Usability analysis for a Customer Website

1. Website Usability Report
For Acme Inc.
Websites:
www.Acme.com
www.SwiftAll.com

2. Index Section
Continuous Innovation and E-Commerce Success 1.0
Problems - 2.0
Acme.com 2.1.0
Hard To Find 2.1.1
Hard To Use 2.1.2
Hard To Buy 2.1.3
SwiftAll.com 2.2.0
Hard To Find 2.2.1
Hard To Use 2.2.2
Hard To Buy 2.2.3
Solutions - 3.0
Redesign Acme.com 3.1.0
Make It Easy To Find 3.1.1
Make It Easy To Use 3.1.2
Make It Easy To Buy 3.1.3
Move SwiftAll.com to ChannelAdvisor.com 3.2.0
Make It Easy To Find 3.2.1
Make It Easy To Use 3.2.2
Make It Easy To Buy 3.2.3
The Competition 4.0
Page count of web pages indexed Appendix A
Keyword density results for URL: http://www.Acme.com/ Appendix B
Keyword density results for URL: http://www.SwiftAll.com/ Appendix C
Keyword density results for URL: http://www.surveillance-video.com/ Appendix D
2

3. 1.0 Continuous Innovation and E-Commerce Success
• Website Analytics- Google Analytics, Webtrends.
• Importance of testing and evaluation- Google Site Optimizer.
At Uniden America corp., I documented an 11% sales increase in revenue in one month due to
a properly placed security seal.
3

4. 2.0 Problems – 2.1.0 Acme.com
2.1.1 Hard To Find
Matrix of Popular Search and Portal Websites
Security
16
Channel Acme Acme
Acme 16
Channel
Camera System Inc.
System with
DVR
Search
with
DVR
Google.com NF NF NF 1 4
Yahoo.com NF NF NF NF NF
MSN.com NF NF NF NF NF
PPC
Google Adwords NF NF NF NF NF
Yahoo.com NF NF NF NF NF
MSN.com NF NF NF NF NF
Direct Sales Integration Partners
HomeDepot.com NF NF NF NF NF
Target.com NF NF NF NF NF
Walmart.com NF NF NF NF NF
Sams.com NF NF NF NF NF
E-Commerce Marketplaces
EBay.com NF NF NF NF NF
Amazon.com NF NF NF NF NF
Overstock.com NF NF NF NF NF
Comparison Shopping Engines
Shopzilla.com NF NF NF NF NF
Shopping.com NF NF NF NF NF
Yahoo Shopping NF NF NF NF NF
MSN Shopping NF NF NF NF NF
Review Websites
Epinions.com NF NF NF NF NF
Expotv.com NF NF NF NF NF
Newsgroups
Yahoo Groups NF NF NF NF NF
Google Groups NF NF NF NF NF
Video
Expotv.com NF NF NF NF NF
4

5. Youtube.com NF NF NF NF NF
Acme.com- Problems
• On Google -
o 0 websites link to Acme.com
o 96 websites link to Surveilance-Video.com
o 110 websites links to Uniden.com
o 5,200 websites links for Sony.com
• No links to SwiftAll.com- Intentional? Spec sheets reference SecuritItAll.com.
• Site Architecture – uses frames which search engines can’t see into.
• No E-Mail/E-Newsletters signup.
• Very little text, visible.
• Google Vs. Yahoo Vs. Msn Search - Walmart Analogy
2.1.2 Hard To Use
• Frames require scrolling.
• No Onsite Search.
• No Rich Media- images are small and static.
• Spec Sheets are images and initially present too small for viewing.
2.1.3 Hard To Buy
• Domain Registration- Short on information and confusing.
• Does not identify relationship to Revo America Corp. or any other company. Destroys
credibility and trust.
• Google grades your site lower due to short time registration. Reduces Google ranking and
reduces credibility and trust.
• "Find us at Sam's Wholesale Clubs or at one of our online resellers.” Doesn’t provide a link;
doesn’t identify online retailers.
• No online product registration- Implies lack of customer support. Also, reduces amount of
customer contact available for marketing purposes.
5

6. 2.0 Problems – 2.2.0 SwiftAll.com
2.2.1 Hard To Find
Matrix of Popular Search and Portal Websites
Security 16 Channel SwiftAll Acme 16 Channel
Camera System with .com System with DVR
Search DVR
Google.com 99 78 1 2
Yahoo.com 354 270 1 2
MSN.com 595 245 5 1
PPC
Google Adwords NF NF NF NF
Yahoo.com NF NF NF NF
MSN.com NF NF NF NF
Direct Sales Integration Partners
HomeDepot.com NF NF NF NF
Target.com NF NF NF NF
Walmart.com NF NF NF NF
Sams.com NF NF NF NF
E-Commerce Marketplaces
EBay.com NF NF NF NF
Amazon.com NF 1 item * 16 items * 1 item *
Overstock.com NF NF NF NF
Comparison Shopping Engines
Shopzilla.com NF NF 16 items * 1 item *
Shopping.com NF NF 12 items * 1 item *
Yahoo Shopping NF NF 1 item * 1 item *
MSN Shopping NF NF NF NF
Review Websites
Epinions.com NF NF 8 items * NF
Expotv.com NF NF NF NF
Newsgroups
Yahoo Groups NF NF NF NF
Google Groups NF NF NF NF
Video
Expotv.com NF NF NF NF
Youtube.com NF NF NF NF
6

