When we start working on a new website project, we conduct an audit of the website with our team. Typically we review the following criteria:

• Home page usability — The home page is the single most important page on the site as it influences retention or abandonment. The Home Page counts for approximately 80% of the user experience and perceived value of the site. We measure how well audiences and actions are identified on the home page.
• Navigation and information architecture — We provide an in-depth look at the overall structure and navigation paths of a website to determine the ease of use. We want to make sure that the site adheres to basic principles of navigation versus destination pages.
• Onsite marketing — We examine the impact of online and offline marketing strategies and their respective differentiations (e.g.., branding, perceived value, and indirect vs. direct messaging).
• Online communication — We explore how the content is written, placed, valued and whether users are presented with a compelling "call to action.” A strong call to action will be compelling for visitors to sign-up on a form or respond to a meaningful offer.
• Competitive analysis — We take a look at what the competition of our customers are doing and what the industry specific standards are for their line of business.