Revealed results of the 70 main lighthouses of retailers


Online retailers need to improve website performance and accessibility, but they are optimized for search engines based on an audit of 70 recognizable retail websites.

On June 9 and 10, 2018, I ran each of the 70 well-known e-commerce websites thanks to Google's flagship, free monitoring tool. He evaluates the sites in five zones:

  • Performance,
  • Compatibility of the progressive web application,
  • Accessibility,
  • Good Practices,
  • Search engine optimization.
<img class="wp-image-154423 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/060918-asos-lighthouse-570×319.jpg" alt=" Lighthouse checks five areas of a website, including SEO and performance. The tool is integrated directly into the Chrome web browser. "Width =" 570 "height =" 319 "/>

Lighthouse checks five areas of a website, including referencing and performance, directly in the Chrome web browser.

For each audit, I used the Chrome browser with built-in Lighthouse. The audit was run on a product detail page. I've done all the tests from an Apple MacBook Pro with a 50 Mbps wireless internet connection.

Here are the main points to remember.

<img class="wp-image-154421 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/060918-crutchfield-lighthouse-570×323.png" alt=" Each audit is a snapshot of the webpage at that moment. Thus, changes made to the markup of a page will result in changes in the audit score. "Width =" 570 "height =" 323 "/>

Each audit is a snapshot of the web page at this point in time, the markup of the page will result in changes to the audit note.

Search engine optimization

Collectively, the 70 retail sites reviewed received an average of 86.4 out of 100 as part of the search engine optimization audit Lighthouse. REI, John Lewis and The Sill each earned a perfect score of 100. Tractor Supply, the billion-dollar agricultural supplies retailer, earned the group's lowest SEO score. But was still a 67.

<img class="wp-image-154416 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/061018-rei-lighthouse-570×278.png" alt=" REI was among the retailers that scored 100 for SEO on the Lighthouse audit. "Width =" 570 "height =" 278 "/>

REI was among the retailers that scored 100 on the SEO Lighthouse audit.

The SEO Lighthouse audit measures 10 basic factors, including the presence of a title element and the use of a meta description. This probably indicates that retailers usually focus on SEO.

This objective can take many forms. For example, online retailers may choose e-commerce platforms or solutions that have basic SEO features by default. Or they can have SEO SEO basics regardless of the platform.

Performance

Unfortunately, most retailers had poor websites, that is, slow sites, according to Lighthouse. The average performance score was 22.1 out of 100. B & H Photo had the best performance score of the 70 sites audited with a score of 59. The Hudson's Bay Company and Sears each scored from scratch.

<img class="wp-image-154422 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/060918-best-buy-lighthouse-570×276.png" alt=" Key performance indicators for a site include when a page has its "first meaningful painting" and when the page becomes interactive. "Width =" 570 "height =" 276 "/>

When a page has its" first meaningful painting "and when the page becomes interactive for the first time.

The lighthouse checks 23 performance indicators and focuses on mobile performance versus the desktop. Thus, during its audit, the lighthouse limits the flow to imitate the mobile connections.

Aside from this fact, retail sites need to find ways to load information more quickly.

One of the most common performance problems was the loading of images not visible to the user. Lighthouse calls these images "off-screen," explaining that "since users can not see off-screen images when they load a page, there is no reason to download off-screen images as part of initial loading of the page. In other words, deferring the charge of off-screen images can speed up page load time and interactivity. "

<img class="wp-image-154420 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/060918-gamestop-lazy-load-lighthouse-570×337.png" alt=" Waiting for the page to complete its initial charge to add off-screen images can improve site performance. "Width =" 570 "height =" 337 "/>

Awaiting page loading, images may improve the performance of this site.

Unlike SEO, one could assume that performance is largely ignored or considered pretty good. This is unfortunate for poor sites, but an opportunity for other retailers.

You could start your own lighthouse audit. Follow the performance suggestions and offer a better customer experience than most of the 70 sites I checked, which I listed below.

