Website Usability Report

For Acme Inc.

Websites:

www.Acme.com

www.SwiftAll.com

Index Section

Continuous Innovation and E-Commerce Success 1.0

Problems - 2.0

Acme.com 2.1.0

Hard To Find 2.1.1

Hard To Use 2.1.2

Hard To Buy 2.1.3

SwiftAll.com 2.2.0

Hard To Find 2.2.1

Hard To Use 2.2.2

Hard To Buy 2.2.3

Solutions - 3.0

Redesign Acme.com 3.1.0

Make It Easy To Find 3.1.1

Make It Easy To Use 3.1.2

Make It Easy To Buy 3.1.3

Move SwiftAll.com to ChannelAdvisor.com 3.2.0

Make It Easy To Find 3.2.1

Make It Easy To Use 3.2.2

Make It Easy To Buy 3.2.3

The Competition 4.0

Page count of web pages indexed Appendix A

Keyword density results for URL: http://www.Acme.com/ Appendix B

Keyword density results for URL: http://www.SwiftAll.com/ Appendix C

Keyword density results for URL: http://www.surveillance-video.com/ Appendix D

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1.0 Continuous Innovation and E-Commerce Success

Website Analytics- Google Analytics, Webtrends.

Importance of testing and evaluation- Google Site Optimizer.

At Uniden America corp., I documented an 11% sales increase in revenue in one month due to a properly placed security seal.

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2.0 Problems – 2.1.0 Acme.com

2.1.1 Hard To Find

Matrix of Popular Search and Portal Websites

Security16 Channel Acme Acme

Acme 16 Channel

Camera System Inc.System with DVR

Searchwith DVR

Google.com NF NF NF 1 4Yahoo.com NF NF NF NF NFMSN.com NF NF NF NF NF

PPCGoogle Adwords NF NF NF NF NFYahoo.com NF NF NF NF NFMSN.com NF NF NF NF NF

Direct Sales Integration PartnersHomeDepot.com NF NF NF NF NFTarget.com NF NF NF NF NFWalmart.com NF NF NF NF NFSams.com NF NF NF NF NF

E-Commerce Marketplaces EBay.com NF NF NF NF NFAmazon.com NF NF NF NF NFOverstock.com NF NF NF NF NF

Comparison Shopping EnginesShopzilla.com NF NF NF NF NFShopping.com NF NF NF NF NFYahoo Shopping NF NF NF NF NFMSN Shopping NF NF NF NF NF

Review WebsitesEpinions.com NF NF NF NF NFExpotv.com NF NF NF NF NF

NewsgroupsYahoo Groups NF NF NF NF NFGoogle Groups NF NF NF NF NF

VideoExpotv.com NF NF NF NF NF

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Youtube.com NF NF NF NF NFAcme.com- Problems

On Google -o 0 websites link to Acme.como 96 websites link to Surveilance-Video.como 110 websites links to Uniden.como 5,200 websites links for Sony.com

No links to SwiftAll.com- Intentional? Spec sheets reference SecuritItAll.com.

Site Architecture – uses frames which search engines can’t see into.

No E-Mail/E-Newsletters signup.

Very little text, visible.

Google Vs. Yahoo Vs. Msn Search - Walmart Analogy

2.1.2 Hard To Use

Frames require scrolling.

No Onsite Search.

No Rich Media- images are small and static.

Spec Sheets are images and initially present too small for viewing. 2.1.3 Hard To Buy

Domain Registration- Short on information and confusing.

Does not identify relationship to Revo America Corp. or any other company. Destroys credibility and trust.

Google grades your site lower due to short time registration. Reduces Google ranking and reduces credibility and trust.

"Find us at Sam's Wholesale Clubs or at one of our online resellers.” Doesn’t provide a link; doesn’t identify online retailers.

No online product registration- Implies lack of customer support. Also, reduces amount of customer contact available for marketing purposes.

