Analysis of websites of flooring manufacturers in Finland

An analysis of 15 websites of Finnish flooring manufacturers revealed that most companies have developed websites without taking into account many important parameters that need to be understood when developing a good website that will generate sales.

• Overall Visual Score: Most websites have a high visual appeal, with an average score of 7.2 out of 10.
• Type of websites: 53.33% of websites are catalogs without prices, which can complicate the selection process for customers. 46.67% of sites are full-fledged online stores.
• When it comes to interactive elements,86.67% of sites do not have an integrated "live chat", and 93.33% of companies do not offer a "Promotions"section. This can reduce the interest of users in repeat visits.
• Availability of social networks: 66.67% of websites have links to social networks, which is a positive indicator.
• User behavior on websites: one of the key metrics is the percentage of users who view only one page per visit: Madfloors, Korpela Flooring, and Harmonia Lattiat have 100% single-page visits. This may indicate inconvenient navigation or lack of incentives to view additional content.
• Contact information: contact information is available on 86.67% of sites, which is a significant advantage. However, 20% of sites do not have a feedback form, which can complicate communication for customers.
• Content and content: 73.33% of sites have high-quality catalog content, including detailed descriptions, specifications, and photos.
• Activity and traffic: The average number of site visits is 8560 per month. However, one company - Bolon - demonstrates significantly higher rates (28,976 visits). Several sites remain practically without traffic.
• Blog: 8 out of 15 sites have a blog, and only 2 companies regularly publish articles. This shows that most companies ignore the potential of a blog to attract customers through useful content and SEO optimization.
• Shopping functionality: Cart is missing on 53.33% of sites, making it impossible for customers to place orders conveniently. Similarly, the customer account is absent on 80% of sites, limiting the possibility of personalization, access to order history and creating a permanent customer base.
• Filters in the catalog: Filters that allow you to quickly find the right products are absent on 66.67% of sites. This greatly complicates navigation and makes users spend more time searching.
• User behavior: The average number of pages visited per visit is only 2.22, which indicates insufficient content quality or navigation problems. The best result was demonstrated by Timberwise with 8.86 pages visited. However, most sites have a critically low level of engagement.