7. * items originating at Amazon.com
• Products do not appear in places where customers are shopping.
• On Google -
o 0 websites link to SwiftAll.com
o 96 websites link to Surveilance-Video.com
o 110 websites links to Uniden.com
o 5,200 websites links for Sony.com
2.2.2 Hard To Use
• Treating website as a version of a catalogue.
• Catalogue PDF is forced into a frame, reduces view.
• Onsite Search- Search box returns error
More than 50% of visitors that arrive at SwiftAll.com looking for something in particular will use this
search box and get an error.
• “Contact Us”- no email receipt acknowledgement.
2.2.3 Hard To Buy
• Trust is a big problem
o Domain registration doesn’t connect to website.
o “About Us”- has insufficient information.
o No 3rd
party security seals or verification.
o Can’t tell who is “behind” SwiftAll.com
o Looks like a “scam” website
• Weak, confusing “Call To Action”
• “Secure and Non-Secure Items” warning in checkout.
• No product images in cart basket.
• Only one shipping carrier.
• Only one payment method
7

8. • No customer reviews
8

9. 3.0 Solutions -
3.1.0 Redesign Acme.com
3.1.1 Make It Easy To Find-
• In a few seconds, you should be able to look at home page and answer question, “What does
this website do?” Make Home Page message clearer.
• Employ white-hat link building strategies – currently 0 links to Acme.com
• Incorporate good SEO design elements on every webpage with the search engines in mind.
• Register with major Directories and submit to major search engines.
• Create programs to facilitate creation of User Reviews and Testimonials.
• Submit video content to YouTube.com and ExpoTv.com.
• Monitor and develop conversations on newsgroups related to security cameras and Revo
America specifically.
• Collect customer reviews and syndicate.
• Pay attention to on page “Primary Text”.
3.1.2 Make It Easy To Use-
• Improve display of products on Home page.
• Provide direct links to purchase, somewhere.
• Remove frames.
• Add onsite search.
• Add Search filtering functionality.
• Incorporate keyword rich text derived from Search Engine research into some web pages on
website.
• Give each product its own webpage.
• Add rich media, specifically for all product images.
• Add Newsletter signup link on every page.
9

10. 3.1.3 Make It Easy To Buy-
Strategy- Build trust from the first page the user encounters by providing links to (more detailed)
Company info, Privacy Policy and Customer Service.
• Domain Registration- register ahead for 7 years. Add sufficient Admin info to connect it to a
company, with contact info that matches the website.
• Add Company info to website that is clear and matches domain registration.
• Add 3rd
party Security Seals- Server security, Business reputation verification (BBB)
• Add online process for retailers to retrieve your product info.
• Add online product registration to website.
3.2.0 Move SwiftAll.com to ChannelAdvisor.com or similar 3rd
party E-Commerce
platform SAS.
3.2.1 Make It Easy To Find-
Strategy- Concentrate first on taking your products to where the consumers are already shopping.
• Continue implementing Direct Sales Integration opportunities like HomeDepot.com,
Target.com Walmart.com etc.
• Use ChannelAdvisor.com to integrate with Amazon.com, Ebay.com, Overstock.com and the
shopping comparison engines using ChannelAdvisor.com’s automated submission platform.
• Employ white-hat link building strategies – currently 0 links to SwiftAll.com
• Somewhat prominent links throughout website to return policy, shipping and delivery
information.
• Incorporate good SEO design elements on every webpage with the search engines in mind.
• Fix Search Box
• Limited PPC Campaign- Begin small PPC campaigns Google Adwords, Yahoo Shopping,
MSN Shopping while tracking conversions with Google Analytics or Webtrends.
3.2.2 Make It Easy To Use-
• In a few seconds, you should be able to look at home page and answer question, “What does
this website do?” Make Home Page message clearer.
• Add rich media, specifically for all product images.
• Remove Frames from “Return Policy”.
10

