7 FORCES OF WEB ANALYSISSEVEN PAINFUL PROBLEMS THAT BIRTHED A FRAMEWORK
Our 7 Forces of Web Analysis are Security, Speed & Performance, Accessibility & Compliance, Quality, Marketing & Content, Usability, and Technology. By analyzing well known bad web experience “triggers” that cause customer pain and frustration, we have oriented our solutions and tools toward eliminating the challenges presented by these “7 Forces” while improving your website. Even the smallest issues can impact a customer web experience, and as site complexity goes up, there are more opportunities for breakdown such as…
With the number of sites in the enterprise on the rise, finding the right information and path to perform a desired action can be challenging.
Web Technology Management
Third party resources and embeds slow the site and make it difficult to troubleshoot. Keeping all the sites up to date and bug free is challenging.
Security of Data
Driving loyalty to brand, return visits, more transactions, avoiding alternative paths, personalization at scale, matching content to individuals… these all lead to security needs for user data.
Availability and Accessibility
Availability needs to match demand and downtime risks must be mitigated. Multi-language, international and accessibility requirements lead to situations where content can lead to real risk in organizations.
THE 7 FORCES AND THE CHALLENGES
Web security is deteriorating, not getting better, despite more awareness. Did you know 25% of websites run on WordPress? There are over 4000 known WordPress Security Vulnerabilities according to WPScan.org. 58% of dynamic websites that had to be cleaned were WordPress. Bots and other bad actors are tuned to attack this landscape because it is a large target. Many sites are out of date due to neglect.
Speed and performance of your website impacts conversion of visitors to buyers. A one-second delay in page response can result in a 7% reduction in conversions. If your website load speed is over 2 to 3 seconds, your potential customers are probably leaving your website. Some of this is due to images, but some of it is due to hosting and how solutions are implemented. Even large companies face this challenge.
Marketing effectiveness through social channels and quality content can generate more traffic and leads. Social and online content warm up potential customers before arrival to your website. 92% of marketers have increased their exposure through social media and 80% had positive results in terms of traffic.
Poor website quality leads to poor ROI. Both organic and bought traffic exit due to on-site experience issues. When customers experience poor service 78% exit the buying process. Something as simple as a “page not found” or “broken images” can cause frustration and drive users to leave.
As websites become a hub for business processes and transactions, regulatory requirements are increasing. These can include “No Go” phrases, updated legal disclaimers, PII/PHI/PCI DSS compliance, multi-language and Section 508 compliance. Large companies have settled numerous lawsuits due to not complying with these items on their websites.
Getting visitors where they need to go quickly leads to better website conversions. Users may not take the path intended and may come at your brand sideways. They are likely not using the browser or device you are either. By the end of 2017 it is estimated that 60% of commerce traffic will be on mobile devices. The variety of technologies means simple is good and getting visitors to where they want to go based on their intent is even better.
Without up to date, managed technology your other efforts won’t be as successful. For example, in early 2017 nearly 57% of all PHP installations were at end of life. That means they are not even being security patched any longer, yet with a sample size of 6.5M websites, over half were still running on that technology.
WEB CURRENT STATE
According to both industry research and our experience analyzing many hundreds of sites, your customer’s web experiences aren’t great and they are getting worse.
Websites Pushing Malware
58% of dynamic websites that had to be cleaned were WordPress.
Security on websites is getting worse over time, not better.
Websites can fail due to a campaign causing load, lack of accessibility planning or malicious attack.
A website that loads in 7 seconds loses 25% of its conversion potential.
Difficult to navigate websites with dead ends lead to less engagement and poor conversion.
MOBILE CHALLENGED WEBSITES
Mobile challenged websites don’t work in a world where 60% of commerce is mobile.
7 FORCES ARTICLES
FORCE 1. WEB SECURITY AND BRAND TRUST