Moreover, digital
transformation during Covid-19 crisis has taken E-commerce to another level.
3.5 Proposed solution

The proposed solution for designing an E-commerce web application suggested some key
important strategies to perfect an e-commerce site. The strategies are Keyword research, Site
Architecture, On-Page SEO, Analytics in SEO, Strategies of off-page, link building. Besides, to
make the e-commerce site secure it has recommended some suggestions. The key points and
recommended suggestions are explained below
Keyword research
It is one of the most important activities in SEO. Before choosing a keyword, the following factors
must be considered.
i) Volume: The higher the search volume a keyword has, the more traffic it could
potentially receive.
ii) Competition: Low-competitive keywords can give newer sites a better chance of better
ranking.
iii) Relevancy: Preferring relevant keywords for the search of the content, even though it does
not have a high volume [28].
There are some important free tools to find low competition keywords with high traffic. Some of
them are Keyword.io, KW Finder, SEMSCOOP and so on.
Site Architecture
A good E-Commerce site architecture can drive more organic traffic to a business. It ensures
audience & search engine crawlers can move throughout the site. It is all about setting up a proper
navigation bar, category pages and product pages in an effective manner. The following are a few
simple rules that could be followed to have a great E-commerce site architecture:
i) Scalable
ii) User Friendly;
iii) Use keyword research to gain traffic [29].
On-Page SEO

It is one of the best practices for perfecting elements of a website. Some basic elements for On-
Page SEO are described below.
i) Header Tag: It is used to show headings & subheadings of the content of the sites (h1
& h2).
ii) Keywords Usage: Focus on adding relevant keywords to the specific topic, for
example: When a website is about ‘E-Commerce’ and if it has only the keyword ‘web
development’ used in it you might not rank for the keyword E-Commerce. Therefore,
it is of utmost importance to add related words like ‘how to start an E-Commerce
business.
iii) Meta description: A brief description of a site. It should be up to 155 characters that
summarize the content of a webpage. It also influences click through rates.
iv) URL: A well-structured URL is important for SEO as poor URL structure is a big
concern for low ranking in search engines.
v) Internal Links: It is called a hyperlink. This allows the audience to navigate from one
page to another in the same domain.
vi) Site Maps: It helps both audience & search engine to understand the structure of a
website as there are 2 types of site maps. One is designed for humans which are called
HTML sitemaps & another one is designed for crawlers which are known as XML
sitemaps [30].
Off-page SEO
It is the process of promoting a website using the external link building. It helps in improving the
website’s performance, increases users’ engagement, credibility because it lets Google know that
the site is trustworthy and recognized by other sites and it is related to the specific keyword which
the user is looking for [15]. Some Strategies of off-page link building.
 Using high-quality content
 Off-site engagement through social media platforms (Facebook, YouTube, Instagram etc.)
 Collaborating with bloggers.
Analytics in SEO
Analytics help to understand if SEO will generate a return on investment (ROI). It helps to track
progress & tells where my traffic is coming from. Keyword Effectiveness Index (KEI) formula is
used to shortlist keywords that are not only easier to rank well but also drive higher traffic [31].
The formula of KEI is shown in equation 1 and strategies of SEO is shown in Figure 2.
KEI = (Volume)^2 / Competition * 100 (formula of equation 1)

Figure 3.1: Strategies for SEO online E-Commerce
Suggestion to make sites safe from hackers
The security of one of the most important concerns for any cites especially when it deals and
personal information and monetary matters. To prevent attacks from hackers, the following
effective strategies could be followed:
 Unknown links: It is recommended not to link a site unknown link. Links that look
suspicious might steal users' data in no time.
 Anti-ransomware software: Ransomware software tools like Bitdefender
Anti-ransomware and Ransom free could be used to check whether the system is protected
or not [32].
 SSL Certificate: Supplies security on a web server for online communications.
 Disabling SMB: SMB protocol is a client-server communication protocol that
enables sharing access to printers, files, serial ports and so on. It is recommended to disable
SMB1 for some security reasons.
 Remote Desktop Protocol: Disabling remote desktop protocol from the server
would protect you from accessing the file and other resources.

