When The Customer Experience In The Wellness Company Is More Important Than Just A Website Design
An existing website also requires regular audits to ensure that the website is running properly, maintains a low bounce rate and high CTR, thus potentially boosting sales figures.
Not only from the UI and UX side, but also from the fundamental and technical SEO best practices, which also affect website speed and ultimately affect user comfort and engagement.
On that basis, one of my clients asked me to assess the performance of her website to more effectively increase sales and customer satisfaction.
In this project, I only provide recommendations based on the audit results to be further handled by the Agency team in terms of follow-up content management and website design changes.
The Problems:
– The company has regular promos and community events. But sometimes, the customers can’t get complete information about the product since the landing page doesn’t provide very detailed information.
– Additionally, all the landing pages from promotion and community event registration don’t link directly to the official website.
The business’s goal is…
Boost traffic and increase sales through the website.
What I did is…
to conduct a comprehensive UX and SEO audit, covering both basic and technical aspects. Then, based on the results’ report, I tried to redesign the website with SEO and UX best practices.
But the challenge was to familiarize myself with Shopify as its CMS, since I typically do website things using WordPress.
Here Are The Audit Steps From 3 Perspectives
From all the audit steps I did, here are the three representative steps from both the UX and SEO perspectives:
SEO Audit with Screaming Frog (Page Titles Over 60 Characters)
This step identifies technical SEO issues using Screaming Frog. In the screenshot, the tool detects multiple pages with titles exceeding 60 characters. Such long titles may be truncated in Google search results, lowering their visibility and reducing click-through rates.
The recommendation is to shorten and refine page titles to ensure they remain concise, relevant, and impactful for both search engines and users.
Heuristic Evaluation, Principle #1: Visibility of System Status
This audit highlights UX problems through heuristic evaluation. The example shows an outdated event page that hasn’t been updated, which violates the principle of Visibility of System Status. Users cannot see whether the event is still valid or has ended, leading to confusion and mistrust.
Recommendations include updating the page regularly and improving the call-to-action (CTA) button for better clarity. This helps maintain brand credibility and enhances user trust.
User Flow & Navigation: Sitemap Review
This step focuses on site structure and information architecture. The audit compares the current sitemap with a suggested sitemap to improve navigation. Issues found include unclear hierarchy, confusing product categorization, and isolated landing pages.
The proposed structure reorganizes content into logical categories, ensures menus are mutually exclusive, and connects landing pages to the main site. This results in smoother navigation, stronger SEO through better internal linking, and an improved user experience.
Together, these three steps show how a comprehensive website audit blends SEO optimization with UX evaluation to create websites that are not only search-friendly but also intuitive and user-centered.
In the end, the redesign not only improved the website’s look and feel but also enhanced user flow and clarity of information, making it easier for visitors to understand the product and take action.
Disclaimer:
This website uses Shopify as the Content Management System (CMS) platform, which has less freedom in customization from the technical perspective, but is simpler and faster in scaling for an online store.
