Website Address: http://bootleginc.com/
Evaluation Prepared By: Matt Stanley, Founder & President of Oasis Interactive
Metric 1 of 3: Usability
- Is the overall visual experience soothing and comfortable instead of overwhelming due to excessive content and/or features? No
The overall design of the site is very stark because of the black and white color scheme. There are some photos because it's an e-commerce site, but no other artwork or color to speak of so it's not as compelling as it could and should be.
- Does the website balance text and images effectively by using both to break up the content and make it easy to read and comprehend? No
See previous comments.
- Is the text easy to read (scan through easily and understand quickly)? Yes
- Is the navigation functional, logical (intuitive) and consistent from one page of the site to the next? No
The navigation is consistent from one page to another, but the site would benefit greatly from a complete overhaul. Specific examples of things that I think don't make sense include the following:
- There is no "Home" link in the navigation bar.
- "View Inventory" doesn't make it clear that you can buy products online.
- The "Dealer Locator," which is a great feature, is buried underneath the FAQs, where I would never think to look.
- Can you get to any page on the site in three clicks or less? Yes
- Can you find the content you’re looking for easily without having to explore the entire website? Yes
- Is all of the important content visible “above the fold?” No
"The fold" is a marketing term that originated in the print industry; specifically newspapers that folded in half. The reality of "the fold" remains very relevant in the digital marketing space as well, however. Your website should be designed in such a way that you are conscious of how your visitors are interacting with each page and its content.
Where the Calls to Action (CTAs) fall on each page and how you communicate why visitors should buy from you should be determined after considering two primary factors:
- Your intended/target audience, and
- How simple or complex your value proposition is.
Statistics have shown that modern website visitors are happy to scroll down the page if the following conditions have been met in regards to the content and design element(s) above the fold:
- It piques their interest and presents a compelling reason to do so.
- It's clear that there is more information to be consumed.
After scrutinizing your home page I can see that there's room for improvement in the realm of design, messaging, and conversion optimization... It has become very trendy and popular in the web design industry to have a vibrant image or slider at the top of your home page, and for good reason. If you create compelling content and visuals above the fold then your visitors are more likely to stay on your site beyond the initial 3 to 5 seconds during which they will decide to leave or stay.
If they are bored or unclear about your Unique Selling Position (USP), however, then they will never get beyond the home page or even scroll below the fold. They will probably leave the site completely. The content above the fold on your home page includes a summary/overview statement about what you do but it contains no compelling message which gives visitors an incentive to scroll down. It also has a "false bottom" design that does not make it clear that there's more to see below the intial background image.
My specific recommendation for you on this issue is to do the following for each page, starting with the home page:
- Determine who your ideal/target audience is (i.e. people who aren't already familiar with your brand but would be interested in your products, people who are already familiar with you but may not be "sold" on buying from you instead of a competitor, etc.)
- Determine whether your unique value can be communicated simply, or if it needs more thorough detail.
- Clearly articulate your USP/unique value in concise language (three sentences or less).
- Develop several marketing messages around the content created in step 3.
- Think about how you can use the messages produced in step 4 to come up with specific CTAs or offers that provide true value to your visitors while also creating opportunities to gather leads (i.e. opt into an e-newsletter, "subscribe to our Blog via RSS," etc.).
- Redesign each page of your site, paying special attention to the info above the fold that incorporates the material produced in step 5.
For much more thorough information on how the fold can affect conversion as well as fascinating statistics and suggestions related to the subject, I recommend that you read the following blog posts from industry leaders:
http://conversionxl.com/above-the-fold/
https://moz.com/blog/life-above-and-beyond-the-fold
https://www.nngroup.com/articles/page-fold-manifesto/
http://vanseodesign.com/web-design/above-the-fold/
You should also check out how your page renders using the "WhereIsTheFold" tool at the following URL:
http://whereisthefold.com/bootleginc.com
- Is contact information, such as a phone number, mailing address, and “send us e-mail” form prominently displayed or easy to find? No
Your phone number and business address are located on the Contact Us page, but that information should be more prominent. Even though your business model is to operate and sell exclusively online (as far as I know), prospective clients are more comfortable buying from a company that still has a physical location and easy-to-find phone number.
