If you’ve been putting off an ecommerce site audit, consider this a sign to pencil it in. Make Time for Regular Ecommerce Site Audits However, as stores evolve, or as new lines are added, check for unexpected impacts on the mobile version of the store. Many retailers treat the mobile experience as a set-and-forget aspect of a site redesign or upgrade. Don’t confine an ecommerce site audit to desktop.Luckily, it’s very easy to find any broken links that have cropped up since the last audit using online tools and Google Analytics. They are also common in ecommerce because of discontinued products or restructured categories. As with site speed, broken links are a big no-no from both a shopper and search engine perspective.Run speed tests regularly to stay on top of technical problems that can slow down your site. This step is easy to check thanks to free online tools, but fixing issues takes time. Page load times affect everything from user experience to SEO.From reviewing current rankings and identifying keyword gaps, to fixing issues with technical SEO. Realistically, a site’s performance on search engines deserves an audit of its own.Also assess cross-selling and unsold relevant items versus displaying unrelated products at random. Review products suggested to shoppers at each step of the journey. Intelligent product recommendations drive up average order value if they’re used effectively.Are boost rules being taken advantage of? Banners? Badges? Geo-targeting? Check out this merchandising strategy guide for more. Click through category pages and assess that the right products are on display.Are they accurate? Can shoppers find what they’re looking for? Does the no results found page lead to a dead end? Shoppers who search are more likely to convert so this part of the shopper experience is crucial.
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