3 “Usual Suspects” in a Website Audit

While no two digital marketing footprints are the same, common themes do exist. One in particular is your company’s website. Websites are a foundational element of any digital marketing strategy and represent an organic SEO opportunity, an owned knowledge platform for your customers and around-the-clock storefront. The money that you and your vendors spend on digital marketing is designed to send your customers to your website and ultimately down the purchase path.

Review and analysis of your website is paramount to the health and longevity of your online retail experience and how your customers perceive your brand. During the website audits conducted for our clients, we aim to tie poor (or positive) performance metrics back to the health of their website. As a result, we’ve compiled a short list of the “Usual Suspects” that typically cause poor conversion and/or performance metrics.

1. User Experience

Have you ever mystery shopped your website and tracked how many clicks it took to find what you were looking for? Does your site feature calls to action or an easy way to communicate with your retail team? Is it confusing to browse merchandise or find what can be purchased online? A well-rounded user experience can boost the efficiency of your site and drive conversions, goal completions and sales.

2. A Poorly Optimized Mobile Website

Mobile shoppers continue to make up a large quantity of website traffic and that experience can make or break their path to purchase. According to a 2019 study, 77% of smartphone shoppers are more likely to purchase from companies whose mobile sites or apps allow them to make purchases quickly[1]. But more than just making it easy to purchase, how quickly does your mobile site load? Retail is a game of inches and, according to a Google study, improving your load time by 0.1 second can boost conversion rates by up to 8%.[2]

3. Undervalued Product Detail Pages

Regardless of where you fall in the retail spectrum, merchandising on your Product Detail Pages (PDPs) is paramount to low funnel conversions. Appeal to customers who visit a PDP by creating value through your content. Provide specific details, answer questions and control what additional products are being displayed. Prioritize what you want to sell first and execute with a sound merchandising strategy.

Issues like these may simply require a conversation about accountability, but their importance should never be underestimated. For years, our team has been reviewing clients’ digital marketing efforts with the ultimate goal of helping to deliver additional profitability through efficiency-focused digital solutions. For more information, reach out to us at DHGDigital@dhg.com.

References

[1] https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/smartphone-research-behavior-statistics-/

[2] https://www2.deloitte.com/ie/en/pages/consulting/articles/milliseconds-make-millions.html

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