- Can you use the website without having to install any plugins or ActiveX controls? Yes
- Are all of the site’s hyperlinks clear and obvious? Yes
- Is the website devoid of an initial Flash or splash page? Yes
- Are multimedia elements (such as music, animation and/or video, if any) implemented in an unobtrusive manner that allows visitors control over how/if they are displayed? Yes / Not Applicable
- Do all external website links and/or PDF documents (if any) open in a new window instead of the active one? No
I didn't check every single link on the site, but a couple of your blog articles reference third-party websites and those links open in the same browser window. All external site links should open in a new window to maintain control of the visitor's viewing experience. Otherwise, they will likely leave your site prematurely, reducing the likelihood of conversion.
- Does the site work properly and look good in Google Chrome? No
The Dealer Locator page is not working properly; all listing text below the embedded Google map are overlapping each other, making them impossible to read. See the Supporting Documentation below for more information.
- Does the site work properly and look good in Mozilla Firefox? No
See comments from Google Chrome above.
- Does the site work properly and look good in Internet Explorer/Edge? No
See comments from Google Chrome above.
- Does the site render properly on mobile devices such as laptops, smartphones and tablets? No
On my iPhone 5c most content & features work well but the Dealer Locator has the same problem as I described with the other browsers when viewing that page on my desktop PC. Additionally, on my Samsung Galaxy tablet, the home page is completely messed up. It has large, blank white spaces where content should be and horizontal scrolling is required to view the missing content. I also experienced the same problem with the Dealer Locator page on my tablet.
The majority of consumers prefer to use their mobile devices when surfing the web, which is why this issue is so important. Read this article with great statistics on the subject for more information: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
If the website theme is not truly responsive (mobile-friendly), then a different template should probably be used insted.
- Does the website load quickly? Yes
Usability Summary
Total Points: 18 | Points Earned: 8 | Equivalent Score: 44 | Usability Grade: FSummary Comments:
There is a lot of room for improvement in regards to your website's usability. I would recommend a complete design overhaul, and that you implement the specific suggestions made above to get the site to a point where it will be a more attractive and effective marketing tool.
Supporting Documentation:
https://theweboasis.com/wp-content/uploads/formidable/6/DWE-Dealer-Locator-Bug.pdf, https://theweboasis.com/wp-content/uploads/formidable/6/DWE-Load-Speed-GTmetrix.pdf, https://theweboasis.com/wp-content/uploads/formidable/6/DWE-Load-Speed-pingdom.pdf, https://theweboasis.com/wp-content/uploads/formidable/6/DWE-Load-Speed-WebPageTest.org_.pdf
Metric 2 of 3: Professionalism
- Is the website modern instead of looking outdated? No
The theme used when building this site supports some really nice, modern design features, but they aren't being used to their full potential. Adding vibrant images, graphics, and compelling offers would help dress it up considerably.
- Does the combination of colors in use on the site look attractive? No
As previously stated, the website needs a facelift, not only in regards to design, but also when it comes to messaging and content.
- Does the website prominently display a professionally designed company logo and is it linked to the website home page? Yes
- Do the colors in use on the site complement the logo and reinforce the corporate brand (if it contains one)? Yes / Not Applicable
- Does the site contain only professional-looking pictures and graphics instead of clipart or amateur animation (if it's not a text-only site)? Yes / Not Applicable
- Is the photography and artwork on the website crisp and clean instead of blurry or pixelated (if it's not a text-only site)? Yes / Not Applicable
- Do all of the website pages contain polished, finished content instead of blank pages or those that are “under construction?” Yes
- Does the website contain professional, well-written text that is free of typos and grammatical errors? Yes
- Does the site contain only working links and/or functionality? No
See previous comments in Usability section regarding Dealer Locator.
- Do all site features seem to serve a business purpose? Yes
- Is the website devoid of antiquated and problematic technology such as frames? Yes
Professionalism Summary
Total Points: 11 | Points Earned: 8 | Equivalent Score: 73 | Professionalism Grade: CSummary Comments:
Fixing the Dealer Locator bug, adding colorful artwork, and making it crystal clear what you want the visitors to do would get the Professionalism grade up to an A+.
Supporting Documentation:
Metric 3 of 3: Marketing Effectiveness & Integration
- Does the website content (text, photos, artwork, and multimedia elements) engage you on a personal level and create a sense of warmth, safety and comfort? Does it sell using emotion (personal benefits) instead of just facts (features)? No
I recently read an adage that I thought was profoundly insightful and also simple: "Features tell, but benefits sell." This could not be more true, and it's especially important in regards to your website copy.
Your website provides lots of information about your products, but it doesn't clearly establish value in the minds of your visitors to the extent that it could. Every single purchase human beings make is driven by an emotional desire to either:
- Eliminate pain, or
- Obtain pleasure
The most persuasive and effective marketing copy ingeniously leverages both features and benefits to solve a problem that your target audience has which can be solved by buying from you.
