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E-commerce audit – what is it and why is it worth using?
What?
An e-commerce audit is a comprehensive analysis of an online store, designed to assess its current condition and identify areas for improvement. It covers issues such as technical aspects, UX, SEO, content, traffic sources, conversion, and competitor activity.
Why?
An audit allows you to identify invisible problems that can limit sales and store growth. It's the first step towards informed e-commerce development, based on data rather than guesswork – it allows you to plan your activities and investments more effectively.
Who is it for?
For online store owners, e-commerce managers, marketers, and all entrepreneurs who want to increase online sales effectiveness, improve customer experience, and grow their business in the digital world.
Thousands of online stores can be found online. Some are thriving, while others struggle to stay afloat, with many of them unprofitable. An e-commerce audit can be the perfect solution for these latter. Thanks to it, website owners can identify website or online store errors with the help of an independent advisor, which, once eliminated, will eliminate their online store-related problems. And if they don't disappear immediately, because the audit itself is usually just a guide to what needs to be improved, an e-commerce audit will also immediately suggest small changes or tweaks to your e-commerce that can immediately improve the situation. This service benefits not only the e-commerce store but also its customers. What's worth knowing about an e-commerce audit? What is an e-commerce audit and what are its benefits?
What is an online store audit?
An e-commerce audit (also known as e-commerce analysis) is a comprehensive service whose main goal is to analyze and verify individual elements of an online store . Ideally, such an audit should be performed by an independent advisor or consulting agency with appropriate e-commerce experience. E-commerce audits can identify current and potential website issues that may be contributing to poor online store performance, such as poor visibility, excessive costs, low order volume, low conversion, etc. This e-commerce analysis addresses both more technical issues, including technical website optimization and various types of analytics (primarily website traffic, statistics, visibility, but also logistical and legal issues). An e-commerce audit is therefore a service that allows for a comprehensive analysis of every aspect of an online store's operation, identifying errors, and proposing the best solutions to address them. This is also the most important part of an e-commerce audit: many companies perform a partial audit, which includes a list of errors and information on what needs to be changed. But a true and professional audit is one that also includes tips and specific proposals for solutions to the errors found.
What elements does an e-commerce audit consist of?
An online store audit helps optimize a website. It concludes with a detailed report that identifies e-commerce issues and errors, along with proposed solutions. This document allows the store owner to gain insight into every element of the website. An e-commerce audit should include:
The e-commerce audit proper, also known as main part , is a list of observations regarding the online store, including comments regarding the home page, menu, categories and subcategories, products (listings and product pages), knowledge sections (knowledge base, blog, training, news, etc.), other information sections regarding promotions, new products, sections regarding offers and brands, the contact page, and much more. Additionally, this part of the audit verifies how the website looks on computers, and especially on mobile devices, which already account for 60-70% of e-commerce traffic in many industries.
Technical audit – in this case, the person responsible for verifying problems checks whether the entrusted website is struggling with issues that hinder its use. By examining UX (User Experience / UI (User Interface) / CX (Customer Experience) parameters, the store owner can determine whether the website is pleasant for customers. Checking the domain in terms of UX / UI / CX is strategically important to ensure that our e-commerce is user-friendly and naturally compels the visitor to click "add to cart" (conversion) and/or click on the form / phone / email / chat (microconversion). Verifying the state of integration and connections with external devices is also important. During the audit, the auditor also examines the technologies, plugins, and other tools used on the website, which are used (or which are missing, but should be). At this point, it is also important to check whether security requirements have been met and whether the settings have been properly selected to prevent exclusions and migrations.
Process audit — Every online store processes numerous transactions. An e-commerce audit verifies whether any issues arise during their execution. This includes analyzing order flow and standards for complaint and returns processes. The person responsible for this part of the audit also reviews the handling of wholesale and retail orders.
Technical SEO audit (SEO positioning audit) – there's no better way to acquire new customers than properly positioning an online store in organic search results. An e-commerce audit allows online store owners to obtain website statistics, generated using specialized SEO tools. This allows them to determine the level of optimization. These reports allow them to learn whether their website is appealing not only to customers but also to Google's search engine optimization robots. This section examines the e-commerce from a technical perspective to eliminate errors that prevent or hinder SEO positioning. A technical SEO audit will consist of separate sections reporting on errors, along with a proposed solution and the rationale for implementing a given change.
Online marketing audit – While many people think online marketing is just a buzzword and meaningless campaigns, it's actually a data analysis that allows you to monitor the progress of your online store's website. In this case, you should use tools that track website traffic (e.g., Google Analytics, Google Ads, Google Search Console, or SENUTO). This form of verification allows online store owners to learn how their e-commerce is actually performing and discover new opportunities for online marketing.
Legal audit – while lawyers are of course responsible for legal matters, and should remain so, the person performing the audit is also knowledgeable about legal matters related to e-commerce and should inform the owner, at least indicating what should be reviewed by lawyers. This is especially true given the constant changes in e-commerce regulations (e.g., the OMNIBUS directive regarding in-store reviews and pricing, or the "CONSENT" directive regarding user tracking via cookies). This simple form of verification by an external auditor helps verify whether a given online store meets formal requirements, especially those related to GDPR (including verification of store terms and conditions, privacy policies, and returns policies).
