Your company is at a pivotal point in its growth. You know a shift is vital to maintain and grow revenue in an increasingly competitive market but where do you to even start? Hint: Taking a fresh look at your website. Whether it's across key "filters" such as your stakeholders and customer opinions or your site's UX, content and design - it's time to get honest about the journey your site is providing to its current and potential customers

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Taking it to the next
Website Assessment 2.0

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Your company is at a pivotal point in its growth.
You know a shift is vital to maintain and grow
revenue in an increasingly competitive market
but where do you to even start?
Hint: Taking a fresh look at your website

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Your site performance matters.
Did you know?
53% of visitors will abandon
a website that takes longer
than three seconds to load
(Google)
80% of buyers noted the
importance of an easy-to-
use website and credible
products (Future of Commerce)
33% of consumers
start mobile research
with a branded
website (Smart Insights)
57% of users say they
won’t recommend a
business with a poorly
designed mobile site (CMS
Report)

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There are 3 high-level objectives to keep in mind when optimizing –
or creating – a large-scale suite of sites, or multi-national sites:
Web sites should have a clear identity,
and support user tasks.
The purpose of the site should be obvious for all
segments of users. The user experience should be
relevant to the user’s task, and structured in a way
that measures user interaction. Popular/relevant
content should be surfaced for easy accessibility.
Web sites should not make the user
work or guess.
Decision fatigue and friction should be kept to a
minimum through relevant messaging, clear and
simple calls to action, and an easily understood site
structure and navigation.
A site experience should be consistent
in look and feel, navigational structure,
and task orientation across all devices
and across multiple site properties.
Users should be able to accomplish the same
major tasks on both mobile and desktop, with
minimal need to reorient themselves when
moving from one device to another.
Different site properties should utilize similar style
elements and navigation schema, to provide a
strong coherent brand vision and avoid the
appearance of “site jumping”.
Be Consistent Focus on the User
Provide Clear
Intuitive Pathways1 2 3

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When starting or updating your site, start with an audit of your current
site iteration through two major “filters”:
Stakeholder Interviews Heuristic Assessment1 2

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1 Stakeholder Interviews:
A stakeholder interview is a loosely structured discussion held with an individual with a vested interest in the success of the
project at hand. That may be somebody who works directly on the website (such as a content editor) or other individuals
within the organization who rely on the website to achieve their business objectives (such as department heads).
In short, well-run stakeholder interviews ensure the project has clearly defined goals, all the while making sure all parties
are heard. Our goals for these stakeholder interviews were to understand perspectives from different roles and departments,
get a better grasp of business objectives for the project, understand current pain points, desires, and motivations, and
understand the brand and its future.
STAKEHOLDER INTERVIEW FOCUS:
• Business objectives & scope
• Current pain points & opportunities/desires
• Competitor insights and gaps
• Inspiration (brand, messaging, design, etc.)
• Positioning/marketing
• Users/potential customers

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2 Heuristic Assessment
A heuristic assessment evaluates the effectiveness of a site’s user experience. This is done by measuring pages and paths
against established qualitative UX guidelines and best practices. This qualitative approach provides quick and actionable
feedback, and can be supplemented by quantitative/analytic research.
Heuristic benchmarks used for evaluations vary depending on the size, type and purpose of the site being evaluated.
One way for evaluation is
using a scoring-based
methodology:
4
3
2
1
0
Good user experience; no usability issues in its current state.
Cosmetic problems; reduces engagement or diminishes experience.
Lower priority.
Minor problems; usability implications, possible revenue impact.
Medium priority
Major problems; large impact on site usability, likely revenue impact.
High priority.
Severe problems; high negative impact on site and brand experience,
revenue. Imperative to fix.

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Heuristic Assessment Example
• Company position, differentiators, value
• Site purpose, site value proposition, messaging
• Calls to action
Message Clarity
• Company/brand statement of purpose, value proposition
• Guidance
• Transparency of process (user flow, information access, filling out
forms)
• Relevance of content to user and to local markets
Trust & Credibility
• Site structure/navigation
• Calls to action
• Form structure and data entry
• Balance of user goals with business goals
Task Orientation
• Visual design, page layout
• Content relevance, quality
Design, Information Hierarchy
• Consideration of message, language, and translations for local
markets
• Consideration of content relevance to local markets
Localization
• Size and location of search box
• Relevance of results
Search
• Contact options, customer service options
• 404 pages, formatting errors
Help, Feedback, Error Tolerance

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Looking for more information?
Interested in running a non-biased review of your website?
Reach out!