Your website is the most important aspect of your online business.
Through it, customers make their purchases and communicate with your company, and you should think of it as your virtual storefront. But have you checked your site lately?
Website problems that seem simple may actually be relative to very major problems in a physical store, such as building the store five minutes from the parking lot, or hiding the cashiers in the back of the store.
Here is a quick and easy site audit for your eCommerce business:
1. Load time
First, check how long it takes your site to load. It really shouldn't take more than five seconds on an average computer. Even less than that is preferable. If it takes more, look into why and make any changes necessary to reduce the load time to a few seconds or less.
Try to look at the home page of your site with new eyes. Does it look clean? In general, the cleaner a site looks, the more professional it feels. If a site is cluttered, it feels more like somebody is just trying to sell something from their basement. The home page of a website needs surprisingly little.
Pick a product and attempt to buy it. Again, try to look at your site with fresh eyes.
Is the checkout button in the same place as on most other sites? Is the process simple and easy to understand?
If you've been working with it a lot, ask someone you trust to try the process and point out anything that doesn't make sense or seems complicated.
Of course, this is just the beginning, but it's a good place to start.
This quick and easy audit follows the path of a basic customer, and should alert you to any major problems that a customer might be experiencing with your site on a regular basis.