Digital Proposal
Brief
“The goals are mainly to make everything be in a bit more of a logical order and better structured. And the goal of the back of that would be to get people to buy more suggested / related products that are suggested.”
Current Performance
There are some basics that need to be covered so that you can understand how the site is performing and how users interact with your website. Whilst I understand the long term goal is to sell more with upsells & cross-sells, it’s important that the site is improved prior to any front-end amends.
The site isn’t perfomaing particularly well. With 565 active pages, it only scores 73%. With a host of Errors, Warnings, and Notices, these or at least some of these do need reolving before any new development goes on. I’ve highlighted the ones that should be prioritised, and I would be happy to complete this work for you.
Moving Forward
- Prioritise findings from Site Audit & set tasks / timescales with an indication of what the work entails, the reason, and the future benefits.
- Add Meta Data to all pages, posts, products & categories to improve Organic Search Results.
- Improve site search functionality & combine single lisitngs into variables, submit new site map.
- Improve site speed.
- Improve UX & introduct upsell / cross sell functionality,
- Research competitors online presence, share findings and help with strategy to increase market share. What is noticeable is the few keywords that you rank for, click here for a screenshot that shows impressions and clicks over the last 28 days. A focus on keywords on the products, pages and any blogs is vital.
Recommended Approach
There’s a considerable amount of technical improvements required to the existing setup to get the website healthy & happy. I would suggest a focus is placed on technical improvements as these are imperative for long-term growth.
This would lead to improving the site functionality, bringing in newly structured categories & product listings, improving the search function with the improved metadata feeding the site search, and then then concentrate on increasing the AOV, Conversion Rate and other key metrics.
Tools such as Hotjar should be introduced to monitor user activity and you to determine what front-end changes need to be completed to improve user engagement rates.
Stage 1 - Fix Site Errors
To resolve all Site Errors on the screenshot, you’re looking at not just replacing the duplicating content, but creating unique content for all pages, posts, products & categories, this will help your products to rank better. The site has; 15 Pages, 452 Products, 68 Product Categories, 14 Blogs, I’ll also need to add focus keywords to the products as they seem to be missing. I’ll advise whilst completing this stage of any product copy that may need to be re-written or amended, as some may have minimal content.
To resolve the meta and fix the missing images and broken links it would take 4 days.
Cost £1,000
Stage 2 - Fix Site Warnings
The issues on here would be resolved in stage 1 as they’re referring to Meta Info.
Cost £0
Stage 3 - Fix Site Notices
The redirects could be tricky & I’d leave that for now until the site is restructured with the products & categories. The H1 Tags & the URLs I’ll fix in Stage 1
Cost £0
Stage 4 - Combine product listings
Improve site search functionality & combine single lisitngs into variables, submit new site map.
This isn’t something that can be priced up now. I would need the input from the business as to how they see variable listings being created. For example Traffic Cones are available in a number of colours and sizes, would you list them as Yellow > Size Options, or Size Option > Colour Options. This would need some thought as to what people search for, do they search for ‘Blue Traffic Cones’ and they get the option of the sizes, or do they search for ‘750mm Traffic Cone’ and they you present the colours. This stage would definitely require a call to get the products grouped correctly.