Siteimprove Out To Slay Website Gremlins

Stressed business man at the office. He is casually dressed and looking distraught. He looks very uncomfortable and could also have a headache. He is has his head in his hand and looks very upset. Hi is sitting at a desk with a computer and phone. Copy space.
SHARE
THIS



A company’s website plays a pivotal role in its success, so making it memorable and above all, functional, is pretty damn important. B&T recently sat down with Siteimprove’s managing director for ANZ, Jay Mahoney, to discuss digital best practices, backed by data insights from thousands of websites, crawled by its performance technology.

B&T: It can be problematic when the first person to realise your website doesn’t work is a customer, can’t it?

Jay Mahoney: Your website is often your brand’s first impression and as customers increasingly prefer to transact online, we need to take a customer-centric approach to design and content. It makes commercial sense too – what brand wouldn’t want to know why 50 of its customers abandoned their $100 shopping carts at the point of sale? Or why content they’ve invested in creating isn’t being downloaded.

But there are ways to stay ahead of the game. Danish “software as a service” firm Siteimprove – relatively newcomers to the region, with just over two years on Australian shores, offers users a subscription management platform that crawls a website to provide immediate and user-centric reports on anything from SEO, accessibility issues, broken links, what’s being read, what’s not, why users are leaving and even spelling mistakes.

B&T: What are some of the biggest challenges you see locally?

JM: We’re all so time poor, so if you’ve got all this stuff on your website, how do you know where it all is, how you do you know what’s going on with it? And that’s what Siteimprove does, it makes sure it’s ticking all the boxes.

Having us sitting in the background and reporting on your website just gives you that peace of mind that it’s working and if it’s not we’ll find the issue and tell you.

Too many Australian websites are mediocre when compared to their US or European contemporaries; however, the digital efforts made by many government agencies, finance firms and the higher education sector result in better performances as the stakes are often much higher in terms of public expectation.

The biggest problem is often a site’s accessibility. It’s the ‘sleeping giant’ of the digital world. If your website isn’t accessible then you’re pretty much discarding 20 per cent of your potential clientele. And it doesn’t stop with making content discoverable by improving content quality and SEO. With over four million (one in five) people in Australia having some form of disability, organisations have a corporate and legal responsibility to provide a website accessible to all. Organisations are often discouraged by the laborious task of searching through large websites with hundreds or sometimes thousands of pages.

B&T: How does the technology affect conversion rates?

JM: It’s the pre-buyers’ remorse. That hesitation… ‘I haven’t seen it, I haven’t touched it, I haven’t felt it, I haven’t tasted it’. And immediately after it’s like, ‘Crap, why did I buy that?’

What Siteimprove can do is tell you why and when people dropped off your website. Obviously, if we see a lot of people dropping off at a particular point then there’s clearly something wrong there. That’s what we do, we pre-empt the angry customer from becoming an angry customer.

If there’s one thing you don’t want your website to do, it’s frustrate people with a bad user experience because they’ll quickly go somewhere else. You lose a customer and they’re gone. People are just too fickle these days.

B&T: Who uses Siteimprove?

JM: Really anyone that has a website who wants to provide the best possible customer experience, be more discoverable and optimise performance.

When carrying out a redesign, the tool is especially handy. You see it all the time, website redesigns that want to be catchy, that want to be cool. That’s great, but is it accessible? Does it work? Does it function? Too often brands redesign or relaunch a website thinking they’re staying ahead of the competition but forget one important detail – the end user.

When you do a redesign on a website, whose opinion is driving it? It’s subjective. So many websites are based on gut feelings. Why even bother with a redesign if you’ve got no idea what’s working on your current website?

Never do a website redesign on the basis of ‘hey, they did it!’ It’s simple – this is what people like about the site, this is what people don’t like, and this is where we are losing people. And that’s essentially what Siteimprove can do.

For agencies, particularly those that manage a number of clients’ websites, Siteimprove provides digital certainty, not just for the end user, but the agency themselves.

Having the software that can show you what’s wrong with a site immediately, rather than someone have to go through it and find it, is going to save a whole heap of time. And that, in turn, means agencies can give that engagement back to their clients.

B&T: Is Siteimprove just for web managers?

JM: Because the tool reports across so many areas of the website, the benefits are not just limited to web managers. Digital marketers, content creators and developers are just some of the users of the platform. We’ve designed the platform for easy functionality for this purpose.

Even if you’re not that tech savvy it shows you what you need to do to fix a problem. Many of our clients use the data insights and progress reports as a means of tracking their digital transformation. With Siteimprove you own 100 per cent of the data.

Please login with linkedin to comment

Siteimprove Websites

Latest News

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]