Analysis of websites of flooring manufacturers in Italy

An analysis of 25 websites of Italian 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 level of visual appeal, with an average score of 6.84 out of 10.
• Type of websites: 88% of websites are catalogs without prices, which can complicate the selection process for customers. Only 8% of sites are full-fledged online stores.
• When it comes to interactive elements, 100% of sites do not have an integrated "live chat", and 96% of companies do not offer a "Promotions" section. This can reduce the interest of users in repeated visits.
• Availability of social networks: 84% of websites have links to social networks, which is a positive indicator. However, 16% of sites do not integrate social platforms at all.
• User behavior on websites: one of the key metrics is the percentage of users who view only one page per visit.
• In one company, this figure is high: Sistema Floor has 100% of one-page visits. This may indicate inconvenient navigation or lack of incentives to view additional content. 8% of sites do not have a feedback form, which can make communication difficult for customers.
• Content and content: 76% of sites have high-quality catalog content, including detailed descriptions, specifications, and photos. At the same time, 4% of sites are limited to photos only.
• Activity and traffic: The average number of site visits is 27,950 per month. However, one company - Atlas Concorde - demonstrates significantly higher rates (113,837 visits). Several sites remain practically without traffic.
• Blog: only 16 out of 25 sites have a blog, and only 8 companies regularly publish articles. This suggests that most companies are ignoring the potential of a blog to attract customers through useful content and SEO optimization.
• Shopping functionality: Cart is missing on 92% of sites, making it impossible for customers to place orders conveniently. Similarly, the customer's account is absent on 72% 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 68% 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 2.73, which indicates insufficient content quality or navigation problems. The best result was demonstrated by Cotto d'Este with 7.6 visited pages. However, most sites have a critically low level of engagement.