11. • Newsletter signup box on every webpage.
• “Contact Us”- send an email receipt acknowledgement.
3.2.3 Make It Easy To Buy-
Strategy- Improve Trust and credibility and remove buying obstacles to increase sales.
• Domain Registration- register ahead for 9 years. Add sufficient Admin info to connect it to a
company, with contact info that matches the website.
• Add Company info to “About Us” that is clear and matches domain registration.
• Add prominently placed 3rd
party Security Seals on every web page- Server security, Business
reputation verification (BBB), Checkout security.
• Feature “30 Day Satisfaction or Full Refund” return guarantee more prominently.
• Incorporate keyword rich and benefits focused product information on each product page.
• Include a strong “Call To Action” placed prominently by each product and on every product
page.
• Improve Search filtering functionality beyond single level sort.
• Get rid of “Secure and Non-Secure Items” warning message in checkout.
• Show product images in cart basket.
• Security Seals prominently displayed at top of Basket in throughout checkout.
• Multiple shipping carriers.
• Multiple payment gateways- Credit card, Paypal, Google Checkout
• Collect and display customer reviews.
11

12. 4.0 The Competition-
Surveillance-Video.com
• Meta-Description
• Product focused.
• Prominently displayed on all web pages-
o Unique Selling Proposition- “Free Shipping”
o Multiple Customer Service contact methods- online chat and toll free phone.
o Security Seals- Top and bottom.
o Newsletter signup on all pages.
• Search box works.
• Search results with filtering.
• Category Page – Good use of keyword text for SEO, Good sub-categorization.
• Product Listing Page –
o Good use of Filtering and sorting.
o Shopping tool – option configurator (upsell tool.)
• Product Page-
o Better Call To Action
o Product description focuses on “benefits” of product features
o Customer reviews
o Customer Testimonials
o Large images
o Customer focused actions- Forward to Friend, Price matching, etc.
• Use of rich media image presentation.
• User generated content- “Video Contest”
• Product “Demos” with Live CCTV Demos and “Video Player”
• “Knowledge Corner” is good for user education and SEO traffic.
• Shopping tools – “Tech Picks”, Sorting, Filtering and calculators
• “Contact Us” info with full contact info that matches domain registration, and multiple contact
methods.
• “Articles”- good for user education and SEO traffic.
12

13. • Build Your Own System- System Configuration Tool
13

14. Appendix A:
Page count of web pages indexed (visible) by top search engines/directories.
Yahoo Google MSN Altavista Alltheweb
www.Acme.com 28
www.SwiftAll.com 48 176 99 46 46
www.Uniden.com 2,579 1,960 20,100 2,640 2,430
www.surveillance-video.com 8,357 13,700 10,400 8,370 8,380
www.Sony.com 357,899 2,870,000 160,000 358,000 341,000
14

15. Appendix B:
Keyword density results for URL: http://www.Acme.com/
Total Words: 7 2 Word Phrases: 2 3 Word Phrases: 2
Word Count Density
mdash 5 8.20%
line 3 4.92%
accessories 2 3.28%
full 2 3.28%
security 2 3.28%
cameras 2 3.28%
revo 2 3.28%
Phrase CountDensity
mdash
mdash
2 3.28%
line
accessories
2 3.28%
Phrase CountDensity
mdash
mdash
2 3.28%
full line
accessories
2 3.28%
Appendix C:
Keyword density results for URL: http://www.SwiftAll.com/
Total Words: 15 2 Word Phrases: 8 3 Word Phrases: 5
Word Count Density
security 12 9.30%
camera 10 7.75%
cameras 9 6.98%
price 9 6.98%
video 8 6.20%
surveillance 6 4.65%
equipment 6 4.65%
power 3 2.33%
cable 3 2.33%
recorders 2 1.55%
digital 2 1.55%
securitall 2 1.55%
home 2 1.55%
work 2 1.55%
offer 2 1.55%
Phrase Count
Densit
y
00 price 8 6.20%
security cameras 8 6.20%
surveillance
equipment
6 4.65%
video security 5 3.88%
cameras
surveillance
3 2.33%
video recorders 2 1.55%
digital video 2 1.55%
equipment
security
2 1.55%
Phrase Count
Densit
y
video security
cameras
3 2.33%
cameras
surveillance
equipment
3 2.33%
equipment
security cameras
2 1.55%
digital video
recorders
2 1.55%
surveillance
equipment
security
2 1.55%
15

