Web Audit

Web Audit

What it is: A Web Audit is a full-body scan of your ecommerce site. It evaluates technical SEO, site speed, ADA compliance, mobile responsiveness, UX patterns, content hierarchy, and conversion flow. We run our audits with both Google’s bots and your users in mind, so you’re set up for performance, not just presence.

Why it matters for ecommerce merchants: Without a clear sense of what’s working and what’s not, ecommerce brands risk burning ad spend, losing customers, and damaging SEO. A well-executed audit can reveal what’s slowing down sales, literally and figuratively. Google found that as page load time increases from 1 to 5 seconds, the probability of bounce increases by 90%.

Common Steps

1. Technical Performance Review Evaluate site speed, mobile responsiveness, crawlability, and indexation:

• Core Web Vitals (loading, interactivity, visual stability)
• Mobile-friendliness
• Broken links, redirects, and 404 errors
• XML sitemap and robots.txt files
• SSL security and HTTPS enforcement

Tools: Google PageSpeed Insights, GTmetrix, Screaming Frog, Google Search Console

2. SEO & Content Evaluation Assess on-page SEO and content structure:

• Page titles, meta descriptions, header tags
• Keyword usage and semantic relevance
• Duplicate content issues
• Content depth, formatting, and engagement
• Internal linking and URL structure

Tools: SEMrush, Ahrefs, Moz, Clearscope

3. User Experience (UX) and Conversion Flow Examine how users navigate and convert:

• Navigation clarity and consistency
• CTA visibility and placement
• Cart and checkout process
• Product page design and trust signals
• Accessibility (keyboard navigation, alt text, contrast)

Tools: Hotjar, Google Analytics, heuristic review, user testing

4. Analytics and Tracking Validation Confirm that you're collecting clean, accurate data:

• GA4 implementation and event tracking
• Ecommerce tracking setup
• Tag Manager audit
• Pixel placements (Meta, LinkedIn, TikTok, etc.)

5. Competitive Benchmarking Compare your audit findings against direct competitors or industry benchmarks to set performance goals and prioritize fixes.

Challenges:

• Prioritizing issues when everything feels urgent
• Coordinating across dev, design, and content teams
• Understanding complex technical findings
• Making time for regular audits amidst daily execution