If you’re running an ecommerce business, then you know that your website is the backbone of your operations. Conducting a thorough ecommerce site audit is essential to ensure that your business is performing at its best. It can help you identify problem areas and optimize for sustainable revenue growth. In this article, we’ll explain what an ecommerce site audit is, why it’s important, and how to do one.
What Is an Ecommerce Site Audit?
An ecommerce site audit is a comprehensive review of your online store to identify any issues that may be hindering its performance. Ecommerce audits analyze every aspect of your website; primarily user experience (UX), search engine optimization (SEO), and conversion rate optimization (CRO). By conducting an ecommerce site audit, you can gain valuable insights into your website’s strengths and weaknesses. This can help you increase revenue and drive organic traffic.
Why Ecommerce Site Audits are Important
Ecommerce site audits are crucial for identifying any issues your website has. For example, if your website is not optimized for search engines, potential customers may struggle to find your products online. If your website’s user experience is poor, visitors may leave without buying anything. By conducting an ecommerce site audit, you can identify these issues and take steps to fix them, thereby improving your website’s performance.
How to Conduct an Ecommerce Site Audit
Now that you understand why ecommerce site audits are important, let’s take a look at how to conduct one. There are three key areas that you should focus on when conducting an ecommerce site audit:
An SEO audit involves reviewing your website’s search engine optimization to ensure that your website is visible to potential customers. It includes analyzing your website’s content, meta descriptions, title tags, and backlink profile to optimize for search engines. By optimizing your website for search engines, you can increase your website’s visibility, drive more traffic to your website, and ultimately increase sales.
During the UX audit, you’ll analyze your website’s usability and assess whether it provides a satisfactory experience for visitors. This means ensuring that your website is simple to navigate, well designed and that your products are presented in a visually appealing way. You’ll examine your web design and user interface, looking for areas to improve. The goal of the UX audit is to ensure that visitors can easily find what they’re looking for and buy with ease.
Ecommerce CRO Audit
CRO stands for Conversion Rate Optimization. The purpose of an ecommerce CRO audit is to analyze how well your website is converting visitors into customers. You’ll examine key performance indicators such as bounce rate and checkout abandonment rate, and determine improvements to optimize conversion rates. You’ll also analyze your website’s sales funnel and identify areas where you can improve the user experience to drive more sales.
A content audit is an essential component of an ecommerce site audit because it helps you understand the quality of your content and whether it’s relevant to your target audience. During the content audit, you’ll check the effectiveness of your product descriptions, category pages, and landing pages. You’ll also identify any gaps in your content that could be hindering your sales. By conducting a content audit, you’ll be able to create a content strategy aligned with your business goals.
To conduct a content audit, start by creating a content inventory. This list should include all the pages on your site and the content they contain.
Next, check the content using the following criteria:
- Quality: Is the content well-written, error-free, and engaging?
- Relevance: Does the content speak to the needs and interests of your target audience?
- Usefulness: Is the content informative, educational, or entertaining?
- Alignment: Does the content align with your business goals and objectives?
Once you have evaluated your content, create a plan for improvement. This plan should focus on areas that need the most improvement, such as outdated or irrelevant content.
Security is a critical aspect of any ecommerce site. Consumers want to know that their personal and financial information is safe when they buy. A security audit will assess the site’s security measures and identify any vulnerabilities that could compromise customer data.
To conduct a security audit, start by reviewing the site’s SSL certificate. SSL (Secure Sockets Layer) is a protocol that encrypts data transmitted between the user’s browser and the web server. Make sure that your SSL certificate is up-to-date and configured correctly.
Next, review the site’s login and authentication processes. Are strong passwords required? Is two-factor authentication enabled? Are inactive sessions automatically logged out? These are all security measures that can help protect customer data. Finally, review the site’s payment gateway and ensure that it meets the latest security standards, such as PCI DSS compliance.
The platform audit is all about assessing the platform where your ecommerce site is built. This includes examining the software and tools used to manage your website, as well as any integrations with third-party applications. A platform audit can help identify any issues with your ecommerce platform that could be hindering your site’s performance.
When conducting a platform audit, there are several key areas to focus on. One of the most important is the performance of your ecommerce site. This includes assessing the site’s loading speed, its ability to handle high volumes of traffic, and its stability.
Another important aspect of the platform audit is checking the platform’s scalability and flexibility. This involves looking at the platform’s ability to grow and evolve over time, as well as its ability to integrate with other applications and tools. A platform that is scalable and flexible will be better able to meet your ecommerce business’s changing needs and requirements.
Ecommerce Audit Tools
Speaking of platforms, there are many that can help you easily perform an ecommerce site audit. Manually performing one can be a daunting task, especially if you’re doing it for the first time. Thankfully, there are several ecommerce audit tools available to help you make the process easier and more efficient.
SEMRush is a powerful tool that allows you to perform a comprehensive SEO audit of your ecommerce site. It provides you with detailed insights into your site’s traffic, rankings, backlinks, and more. You can also use SEMRush to analyze your competitors’ sites, identify keywords to target, and track your site’s performance over time.
Ahrefs is another popular tool used for SEO audits. It provides you with detailed insights into your site’s backlink profile, as well as keyword research, competitor analysis, and more. With Ahrefs, you can identify any issues with your site’s backlinks, check your site’s rankings, and track your progress over time.
Moz is a comprehensive SEO tool that offers a range of features for ecommerce site audits. With Moz, you can analyze your site’s on-page SEO, track your rankings, and perform keyword research. You can also use Moz to audit your site’s backlinks and identify any issues.
If you’re using Shopify to host your ecommerce site, the platform itself provides a range of built-in audit tools. Shopify’s analytics dashboard allows you to track your site’s performance, track your traffic and sales, and identify any issues that may be affecting your site’s performance. If you want to grow your ecommerce business on Shopify, you can read more in this article.
Of course, no list of ecommerce audit tools would be complete without mentioning Google. Google offers a range of free tools that can conduct ecommerce site audits, including Google Analytics, Google Search Console, and Google Pagespeed Insights. These tools allow you to track your site’s traffic, identify any technical issues, and track your site’s performance over time.
Final Words: Ecommerce Site Audits
Performing an ecommerce site audit is an essential part of maintaining a successful online store. By using the right ecommerce audit tools, you can identify any issues that may be affecting your site’s performance and take steps to address them. With the right tools and the right approach, you can ensure that your ecommerce site is running smoothly and generating the sales you need to succeed.
You can find more digital marketing tips & tricks on our blog to boost your ecommerce growth.