4

2.0 Problems – 2.2.0 SwiftAll.com

2.2.1 Hard To Find

Matrix of Popular Search and Portal WebsitesSecurity 16 Channel SwiftAll Acme 16 Channel

Camera System with .com System with DVR

Search DVR

Google.com 99 78 1 2Yahoo.com 354 270 1 2MSN.com 595 245 5 1

PPCGoogle Adwords NF NF NF NFYahoo.com NF NF NF NFMSN.com NF NF NF NF

Direct Sales Integration PartnersHomeDepot.com NF NF NF NFTarget.com NF NF NF NFWalmart.com NF NF NF NFSams.com NF NF NF NF

E-Commerce MarketplacesEBay.com NF NF NF NFAmazon.com NF 1 item * 16 items * 1 item *Overstock.com NF NF NF NF

Comparison Shopping EnginesShopzilla.com NF NF 16 items * 1 item *Shopping.com NF NF 12 items * 1 item *Yahoo Shopping NF NF 1 item * 1 item *MSN Shopping NF NF NF NF

Review WebsitesEpinions.com NF NF 8 items * NFExpotv.com NF NF NF NF

NewsgroupsYahoo Groups NF NF NF NFGoogle Groups NF NF NF NF

VideoExpotv.com NF NF NF NFYoutube.com NF NF NF NF

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* items originating at Amazon.com Products do not appear in places where customers are shopping.

On Google -o 0 websites link to SwiftAll.como 96 websites link to Surveilance-Video.como 110 websites links to Uniden.como 5,200 websites links for Sony.com

2.2.2 Hard To Use

Treating website as a version of a catalogue.

Catalogue PDF is forced into a frame, reduces view.

Onsite Search- Search box returns error

More than 50% of visitors that arrive at SwiftAll.com looking for something in particular will use this search box and get an error.

“Contact Us”- no email receipt acknowledgement.

2.2.3 Hard To Buy

Trust is a big problem

o Domain registration doesn’t connect to website.

o “About Us”- has insufficient information.

o No 3rd party security seals or verification.

o Can’t tell who is “behind” SwiftAll.com

o Looks like a “scam” website

Weak, confusing “Call To Action”

“Secure and Non-Secure Items” warning in checkout.

No product images in cart basket.

Only one shipping carrier.

Only one payment method

6

No customer reviews

7

3.0 Solutions -

3.1.0 Redesign Acme.com

3.1.1 Make It Easy To Find-

In a few seconds, you should be able to look at home page and answer question, “What does this website do?” Make Home Page message clearer.

Employ white-hat link building strategies – currently 0 links to Acme.com

Incorporate good SEO design elements on every webpage with the search engines in mind.

Register with major Directories and submit to major search engines.

Create programs to facilitate creation of User Reviews and Testimonials.

Submit video content to YouTube.com and ExpoTv.com.

Monitor and develop conversations on newsgroups related to security cameras and Revo America specifically.

Collect customer reviews and syndicate.

Pay attention to on page “Primary Text”.

3.1.2 Make It Easy To Use-

Improve display of products on Home page.

Provide direct links to purchase, somewhere.

Remove frames.

Add onsite search.

Add Search filtering functionality.

Incorporate keyword rich text derived from Search Engine research into some web pages on website.

Give each product its own webpage.

Add rich media, specifically for all product images.

Add Newsletter signup link on every page.

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3.1.3 Make It Easy To Buy-

Strategy- Build trust from the first page the user encounters by providing links to (more detailed) Company info, Privacy Policy and Customer Service.

Domain Registration- register ahead for 7 years. Add sufficient Admin info to connect it to a company, with contact info that matches the website.

Add Company info to website that is clear and matches domain registration.

Add 3rd party Security Seals- Server security, Business reputation verification (BBB)

Add online process for retailers to retrieve your product info.

Add online product registration to website.

3.2.0 Move SwiftAll.com to ChannelAdvisor.com or similar 3rd party E-Commerce platform SAS.

3.2.1 Make It Easy To Find-

Strategy- Concentrate first on taking your products to where the consumers are already shopping.

Continue implementing Direct Sales Integration opportunities like HomeDepot.com, Target.com Walmart.com etc.

Use ChannelAdvisor.com to integrate with Amazon.com, Ebay.com, Overstock.com and the shopping comparison engines using ChannelAdvisor.com’s automated submission platform.

Employ white-hat link building strategies – currently 0 links to SwiftAll.com

Somewhat prominent links throughout website to return policy, shipping and delivery information.

Incorporate good SEO design elements on every webpage with the search engines in mind.

Fix Search Box

Limited PPC Campaign- Begin small PPC campaigns Google Adwords, Yahoo Shopping, MSN Shopping while tracking conversions with Google Analytics or Webtrends.

3.2.2 Make It Easy To Use-

In a few seconds, you should be able to look at home page and answer question, “What does this website do?” Make Home Page message clearer.

Add rich media, specifically for all product images.

Remove Frames from “Return Policy”.

Newsletter signup box on every webpage.

“Contact Us”- send an email receipt acknowledgement.

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3.2.3 Make It Easy To Buy-

Strategy- Improve Trust and credibility and remove buying obstacles to increase sales.

