Whats a website audit?
A website audit is essentially a report which gives you valuable insights into how your website is currently performing.
Why do a website audit?
You would do a website audit if you wanted to leverage the data collected by applications such as Google Analytics (GA), to increase your website conversion rate. Using GA data to make strategic adjustments to the content and structure of your website.
The goal of a Website Audit is to outline:
- Any user roadblocks or frustrations your audience is experiencing.
- If your website is engaging to your ideal customer and audience.
- Are there any parts of the user interface (the website design) that could be improved to increase conversion rates?
- Identify any low hanging fruit that should be actioned.
There are different types of website audits.
- Website CRO ( conversion rate optimisation ) audits – this is what we will be focusing on.
- Website technical audit
- Website page speed audit.
- SEO audit
What is a conversion rate?
Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion). A high conversion rate is indicative of successful marketing and web design: It means people want what you’re offering, and they’re easily able to get it!
Conversion rate optimisation is important as it allows you to get more revenue from the same traffic. For example, if your website converts at 2% that’s 2 customers from 100. If each sale is $200, thats $400 revenue per 100 website visitors.
If we change that to 3% conversion rate, you’re now get $600 revenue for the same amount of website traffic, increasing your revenue with a scalable approach.
Conversion Rate Optimisation Audit Report breakdown.
Conversions by source
This part of the report outlines where conversions come from. For examples: email marketing, organic SEO, referring sites.
Call conversion data
“Click to call” mechanisms are implemented on all phone numbers on your site so that “click to calls” can be tracked and measured.
Ecommerce Sales Conversion data
Focused on ecommerce orders, checkout drop-off rate, purchase rates overtime, what clicks the audience took to before they checked out.
Conversions by form fills
Tracking newsletter signups and enquiries. Outlining notable pages, layout and messaging.
Conversions by “call to action”
Audits outlines the key metrics coming from your call to action sections. Click throughs, popular pages provide insight into what pages and messages are performing the best.
Trust Analysis Audit.
Outlining what trust signals are missing from your site.
Takes into account the element of social proof. Which users use to help make decisions.
Navigation menu audit
Focuses on the menu structures and audits how people are using menus site wide. Outlining high volume and low volume buttons concurrent with user journeys and popular pages.
Layout and aesthetics Audit
Outlines poor performing parts of the page layout. These are parts of site that should be getting more interaction and conversions but are suffereing from friction points and distractions. Outline high performing parts of the layout.
Device performance conversion rate audit
Outlines what devices people engage with your site on and popular pages by device.
Based on these audits a strategic action plan for implementation and measuring success is put in place. Large Action plans can take up to a year to role out, with regular measurements of success and failures along the way.
Ideally the website audit is customised to your business. What exactly do you want to test? Custom conversion metrics can be put in place based on your needs.