How to perform a content audit to improve the user experience?
It’s been known for a long time that in the world of marketing, content is king. There is no other single factor that is more important in attracting and managing potential customers through its conversion funnel (from potential customers to sales). For this we see how content audits improve the user experience.
However, many organizations lack a cohesive strategy and unified when it comes to developing and maintaining their content, which leads to loss of sales. A content inefficient and a poor user experience (UX) lead away the traffic rather than convert it into success.
Perform audits, regular content will help you to identify the content of low performance on your website and fix it before it affects your company and damage your sales funnel. To use the results of their audit of content strategically, you can increase your conversion rates and provide a better customer experience.
What is a content audit?
An audit of content is essentially a top to bottom review of all pages of a web site focusing on the collection of information .In this way you can study how to fit each piece of content and help in the journey of the customer towards the sale. For this you have to study who is the target audience and to elucidate whether the message is or is not in the content, as well as other critical data.
Why perform an audit of content?
Content audits are conducted in order to provide you with the information for the future. Which pages should be consolidated by others, for example. Content audits also help you identify the user experience that needs the most attention.
A few months after running the audit and making appropriate adjustments to its content and usability, you should see a difference in conversion and loyalty rates. Audits also help you to drive an effective investment in content creation, avoiding duplication of work and helping to promote a unified voice through all the content used in your sales funnel.
Who should perform the content audit?
If you are the manager of your web site or responsible for the content of your web site, you should be the one to perform the audits of content. There is No third party agency that is going to know your industry, your products, and your offers of sale only better than you. While your organization may need assistance in the development of new and updated content to serve their strategic objectives, the part of real analysis of the audit must always be kept in the house itself.
This does not mean that your auditor is content to be the only person who can contribute or monitor the process. Once, after one of our customers has had an audit, they called us to review the work. Quickly we discover that a member of your marketing team had been assigned to the audit project and, as a result, much of the content was biased towards their vision rather limited of the business and its clientele. Solicit the opinions of groups of colleagues from the sector, or even of the clients themselves may help to provide a more complete view of your content and encourage support of the organization for the process.
How often do you audit your content?
Provided that, in the last instance, your website is only a tool for content presentation, keep your presentation fresh and powerful, requires a continuing commitment over time.
Although there is no strict rule about the frequency with which it must be performed an audit of content, set a goal quarterly is a good starting point for most organizations. Perform audits, this ensures that you have access to new metrics, data are significantly easier to handle and to interpret, and helps you keep up with the trends of the industry.
The general rule is important for the frequency is that audits should never be a single process, and done. Once you’re dealing with a client who came to us wondering why their content had low performance in terms of conversions. One of our first questions was whether they had ever conducted an audit of content. It turns out that they did it once, almost five years ago. As a result, the user experience of your website was becoming obsolete. Your content is outdated and of poor quality has been placed sadly out of the trends of the industry and customers.
How to perform a content audit?
A thorough audit of the content is divided into two main steps. First, a content inventory is performed to identify and locate each piece of content from the existing site. Second, the content audit itself is performed to assess relevance, performance and optimize the objectives.
During a content inventory, someone from your company must compile a spreadsheet with the following information for each page of your site:
- Identification number: -You will want some type of unique identifier for each piece of content to assist in the review and iteration process.
- Page Title – the titles of your pages should not only capture the attention of visitors, but should also be updated to follow all current best SEO practices.
- URL– How your website has assigned URL to your current content, and consider updating it to comply with the best SEO practices to be descriptive for viewers.
- Level within the Site Navigation-it is important to show the basic hierarchical relationship between the various content elements and the pages to develop a more complete picture of how the traffic flows through your website.
- Type of content-static web pages have different requirements and purposes than blog entries, which are different from news stories or links, etc … The categorization of each piece of content allows you to more effectively evaluate if you are fulfilling its purpose.