 Backup data: According to Microsoft backup is the best defense against
ransomware. Backing up data can prevent the loss of our machine [33].
 Updating Operating System and security software: It is very
essential to keep the operating system updated and install security software tools on your
system [34]. Strategies to make e-commerce web sites free from ransomware attacks are
shown in figure 8.
Figure 3.2: Practices to prevent ransomware

Chapter 4: Results and Findings
4.1 Introduction
In this part, we will go through the results and outcomes of our feedback from our
participants. Our proposed model can be shown in a diagram. The data gets shown in ‘Google
form’ platform.
4.2 Experimental Results
4.1 Which E-Commerce did you engage with during Covid-19 pandemic?
Figure 4.1: Engagement of users of online E-Commerce during pandemic

According to our survey, sixty-two percent of participants over 100 responded ‘Daraz’ and 17 %,
9% and 8% responded over ‘Mina bazaar’, ‘Shwapno and ‘PriyoShop’ respectively to the
question which E-Commerce did participants engage with during Covid-19 pandemic?” (Fig.4.1)
4.2 Who were you shopping for?
Figure 4.2: Rate of participants who were shopping for
According to our survey, thirty-six percent of participants over 101 has done the shopping for
their ‘siblings’. 31.7%, 26.7%, 5% has done the shopping for ‘Friends’,
’Siblings’ and ‘Other’ respectively to the question who were they shopping for?” (Fig.4.2)

4.3 What was the thing that led you to visit E-Commerce website?
Figure 4.3: Thing that led participants to visit e-commerce website
Sixty-four percent of participants over 101 responded to ‘Good user experience’ to the question.
43.6 %, 31.7%, 30.7% responded over ‘Researching product information’, ’Interested in buying
products’ and ‘Great UI’ respectively to the question “What was the thing that led you to visit that
E-Commerce website?” (Fig. 4.3)

4.4 "How safe did you feel while sharing your card details and
personal info?”
Fig4.4: Safety and security while sharing card details and personal information
Forty percent of participants over 100 responded safe and 25 %, 14 %, 13 %, 8% responded over
‘Not safe’, ‘Very safe’, ‘Very unsafe’ and ‘Neutral’ respectively to the question "How safe did
you feel while sharing your card details and credentials information."(Fig. 4.4)

4.5 Findings of our research
From the investigation of the existing research papers on this topic, it is seen that many papers are
lack of detailed explanation of how E-commerce business sites can increase engagement with
consumers so that their business could gain max profit. Besides, it has come out with several key
concerns of e-commerce business using a web application. M-commerce reported 58% of Google
searches was done via mobile devices[8]. Users do not recommend a business unless the site is
responsive. It is also predicted that the mobile industry will grow 56.5% by 2026 [19]. In short,
mobile E-commerce is revolutionary for the 21st
century [21] Ass statistics says, customers are
much more engaged via mobile than desktop. It is important to perfect E-commerce sites in the
right effective way. In a fast-changing world, E-commerce has triggered a digital transformation
in many positive ways.
Chapter 5: Conclusion
5.1 Introduction
The main goal of this study is to figure out the importance and value of an e-commerce website
During a pandemic. We have examined our data very carefully as well as keeping authenticity of
the data.
The main problem with the e Commerce website and the major issue of them are data breaching
and lack of cybersecurity. In our study and data research, we have found that most of the people
who have used an e Commerce website during the pandemic were most concerned about the user
experience and cybersecurity issue.
For our study we have used Google Form for primary research. We have tried to support the quality
of data as we have applied quantitative research methods. We have shown the advantages as well
as drawbacks of our research. Online E Commerce and SEO Friendly website was the main part
of our daily life during the pandemic. We have tried to show how SEO friendly website has gained
its traffic and how much the traffic has increased during the pandemic and what was the main issue
people have faced to make use of the SEO friendly E Commerce websites.

5.2 Future Work
We wanted to design and develop SEO friendly E-Commerce Web Application that will protect
users from Cyber Attack. In our future work, we would try to add functionality for E-Commerce
web applications using the combination of front-end and back-end technologies that will be
amazingly effective and useful for E-Commerce users.
5.3 Limitations
Our research has mainly two limitations. The first is SEO split testing and the second is restricted
data and the second restricts data collection.
These limitations are the evidence of the difficulty of collecting data for our research process. As
our first limitation concerns SEO split testing, that means dividing pages on our website into 2
groups, which is quite interesting and effective too. By making changes and checking one of the
metrics of SEO such as organic number of traffic keyword ranking positions, click through rate
(CTR). This testing is quite important and helpful for improving website performance and ensures
increasing the good amount of organic traffic of a website such as an online E-Commerce web
application. But it is a bit of a complex process. First, we had to check the site structure includes
templatized pages, then we set a hypothesis, split the pages into control and variant test groups,
make the necessary changes to the variant pages and final report on the test results and time-
consuming process. It might take a month to 2 months to get the desired results.
Our second limitation is about restriction for collecting data online as due to the outbreak of Covid-
19 pandemic and due to the lockdown, we had no other options but to collect data from online. If
this research was conducted on offline the data might have been more correct as we have
approached primary research data and the method of data collection is online survey, which might
be inflexible and can’t be changed once sent and it is a slow process too though primary research
data is the only data where data is collected from directly main source.

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