What are the benefits of an e-commerce audit?
An e-commerce audit is a service that allows you to detect numerous problems related to your online store and receive suggestions for resolving them. The report, which the website owner receives, allows them to immediately implement often simple and ad hoc fixes, prepare a plan for changes to the appearance and operation of their e-commerce site, or plan a comprehensive marketing campaign that will include SEO (positioning , content , and social media .
How much does an e-commerce audit cost?
An e-commerce audit is a complex and challenging service, requiring extensive auditor experience, but also—as mentioned above—comprises several elements. An e-commerce audit also requires knowledge of and access to appropriate e-commerce tools. How much does an e-commerce audit cost? It's not cheap, and it's likely not for everyone. The price of an e-commerce audit depends on the company providing the service, the turnaround time (i.e., how quickly, whether we have, for example, a month for the audit, or if we want the report "yesterday"), and especially on the actual content of the analysis. More specifically, e-commerce audit prices range from several thousand złoty to tens of thousands for an audit that identifies errors and proposes solutions. You'll often hear about "free" or "complimentary" audits online, and there are also tools that analyze specific e-commerce processes. Regarding the latter, such "audits" are very partial, focusing on a specific segment of e-commerce, not comprehensive, and don't truly indicate the solutions that should be implemented in online stores or on websites. Furthermore, they also require proper interpretation, and not everyone will know how to use this knowledge. As for these free "audits," they most often serve as a lure for companies to attract customers and then try to convince them to other – paid – services. Of course, you should also take advantage of this "opportunity" of a free audit. Why? Because there's always a chance we'll learn something about our e-commerce that we didn't know, that something is malfunctioning, or that we can change something to achieve better results. Such a free "audit," which could be called a "pre-audit," can be a starting point for ordering a professional and comprehensive e-commerce audit from experts.
Online store audit – summary
Thanks to a professional e-commerce audit, and in fact, thanks to the improvements recommended by e-commerce auditors, your website will start performing better and faster, gaining traction with customers, increasing its visibility, and attracting more orders. Furthermore, the audit will allow you to adjust your online marketing efforts, allowing you to reach new audiences more easily (and often more affordably).
An e-commerce audit is the first step towards positively changing your e-commerce and is the perfect introduction to designing and implementing an effective e-commerce strategy.
FAQ e-commerce audit – frequently asked questions and answers
What is an e-commerce audit?
An e-commerce audit is a detailed analysis of an online store, aimed at assessing its performance, visibility, and sales effectiveness. It covers areas such as UX, SEO, content, traffic sources, and conversions. It's a tool that helps identify problems and uncover the store's potential for growth.
Why is it worth doing an e-commerce audit?
An audit allows you to uncover the causes of poor sales or low website traffic. It provides you with specific recommendations for improvement. It's the first step to increasing the efficiency of your online store.
When is it worth conducting an e-commerce audit?
It's worth conducting an audit when sales, traffic, or conversions are declining, and also before implementing a new marketing strategy or redesigning your store. Regular audits help keep your store in good shape.
What elements are analyzed in an e-commerce audit?
The audit examines page loading speed, user experience, content structure, SEO, traffic sources, sales channels, competition, and marketing activities. The analysis can cover up to a dozen key areas of a store's operations.
What is the difference between a full audit and a pre-audit?
A pre-audit is a quick, free diagnosis of basic problems in a store, while a full audit is a detailed analysis of all aspects of e-commerce. The full audit concludes with a report with extensive recommendations.
How long does it take to complete an e-commerce audit?
The turnaround time depends on the scope of the audit and the size of the store. A pre-audit can be completed in a few days, while a full audit typically takes several to a dozen business days.
What will I receive after an e-commerce audit?
After the audit, you'll receive a document containing an analysis of your store's condition and a list of recommended changes. This is a ready-made action plan that will help you improve your sales results.
Does an e-commerce audit include a competitor analysis?
Yes, a good audit includes analysis of the competition—their visibility, marketing activities, and search engine presence. This allows you to better position your store among others.
What are the benefits of an online store audit?
An audit helps increase sales, improve user experience, strengthen Google visibility, and better tailor your offerings to customer needs. It's a way to optimize your store's performance without costly trial and error.
Is an e-commerce audit for every store?
Yes – an audit is useful for both large stores and smaller e-commerce businesses seeking to grow consciously. It's worth considering at every stage of development.
Do I have to implement all audit recommendations?
You don't have to implement everything at once. You can start with the most important steps and develop your store in stages. Recommendations provide a plan that you can implement according to your budget and capabilities.
Does an e-commerce audit include SEO?
Yes, SEO is one of the key areas of the audit. We analyze the website's structure, meta tags, content, internal linking, and search engine rankings. This is the foundation for better positioning your store.
How to start an e-commerce audit in the Digital World?
Simply contact the Świat Cyfrowy team and describe your store and needs. Our experts will analyze your situation and propose a pre-audit or full audit tailored to your business.
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