- Counting Characters-While all of your content must follow the best SEO practices, which include stipulations in the minimum length of the page / article, you may also find that your user base responds more or less favorably to the formatted content in a different way. . Some industries can be better served by longer format content, such as case studies and portfolios and technical documents, while others can perform higher conversion rates with the simplest, shortest, and easiest to digest content. Tracking the character count and comparing it with participation rates can help answer this question for your business.
- Author / Manager-Annotate the original author of the content will give anyone looking to improve or expand the content in the future an important reference; It also gives a layer of responsibility to the process that can help ensure accuracy in quality content.
- Themes / Keywords / Metadata-Topics, tags, keywords, alt attributes in the images, and all other relevant metadata should be noted for each piece of content to verify that they are correctly optimized for SEO, as well as organized from a way that helps improve the user experience.
- Last Update-both search engines and website users appreciate when the content is kept up-to-date and accurate. Track content changes by date will help you identify pages that have not been touched in a while and can provide the attention they need.
- Enlaces rotos- los enlaces rotos dentro de su contenido son una de las peores características de su usabilidad dando una imagen pésima de su web; todos y cada uno de los enlaces en cada página deben ser verificados manualmente durante una auditoría de contenido.
Once the information is gathered, you are ready to perform the main part of the audit content. During the audit, you will evaluate all the content that you just inventoried in the following terms:
- Purpose-Each piece of content should have a specific purpose for atarer to the client; the time of the user of the web and the attention are extremely limited, and present them with superfluous information or trivial impacts negatively on the user experience.
- Accuracy-Great care must be taken so that all your content is 100% accurate. Avoid the use of language misleading or unclear in your web site, and provide information and supporting data to support any statement of opinion that you do.
- Design – how your content is designed to create a better user experience? Consider the readability of the content. Does the design of the text allows users to scan and find information easily? Also evaluate your color choices – some combinations can make your content easier or more difficult to read.
- Classification of the content – different sub-sections of your customer base may require different content to generate the initial interest and go forward. Tie each piece of content to the profiles of their potential customers and evalúelo properly in its context.
- Consistency with the style Guidelines of the Brand-Maintain a voice and a style for the entire content of their brands help to boost the perceptions of the audience, protects the investment you have made in building your brand, eliminates confusion with other brands/products, and help to properly transmit its perspective and attitude to the potential customers.
- What in line with the message? – Your content should not only be interesting and attract readers, but also clearly communicating their selling propositions and calls to action. The content that is not in line with the message produces lower rates of loyalty, and conversion.
- Rot (Redundant, Outdated, or Trivial) – the Content does not appeal directly to the persons defined as buyers in a way that is intentional should be removed from your web site completely.
- Traffic / Conversion data-Problems with the individual performance of the page, high bounce rates on your pages, or to stay on a page too long because they can’t find what you are looking for, are two examples of this problem. This problem can be identified through the analysis of its data on traffic and conversion.
- Performance of call-to-Action-Most of the organizations are involved in a constant cycle of a/B testing To adjust and improve your calls-to-action (CTA). Take into account which variants work better than the alternatives with the time, and update your content to incorporate his latest ideas.
- Method OUCH (Outdated, Unnecessary, Current, Have to Write) – the method OUCH helps you to track the value and status of the content while involved in the audit process and redevelopment. Content update out-of-date and inaccurate, completely cut through the unnecessary information, to keep track of the pages that are currently in good condition, and plan ahead by using the annotation of the content or pages that must be developed in the future.
What are you waiting for?
Audits of content are one of the most important tools available for those seeking to understand how their websites really work at the level of nuts and bolts. Few other methods allow you to study as thoroughly the traffic that enters your website.
Continuous engagement with the continuous auditing of the content may seem overwhelming at first, and the process certainly is not easy, but the fact is that it delivers results, and the organizations that participate in this practice exceed those which do not.
If you need help with any part of their audit of content, contact the expert team of once Upon a Web today, and let us help guide you through the process.
December 8, 2018
June 11, 2018