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:
- Compatibility of the progressive web application,
- Good Practices,
- Search engine optimization.
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.
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.
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.
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.
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. "
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.
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.
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.
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.
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.
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.
|The Amazon||24||45||71||69||90||] 59.8|
|Providers of American Eagles||9||45||54||56||90||50.8|
|Photograph of B and H||59||45||35||] 90||59.6|
|Shop of Pro-Bass||6||45||75||31||90||49.4|
|Case and barrel||23||45||64||63||90||57|
|Dick's sporting articles||9||36||82||44||80||50.2|
|Tree at Dollar||45||45||50||80||58.8|
|Chest of Foot||3||36||56||38||80||42.6|
|H and M||25||27||38||69||80||47.8|
|Hudson's Bay Company||31||27||0||44||80||36.4|
|Notes of Kohl||5||45||42||44||90||45.2|
|Marks and Spencer||33||45||41||63||90||54.4|
|Memory of Meijer||0||45||33||63||89||46|
|Friend of a musician||18||27||63||56||48.8|
|Region of Nord-Pas||29||45||60||69||90||58.6|
|Tool of the North||22||45||51||63||52.2|
|Snort of fitness||42||45||64||63||60.8|
|The Home Depot||19||45th||64th||75th||90th||58.6|
|Secret of Victoria||20||45||81||63||78||57.4|