16. Appendix D:
Keyword density results for - URL: http://www.surveillance-video.com/
Total Words: 81 2 Word Phrases: 56 3 Word Phrases: 33
Word Count Density
camera 35 6.77%
security 24 4.64%
cameras 22 4.26%
system 14 2.71%
surveillance 14 2.71%
video 11 2.13%
price 10 1.93%
systems 10 1.93%
order 8 1.55%
quot 8 1.55%
customer 6 1.16%
home 5 0.97%
name 5 0.97%
title 5 0.97%
script 5 0.97%
view 5 0.97%
content 5 0.97%
meta 5 0.97%
professional 4 0.77%
quality 4 0.77%
product 4 0.77%
time 4 0.77%
recorder 4 0.77%
line 4 0.77%
5201 4 0.77%
00your 4 0.77%
years 4 0.77%
part 3 0.58%
call 3 0.58%
features 3 0.58%
nuvico 3 0.58%
lens 3 0.58%
featured 3 0.58%
size 3 0.58%
sign 3 0.58%
dome 3 0.58%
type 3 0.58%
products 3 0.58%
take 3 0.58%
determine 2 0.39%
power 2 0.39%
right 2 0.39%
high 2 0.39%
today 2 0.39%
u2gyq 2 0.39%
6iysbns1ygcu7ozlo 2 0.39%
Phrase Count Density
security camera 20 3.87%
security cameras 12 2.32%
camera system 8 1.55%
cameras security 7 1.35%
camera systems 6 1.16%
surveillance
camera
6 1.16%
meta name 5 0.97%
surveillance video 5 0.97%
cameras
surveillance
5 0.97%
surveillance
cameras
5 0.97%
systems security 4 0.77%
00your price 4 0.77%
35 years 4 0.77%
955 5201 4 0.77%
surveillance
systems
3 0.58%
home security 3 0.58%
call today 2 0.39%
title script 2 0.39%
gt title 2 0.39%
type text 2 0.39%
video selling 2 0.39%
quality affordable 2 0.39%
content quot 2 0.39%
title home 2 0.39%
systems title 2 0.39%
script type 2 0.39%
text javascript 2 0.39%
u2gyq
6iysbns1ygcu7ozlo
2 0.39%
iykexb
kjoyjxwreeue
2 0.39%
name keywords 2 0.39%
content lt 2 0.39%
quot verify 2 0.39%
6iysbns1ygcu7ozlo
quot
2 0.39%
5201 meta 2 0.39%
years call 2 0.39%
price 105 2 0.39%
professional grade 2 0.39%
real time 2 0.39%
video recorder 2 0.39%
price 688 2 0.39%
Phrase
Coun
t
Density
cameras security camera 7 1.35%
security camera systems 6 1.16%
security cameras surveillance 5 0.97%
cameras surveillance cameras 5 0.97%
surveillance cameras security 5 0.97%
800 955 5201 4 0.77%
surveillance systems security 3 0.58%
meta name keywords 2 0.39%
content lt meta 2 0.39%
security cameras 35 2 0.39%
affordable surveillance
systems
2 0.39%
name quot verify 2 0.39%
years call today 2 0.39%
gt title home 2 0.39%
systems title script 2 0.39%
type text javascript 2 0.39%
video selling quality 2 0.39%
u2gyq 6iysbns1ygcu7ozlo
quot
2 0.39%
quot iykexb kjoyjxwreeue 2 0.39%
v1 quot content 2 0.39%
iykexb kjoyjxwreeue u2gyq 2 0.39%
call today 800 2 0.39%
955 5201 meta 2 0.39%
cameras 35 years 2 0.39%
selling quality affordable 2 0.39%
security cameras security 2 0.39%
name keywords content 2 0.39%
lt meta name 2 0.39%
title home security 2 0.39%
6iysbns1ygcu7ozlo quot gt 2 0.39%
quot content quot 2 0.39%
quot verify v1 2 0.39%
title script type 2 0.39%
16

17. text 2 0.39%
javascript 2 0.39%
kjoyjxwreeue 2 0.39%
iykexb 2 0.39%
affordable 2 0.39%
keywords 2 0.39%
popular 2 0.39%
verify 2 0.39%
selling 2 0.39%
form 2 0.39%
monitors 2 0.39%
lapse 2 0.39%
look 2 0.39%
tech 2 0.39%
live 2 0.39%
manufacturer 2 0.39%
true 2 0.39%
clear 2 0.39%
remote 2 0.39%
carry 2 0.39%
grade 2 0.39%
know 2 0.39%
easy 2 0.39%
channel 2 0.39%
spectra 2 0.39%
digital 2 0.39%
480fps 2 0.39%
viewing 2 0.39%
stronger 2 0.39%
display 2 0.39%
real 2 0.39%
smart 2 0.39%
section 2 0.39%
taken 2 0.39%
select 2 0.39%
price 225 2 0.39%
dome camera 2 0.39%
price 55 2 0.39%
time lapse 2 0.39%
16 channel 2 0.39%
digital video 2 0.39%
name quot 2 0.39%
verify v1 2 0.39%
quot content 2 0.39%
quot iykexb 2 0.39%
keywords content 2 0.39%
today 800 2 0.39%
selling quality 2 0.39%
affordable
surveillance
2 0.39%
cameras 35 2 0.39%
kjoyjxwreeue
u2gyq
2 0.39%
17