A summary of our efforts to analyse and critique ScratchMeNot.com's current efforts in the areas of SEO, PPC, and a mobile analysis. The PPC section was created run by Aron Allen.

1. By: Meredith Olson, Maria Acosta, Aron Allen, Ali Khan,
Beverly Tsoi, and Weidoug Lu

5. WEBSITE USABILITY
Usability Navigation and Design Issues &
Solutions

6. Homepage
1. No accurate site
description or tagline
2. Cluttered with different
tasks that might confuse
the user
3. No clear calls to action
4. Some clickable links on the
page have vague
descriptions
5. To many rotating offers
with unnecessary
information and repeated
offers
6. Blog should not be
displayed on homepage
when the user can simply
use the link provided in
navigation
7. Nonfunctional Links
1
5
6
4
2
7

7. Homepage Cont.
8. Pop Up when you first
land on site
9. Pop up is repeating the
same offer located on
the homepage.
10. Popups slow down
page load time
8
9

8. Secondary Page
1. No horizontal search, left
hand search only
2. The URL to this page is
/view-all which does not
semantically make sense
1
2

9. Homepage Redesign Solutions
1. Add a tagline or brief site description above the fold by the logo so people know immediately
what the site is offering
2. Cut down on the homepage clutter by removing information that does not need to be located on
the homepage such as the blog which users can find by using the blog link in the navigation.
3. Remove the rotating offers/information completely. Visitors may miss the key offer and are
unlikely to scroll through and read all of them. Pick one offer to displayed. Testing also shows
most users completely ignore these carousels
4. Be more specific on the clickable links like the “GET YOURS NOW” button. The user wants to
know what is it they could be getting now and what it is going to link them to. I recommend being
more specific like “Get Our Flip Mittens In New Colors Now!”.
5. Completely remove the pop up. This pop up is also redundant since it is displaying the same offer
that is already on the homepage.
6. Be clear about your call to action. There is so much clutter that it is hard to determine what the
site is wanting the user to do. Highlight one offer such as “Shop New Deals On Flip Mittens and
Bodysuits”.
7. Fix non functional links such as the “GET YOURS NOW” link on the homepage.

10. Secondary Page Redesign Solutions
1. Add horizontal search
2. Change the URL for this page to something like “/shop-all-products”

12. Quick Look
• Campaign ran from November 5th – November 19th
• Total Campaigns: 1 Search & 2 Display
• Total Ad Groups: 13
• Total # of Ads: 54 Total 45 Display & 9 Search
• Total # of Keywords: 185
• Total # of Negative Keywords: 411 (Around 30 per Ad Group)
Average Quality Score = 5.9

13. Quick Look (Cont.)
• Two Products split into two displays (one for each) and one search
for the Mittens.
• Separated by Scratch, Itch, Eczema, Rash, and Style

14. Best Performing Ads
Search Display

15. Best Performing Keywords
Due to this product being very “niche” many keywords had low
impressions but high clicks.
2
3
4

16. Best Performing Ad Groups and Campaigns
• Best overall Ad Groups
• Best overall Campaigns

17. Negative Keywords
Medicine Style Demographics
Lotion Cream Hat Shoes Men’s Adult’s

18. What was lacking
• The CTR suffered for many reasons. Some of which are:
- No Ad Extensions
- Original keywords only modified
- Original Ads not very appealing
- No clear call to action
- Landing page not descriptive enough

19. • We recommend that ScratchMeNot start an AdWords
campaign of their own especially because of their strong
social media presence. This presence causes them to
have high awareness thus yielding a decent bottom line
for search return.

20. MOBILE
ANALYSIS

21. Mobile Website Critiques
• Light gray text on white
background
– Difficult to read
• Menu dropdown
content duplicate
• Just use black and
white color except logo
in mobile page

22. Mobile Recommendations
• Make content color
darker
• Remove duplicate
content in menu
dropdown page
• Friendlier user color
• Use QR code
• Use same size photo in
product list

23. Summary
• They really need to focus on removing a lot of the clutter from their homepage which can
overwhelm the user. They also need to remove the rotating banners and pop ups as well and
focus on promoting one or two offers.
• For their mobile website, they need to use friendlier user color in order to make customer read
content easily and comfortably.