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Example of SEO / UX Site Audit.

Site Audit

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Table of contents

Заказать ЮЗАБИЛИТИ АУДИТ САЙТА

An example of a short Comprehensive audit... The example is an excerpt from the Audit for a website selling tableware. Usability audit and SEO audit together give the best result in increasing the income of an online store.






Home page

Basement

  • The style of the leading sites is a dark basement. 
  • Change the background of the basement to the colors of the #162457 logo
  • Make the color of the links in the footer white #FFFFFF
  • Headings in color #ffbcde
  • Phone numbers and text in white #FFFFFF
  • This is what the footer will look like after changing the colors. 
  • Minor mistake, the name starts with a small letter.
Basement UX errors

We remove the button to go up from all pages of the site. This button is rarely used, but it gets a lot of attention.

Removing the up button

We delete the link to Bitrix in the lower right corner. This link can interest potential buyers and completely lead away from the purchase.

SEO Audit. Remove link to Bitrix

Site header

  1. Change the navigation colors: About the Company, Gifts, Feedback buttons, change the color #ff0381
  2. Buttons Catalog, Delivery and payment are made in color #162457
  3. We remove the formatting of the Italian font from the buttons.

This is how the navigation will look like 

UX navigation

4. Correct the text next to the girl's photo. Replace “Online consultant” with “Request a call back”. Make the inscription a link to call the order form. This is how it will look:

UX audit. Correcting text

5. Login / Register - delete. You can write the word "Cart" in this place and make it a link to the cart.

Removing login and registration

Left navigation styling

  1. Remove the dashes between the titles.
  2. The text of the links is done #005a8c
  3. We underline the links.
  4. On hover, keep the color pink at #ff0381 and remove the underline.

This is what the menu will look like

Catalog. UX

Center of the page

  1. Remove the slider under the header. 
UX audit. Remove the slider under the header

2. Add a navigation block in the center that duplicates the left navigation. These are links without icons in alphabetical order. 

2.1. The text of the links is done #162457 

2.2. We underline the links.

2.3. On hover, make the color pink #ff0381 and remove the underline.

3. Place advertising blocks above and below the central navigation. Look at the picture. This is not a site design, but an arrangement of blocks in the picture for clarity of what to do.

Placement of ad units

4. SEO text remains unchanged.

5. Below the SEO text, display the products in the form of a list.

5.1. All products that are on the site are displayed, and fresh arrivals on top. To optimize sales at the very top, you can substitute the most purchased products, but not promotional ones.

5.2. The number of products is no more than 10 and no less than 5 on the main page.

5.3. On the inner pages of the general catalog, 20 products each, if a list of products is shown, not a tile.  

Block above footer

6. This block is displayed above the footer and below the SEO text.  

Catalog

  1. In this form, the directory looks quite decent.
  2. The directory can be fully optimized, which will affect SEO in the first place. 

    2.1. Categories have subcategories. Display links to them.

    2.2. There are filters in the categories. Display links to them as well.

    2.3. There are collections. Display links to them as well. 

This page could become a sitemap with easy navigation for users.

It is necessary to sit down separately and spend a week to create directory structure... I have given key directions for what can be done.

Here is a picture so that you understand what kind of subcategories you can put into the product catalog right now.

What subcategories can be brought into the directory. UX audit

Category

  1. By default, set the product display as a list, and not as a tile as it is now. Very important! 
  2. The most important part of the category is the filter, which now has only one useful feature, which is showing the product as a tile or a list. Remove the filter leaving only two buttons showing the product as a tile or a list until it is completely replaced with the new option described below
UX filter removal
  1. When you hover over a filter, links are shown. It is necessary to register static links instead of selection items. Do not register collections.

Sample page

The transformed filter will be in the form of static links with titles instead of a filter

Filter type
  1. Remove the slider on the price and leave only the fields for entering the cost.
  2. Make a selection in which order to show the product. From expensive to cheap, from cheap to expensive and latest arrivals by default, but you need a button to go back.

Show category by tiles

  1. When hovering over a product, remove the product enlargement function. Only the frame around the product shows that you have hovered over the product.
  2. Product title in blue #005a8c and underlined. On hover, the color becomes #ff0381 and the underline is removed. The font size is 18px.
  3. Leave the buy button as it is. When you hover over the Buy button, make it dark green #008000

Show category as a list

  1. Change the location of the cost and buy buttons in the product card. It should look like the picture. Cost and button below the text on the left.
Cost and button below the text on the left

2. 100% Quality Assurance The badge should be placed on the photos in the lower left corner and removed from the right column. Don't make the text full width, but leave an empty space on the right.

The implementation shown is rather complicated. This is a question to who will do how to correctly implement it so that the quality assurance looks beautiful in the lower right corner of the picture.