Domain Registration- register ahead for 9 years. Add sufficient Admin info to connect it to a company, with contact info that matches the website.

Add Company info to “About Us” that is clear and matches domain registration.

Add prominently placed 3rd party Security Seals on every web page- Server security, Business reputation verification (BBB), Checkout security.

Feature “30 Day Satisfaction or Full Refund” return guarantee more prominently.

Incorporate keyword rich and benefits focused product information on each product page.

Include a strong “Call To Action” placed prominently by each product and on every product page.

Improve Search filtering functionality beyond single level sort.

Get rid of “Secure and Non-Secure Items” warning message in checkout.

Show product images in cart basket.

Security Seals prominently displayed at top of Basket in throughout checkout.

Multiple shipping carriers.

Multiple payment gateways- Credit card, Paypal, Google Checkout

Collect and display customer reviews.

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4.0 The Competition-

Surveillance-Video.com

Meta-Description

Product focused.

Prominently displayed on all web pages-

o Unique Selling Proposition- “Free Shipping”o Multiple Customer Service contact methods- online chat and toll free phone.o Security Seals- Top and bottom.o Newsletter signup on all pages.

Search box works.

Search results with filtering.

Category Page – Good use of keyword text for SEO, Good sub-categorization.

Product Listing Page –

o Good use of Filtering and sorting. o Shopping tool – option configurator (upsell tool.\)

Product Page-

o Better Call To Actiono Product description focuses on “benefits” of product featureso Customer reviewso Customer Testimonialso Large imageso Customer focused actions- Forward to Friend, Price matching, etc.

Use of rich media image presentation.

User generated content- “Video Contest”

Product “Demos” with Live CCTV Demos and “Video Player”

“Knowledge Corner” is good for user education and SEO traffic.

Shopping tools – “Tech Picks”, Sorting, Filtering and calculators

“Contact Us” info with full contact info that matches domain registration, and multiple contact methods.

“Articles”- good for user education and SEO traffic.

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Build Your Own System- System Configuration Tool

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Appendix A:Page count of web pages indexed (visible) by top search engines/directories.

Yahoo Google MSN Altavista Allthewebwww.Acme.com 28www.SwiftAll.com 48 176 99 46 46www.Uniden.com 2,579 1,960 20,100 2,640 2,430www.surveillance-video.com 8,357 13,700 10,400 8,370 8,380www.Sony.com 357,899 2,870,000 160,000 358,000 341,000

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Appendix B:Keyword density results for URL: http://www.Acme.com/

Total Words: 7 2 Word Phrases: 2 3 Word Phrases: 2

Word Count Densitymdash 5 8.20%

line 3 4.92%accessories 2 3.28%

full 2 3.28%security 2 3.28%cameras 2 3.28%

revo 2 3.28%

PhraseCoun

tDensit

ymdash mdash

2 3.28%

line accessories

2 3.28%

Phrase Coun

t Densit

y mdash mdash

2 3.28%

full line accessories

2 3.28%

Appendix C:Keyword density results for URL: http://www.SwiftAll.com/

Total Words: 15 2 Word Phrases: 8 3 Word Phrases: 5

Word Count Densitysecurity 12 9.30%camera 10 7.75%cameras 9 6.98%price 9 6.98%video 8 6.20%surveillance 6 4.65%equipment 6 4.65%power 3 2.33%cable 3 2.33%recorders 2 1.55%digital 2 1.55%securitall 2 1.55%home 2 1.55%work 2 1.55%offer 2 1.55%

PhraseCount

Density

00 price 8 6.20%security cameras 8 6.20%surveillance equipment

6 4.65%

video security 5 3.88%cameras surveillance

3 2.33%

video recorders 2 1.55%digital video 2 1.55%equipment security

2 1.55%

Phrase Count

Density

video security cameras

3 2.33%

cameras surveillance equipment

3 2.33%

equipment security cameras

2 1.55%

digital video recorders

2 1.55%

surveillance equipment security

2 1.55%

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Appendix D:

