In most life scenarios, knowing where you stand is helpful. It doesn’t matter if it is in your relationships, business relationships, or career. It is essential to know which side of the divide you fall. The same applies to your eCommerce website. It is your marketing tool, and you need to know if your site is living up to the expectations. An effective audit on your website allows you to stay on top of the scale and invest your time in the right aspects. The audit allows you to understand challenges and identify possibilities such as key sales opportunities or critical technical issues. It keeps you ahead of your competitors by helping you know the changes that need to be made to keep your customers happy. A site audit reveals ways for you to improve your eCommerce business in the future.
With that said, here is a guide to performing an effective audit of your eCommerce website.
1. Content Strategy audit
It is not just a cliche that content is the king. It is the foundation of your website, and it influences your online traffic and sales. The right content strategy makes you stand out from your competition. Perform an audit by first determining if your site is offering enough content variety. You will need to check whether the content is repetitive, or has been used in the past. Ensure you provide interesting content, and the past topics are incorporated to ensure it relates to the customers’ present pain points. If you are up to seasonal selling, the content you offer should be fresh and unique. Your site headlines should also deliver the right message. Check if the values of your eCommerce store are clearly visible, in the right language, and tone. This ensures your site engages, inspires, and attracts more customers.
2. Product organization audit
How do your customers navigate on your entire website? Can they easily find what they are looking for? Performing an audit on this aspect will help you know if you are doing a good job or if you need to make changes in your product organization. You can’t risk having complex structures. Ensure your categories and menus are optimized and attractive. Check your site’s front-end, back-end, and analytics to understand how customers navigate through your website. You can conduct usability tests on your customers. Analyze on-site searches to find out if your search functionality can be easily found and whether it works well. Remove duplicate pages. Deal with errors such as 404 error pages and links to dead pages.
3. Speed and usability
An audit can’t be complete without examining this integral part of your eCommerce website. Being aware of the overall loading speed of your website will help you take the necessary measures to improve it to do better. You don’t want your site’s visitors to leave your site because it took a long time to load. Make sure your site performs well even in high web traffic. A website with high speed has high conversion rates, excellent UX, and SEO. Test your website speed regularly and keep images and CSS compressed. Check if the site can handle high traffic, especially in seasonal sales. Implement practices that can help improve the speed. Have a quality web hosting and apply proper and up-to-date redirects.
4. Platform audit
An existing platform must be suitable for your business needs. If you notice sales heading down from month to month, it is time to migrate to a more appropriate platform. You will improve user experience, and hence more conversions. Perform a platform audit on your site to ensure you are using the right one for your business.
5. Consistency audit
Your eCommerce website needs this audit. Consistent web content builds brand trust and is responsible for a positive online reputation. Make sure the content is not boring or repetitive. It should be engaging, compelling, and informative. Remember to include Terms and Conditions or a Delivery Policy on your product pages.
6. Imagery audit
Performing an imagery audit ensures your eCommerce site invests in original images which are of high quality and provide real-time shape and size of your product. Original pictures are beneficial because they give your customers a clear idea of what they want to buy. Imagery that aligns with your content has a high impact on your SEO.
7. Customers journey audit
At what stage of your website do customers decide to buy from you? At what stage do they abandon their cart? A customer journey audit on your site will aid you to know what to remove and what to improve to increase conversions. Website Analytics will help you make those changes. You will know whether your site is user-friendly or if customers are having issues with the site. You can also identify which pages have high conversions and the products that are selling more. You will then deploy a split test pricing, provide compelling CTAs, and make FAQ accessible.
Performing an audit on your eCommerce website is not a waste of time. It is responsible for increased traffic, lead generation, and sales. Many people consider the word audit scary and intimidating. But it is the best thing you can do for your online business. It is worth the time and money you invest in it. You will get a better understanding of your site and know where to improve to get better results.
Randolph Bunnel is an experienced copywriter and marketing consultant. He has a deep knowledge of digital marketing and SEO. Randolph also has a medical background and enthusiastic about health technologies. He runs Skin Answer blog, where he shares helpful tips regarding health problems. You can contact Randolph in Twitter.