Accessibility

Web accessibility describes how people, including people with disabilities, can interact with a website. Providing an open, available and navigable website for buyers, regardless of their disability, is simply a good deal for e-commerce retailers.

The 70 e-commerce sites audited with Lighthouse, however, managed an average of only 60 out of 100 possible for accessibility.

<img class="wp-image-154419 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/060918-hudson-bay-accessibility-lighthouse-570×326.png" alt=" Some retailers have achieved a level as low as zero for accessibility. »Width =" 570 "height =" 326 "/>

Some retailers have achieved a level as low as zero for accessibility.

The lighthouse can measure only a few aspects of accessibility. This is not necessarily a reflection of the actual accessibility of each site or if these sites could violate laws requiring web accessibility.

However, aspects of accessibility that can be tested automatically with a tool such as Lighthouse are elements that a site should be able to correct.

<img class="wp-image-154418 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/060918-macys-accessibility-lighthouse-570×237.png" alt=" Since these accessibility features can be measured automatically, it should be relatively easy to maintain them. "Width =" 570 "height =" 237 "/>

Since these accessibility features can be measured automatically, they should be relatively easy to maintain.

For your own website, be sure to provide people with disabilities with ways to access your pages and products. As mentioned above, being able to serve and sell to all consumers is a good deal. But there may also be problems of the legal order.

"In 2017, plaintiffs filed at least 814 federal prosecutions for allegedly inaccessible websites, including a number of alleged class actions," writes Minh N. Vu and Susan Ryan of Seyfarth's law firm. Shaw in an article from January 2018.

New York and Florida were the most likely to see federal deposits, with 335 and 325 cases, respectively.

Good Practices

Google Lighthouse also reviews 19 good website practices. On average, the review of 70 sites scored 60.98 out of a possible 100.

The Adidas website followed these best practices with a score of 88 in the Lighthouse audit. Bass Pro Shops got the lowest score in the category at 31.

Lighthouse is changing its tests for best practices as the state of web technology and web development evolves. Thus, marking well here may be a good indication of maintaining current standards.

<img class="wp-image-154417 size-large" src="https://www.practicalecommerce.com/wp-content/uploads/2018/06/061018-neiman-marcus-lighthouse-570×296.png" alt=" Retailers would be wise to increase their scores in each of the five lighthouse categories. "Width =" 570 "height =" 296 "/>

Retailers would do well to increase their scores in each of the five lighthouse categories.

Progressive Web Apps

The last category of lighthouse to consider is compliance with progressive Web applications.

PVAs offer mobile shoppers an experience similar to that of an application via the web browser. PWAs can place icons directly on the home screen of a mobile phone and include push notifications or easy checking. All of these features can be a benefit to an ecommerce business.

Consider this score as a measure of how close a site is to PWA status.

On average, the 70 sites audited scored 44 out of 100 for PWA compliance. The highest score, 82, went to Build.com, which means the site could have relatively little work to do to start enjoying the benefits of a PWA.

Here is a list of how each of the 70 sites scored.

]

]

]

]

]

[19459]

]

]

