7 steps to analyzing and improving your company's website - b2b and b2c strategies
Post on 26-Jan-2015
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S E V E N S T E P S TO U N D E R S TA N D I N G " " "( A N D I M P R O V I N G ) Y O U R W E B S I T E "
10.14.14
Andy Swindler!President, Astek
@aswindler
John Armstrong!Account Director, Astek
@johnequatro
Why You Should Care"
! You are managing a website - or people who do ! Your website is not delivering you business ! You’re not sure if your website is delivering business ! You may be, or will be embarking on a new website
Why You Should REALLY Care"
! The website is the primary driver of traffic to your business ! The website is a point of purchase for anything ! The website is a required destination in your customer journey ! A primary marketing goal is to have a powerful, unique brand ! You are trying to build an online community ! You just told the boss “Sure, I can make our website better by
the end of the year” but don’t even know how to log into it.
STEP 1: Design"
! Does it present an immediate impact with personality or style? ! Is it easy to read? ! Is the design complimentary to the content architecture?
! Does it direct attention to the correct content and links? ! Are images and rich-media high quality and value-added? ! Is there an obvious and unique brand?
Design"
Design"
Design"
STEP 2: User Experience "
Is the site intuitive?
! Is the navigation well-placed and obvious to use? ! Are there duplicate actions? ! Is there an “Important Action” that has priority? ! Is there a “focal point” for each page? ! Does the content and design make the user path obvious? ! Is there the right amount of content (not too little or too much) ! Are the submissions forms short and sweet? ! Is the important info the easiest to find? (Contact, Sales pages, etc) ! Is some content more than two clicks away?
User Experience "
User Experience "
User Experience "
STEP 3: Functionality "
! Does the website work? ! Are the functions intuitive and value-added? ! Are all the links and buttons working well? ! Do pages have any errors, broken images or layout issues? ! Are images and rich-media high quality and value-added? ! Does animation or embedded rich-media work?
! Are all of the above functional across common browsers?
STEP 4: Content and Goals"
! Does the content match the user intent or purpose ! Does the content match/promote the Important Action? ! Is page content designed for the correct audience? ! There is mispelings and grammatical errors also? ! Is the content value-added (stock photography, irrelevant text) ! Is it simple to read and/or scannable? ! Is there jargon?
Content and Goals"
Content and Goals"
STEP 5: SEO"
! Are content, page title, URL and page headlines keyword-rich? ! Is there sufficient keyword-rich text on the important pages? ! Are pages buried more than three clicks into the site? ! Is there a blog? ! Are PDFs text-based and readable by Google? ! Is there opportunity for social sharing or promotion?
SEO"
STEP 6: Mobile"
! Is there a mobile or responsive version of the site? ! Is the mobile version simple to use? ! Does it have prioritized content? ! Does it have the contact info readily available? ! Is there a lot of hover functionality? ! Does the site load quickly? ! Are you trying to do too much on the mobile site? ! Are the buttons and menus big enough to use?
Mobile"
STEP 7: Digital Community"
! Is there an opportunity to engage with other users? ! Blog ! Social media links ! On-site community
! Is it easy to use? ! How big is the community? ! Is there an Important Action designed for the community? ! Is there social proof?
Digital Community"
Thank You!
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