D2C Caffeine - Issue No. 13

Digital Marketing is the lifeblood of a D2C business, and the soul of it lies with the ‘Website’!

So, it’s about time you Audit your Website to find and address essential but often overlooked issues.

Why? To Maximise your marketing efforts of course...

• Identify technical issues

• Understand why your website is not generating enough traffic

• Improve SEO efficacy

• Rank higher on SERPs

• Boost eCommerce or SaaS sales and conversion rates

...to inevitably move forward, and stay ahead of the competition in this Digital Arena.

1. Website performance optimization

This influences a user’s first impression of your site and therefore the sales & conversions - As the audit provides you with data to evaluate user-friendliness, mobile responsiveness, ease of navigation, info to find and fix broken links etc.

2. Improved SEO

The audit analyses and states missed SEO opportunities which could improve website ranking in search engines.

By showing instances such as -

• Incorrect keywords and keyword stuffing

• Duplicate or plagiarised content

• Improperly tagged media files

• Missing meta descriptions & title tags

• Quality backlinks

And with continually altering Google algorithm, it becomes easier to make SEO changes after an audit to focus on a better user experience.

3. Increase in conversion rates

With a thorough audit, one can..

• Add relevant calls-to-actions

• Determine weaknesses in landing pages

• Make optimisations based on daily information to generate better & more leads

All focused on improving your ROI through strategic analysis, planning, and testing through regular audits.

4. Competitive analysis

When you analyse your competitors’ sites - you gather their organic and paid search traffic along with backlinks, targeted keywords, and their overall online presence.

Thereby understanding what works, and what doesn’t work in the present and past in your arena.

1. Design and UX

Step 1 - Before conducting a UX audit, determine your site’s target audience and understand their needs and objectives.

Step 2 - Collect qualitative & quantitative data on critical problems you face in various sections, drawbacks in users' experience while navigating, checkout process, or other actions.

Approaches -

• Gathering data through user interviews & on-page surveys

• Develop user personas for segmentation & create user flows

• Collect data using Google Analytics and mobile analytics

• Use Heat maps (graphical representation of data where user actions are depicted by colour), scroll maps, and user recordings to understand the top visitor priorities.

2. On-page SEO

Step 1 - Perform keyword analysis to choose a primary keyword for individual pages along with 3-5 keywords related to the primary one.

Step 2 - Examine principal on-page components such as…

• SEO titles

• SEO descriptions

• H1, H2, H3 titles

• Page URLs

• Sitemap, and

• Robots.txt file

Note:

• Title tags & meta descriptions must be unique, of appropriate length, and include relevant keywords in order to benefit

• Add action words such as ‘boost’, ‘learn’, or ‘get’ in the title tags to encourage users to click

• Avoid complex URLs with several parameters referring to similar publications; because Googlebot won’t be able to completely index the site content

• SEO landing pages must be well-integrated into site architecture

3. Mobile usability

More than half of all site traffic is thanks to mobile devices.

Making mobile-friendliness the most important factor to ranking higher on Google. And with Google announcing mobile-first indexing back in 2020, which meant the search engine will use a mobile version of the landing page for indexing - a website's compatibility with mobile devices has never been more important .

So, pay close attention to your Mobile usability report to identify usability issues on your sites when opened on mobile devices.

1. Social tags

2. Page speed

3. Media

4. Internal & external links

5. Security

We’d like to end with the Top Website Auditing Tools out there:

For content analytics

Google Analytics, Open Web Analytics, SimilarWeb, and SEMrush

For behaviour analytics

Hotjar, Crazy Egg, and Kissmetrics

For SEO

Google Search Console, Ahrefs, and Ubersuggest

For page speed & indexing

Google PageSpeed Insights, GT Metrix, and Web Page Test

That’s the end of our talk on 'Maximising D2C Website Potential'...

See you on the next coffee date!

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