Audit of site usability:www.execujet.com

1. Quick overview.Execujet is one of the main players on charter aviation market with a considerable market share. When a potential customer drops to a main page of their web site he realizes he is at place where business jets are offered for a lease and sale, aircraft management, FBO handling and maintenance services are provided. Services are quite specialized not diversified. Huge themed banners tell us about company directions.There are two menus: horizontal and a vertical one on a left sidebar, no dropping menus pop up.

2. Main page.

Logo is intended in the upper left corner of a page as well as main page has to be reached by clicking on a logo, so no extra HOME button required.

News section must be transferred upright in a line with a horizontal menu.

SEARCH and CLIENT LOGIN fields are not of critical importance, so they recommended to be removed.

Banners are extremely huge so a visitor has to scroll a page down to find a banner with needed service. Try to layout them above the folder not to make one scroll it down.

Unique selling point is quite weak and should be reinvented to include main milestones of the company or avid distinctions from competitors (for ex. Access to remote areas, Itinerary flexibility, Private environment).

A lot of fonts can be seen across the main page. According to website design rules 3-4 different fonts are allowed. So quantity of fonts are to be diminished.

ABOUT US and CONTACTS sections are located only in a dubbing menu underneath the page. No contacts in the upper right corner of a page.

No special offers and interesting

3. Services.

In each section with a services (Charter, Aircraft management, Maintenance, FBO) one can see a lot of over optimized and bulky text that makes a text unreadable and not SEO optimized. Main recommendations are to make a bulleted text with main highlights of each service and eliminate words spamming. For ex. for Aircraft management section following can be offered:

Aviation legislation compliance Aircraft maintenance coordination Staff recruitment Productive aircraft operation Presence in Africa/Asia Regular staff training in simulators and classroom Manufacture approved service centers Airworthiness certificates renewal Consulting completions

4. EMPTY LEG section.

There is no explanation of Empty legs: what it is and how a company can benefit from it. Please see below how this service is implemented in a competitor site:

5. CHARTER QUOTE section.

If we look at REQUEST A QUOTE questionnaire we could see a number of redundant fields: some of them need to be removed at all, another ones agglomerated to simplify a quoting process. A list with all possible options is to be shown as a result that will enable a company to choose from. Please see below how questionnaire is embodied on competitor’s website:

6. FLEET. An important part of all business aviation websites is its fleet. As we

can see from a below screenshot no descriptions are stick to each fleet category: only fleet range is mentioned.

Let’s have a look how this ought to be. We borrowed an example from one of the leading players on the market (please see below): first of all we highly recommend to provide each fleet category with customer oriented description and main features (both technical and consumer), then set up and place a photo gallery depicting interiors, cockpit, furniture, catering exquisites assisting company in positioning and branding. After all to persuade potential customer come closer designers can implement 360 ° interactive map and range map that help to realize which aircraft type fits most customer need.

7. Other perks.

One of the upmost things that business aviation themed website must do is to boost customer loyalty and credibility alongside to building a strong brand policy as major customers represent people with high incomes or inheritance. Fox ex. Vista Jet company underlines that it puts its livery on fuselage or which catering brands it cooperates with.

8. SEO analysis.

5450 pages and 535 pictures are indexed in Google.

As we can see from above statistical briefing 1/3 of overall traffic goes from mobile devices. That means that a company must pay much more attention on a mobile versions and mobile applications for its website and services. For instance, to create and launch mobile application for different operating systems. More and more

competitors cooperate or work out and implement innovative technologies, design mobile applications (please see below):

We also can observe quite low bounce rate for a last decade (35%) but nonetheless it should be decreased by providing visitors with more relevant information. On average 3 pages per visit tells us about their real interest and involvement.

Error 404 has to be set up (no redirect at the moment). Page speed on both mobile and desktop versions are quite

high. Mobile version is well optimized. As far as external links are concerned percentage of

SEO/optimized links is rather low (23%). Main recommendation is to work out all of them (sources, anchors) and rewrite or remove low quality ones

As far as traffic sources are concerned we can mention that e-mail marketing is quite barely used in this predominantly b2b business, that should be fixed.

Social media extracts traffic mainly from LinkedIn rather than from Facebook or Twitter or another. There can be several reasons for it. Either staff recruitment/career issues draw people/companies to the website or company is active there.