An analysis of 20 websites of Ukrainian sanitary ware 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 fairly high level of visual appeal, with an average score of 7.25 out of 10.
• Website type: 20% of websites are catalogs without prices listed, which can make the selection process difficult for customers.
• When it comes to interactive elements,80% of sites do not have an integrated "live chat", and 55% of companies do not offer a "Promotions" section. This can reduce the interest of users in repeat visits.
• User behavior on websites: one of the key metrics is the percentage of users who view only one page per visit. Several companies have a high rate: Kast and Herzbach have 100% one-page visits. This may indicate inconvenient navigation or a lack of incentives to view additional content.
• Social media presence: 80% of websites have links to social media, which is a positive indicator. However, 20% of sites do not integrate social platforms at all.
• Contact information: contact information is available on all websites, which is a significant advantage. However, 55% of sites do not have a feedback form, which can make communication difficult for customers.
• Content and filling: 16 sites have high-quality catalog content, including detailed descriptions, specifications, and photos. At the same time, 1 site is limited to photos only, and 1 site has text descriptions without visualization.
• Activity and traffic: The average number of site visits is 15,710 per month. However, a few companies, such as Cersanit and GROHE, demonstrate significantly higher rates (100,504 and 56,157 visits, respectively). Most sites remain virtually traffic-free.
• Blog: only 10 out of 20 sites have a blog, and only 4 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 30% of sites, 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 50% 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 3.37, which indicates insufficient content quality or navigation problems. The best result was demonstrated by Mirater with 11.84 visited pages. However, most sites have a critically low level of engagement.