If you cannot already articulate these things then a simple technique can help you put these points into words: Ask the question, "So what?" after each stated feature. In other words, "Why should I can about that? What's in it for me? How will this make my life better?"
When you can answer those questions effectively (and thereby refuting any objections to buying your products) you're on your way to more sales.
This is a very rich topic that's worthy of consideration, time, and a "homework assignment." If you want your website to really sell, then you owe it to yourself to rewrite the text (probably with the help of a professional copywriter) so it will be more persuasive. By using emotionally-charged language to communicate the benefits they will enjoy from buying your products instead of just rattling off a bunch of technical information your visitors will actually engage with the content and sales process. The end result for you will be better conversion and more leads.
As I mentioned during our training and consultation session a few weeks ago, I think the website assumes too much. I feel that it very much caters to a highly specific type of person and assumes too much. I would like to see text on your website that is helpful for complete novices as well as seasoned AR enthusiasts which direct the user to take specific action that will move them toward making a purchase.
The following is a recommended reading list of blogs I found on the topic of writing persuasive copy that engages the emotions while articulating benefits:
- https://www.entrepreneur.com/article/34942
- http://www.enchantingmarketing.com/features-and-benefits/
- https://www.helpscout.net/blog/benefits-sell/
- Does the website content make a compelling case for doing business with them by explaining what sets them apart from their competitors? Is the unique selling position (USP) clear and compelling? No
This issue of USP goes hand-in-hand with the previous question because there is definitely some overlap between them. Once your target audience clearly understands the benefits they will enjoy from using your products, you have to make a compelling argument for why they should buy from YOU instead of a competitor. By specifically explaining why you are the best in your field you will establish yourself as an important expert in the mind of your prospect and give them an incentive to become a Bootleg Inc. customer to the exclusion of anynoe else. Your existing website has lots of good information and technical specs about your products, but I didn't see a clear USP that sets you apart from others in your industry.
Please refer to the following articles for more detail on this topic and very practical, hands-on ideas for crafting a powerful USP:
- https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
- http://www.convinceandconvert.com/digital-marketing/5-ways-to-develop-a-unique-selling-proposition/
- https://www.sitepoint.com/how-to-create-unique-selling-proposition/
- https://fizzle.co/sparkline/unique-selling-proposition
- Does the site contain fresh content (material that has been added in the last 12 months or less)? Yes
- Does the text motivate you to buy through a clear and persuasive call-to-action (CTA)? No
There is absolutely no compelling CTA to speak of on the website. CTAs should be enticing offers that provide the visitor with real value in exchange for personal information you can use to hopefully close the sale. An example is a free e-book, white paper, or helpful videos in exchange for their email address.
Just putting your products in a shopping cart through which visitors can buy stuff isn't enough. Your site would benefit greatly from the addition of a strong CTA and internal process of follow-up with each person who responds to it.
The following is a list of great articles on the importance of a good CTA as well as some dynamite examples:
- https://www.saleshub.ca/blog/bid/350474/Why-Having-Good-CTAs-is-Important-to-Your-Sales-Team
- http://www.wordstream.com/blog/ws/2015/02/20/call-to-action-buttons
- http://blog.hubspot.com/marketing/great-call-to-action-examples#sm.000m0pnjf25bfoh11c62is53mv9wb
- Does the website have unique and search engine-friendly URLs? Yes
- Does the website have a sitemap? No
As far as I can tell the website does not have a sitemap, and that's probably hurting your search engine rankings. A sitemap is like a comprehensive road map that lists every one of your website's individual pages. Google uses it to index your website for the purpose of including your site URLs in its database.
Generating a sitemap and submitting it to Google is easy to do, and something I would recommend after the site gets a content and aesthetic makeover.
- Does the website have keyword-rich title tags? No
The site doesn't have good, keyword-rich title tags because it was never built with good, organic SEO in mind. If you want this site to rank highly in Google for keyword phrases relevant to your industry then each page and post needs to be carefully crafted with on-page optimization techniques. This will give Google what it needs and expects in order to rank your content highly in its database.
- Does the website have valuable, keyword-optimized content? No
Again, the site was built to sell product, plain and simple. In order for your website content to be most effective, however, you should have every page and post optimized for individual keyword phrases.
SEO that is effective, maintains positive, long-term results and gets a high ROI includes careful and methodical effort in on-page optimization around an individual keyword phrase.
