This document summarizes an audit of the XTWO e-commerce website. It includes an analysis of competitor sites like Skybad and Reuter, identifying best practices to apply to XTWO. Key recommendations are to use icons for navigation, sort collections in different ways, include a product simulator, and focus homepage content while providing more details on product pages. A proposed content framework is also outlined with sample campaign and educational content ideas.

1. DIGITAL AUDIT
& WAY FORWARD
1
Nikita Sailesh for Metawolf AG 7.11.2022

2. AUDIT STRUCTURE
WEB CONTENT AUDIT RECOMMENDATIONS
2
1. 2.

3. AUDIT:
WEB CONTENT
3
1.

4. AUDIT STRUCTURE
XTWO ANALYSIS COMPETITION ANALYSIS KEY LEARNINGS
4
1. 2. 3.

5. AUDIT STRUCTURE
XTWO ANALYSIS COMPETITION ANALYSIS KEY LEARNINGS
5
1. 2. 3.

6. XTWO ANALYSIS
Homepage analysis:
easily readable content + featured products that are in focus occupy top placements, however further scope for
improvisation which will be re
fl
ected in recommendations
Internal
campaigns
and
deals on 3rd
scroll
Brands
available on
xtwostore
logos are
placed at the
bottom

7. XTWO ANALYSIS
Sub-page analysis:
Information is organised ef
fi
ciently, neatly with minimal clutter. Categories makes it easier to
fi
nd what you are
looking for.
Internal
campaigns
and
deals on
banner
placement
Showcasing
range of
fully
equipped
kitchens
designed to
make life
easier
Categories and
fi
lters makes
navigation easier

8. AUDIT STRUCTURE
XTWO ANALYSIS COMPETITION ANALYSIS KEY LEARNINGS
8
1. 2. 3.

9. SKYBAD.DE KEY POINTS:
• skybad.de has neatly organised
categories on the site into tabs on main
navigation
• Main banner which is a slider features
focus products/highlighted product
lines
• Weekly o
ff
er highlighted in display
banner on right
• Special o
ff
ers and deals are highlighted
in a separate tab in menu
• Product images are organised into tiles
which makes the site visually appealing
and non-cluttered, clean
TAKEOUT FOR XTWO:
• Display slider banner can feature deals,
internal campaigns and focus products
• To make the site easily accessible and
visually clean, we can have tiles to
showcase more images per product
range
SKYBAD ANALYSIS

10. Source: Similarweb; September 2022
SKYBAD SITE STATISTICS SKYBAD ANALYSIS

11. Source: Similarweb; September 2022
skybad.de gets tra
ffi
c from 2.9K keywords
SKYBAD ANALYSIS

12. skybad.de's audience is interested in…
• Home Improvement & Home and Garden are top interests
• Majority of tra
ffi
c to the site comes from search (55%) while referral tra
ffi
c accounts for 14% and
23% is direct tra
ffi
c
• Other sites visited/similar sites include Reuter.de, megabad.com
Source: Similarweb; September 2022
SKYBAD ANALYSIS

13. REUTER.COM KEY POINTS:
• reuter.com uses a sophisticated iconography to depict
di
ff
erent categories
• Minimal design, content architecture is simple and
organised
• Display banner for focus products
TAKEOUT FOR XTWO:
• We can perhaps evaluate using icons for di
ff
erent
categories as and when we add
• Recommended tab for recommended products/deals
REUTER ANALYSIS

14. REUTER SITE STATISTICS
Source: Similarweb; September 2022
REUTER ANALYSIS

15. reuter.com's audience is interested in…
• Home Improvement & Construction are top interests
• Majority of tra
ffi
c to the site comes from search (62%) while referral tra
ffi
c accounts for 1.35% and
33.68% is direct tra
ffi
c
• Other sites visited/similar sites include ikea.com and ceded.fr
Source: Similarweb; September 2022
REUTER ANALYSIS

16. Source: Similarweb; September 2022
reuter.com gets tra
ffi
c from 4.5K keywords
REUTER ANALYSIS

17. AUDIT STRUCTURE
XTWO ANALYSIS COMPETITION ANALYSIS KEY LEARNINGS
17
1. 2. 3.

18. Content Recommendations
• Use of clickable icons will make content easier to navigate, and interesting
as we add more categories
• Sorting collections by use-case, by best-selling and by deals
• Less content on homepage, more content on product descriptions
• Site can have a tool such as a simulator/mock-up which can enable users
to try the look of their product with their decor

19. XTWOSTORE CONTENT FRAMEWORK
HERO
CONTENT
HUB
CONTENT
HYGIENE
CONTENT
JANUARY FEBRUARY MARCH
#NEWYEARNEWLOOK
CAMPAIGN ON WEBSITE,
SOCIAL MEDIA
HIGHLIGHTING
PRODUCTS, FEATURES
ON HOME & GARDEN
COLUMNS
#SPRINGEDITXTWO
CAMPAIGN ON
WEBSITE, SOCIAL
MEDIA
HIGHLIGHTING
BESTSELLERS AND
SPRING CAPSULE
#TRENDINGONXTWO
CAMPAIGN ON
WEBSITE, SOCIAL
MEDIA
HIGHLIGHTING
BESTSELLERS AND
TREND OF THE WEEK
#XTWOINSPO:
TRENDS, BEST-SELLERS AND HOW TO CURATE A GREAT
LOOKING BATHROOM/KITCHEN
PRODUCT-LED CONTENT, FEATURING FOCUS-PRODUCTS + HELP CONTENT, HOW-TO’S, DIY’S
+HOME IMPROVEMENT TIPS AND TRICKS.
#XTWOFY
REFERENCE TRIALOOK BY
ORIENTBELL - TOOL TO
CREATE MOCKUP TRIAL
OF BATHROOMWARE
ONTO PHOTOS

20. Content samples

21. Trialook by Orientbell- reference

22. THANKS