An e-commerce audit consists of a detailed and summary analysis of all aspects of the web or mobile interface: graphic, editorial, technical, marketing, etc. The objective is to evaluate its performance and identify its strengths and weaknesses. Right audits can provide online businesses with an overview of performance as well as detailed perception on issues affecting the website.
Based on the audit, you can optimize your online store or improve the security of the site, also develop new leads, share fresh content, convert former customers into loyal followers, and increase the overall effectiveness of your marketing tactics. The evaluation of the website allows understanding the defects of use and the risks which can harm its competitiveness and profitability. It also allows e-commerce owners to reinforce the efficiency of the site by exploiting innovation opportunities.
The E-commerce Audit Website Checklist
Content audit. For an e-commerce store, the content of product descriptions & headlines plays a very significant role. Before making any purchase, the user reads out the description, especially the features of the product. If your content is informational and engaging then you will get more traffic & conversions. So, it is essential to work on the content of your website. Make sure that every word on your website is working to increase your click-through and conversion rates.
SEO audit. If you want to know how to do an e-commerce SEO audit, start by analyzing your on-page SEO efforts. On-page SEO includes any optimizations you do on your website to help improve its ranking. This type of audit also helps you evaluate your keywords, and everything relevant to your content and products. E-commerce SEO audit helps to develop a strong website and marketing strategy to fine-tune your e-commerce performance. It also gives insights into what the competitors are doing. Keeping an eye on competitors’ actions is necessary when even a small CTA can improve your website’s visibility.
UX/UI. For online businesses, UX is essential for success. Think of UX as a digital variation of customer service. The usability audit helps to define the core problems in your product, which, if tackled, can increase your product’s conversion rates, improve its usability and address your users’ objections. From the business perspective, a satisfied user means a higher conversion rate and better sales.
E-commerce platform audit. The right e-commerce platform is highly important for the success of your online business. Given the multitude of e-commerce platforms on the market, conducting a tech audit is a must to make sure that every piece of your store implementation works as it should. A platform that meets your requirements can generate a strong uplift in sales. Make sure you check the following items when auditing your e-commerce platform: site navigation, mobile optimization, platform speed, admin panel, payment checkout, costs, etc.
Security audit. Developing good e-commerce security is vitally important to the success of your business. This kind of auditing will help you in finding vulnerabilities, loopholes for cyber attacks, etc. As an online store owner, it’s your responsibility to take the necessary precautions to protect customer accounts and data. The security audit helps your business stay ahead of potential threats by exposing deficiencies in your system
Common E-commerce SEO Audit Mistakes to Avoid
Slow website pages. When it comes to e-commerce speed, time really is money.
Slow websites lose orders to fast websites. Poor site performance reflects poorly on your company. Unhappy customers go looking for the same products or services somewhere else. Keep in mind that you can win more customers through search and overall with faster load times and better site performance.
Low-quality content. Great content can drive sales. Publishing quality content such as helpful product descriptions, reviews, videos, blogs, and pictures can engage your customers, satisfy their needs, and keep them coming back for more. Posting original, quality content can help put your e-commerce business on the map and potentially turn it into a well-known name and trusted resource.
Duplicate content. Duplicate content issues can seriously damage your SEO efforts. The reason is that online shops publish a huge amount of content – product descriptions, images, videos, user guides, etc. Most of the duplicated pages in e-commerce platforms actually come from product descriptions because they are reused by different sellers. Put in extra effort and write unique product descriptions. This can be quite challenging considering that you might have hundreds of pages, but it’s worth it.
Poor mobile-friendliness. Now, more than ever, your e-commerce business needs a mobile-friendly website. Customers are more likely to trust and do business with companies that have fast, well-designed and easy-to-navigate, mobile-friendly websites, as this signals to them that you are a modern brand that cares about the user experience.
Complex auditing is crucial for the better performance of your online store. Your e-commerce audit will help you reevaluate your strategy’s current state so you can work to improve it.
An audit done in the right way will have an impact on the sales and ROI of your e-commerce business. If you’re feeling overwhelmed by everything you need to do with your e-commerce audit, SEOmoft is here to help. Get in touch with us to speak with a strategist today!