Whether a business is based on the most common service or product, the market online is very different from the physical one:

If the site has a clear interface, users will order more often, read the blog longer and flip through the catalog. Therefore, it is important to conduct usability testing of the site. How exactly to do this and how frequently?

Usability testing helps to understand why users leave without completing the target action and increase conversion. Testing is carried out to check how convenient the site is: find products, services or blog articles, put the goods in the basket and place an order, navigate in your personal account, learn more about the company's services, get an answer to a frequently asked question and contact a consultant.

Competitor research is also an important step in this business strategy. It helps to find companies operating in the same field as you, highlighting their advantages and disadvantages. This information is necessary to keep abreast of trends and keep up with the market.

To analyze competitors in the network, you need to collect a lot of information. Typically, the analysis is carried out by marketers. If they are not active somehow, another employee of the company or business owner can be involved in this work starting by simply adding this few aims to get the opinion of the audience:

  • Use ready-made templates for analysis or edit questions.
  • Explore industry rankings.
  • Find ratings in your business area and see who is in them.

Even if your site does not yet exist, you can find future competitors for search queries, and improve on their best practices. So, instead of the domain address, you need to enter a key phrase. In the competitors report, you will see a list of websites that are already ranking at the top for your target keywords.

Once you've identified your competitors, pick three to five of the biggest ones. Study the platforms where companies are hosted and the channels through which they interact with users:

  • Analyze the sites
  • Explore social media pages
  • Collect SEO data
  • Analyze contextual advertising
  • Subscribe to email newsletters and study letters
  • Find additional content if they do

Then make a table and add comments to it for each item: what exactly is set up successfully and what are the shortcomings. For convenience, you can use the example below. We recommend that you fill in the data not only for competitors, but also for your company - it will be more convenient to compare information.

It is useful to study the site from the point of view of the buyer. Walk the customer's journey from choosing to purchasing a product or service. This method will also help to evaluate the service of the company, the responsiveness of its managers.

After that, analyze the site on several characteristics: user experience, content, technical side and marketing.

If the site has already been launched and has been functioning for some time, you can check the intricacies of interaction with the interface:

  • Is it convenient to view product cards?
  • How smoothly scrolling works?
  • Are the fonts easy to read?
  • Notice whether the colors of the visual content are harmonious


Additionally, consider these numbers:

Motives for refusal of clients from the services of companies:

  • Poor service - 45%
  • Lack of attention - 20%
  • High price - 15%
  • Poor product quality - 15%
  • Other - 5%

Source: The Forum Group For a company operating in the market in modern conditions, this is not enough. You need to see the long-term consequences of your actions, analyze the actions of competitors and the needs of customers, you need to set long-term goals and plan resources, you need to achieve from subordinates not only loyalty, but, no less, initiative, creative involvement in the affairs of the company.  http://calendly.com/smartketingroup