A Practical Framework For Website Analysis
Top administration has approached your marketing group with a report expressing the following:
- Revenues from your online store are non-existent.
- The number of visitors to your site has been quickly dropping since to the launch two months ago.
- Your two major contenders are present on the main web search engines utilizing the famous trendy expressions of your industry and your website is covered amongst tons of results.
Regardless of how often you read the report, the certainty still remains that your marketing method for your online store is not meeting the expectations. It depends upon you to inspect why. Administration has specified that it is tired on reading dull S.W.O.T investigations that need more insight, and in addition, the reports delivered by software applications that can’t add anything to the numbers they produce on a daily, weekly or monthly basis.
This article will give you a practical way to examine your online presence for transient and long-term planning purposes for your e-commerce technique. Rather than applying “the common” advertising analysis instruments, it will look at some vital components that ought to be incorporated in a successful Website.
- Stability of content
- Search-engine strategy
1. Stability of Content
As an online advertiser, it is your obligation to push or draw clients to your Website to purchase online. Without the personal association that “blocks and-mortar” stores bring to offer, it is up to your Website to lead them through the process. Quality written content is all that matters, and giving the appropriate measure of data is the key. Too little item/service information will provoke more inquiries from the client, and too much will basically make mess that will tire and bore purchasers and lead them adrift from finishing their online transaction. What is the perfect stability of content and how would you legitimately evaluate what is posted and read by interested clients?
Break down your key selling point. Find your key selling point inside the content of your site. Where is it? What are you telling your clients?
Preferably, your key selling point should be forthright and focused on your Website. Clients are continually confronted with promotion clutter while surfing and can be easily confused by the several sales pitches they read from various Websites. Sites that are expressively bold enough to state their key selling point on their front page will get the consideration of clients and lead them through the start of the online purchasing procedure. Companies that have a tendency to cover their key selling point in their Website will be forgotten and overlooked.
Answer the common and obvious inquiries. Data overload can prompt confusion for some potential clients. Does your Website offer a lot or too little product information? To answer these inquiries, consider the following in regards to your product and target market:
- Is your product new or revamped to require in-depth explanations?
- How educated is your target market? Do they require “hand holding?”
- Is your target market familiar with similar products on the market?
Along with answering particular client questions, you can make a page of FAQs to answer inquiries that are likely to be asked about your product or service. Therefore, information with respect to the product will be kept at an agreeable level for every single potential buyer.
2. Search Engine Strategy
Paid or free postings in directories or search engines are key sources of traffic to your Website. To exploit the most utilized search devices, evaluate your current search engine strategies by inquiring:
- How would we be able to legitimately analyze and assess our methodology?
- How would we be able to improve our ranking amongst the top search engines?
By what means would we be able to legitimately break down and assess our strategy?
Overlooking the endless number of software applications that can supply you with essential information to be utilized as a part of your investigation of your system, consider the following bits of data that can be discovered online:
Search engine rankings: Check to find your website in the search engines using the keywords to identify your product. Track where you have been put in comparison to your key competitor.
Links on the Web: Monitoring the quantity of links leading to your website is vital to search engine strategies. The more links located on the Web, the higher ranking your webpage will get on some search engines. To have an idea where links are posted on different sites on the Web, you may consult devices, for example, Google Webmaster Tools, Majestic SEO, among others.
In what capacity would you be able to improve your ranking amongst the top search engines?
It may sound unusual, however, your competitors may have the capacity to help you improve your ranking. Look at the profundity and nature of your competitors’ content: how long is the content, what does it contain, how comprehensive is the content. Likewise, look at social signals on the page to see how often the page has been shared in social media, which is a good determiner of the page’s link capacity to create links.
You can also see and break down your competitors’ meta tags and labels; then you can utilize the same or alternative meta tags and keywords to upgrade your own keywords strategy. To find your competitors’ method, sign in to their Website and right click on your mouse and select, the “View Source” option. You can then see the meta tags method of Amazon.com for its online music store. After further reflection, one can see that Amazon has utilized its brand name, “Amazon.com” as a common and dominant keyword.
Regardless of whether visitors buy a product at your Website, they will never forget their experience surfing through it. Some may discover the experience simple while others may think that it’s frustrating because of a number of mouse clicks they need to perform before purchasing. The best way to reduce this problem in purchasing is to look at your site guide and check whether there are any conceivable outcomes of making alternative ways or shortcuts. While looking at the site guide, consider the following:
- Are individuals comfortable surfing through your site? Do they become impatient when they wait for a page to load?
- How many clicks does it take an individual to get the desired page to buy?
- Is it difficult for individuals to find information regarding customer support?
- How long do individuals spend on your site or on a specific page?
Keep in mind in order for you to get these facts, you should find past focus group reports and Web-user tracking applications. Live focus groups will give you a crisp point of view toward the certainties and provide you with a chance to get feedback on any past or current analysis.
Updates can uncover various things about your Website and strategy. Here’s what updates can tell your clients and your competitors.
- New product additions to the site shows innovation and product-line growth
- Ability to deal with online glitches that may lead to the loss of thousands of dollars. Your Web design team is pretty strong and flexible to address any glitches that may arise, especially when security problems pop up
- Flexible to modify content at times of an emergency (i.e. out of stock postings, urgent product news notices)
- Constant change in prices for one product signals lack of a pricing strategy
- Changes in the “look and feel” of the site can convey a lack of coordination of the image of the product (s)
- In order to minimize the cons presented above, thinking before doing is critical. Ask yourself:
- Is the new update or modification forced by a competitor’s strategy and how will it affect our long-term Website design plan?
- Will the change affect the way repeat visitors navigate our site?
- How much will this modification cost and what’s the expected ROI?
Every so often, customary analysis tools can’t be applied to evaluate Website strategies. To appropriately evaluate and survey a Website strategy, the Website should be separated into its basic components. This article highlighted a couple of components that a company should inspect when faced with frustrating results from its e-commerce division. To analyze your present circumstance:
- Build a framework that is flexible to examine short-term and long-term problems
- Establish a source of information to be used in a framework to answer specific questions
- Prepare to deal with additional issues that may arise from preliminary analysis