• Website Review

• By: Chris Middings

Chris Middings

Marketing

Indri.co

What We’ll Cover

Getting traffic to the siteUser experience

What’s Usually Covered

What We’ll Cover

Google Wants Two Things

One answer, Instantly “When you use Google, do you get more than one answer?

Of course you do…Well, that’s a bug. We should be able to give you the right answer just once. We should know what you meant. You should look for information. We should get it exactly right.”

“I flip through my favorite papers and magazines, the images as crisp as in print, without a maddening wait for each page to load.”

- Eric Schmidt, Alphabet Chairman

One Answer, Instantly

Amazon is headed the same way

From mid-December to mid-March, orders placed via the Dash Button rose 75%

More Mobile Users

More Mobile Time Spent

Less Desktop Time Spent

Getting traffic to the site

The “year of mobile” is now in the past More users More time spent

Desktop peaked, now declining

They won’t have a desktop connection

(NTIA)

They won’t even have a desktopIntel to cut 12,000 jobs as it confronts decline in desktop computers

Transforming from PCs to powering the cloud and billions of smart, connected computing devices

They won’t even have a desktop

Getting traffic to the site

Getting traffic to the site

Mobile Search = Google

http://www.rimmkaufman.com/blog/google-dominance-grows-mobile-search/

Getting traffic to the site

Remember Mobilegeddon?April 21, 2015

Getting traffic to the site

Getting traffic to the site

Mobilegeddon’s Impact

Getting traffic to the site

x

55% loss in mobile traffic

Getting traffic to the site

“But I don’t have any mobile traffic”Self-fulfilling prophecy

Getting traffic to the site

Now, Accelerated Mobile Pages “We want webpages with rich content like video, animations

and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.”

- https://googleblog.blogspot.com/2015/10/introducing-accelerated-mobile-pages.html

Getting traffic to the site

AMP pages: Load near instantaneously Use about 10 times less data Have attracted top-tier publishers like The New York

Times, Washington Post, and The Guardian “For the publishers who have adopted AMP, they now

have the opportunity to enjoy prime mobile real estate compared to non-AMP sites.”

- http://adage.com/article/digital/amp-articles-enjoy-prime-real-estate-google-news/303643/

Getting traffic to the site

Getting traffic to the site

Someone in your company needs to be in charge of site speedBy PageGoogle indexes pages, not websites

User Experience

Useful Free ToolsMobile-Friendly Test

https://www.google.com/webmasters/tools/mobile-friendly/

PageSpeed Insights https://developers.google.com/speed/pagespeed/insights/

Website Grader https://website.grader.com/

User Experience: Mobile

x

User Experience: Mobile

x

User Experience: Mobile

x

User Experience: Mobile

x

User Experience: Mobile

x

User Experience: Mobile

User Experience: Mobile

User Experience: Mobile

User Experience: SEOWhy is SEO important?Title Tags are headlinesMeta Descriptions are body copyURLs are Calls-to-Action

The best meta descriptions also contain calls-to-action

User Experience: SEO

Best Calls-to-Action http://info.rocketfuel.com/Programmatic-Creative-Guide.html

User Experience: SEO

The Title Tag and Meta Description on your home page is likely the most read text in your entire organization

User Experience: SEO

Title Tag could be better utilized Never use your company name in Title Tags Users not searching for “home”

Meta Description is too long 155 characters maximum

User Experience: SEO

Right click on the page View page source

Or use Ctrl-U

User Experience: SEO

Search for <title>Search for “description”

User Experience: SEO

Same meta description as home page

User Experience

“It is better to have unique meta descriptions or no meta descriptions at all, then to show duplicate meta descriptions across pages.”

