Audit is directed to online shop owners and managers. If you feel that your clients are facing problems whose solutions could positively influence generating sales, you’re probably right. We’ll check it by analyzing every important aspect of the store which may affect conversion.
In the first step, we’ll test the closest competing stores in order to determine their strengths in terms of functionality, site structure, navigation and business processes.
On this basis, we prepare a set of good practices, which will be subject to an implementation assessment of the analyzed store at a later stage of the audit.
While performing the audit, we take a comprehensive look at the path to purchase - starting from the main page, and ending with the “Thank you for your purchase” page.
Errors found in each stage of the analysis are assigned the following weights:
* - recommended for improvement
** - very important to improve
*** - element/functionality which definitely requires improvement
The audit includes:
- First impression and site identity (home page)
We check how the home page is perceived, i.e. does it fulfill its role, build credibility and encourages users to explore it.
One of the most important elements of each site by means of which customers browse sites rather than search for specific products. We check whether the navigation structure is optimal and intuitive for customers and, above all, whether it is easy to reach the product from the main page.
- Product finder
We analyze the position of product finder on the website, method of results presentation and their correctness.
- Product card
We check product descriptions, price visibility, the “add to basket” button, product photos, comments, additional descriptions (eg. size charts, specifications, delivery costs) and related products (cross-selling, up-selling).
- Product listings (categories)
We test the ease of navigation, limiting displayed results, sorting options, paging, displaying desirable elements and forms and various category views (if they exists or are desirable in relation to a particular target group).
- Customer account
Does it contain all the necessary elements, is the customer’s account intuitive?
- Shopping cart
We check whether the information is not too overwhelming/confusing and whether they contribute to increasing the value of the shopping cart. We also check whether the elements responsible for changing the amount of products, fields for discount codes and additional related elements are working correctly.
- Order process
The contents of forms, required fields, steps for each type of customer (logged in, not logged in, private person, company).
- Log-in forms, registration, password reminder, etc.
Ease of use, required fields, position on the site
- Forms, means and methods of supporting sales
Analysis of elements that increase the average value of the shopping cart and build customer loyalty.
- Elements building credibility/user confidence
Does the site provide easy access to the terms and conditions, delivery costs, contact information, and whether the site implements other elements increasing the buyer’s confidence.
The main goal of implementing changes on the basis of an audit is a long-term increase of the store’s revenue through:
- higher user confidence
- higher sales conversion,
- longer time of browsing the store
- reduced number of abandoned shopping carts
- navigation and path to purchase optimization.
What is usability?
The concept of usability is related primarily to the ergonomics of web sites and interactive applications. Usability is mainly understood as providing an intuitive user interface to ensure high accessibility of the page for the website’s target group.
Usability design process
Although obviously the scope of work depends on the client’s specific requirements and budget, the usability design process can be divided into seven stages.
- Heuristic analysis: An expert in terms of functionality is responsible for performing an analysis of the current website, examining competition (benchmarking), determining the target group and helping to define the needs and expectations of clients.
- Building an optimal team for the job.
- Creating personas, i.e. representatives of the target group and determining how they will use the site.
- Determining the content and structure of the site.
- Creating a possibly functional prototype of the site.
- Performing a usability test and ensuring maximum benefit from the opinions and suggestions of the target group.
- Building mechanisms that may help deliver valuable opinions about the site’s functioning by the target group.
SEO and SEM campaigns
Search engine optimization (SEO)
SEO (Search Engine Optimization) is a continuous process aimed at building a positive image of the client in Google. This is achieved through gaining high ranks for key words that are popular in particular industries, as well as the manner in which they are displayed.
The process of positioning is carried out in two different ways and is composed of:
- On-site activities
They consist of modifying the site (optimization) in order to meet the requirements of search engines, preceded by the preparation of a detailed SEO audit. A properly constructed website constitutes the basis for initiating SEO activities
- Off-site activities
The main aim is developing a database of valuable links directing the user to the promoted site. Off-site activities belong to the actual positioning process.
In carrying out SEO campaigns, we monitor the progress of our work on a daily basis and report on them to our clients at specified time intervals. We support our activities with the use of dedicated tools, to which only we have access.
Search engine marketing (SEM)
We carry out comprehensive Google AdWords campaigns with the use of all the available capabilities of the system (targeting, remarketing, AdWords for video, mobile advertising).
Google AdWords allows us to precisely reach the target group. We can narrow the scope of the campaign by such factors as gender, age and geographical location.
Our experience and know-how enables us to efficiently plan, optimize and lead campaigns, while maintaining a high level of efficiency.