Keyword density results for - URL: http://www.surveillance-video.com/

Total Words: 81 2 Word Phrases: 56 3 Word Phrases: 33

Word Count Density

camera 35 6.77%security 24 4.64%cameras 22 4.26%system 14 2.71%

surveillance 14 2.71%video 11 2.13%price 10 1.93%

systems 10 1.93%order 8 1.55%quot 8 1.55%

customer 6 1.16%home 5 0.97%name 5 0.97%title 5 0.97%

script 5 0.97%view 5 0.97%

content 5 0.97%meta 5 0.97%

professional 4 0.77%quality 4 0.77%product 4 0.77%

time 4 0.77%recorder 4 0.77%

line 4 0.77%5201 4 0.77%

00your 4 0.77%years 4 0.77%part 3 0.58%call 3 0.58%

features 3 0.58%nuvico 3 0.58%lens 3 0.58%

featured 3 0.58%size 3 0.58%sign 3 0.58%

dome 3 0.58%type 3 0.58%

products 3 0.58%take 3 0.58%

determine 2 0.39%power 2 0.39%right 2 0.39%high 2 0.39%

today 2 0.39%u2gyq 2 0.39%

6iysbns1ygcu7ozlo 2 0.39%

Phrase Count Density

security camera 20 3.87%security cameras 12 2.32%camera system 8 1.55%

cameras security 7 1.35%camera systems 6 1.16%

surveillance camera

6 1.16%

meta name 5 0.97%surveillance video 5 0.97%

cameras surveillance

5 0.97%

surveillance cameras

5 0.97%

systems security 4 0.77%00your price 4 0.77%

35 years 4 0.77%955 5201 4 0.77%

surveillance systems

3 0.58%

home security 3 0.58%call today 2 0.39%title script 2 0.39%

gt title 2 0.39%type text 2 0.39%

video selling 2 0.39%quality affordable 2 0.39%

content quot 2 0.39%title home 2 0.39%

systems title 2 0.39%script type 2 0.39%

text javascript 2 0.39%u2gyq

6iysbns1ygcu7ozlo2 0.39%

iykexb kjoyjxwreeue

2 0.39%

name keywords 2 0.39%content lt 2 0.39%

quot verify 2 0.39%6iysbns1ygcu7ozlo

quot2 0.39%

5201 meta 2 0.39%years call 2 0.39%price 105 2 0.39%

professional grade 2 0.39%real time 2 0.39%

video recorder 2 0.39%price 688 2 0.39%

Phrase Count Density

cameras security camera 7 1.35%security camera systems 6 1.16%

security cameras surveillance 5 0.97%cameras surveillance cameras 5 0.97%surveillance cameras security 5 0.97%

800 955 5201 4 0.77%surveillance systems security 3 0.58%

meta name keywords 2 0.39%content lt meta 2 0.39%

security cameras 35 2 0.39%affordable surveillance

systems2 0.39%

name quot verify 2 0.39%years call today 2 0.39%

gt title home 2 0.39%systems title script 2 0.39%type text javascript 2 0.39%video selling quality 2 0.39%

u2gyq 6iysbns1ygcu7ozlo quot 2 0.39%quot iykexb kjoyjxwreeue 2 0.39%

v1 quot content 2 0.39%iykexb kjoyjxwreeue u2gyq 2 0.39%

call today 800 2 0.39%955 5201 meta 2 0.39%

cameras 35 years 2 0.39%selling quality affordable 2 0.39%security cameras security 2 0.39%name keywords content 2 0.39%

lt meta name 2 0.39%title home security 2 0.39%

6iysbns1ygcu7ozlo quot gt 2 0.39%quot content quot 2 0.39%

quot verify v1 2 0.39%title script type 2 0.39%

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text 2 0.39%javascript 2 0.39%

kjoyjxwreeue 2 0.39%iykexb 2 0.39%

affordable 2 0.39%keywords 2 0.39%popular 2 0.39%verify 2 0.39%selling 2 0.39%form 2 0.39%

monitors 2 0.39%lapse 2 0.39%look 2 0.39%tech 2 0.39%live 2 0.39%

manufacturer 2 0.39%true 2 0.39%clear 2 0.39%

remote 2 0.39%carry 2 0.39%grade 2 0.39%know 2 0.39%easy 2 0.39%

channel 2 0.39%spectra 2 0.39%digital 2 0.39%480fps 2 0.39%viewing 2 0.39%stronger 2 0.39%display 2 0.39%

real 2 0.39%smart 2 0.39%

section 2 0.39%taken 2 0.39%select 2 0.39%

price 225 2 0.39%dome camera 2 0.39%

price 55 2 0.39%time lapse 2 0.39%16 channel 2 0.39%digital video 2 0.39%name quot 2 0.39%verify v1 2 0.39%

quot content 2 0.39%quot iykexb 2 0.39%

keywords content 2 0.39%today 800 2 0.39%

selling quality 2 0.39%affordable

surveillance2 0.39%

cameras 35 2 0.39%kjoyjxwreeue

u2gyq2 0.39%

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