Website Analysis

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What to analyze?
Now that you have a list of competitors, you need to draw up a list of items to analyze when you visit their sites. I've developed a categorized list of items over the years, which are included below:

Home page. How informative is the home page? Does it set the proper context for visitors? Is it just an annoying splash page with multimedia? How fast does it load?

Navigation. Is the global navigation consistent from page to page? Do major sections have local navigation? Is it consistent?

Site organization. Is the site organization intuitive and easy to understand?

Links and labels. Are labels on section headers and content groupings easy to understand? Are links easy to distinguish from each other? Or are they ambiguous and uninformative ("click here" or "white paper")? Are links spread out in documents, or gathered conveniently in sidebars or other groupings?

Search and search results. Is the search engine easy to use? Are there basic and advanced search functions? What about search results? Are they organized and easy to understand? Do they give relevance weightings or provide context? Do the search results remind you what you searched for?

Readability. Is the font easy to read? Are line lengths acceptable? Is the site easy to scan, with chunked information, or is it just solid blocks of text?

Performance. Overall, do pages load slowly or quickly? Are graphics and applications like search and multimedia presentations optimized for easy Web viewing?

Content. Is their sufficient depth and breadth of content offerings? Does the content seem to match the mission of the organization and the needs of the audience? Is the site developing its own content or syndicating other sources? Is there a good mix of in-depth material (detailed case studies, articles, and white papers) versus superficial content (press releases, marketing copy)?

Maximize Marketing ROI (Return On Investment)
ACS Analytics provides a highly scalable marketing analytics platform that lets you track and optimize all of your online marketing programs, from search engine marketing to e-mail and banner campaigns. The reports provided by ACS Analytics enable you to determine which marketing campaigns are most effective in generating revenue, sales and loyal customers for your business. In addition, ACS award-winning web analytics service measures each campaign's return on investment so you can determine the optimal marketing mix, the best combination of offers and messages and the right amount to invest in each marketing channel.

Boost Sales and Conversions
The breadth and depth of visitor behavioral data provided by ACS Analytics enables you to increase sales and conversions by streamlining order and check out processes and pinpointing optimal paths to conversion. Marketing managers have the ability to create powerful custom segments in order to identify their most profitable and loyal customers. By knowing the content preference of various visitor segments you can sell more targeted advertising. Plus with a wide range of merchandising, affinity and promotional analysis you will be able to present your visitors with content and products that are custom tailored to their specific needs.

Partner with a Thought Leader
As a recognized innovator in the web analytics industry, ACS Analytics expands the dimensions of analysis beyond the tracking of traditional HTML content to include Web 2.0 technologies and content. Multimedia reports are available in ACS Analytics to enable you to track the popularity of video and audio streams, RSS feeds, Pod casts, and Flash ads. You can also identify navigational patterns of people that access your site through mobile devices. Understanding how your visitors interact with your site will enable you to provide them with the content they are interested in and keep them coming back for more.

Increase Web Site Effectiveness
ACS Analytics provides in-depth reporting to help businesses streamline site navigation processes and eliminate bottlenecks. ACS Analytics highlights what visitors are clicking on, how long they are on each page, how they navigate around the site, and provides detailed insight into how they interact with your web site forms. By understanding what visitors do while on your site, you can begin to refine your online strategy to ensure that your visitors are presented with the most optimal experience possible.

I provide a rating for each question on each site visited: 1=bad, 2=poor, 3=fair, 4=good, 5=outstanding. Naturally, you may want to tweak this scale to fit your needs, but it's important to have some kind of scale to make the job of comparison easier. The list of resources contains links to other criteria you can use.