It would be a good investment to work with an SEO firm and have them optimize each page of your website for an appropriate target keyword phrase. The keyword phrases that you choose to optimize your website content for should be chosen based on thorough keyword analysis and research, not your own opinion. I would recommend adding keyword optimized content to your blog and "Education Center" sections.
- Can the website be found in search engines by using their business name? Yes
- Does the site use an e-newsletter or alternate opt-in tool (i.e. e-book, white paper, research report, etc.) to engage each visitor as a prospective client? No
As stated in the previous question about a CTA, there is no compelling offer or opt-in opportunity on your website. I think this may be hurting your conversion rate. It would be a good idea to think of some ways you could give visitors incentives to enter the sales funnel and publish those on the site to begin collecting prospects' contact information.
- Does the website contain a form to request a quote or ask for more information? Yes
- Does the site contain video content to capture visitor attention and interest? No
Effective video is an extremely valuable form of media that has been proven to accomplish the following:
- Increase visitor retention
- Shorten the sales cycle and increase conversion rates
- Improve search engine ranking performance
- Boost the visibility and effectiveness of your social media presence and increase the frequency with which visitors share your content with others on their social networks.
There is a lot of solid data that shows how effective video is in regards to boosting revenue, so it's a medium that cannot be ignored or neglected. Read the following articles for some eye-opening statistics about online video and it's role in our increasingly Internet-centric business climate:
- 31 Video Marketing Statistics to Inform Your Strategy [Infographic]
- 37 Visual Content Marketing Statistics You Should Know in 2016
- Why online video is the future of content marketing
- The Top 10 Stats from 2015 that Show the Importance of Video Marketing
Adding interesting and educational videos to the main pages of your site would help you improve their effectiveness, increase traffic and increase sales. Good videos aren't just fluffy sales pieces that pat oneself on one's back; they instead add value and convey valuable information to your website audience.
The following is a list of the specific kinds of video content that I think would help make your website more interesting and effective as a marketing tool:
- Intro/welcome/overview video that greets visitors, communicates your USP, and contains a CTA.
- Testimonial videos from very happy customers.
- Educational videos that show visitors how to use your products.
- Does the site capitalize on social media to promote the business and its brand? No
Your site does link to the Bootleg Inc. Facebook, Instagram and YouTube pages, but it doesn't have any social sharing capabilities. I would recommend adding a plugin that would make it easy for visitors to share content with the click of their mouse.
- Are there links to their social media pages and a "like/share this content" feature?
- Does their website have "Review Us" links to social media networks like Google+, Yelp, and Facebook?
- Does the website make use of analytics? No
Web analytics tools provide very valuable information that helps companies measure and improve the overall effectiveness of their online marketing efforts. Specific data they provide include the following:
- Traffic volume via reports that can be customized in very granular fashion (i.e. daily, weekly, monthly, quarterly, etc.)
- Specific visitor behavior and trends (i.e. most visited pages, least visited pages, path taken through site, average amount of time spent on site, etc.)
- Keyword phrases used to find the site on the major search engines
- Conversion rates (i.e. how many people that visited the site requested more information through your online form or opted into your e-newlsetter).
Incorporating web analytics technology into your website would provide actionable intelligence to help you get a better ROI and continually improve the effectiveness of your marketing campaigns.
- Was the website built using a Content Management System (CMS)? Yes
Marketing Effectiveness & Integration Summary
Total Points: 17 | Points Earned: 5 | Equivalent Score: 29 | Marketing Grade: FSummary Comments:
Tackling each of the areas above that were answered "No" will improve your website's usefulness and value as a marketing tool. I would recommend grouping things that go together and tackling one item at a time.
Supporting Documentation:
OVERALL Website Summary
Usability Grade: F | Professionalism Grade: C | Marketing Grade: FTotal Points: 46 | Points Earned: 21 | Equivalent Score: 46 | Overall Website Grade: F
Summary Comments:
My specific recommendations for transforming this website into a powerful asset are as follows:
- Work with a copywriter and SEO company to craft new messaging and content which can be used to help you more persuasively and effectively communicate your USP.
- Produce and include high-quality video content.
- Completely redesign the website and navigation system to harness and showcase the content produced in steps 1 & 2 above.
- Design strong CTAs to stimulate visitor engagement.
- Fix the Dealer Locator bug so it works properly.
- Invest in organic SEO
- Set up Google Analytics so you can start measuring traffic, visitor engagement, and conversion .
When these most pressing items have been completed it's just a matter of regularly producing good original content, measuring the website performance and ROI, and refinement for the purpose of continuous improvement.
Supporting Documentation: