How to Perform a Full Ecommerce Website Audit


As soon as your on-line retailer is up and working, you may wish to see the way it performs in search outcomes. You additionally have to know whether or not it is safe and user-friendly. And the way it measures in opposition to the competitors.

You can begin with an ecommerce web site audit. An audit can uncover priceless insights into your search engine marketing efficiency and different elements affecting the person expertise (UX). It is also a possibility to find out what you do properly and what you would do higher.

What Is an Ecommerce Web site Audit?

An internet site audit opinions your website’s efficiency, performance, and content material. It’s like a well being checkup to your weblog, enterprise web site, or on-line retailer.

So, in case you run a web based store, you may conduct an ecommerce web site audit. 

You will have a look at elements like:

  • Web page load velocity
  • Cell-friendliness
  • Web site navigation
  • Natural rankings 
  • Key phrase utilization
  • Content material high quality
  • Inner linking
  • Safety
  • Accessibility

These features might impression your search engine rankings and the person expertise. Analyzing them helps you see potential points and determine enchancment alternatives.

Why You Ought to Carry out a Web site Audit

An internet site audit can uncover potential vulnerabilities, errors, and efficiency points. It could additionally reveal alternatives to optimize your content material, pages, and general website construction for increased visibility in search outcomes.

These insights may also help you enhance your SEO strategy and ship a greater person expertise (UX). 

Different potential advantages embrace:

  • Detect potential points early on: Detect technical issues earlier than they escalate. For instance, it’s possible you’ll notice a selected plugin or code is slowing down your website and inflicting guests to depart.
  • Optimize your conversion charges: In a 2022 survey, 37% of patrons mentioned they would go away an ecommerce website that is troublesome to navigate or has a poor structure. One other 33% would do the identical if a web site took too lengthy to load. Common audits let you determine and repair these points to maintain guests in your website longer. This will lead to a greater person expertise and elevated gross sales.
  • Uncover progress alternatives: An ecommerce website audit can reveal your top-performing pages and person habits tendencies and patterns. Use these insights to craft higher content material and personalize the client expertise.
  • Stop knowledge breaches: The best SEO audit tools can uncover safety points that would result in knowledge breaches. Such vulnerabilities might embrace outdated plugins, malicious code, weak passwords, and previous safety protocols. 

Similar to your automotive wants common checkups, your web site requires ongoing upkeep. From broken links to non-secure pages, many issues may go incorrect. 

You need to use the next guidelines to work via a web site audit. 

Additional studying: Website Health: A Guide to Optimal Online Performance

5 Key Areas for an Ecommerce Web site Audit

A complete audit is not restricted to web site efficiency, safety, and search engine marketing. It additionally accounts for elements like UX and accessibility, which may instantly impression gross sales.

For instance, failure to satisfy accessibility requirements can negatively have an effect on the client expertise and result in hefty fines. Through the years, several consumers sued Netflix, Amazon, DoorDash, and different prime manufacturers for being inaccessible to customers with disabilities.

The identical occurred to Nike. Shoppers accused it of utilizing empty textual content hyperlinks and failing to make use of alt text on its website. These blunders made its content material inaccessible to display screen readers.

This ecommerce web site audit guidelines covers your 5 fundamental focus areas.

1. Web site Efficiency

Web site efficiency refers to web page load velocity and different elements that impression a website’s performance.

It additionally measures time to first byte (TTFB). This time period describes how lengthy a person’s browser takes to get the primary piece of knowledge (byte) from a server after accessing an online web page. 

An excellent TTFB is 0.8 seconds or much less. The decrease this quantity, the quicker an online web page will load. Meaning customers will wait much less time to see the content material they need, which may enhance their expertise. And a greater UX can contribute to higher search engine rankings

Web page load velocity and different internet efficiency metrics can have an effect on UX. They matter from an search engine marketing perspective, too.

In response to Deloitte, even a 0.1-second enchancment in website velocity can enhance conversions and trigger retail customers to spend round 10% extra. It could additionally improve session length, engagement charges, and web page views. 

How one can Audit Your Web site’s Efficiency 

To verify a web site’s efficiency, entry Site Audit out of your Semrush dashboard. You will discover it underneath “search engine marketing” > “ON PAGE & TECH search engine marketing” on the left aspect of the web page.

Site Audit tool highlighted

If you happen to’ve by no means created a venture or audit in Semrush enter your area identify within the “Enter Area” textual content field. Then, click on “Begin Audit.”

yourdomain.com entered into Site Audit tool

When you have created initiatives or website audits, click on “Create venture” on the correct aspect of the web page. 

create project button highlighted

Enter your area identify and click on “Create venture.” You’ll not see this display screen in case you’ve by no means created a venture or website audit. 

domain entered into project field

Semrush will open a pop-up window with a number of choices for organising the software. 

Select whether or not you wish to audit your whole web site, a subdomain, or a subfolder. 

Choose a crawl supply, akin to your web site or a sitemap. You can too restrict the variety of checked pages per audit. 

The checkbox to “Ship an electronic mail each time an audit is full” is routinely checked. You may select to uncheck this selection in case you don’t need periodic audit updates emailed to you. 

site audit settings popup with crawl scope, number of checked pages, and crawl source

When completed, click on “Begin Website Audit.” Our software will analyze your website and return the outcomes inside 24 hours.

The auditing course of can take as much as 24 hours, relying on website measurement and different elements. 

As soon as the auditing course of is full, take a look at the “Website Efficiency” block within the Website Audit Dashboard’s “Thematic Studies” part. You will see a efficiency rating (0-100%). The upper the quantity, the higher.

site audit dashboard with site performance report option highlighted

Click on “View particulars” for additional insights.

The Website Audit software will take you to a web page the place you may see your common web page load velocity and different efficiency points, akin to massive web page sizes and lengthy redirect chains.

average page load speed widget and performance issues highlighted

Click on “Why and how you can repair it” subsequent to every error in your dashboard. Semrush will element how that situation impacts your web site’s efficiency. And what to do about it.

why and how to fix it button explains slow page load speed issues and how to fix it

The software may situation warnings. These are much less extreme efficiency points, however it is best to nonetheless deal with them sooner or later.

site performance warnings highlighted, such as uncompressed pages, uncached files, and unminified files

Test the “Avg. Web page (HTML) Load Velocity” part. Right here, you’ll see the typical load time to your website’s pages.

average page load speed is .12 sec for this domain

Within the above instance, the typical web page loading time is 0.58 seconds. That is good, contemplating Deloitte’s really useful web page load time is one second or much less.

Handle different efficiency points Semrush’s Website Audit software flags as they come up. See our guide to improving page speed for additional suggestions. 

2. Consumer Expertise (UX)

UX is how customers really feel when interacting with a web site, product, or service.

For instance, a Baymard Institute survey of 1,012 U.S. customers in 2024 checked out the most typical causes for cart abandonment. Of the respondents, 17% mentioned they deserted their purchasing carts over the previous three months as a result of the web site had errors or crashed.

One other 22% of respondents mentioned they left with out shopping for as a result of the checkout course of was too lengthy or difficult.

Guarantee your web site delivers a seamless purchasing expertise. In any other case, you would miss out on potential clients and gross sales.

UX and SEO go hand in hand. Optimizing your pages for search engines like google and yahoo can enhance the person expertise. However first, you should audit your website to determine usability points and different issues affecting the client journey.

How one can Carry out a UX Audit

A UX audit includes gathering and analyzing qualitative (e.g., buyer suggestions) and quantitative knowledge. The latter might embrace:

  • Organic traffic: The variety of customers who arrive in your web site from natural (unpaid) search outcomes
  • Click-through rate (CTR): The proportion of customers who click on on a hyperlink divided by the variety of guests who noticed the hyperlink
  • Bounce rate: The proportion of classes that final 10 seconds or much less, don’t set off any key occasion (e.g., clicking a button), or embrace fewer than two web page views or display screen views
  • Dwell time: How lengthy somebody spends on an online web page from the second they click on on it in search engine outcomes till they go away it and return to the search outcomes
  • Session length: The period of time a person spends in your web site throughout a single go to
  • Web page views: The variety of instances customers have loaded an online web page in a browser
  • Conversion fee: The proportion of tourists who took the specified motion (e.g., shopping for a product)

For instance, the typical bounce fee throughout most industries was 44.82% in August 2023, based on a Databox report. In case your numbers are considerably increased, it’s possible you’ll have to revamp your web site design and different elements affecting UX.

You may monitor these metrics with Semrush’s Organic Traffic Insights or a mixture of Google Analytics 4 (GA4) and Google Search Console (GSC).

GA4 and GSC are internet analytics instruments. Natural Site visitors Insights allows you to view knowledge from Semrush and each Google instruments on a single dashboard. Merely connect Organic Traffic Insights with your Google accounts

Our software will present you the place your guests come from and the way lengthy they spend in your website. It could possibly additionally measure your conversion fee, bounce fee, common engagement time, and different priceless metrics.

organic traffic insights tool dashboard

Leverage this knowledge to see the place you stand in opposition to the competitors and determine UX friction factors.

Let’s say you verify your website with the Natural Site visitors Insights software and notice most customers are leaving a selected web page. Use Semrush’s Site Audit software to verify for potential technical points. 

If all the things seems proper, overview the web page copy and design. Make modifications as wanted. You may additionally conduct A/B testing to check two variations of the web page. 

As an example, one model may have a unique title, copy, or lead picture. Change just one component (e.g., web page title) at a time and take a look at the brand new model in opposition to the unique model to see which performs higher. 

With this method, you’ll know precisely what component impacted the outcomes.

3. Technical & On-Web page search engine marketing

Technical SEO improves your web site’s construction and code to assist enhance its visibility in search outcomes.

On-page SEO includes optimizing your copy, inner hyperlinks, and different on-page components.

A technical and on-page search engine marketing audit may also help you determine damaged exterior hyperlinks, lacking alt attributes, pages with low phrase depend, and extra. These points can have an effect on your search engine rankings and conversion charges if left unaddressed.

As an example, damaged hyperlinks—whether or not inner or exterior—can negatively impression UX. These hyperlinks level to pages that not exist.

When customers encounter damaged hyperlinks, the server returns a 4xx standing code, akin to a 404 error. Here is an instance from Lego:

Lego's 404 error page with lego man running with scared face

Guests can not entry the content material they search. This will result in frustration, excessive bounce charges, and missed gross sales.

How one can Carry out a Technical and On-Web page search engine marketing Audit

Use the Site Audit software to overview technical features and on-page components doubtlessly hindering your search engine marketing efforts.

For instance you wish to begin with a technical audit. Log in to your Semrush account, choose the Website Audit software, and arrange a venture (as described earlier on this information).

Subsequent, click on “Points” within the prime navigation menu.

issues tab in site audit tool highlighted

Test the checklist for any technical errors, akin to:

You may scroll down the web page and discover a checklist of warnings and notices. These are much less extreme points, however it is best to nonetheless repair them for optimum search efficiency.

warnings list in site audit tool

Click on on an error, warning, or discover to see which pages or web site components require consideration.

30 pages listed with issue of 'structured data items are invalid'

Subsequent, click on “Why and how you can repair it” to get extra data.

why and how to fix it link expanded to show more about the issue and how to fix it

Transferring ahead, observe our suggestions to unravel these technical points.

You can too use our ecommerce web site audit software for on-page search engine marketing audits. Test your website for on-page errors, akin to:

  • Lacking or duplicate title tags
  • Pages with too many hyperlinks
  • Pages with lacking meta descriptions
  • Pages with a low text-HTML ratio

Within the instance beneath, the web site has 50 pages with lacking meta descriptions.

warning highlighted in the issues report

A meta description is a textual content snippet that summarizes an online web page’s content material. Its position is to summarize a webpage for customers and search engines like google and yahoo.

If you happen to see this error, click on on it. Semrush will checklist the pages the place it is best to add meta descriptions.

page urls of those without meta descriptions

4. Accessibility

Internet accessibility includes making your website usable to everybody, together with customers with disabilities.

Centers for Disease Control and Prevention stories 27% of U.S. adults have some kind of incapacity. For instance, 6.1% reside with deafness or have problem listening to. One other 4.8% are blind or have imaginative and prescient issues.

These folks could possibly be potential clients. However you danger dropping gross sales and income if they can not entry your internet pages, weblog posts, and product descriptions. Your popularity might endure, too.

A 2024 study of 1 million homepages detected 56,791,260accessibility errors, from lacking alt textual content to empty buttons. Right here’s what the researchers discovered:

  • 81% of homepages had low-contrast textual content
  • 54.5% have been lacking picture alt textual content
  • 44.6% had empty hyperlinks
  • 48.6% didn’t have kind enter labels
  • 37.9% skipped heading ranges (e.g., leaping from H2 to H4)
  • 28.2% had empty buttons
  • 13.2% used ambiguous anchor text (the clickable textual content in a hyperlink)

Picture alt textual content, for example, describes the content material of an image for display screen readers.

Your product photos will not be accessible to visually impaired customers in the event that they lack alt textual content. This can lead to higher bounce rates, misplaced income, and dissatisfied clients.

How one can Run an Accessibility Audit

Internet accessibility audits allow you to determine the problems listed above, akin to lacking alt textual content and improper heading tags.

Heading tags vary from H1 to H6. The H1 tag is the principle title of an online web page. These components can enhance web site navigation and make your content material accessible to display screen readers.

Test your website with Semrush’s Site Audit software. Once more, head to your dashboard and click on “Points” from the highest navigation menu.

site audit tool issues list

Subsequent, search for accessibility points like:

  • Lacking title tags
  • Lacking H1 tags
  • Lacking anchor textual content 
  • Hyperlinks with non-descriptive anchor textual content
  • Pages with a couple of H1 tag
  • Pages with out meta descriptions
  • Photographs with out ALT textual content

You may click on on every error, warning, or discover to see what you must change. For instance, if a few of your pages do not have a title tag, manually add these components.