Retailer Performance PWA Accessibility Good Practices SEO Medium
Adidas 28 73 47 88 90 65.2
AliExpress 24 45th 52nd 75th 90th ] 57.2
The Amazon 24 45 71 69 90 ] 59.8
Providers of American Eagles 9 45 54 56 90 50.8
Apple 17 45 82 90 ] 63
Argos 13 27 47.2
ASOS 14 36 49 50 90 ] 47.8
Auto Zone 45 36 67 63 90 60.2
Photograph of B and H 59 45 35 ] 90 59.6
Shop of Pro-Bass 6 45 75 31 90 49.4
Hair Beard 6 45 52 63 80 49.2
Best Seller 2 36 54.4
Construction.com 13 82 56 63 100 62.8
Jaw 24 45 55 69 90 ] 56.6
Costco 11 45th 72nd 56th 90th ] 54.8
Case and barrel 23 45 64 63 90 57
Crutchfield 50 55 55 56 90 ] 61.2
CVS of 19 27 69 63 90 53.6
Dell. 9 27 59 38 80 42.6
Dick's sporting articles 9 36 82 44 80 50.2
Tree at Dollar 45 45 50 80 58.8
Walking 22 45 72 90 ] 57
Etsy 41 45 59
Chest of Foot 3 36 56 38 80 42.6
JeuJoint 9 27 73 50 80 ] 47.8
H and M 25 27 38 69 80 47.8
Hayneedle 13 45th 61st 38th 90th ] 49.4
HP 4 45 76 50 80 ] 51
Hudson's Bay Company 31 27 0 44 80 36.4
JC Penney 19 55 53 63 90 56
JD.com 10 27 48 63 89 47.4
John Lewis 14 45 57.6
Notes of Kohl 5 45 42 44 90 45.2
LLBean 21 45 46 50 70 46.4
Lowe 22 45 52 80 ] 48.6
Macy 32 45 90 ] 62.4
Marks and Spencer 33 45 41 63 90 54.4
Memory of Meijer 0 45 33 63 89 46
Mulberry 38 45 75 69 90 ] 63.4
Friend of a musician 18 27 63 56 48.8
Neiman Marcus 50 55 69.8
New Listing 25 45 44 81 90 57
Nike 24 45 63 56 80 ] 53.6
Region of Nord-Pas 29 45 60 69 90 58.6
Tool of the North 22 45 51 63 52.2
Office Depot 21 45 57 81 58.8
Surcharge 37 45 59 75 80 ] 59.2
Pet 7 45 43 69 70 46.8
Rakuten 11 45 63 63 90 ] 54.4
REI 47 45th 91st 81st 100th ] 72.8
Rite Aid 11 45 68 44 90 51.6
Snort of fitness 42 45 64 63 60.8
Sears 36 49 80 40.6
Zipporah 54 45 47 56 90 ] 58.4
Staples 7 45 32 90 ] 47.4
Supply Suits 46 55 52 81 78 62.4
Suning.de 41 36 34 56 80 49.4
Target 42 55 91 81 80 ] 69.8
Witness 6 45 65 69 90 ] 55
The Trench 11 45 54.8
The Home Depot 19 45th 64th 75th 90th 58.6
The threshold 12 45 66 56 100 55.8
TigreDirect 45 59 80 ] 56.6
Tractor Reserve 17 27 50 63 44.8
Outfitters, urban 24 45 60
Secret of Victoria 20 45 81 63 78 57.4
Walmart 11 36 67 56 80 ] 50
Walgreens 30 45th 83rd 63rd 90th ] 62.2
Railroad 18 45 87 63 90 60.6
Williams Sonoma 10 73 59

What's Your Reaction?

Cute Cute
0
Cute
Geeky Geeky
0
Geeky
LOL LOL
0
LOL
Love Love
0
Love
OMG OMG
0
OMG
WIN WIN
0
WIN
WTF WTF
0
WTF
Like Like
0
Like
Dislike Dislike
0
Dislike
Damn Damn
0
Damn
Angry
0
Angry
Cry
0
Cry

0 Comments

Your email address will not be published. Required fields are marked *

You may also like

More From: E-commerce

DON'T MISS

Choose A Format
Personality quiz
Series of questions that intends to reveal something about the personality
Trivia quiz
Series of questions with right and wrong answers that intends to check knowledge
Poll
Voting to make decisions or determine opinions
Story
Formatted Text with Embeds and Visuals
List
The Classic Internet Listicles
Countdown
The Classic Internet Countdowns
Open List
Submit your own item and vote up for the best submission
Ranked List
Upvote or downvote to decide the best list item
Meme
Upload your own images to make custom memes
Video
Youtube, Vimeo or Vine Embeds
Audio
Soundcloud or Mixcloud Embeds
Image
Photo or GIF
Gif
GIF format
%d bloggers like this: