It’s true what they say – knowledge is power. No matter the scenario, whether professional or personal, standing back and taking stock is the key to success.
This is where ecommerce audits shine. They’re a strategic weapon in your digital arsenal, allowing you to identify and overcome critical issues that prevent conversions.
Keep reading as we explain what ecommerce audits are, why they’re important and the different areas that need thorough evaluation before you can surpass your business goals.
What is an ecommerce audit?
Ecommerce audits pick apart crucial areas of your business, including SEO (search engine optimisation), UX (user experience) and CRO (conversion rate optimisation), so that you can rebuild it bigger and better. Ultimately, the results of an audit highlight pitfalls and create a blueprint for optimising your efforts moving forward.
While you can undertake audits in-house, third-party assessments are most effective. Experts with in-depth technical knowledge provide immeasurable value because they have experience working across multiple industries and platforms. Plus, they aren’t blinded by proximity, meaning they can see problems you can’t.
Why are ecommerce audits important?
Ecommerce audits are worth their weight in gold. They provide an overview of how your business is performing and give insights on how to improve. Extensive reviews pinpoint breaks in your sales funnel so you can fix them, ultimately leading to more conversions. Additionally, they highlight technical issues that madden potential customers.
By not carrying out the auditing process, you miss sales opportunities that could have otherwise materialised. What’s more, you risk poor visibility on search engines like Google.
5 types of ecommerce audit
Different types of audits possess unique benefits. However, they are equally as important for the overall health of your business. Keep reading as we explore five ecommerce audits that will catapult you beyond the competition. They include:
- Platform audit
- SEO audit
- Content audit
- UX audit
- CRO audit
1. Platform audit
When choosing a website platform, it must be suitable for your needs. If you notice a downward trend in sales and website visitors, it’s an indication you need to migrate. Moreover, you may be paying for more features than you need (a common problem with start-ups) or relying on outdated technology.
Knowing what’s right for you can feel overwhelming. Auditors take into account your business size, structure and model when offering suggestions. They help you find a one-stop-shop within budget that takes care of everything from branding and design to content marketing.
2. SEO audit
Nobody will visit your website if it’s buried deep in Google. How can you boost your ranking to help the right people find your online offerings? Overhaul your SEO strategy.
SEO terrifies businesses. We understand – it’s the alien language of links, content analysis and authority. SEO audits make it simple. An expert team assesses must-have elements, including site-build, content layout, promotional techniques and link quality, to ensure your message and products stand out on the World Wide Web.
SEO audits ask the following questions:
- How are products handled, managed and organised?
- How intuitive is the internal linking structure?
- Is content meaty and tagged correctly with keywords?
- Are product images high-quality?
- Are there website errors (such as block pages and 404 errors)?
Fixing the above issues leads to improved website authority and bumps you up the pecking order. Search engines realise you’re a legitimate business that provides value and ease-of-use. Consequently, they want to promote your products, services and expertise.
3. Content audit
You’ll often hear marketers say content is king, and for good reason. It’s the foundation of your website, taking the form of product descriptions, blog posts, press releases and FAQs.
However, and we hate to say it, not everyone is a writer (let alone for digital platforms). The most successful entrepreneurs may lack the skills to create content that persuades, informs and boosts SEO.
Content audits assess keyword effectiveness (keywords connect a person’s search term to your content), internal links and the overall quality of copy and visuals. Much like having an editor proofread your work, they assess whether you’re addressing the correct audience, properly communicating your brand values and providing necessary information.
4. UX audit
UX makes or breaks ecommerce businesses. Excellent UX keeps customers returning time and time again. It’s the difference between a simple-to-navigate, attractive website and a confusing cesspit full of broken promises (harsh but true).
UX audits ask the following questions:
- Can customers navigate a website easily?
- How are product and service pages organised?
- Can users recover from errors?
- Are websites accessible?
- Are there consistent and visible CTAs (call to actions)?
- Is the booking journey fool proof and complete?
Bespoke UX audits help you streamline a customer’s experience on your website. They highlight pain-points you didn’t know existed. When expert teams put themselves in a user’s shoes and collate feedback, they finesse functionality to make purchasing more straightforward.
5. CRO audit
If you’re confused by lacklustre conversions, there’s no need to worry. CRO audits meticulously map, test and optimise booking journeys. As well as making your sales funnel watertight, they uncover and resolve barriers to purchase, giving you quick wins that work long-term.
CRO audits ask the following questions:
- Are buy buttons and CTAs visible?
- Do you use personalisation for product recommendations?
- Is there a progress bar to track order completion?
- Is the checkout page professional-looking with security prompts?
- Are there clear error messages to highlight incomplete fields during the checkout process?
The end goal is to transform finickity ecommerce platforms into a dream shopping experience. Arguably, CRO audits should be your top priority. There’s no point in creating mind-blowing content, SEO-optimised web pages and high-quality visuals if people cannot buy your products or services.
Transform your website with ecommerce audits
Successful ecommerce websites don’t develop without expert guidance, frequent redevelopment and thorough audits. If you don’t know where to start, we’re here to help.
Want to find out more? Get in touch with our friendly team today.