8 pages don't have title tags error

If you happen to use WordPress to your on-line enterprise, set up Yoast SEO, Rank Math, or the All in One SEO (AIOSEO) plugin. Enter the specified title tag (H1) into the designated plugin area for every web page you wish to optimize.

WordPress and different content material administration techniques let you kind the title tag within the textual content editor. Right here’s what the H1 tag seems like:

on the left is html code for the h1 tag and on the right is how the h1 tag appears on the webpage as seen by a user

Additionally, optimize your movies, product classes, buttons, and duplicate.

For instance, add captions to movies. Captions guarantee your content material is accessible to customers with listening to impairments.

Use descriptive and significant anchor textual content in case your weblog posts hyperlink to product classes or particular person merchandise. This textual content helps search engine bots perceive your website construction and supplies context to folks utilizing display screen readers. 

Do not simply say, “Click on right here to search out out extra.” A greater choice is “Browse our number of winter jackets” or “This winter jacket was designed to […].”

For additional insights, see our information on how to check website accessibility in 2024

5. Safety

Internet safety helps safeguard your web site in opposition to cyberattacks. 

Baymard Institute stories 25% of 1,012 web shoppers surveyed in 2024 deserted their carts over the previous three months. 

Why? 

As a result of they felt uncomfortable sharing their bank card data with the seller.

Cart abandonment and misplaced gross sales are solely a part of the issue. A poorly secured web site can be weak to knowledge breaches and different cyber threats that would:

  • Erode buyer belief
  • Compromise clients’ knowledge
  • End in lawsuits and hefty fines
  • Injury your popularity
  • Result in income loss and chapter
  • Have an effect on your search engine marketing and advertising efforts 

A 2023 IBM report states knowledge breaches value firms with fewer than 500 workers a mean of $3.31 million. Unsurprisingly, many small enterprise homeowners by no means get well from a cyberattack.

How one can Carry out a Web site Safety Audit

Web site safety audits assist detect potential vulnerabilities cybercriminals may exploit. These might embrace however will not be restricted to:

  • Lacking HTTPS (hypertext switch protocol safe)
  • Expired SSL (Safe Sockets Layer) certificates
  • Outdated themes or plugins
  • Improperly configured permissions
  • Inactive person accounts
  • Weak passwords

For instance, HTTPS encrypts knowledge transferred between web sites and browsers.

HTTPS tells customers your website is safe and may also help with search engine marketing. HTTPS is a confirmed ranking signal and might impression your web site’s place in search outcomes.

To start out the audit, entry your Semrush dashboard and click on “Site Audit” from the left-side menu. Subsequent, click on “Points” from the highest navigation bar. Then, choose “Safety & HTTPS” from the drop-down menu underneath “Class.”

Category filter in site audit with security & https option highlighted

Our software will show your website’s most important safety errors and an inventory of warnings and notices.

security and https issues list

Click on on every error, warning, or discover to see which areas of your website have been compromised. You can too click on “Why and how you can repair it” to raised perceive the issue you are coping with and how you can resolve it.

pop up shows more about the https issue and how to fix it

Run a safety scan with Sucuri SiteCheck, Metasploit, or the Website Vulnerability Scanner from Pentest Tools for extra insights.

Sucuri SiteCheck is less complicated to make use of however extra fundamental than the Web site Vulnerability Scanner and Metasploit. It exhibits whether or not or not your website is blacklisted and might detect widespread points, like:

  • Inner server errors
  • Injected spam
  • Malware
  • Lacking safety headers
  • Lacking firewalls

Use these findings to find out the steps wanted to safe your website.

For instance, you would redirect HTTP to HTTPS and arrange multifactor authentication (MFA) so as to add an additional layer of safety. You’ll want to take away inactive buyer accounts, which may turn out to be entry factors for hackers.

Additional studying: What Is HTTPS & How Does It Work? [Explained]

Audit Your Web site with Semrush for Actionable Insights

An ecommerce web site audit can uncover important features of your website’s efficiency, safety, and different key areas. Relying on the instruments used, it might additionally reveal supply code vulnerabilities, content material gaps, or accessibility points.

Semrush’s Site Audit covers all these features, providing actionable insights and proposals. It additionally serves as an ecommerce web site audit template by pinpointing the areas it is best to concentrate on.

As a substitute of utilizing one software for technical search engine marketing audits, one other software for content material audits, and so forth, register for a free Semrush account to get all the things you want in a single place. The Website Audit software can carry out over 140 on-page and technical search engine marketing checks. It additionally helps you make sense of the info.


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