Should it be in the frame of the product or go as in the example?

It should be in the corner of the picture. 

Move quality sign icon

3. The buttons "Bookmark / Postpone" and Compare are placed under the name of the product. Icons do pink #ff0381

Put buttons under the name of the product
  1. When you hover over the buy button, make it dark green #008000

5. The buy button should not add a product to the cart from the list. This button should lead to the product. 

6. Add the link “Add to cart” under the buy button. The button works like the buy button before.

Make icon pink

7. The heading of the item is blue #005a8c and underlined. On hover, the color becomes #162457 and the underline is removed. The font size is 18px.

UX errors on the product page

.8 The font size of the item description in the listing is 14px and the line-height is 16px.
9. Remove from the description information: Article, Collection, Color. 

Product Page

  1. Remove the ad unit below the product price.
UX error under product price

2. Make the text of the Product Card in 16px font

Changes to the text of the product card
  1. Fix a bug when products that have been viewed are shown in a column, and not one next to another. In chrome, this error appears then it is not there.
Correcting the position of goods

  1. Remove “Other items from collection”. You can only leave text links under “Other Products” for SEO. For sales, this gets in the way. 
Removing other products from the collection

5. The schema markup does not work correctly. The photo is not shown if a person wants to share the product on facebook.

6. "Product Descriptions", "Usable" and "Reviews" must be 16px font 

7. Due to the specifics of the product, it is inconvenient to go to the shopping cart every time. You need to add the link “Add to cart”. Clicking on it does not transfer it to the cart, but works like the buy button used to work. The figure shows an implementation option. 

Add link add to cart

Shipping and payment

  1. Correct the text on the page. Look at the picture.
  2. The title of the page should contain Delivery within Russia and Ukraine. Instead of the word Delivery.
Corrections to the shipping and payment page

Promotions - Cumulative discount

  1. From two pages: 

Make one page with title Accumulative bonus or Bonus system.

  1. The font size on the page is 16px, color is black.

Presents

The page is well designed. You can make it beautiful by enlarging important headlines to 20px font and placing sentences in frames. (will not affect income)

Only the text flew off a bit, which needs to be corrected.

Correct the text

Contacts

  1. Extra text on the contact page.
  2. You have indicated the working time in the header. Fix one thing.
  3. The card does not work.

Probably the map should be loaded))  

Errors in Contacts

About company

  1. Fix font size from 15px to 16px. 
  2. Layout error above the title.
Audit. Layout error

For wholesalers

  1. Make the text font on the page 16px.
  2. The link for wholesalers should be in the footer. You can delete the personal account column and add it to the footer there. 

Testimonials

  1. On product pages, increase the font size to 16px.
UX font errors in reviews
  1. On the "Reviews" page, increase the font size to 16px.

Basket

  1. Send the user immediately to the cart after clicking the buy button. He himself will decide to continue shopping or place an order in the basket.
  2. Add an inscription in the shopping cart in pink #ff0381. * The minimum order amount is 1000 rubles
  3. When you hover over the Checkout button, make the button dark green #008000

Checkout

  1. Duplicate the Checkout button and make the frame darker in the comments
Duplicate checkout button
  1. On the page after confirming the order, make the text font 16px.
SEO error after order confirmation

2.1. Likewise, at the bottom of the page, increase the font to 16px

Increase the font size. UX

Responsive website design

The same person should make changes to this design and make the design responsive. Below are the recommendations. Responsive design has about 30% conversion growth.

Tablets

  1. Design must be compressed to 768px
  2. In tiled designs, remove the third product column from the right.
  3. In the product listing design, I removed the value on the right and there should be enough space.

Mobile phones

  1. Design must be compressed to 320px
  2. The list of products is shown as one column in a tile design. You will not put two columns on the screen 320 so that at least something can be seen there.

✔️ What does a comprehensive audit include?

Analysis of usability and SEO of the site and the creation of technical specifications based on it.

✔️ How is the site analysis carried out?

Site analysis is carried out on a checklist with more than 1000 points.

✔️ When should you conduct a comprehensive audit?

Usually it should be done every six months.

✔️ What optimization results can you expect from an audit?

The audit provides a solution to the problem. After the implementation of all the recommendations, you should expect an increase in conversion and traffic.

✔️ What is SEO site audit?

An SEO audit is the process of analyzing how your online presence compares to best practices.

✔️ How can I conduct a local SEO audit?

Check the availability of your company name and the availability of NAP (name, address, and phone number).
Explore the city and geographic location of your business.
Explore your business data, website, or blog in detail.
Extract actionable data with competitor analysis.

✔️ How much does an SEO audit cost?

Website audits are customized for individual businesses, so prices vary, but the typical range is $ 2,500- $ 3,500 (audits for larger “corporate” websites can be significantly higher).

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