Matt Cutts, Google’s head of search spam (paraphrase)

User Experience: SEOWatches & Jewelry Search Insights: Share of Traffic to Brand Sites by Source, January-March 2016, N=66 Brands

-www.l2inc.com/research/watches-and-jewelry-search-insights-2016

User Experience: PPCWatches & Jewelry Search Insights: Share of Brands Participating in Given Paid Search Strategy by Category, March 2016

-www.l2inc.com/research/watches-and-jewelry-search-insights-2016

User Experience: PPC

User Experience: SEO

Title Tag could be better utilized Never use your company name in Title Tags

Meta Description is too long 155 characters maximum

User Experience: SEO

Otherwise, Great Meta Descriptions Submerge into silken velvets, rich leathers and lavish

brocades with our Victorian reproduction sofas. Enjoy the elegant details, including hand carved wood and plump pillows.

Antique reproduction Victorian tables. Coffee and side tables, including wickers tables and wood tables.

Shop Decoratives & Accent at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!

Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!

Our museum-quality Victorian Stationery features lovely imagery rescued from private estates and galleries. Beautifully packaged and includes envelopes.

User Experience: SEO

But They Need More Keywords Submerge into silken velvets, rich leathers and lavish

brocades with our Victorian reproduction sofas. Enjoy the elegant details, including hand carved wood and plump pillows.

Antique reproduction Victorian tables. Coffee and side tables, including wickers tables and wood tables.

Shop Decoratives & Accent at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!

Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!

Our museum-quality Victorian Stationery features lovely imagery rescued from private estates and galleries. Beautifully packaged and includes envelopes.

User Experience

URLs need to spell out what the product is:

User Experience

Zero Sum Game In game theory and economic theory, a zero-sum

game is a mathematical representation of a situation in which each participant's gain (or loss) of utility is exactly balanced by the losses (or gains) of the utility of the other participant(s).

If the total gains of the participants are added up and the total losses are subtracted, they will sum to zero.

User Experience

Zero Sum Game Only one company gets the order If you get it, your competition doesn’t And vice versa

User Experience: SEO spyfu.com/seo/competitors/domain

User Experience: SEOKeyword Overlap128 common keywords

User Experience: SEO spyfu.com/seo/competitors/domain

User Experience

Someone in your company needs to be in charge of keywordsBy PageGoogle indexes pages, not websites

Site Indexing

This looks OK, but…

Site Indexing

Something is wrong here:

Site Indexing

Something is wrong here:

Site Indexing

Something is wrong here:

Site Indexing

This looks OK, but…

Site Indexing

Something is wrong here:

Site Indexing

Disallow indexing on development and wholesale sites

http://www.robotstxt.org

Site Indexing

Someone in your company needs to be in charge of site indexing

User Experience

Logo prominent, upper left Basket prominent, upper right Links to most popular product categories Clear search field at the top Display free shipping (if you offer it)

User Experience

Include trust symbols, especially in checkout

Have the email signup form on every page

Links to return and exchange policies

Breadcrumb navigation

User Experience

Include calls to action

Customer reviews/ratings for each product

Related product links to upsell

User Experience

Provide product images with zoom With ability to scroll through all images with left/right arrows,

rather than closing one image & opening another

Multiple product images and angles Always helpful to show on/by a person for size comparison

Item information and specs Always edit text provided by manufacturers

A field to change purchase quantities That defaults to 1

An add-to-cart button on each product page Also nice to have on category page

Pricing information with sales or quantity discounts

User Experience

Videos Globally, consumer internet video traffic will be 80 percent of

all consumer Internet traffic in 2019, up from 64 percent in 2014 (Cisco)

Live chat Items by popularity/best sellers

Easiest way to find out “what’s this site about?”

Social share buttons for each product Highlight Exclusives Minimize clutter

User Experience

Reduce navigation once they are in the cart

User Experience

Automatically sign them up for emails when they order

User Experience

Best A/B Tests to Run

Short vs. Long Headlines Short-Form Copy vs. Long-Form Copy Bullets vs. normal text Pricing: $49 vs. $50 vs. $49.99 Serif vs. Sans Serif Colors, including background images and patterns Font Size Typefaces Calls to Action

Position Color Text

Video vs. Text Contact Form Fields Number of Steps in Your Checkout Process

• Website Review

• By: Chris Middings