Analysis of websites of sanitary ware manufacturers in the UK

An analysis of 20 websites of English plumbing 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: 50% of sites are catalogs without prices, which can complicate the selection process for customers. 30% of sites are full-fledged online stores, and 20% are catalogs with prices.
• When it comes to interactive elements, 100% of sites do not have integrated "live chat", and 100% of companies do not offer a "Promotions" section. This can reduce the interest of users in repeated visits.
• Availability of social networks: 90% 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. For most companies, this figure is lower than 50%. This may indicate the ease of navigation or the presence of incentives to view additional content.
• Contact information: contact information is available on 95% of websites, which is a significant advantage. However, 45% of sites do not have a feedback form, which can make communication difficult for customers.
• Content and filling: 85% of sites have high-quality catalog content, including detailed descriptions, specifications, and photos. At the same time, 5% of sites are limited to photos only.
• Activity and traffic: The average number of site visits is 17,670 per month. However, one company - Crosswater - demonstrates significantly higher rates (75,252 visits). Several sites remain practically without traffic.
• Blog: 11 out of 20 sites have a blog, and only 3 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 absent on 70% of websites, which makes it impossible for customers to place orders conveniently. Similarly, the customer's account is absent on 65% 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 40% 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 3.44, which indicates insufficient content quality or navigation problems. The best result was demonstrated by Thomas Crapper with 8.7 pages visited. However, most sites have a critically low level of engagement.