Analysis of websites of furniture manufacturers in Croatia
A website is the most important source of customer acquisition, but experience shows that not all companies use their sites to their full potential, which is why they lose potential customers, fail to build brand loyalty, and fail to maximize their digital marketing investments.
The analysis of the websites of furniture industry companies in Croatia showed the following results:
An analysis of 20 websites of Croatian furniture 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 6.55 out of 10.
- Type of websites: 80% of websites are catalogs without prices, which complicates the selection process for customers. 15% of sites are full-fledged online stores, and 5% are catalogs with prices.
- When it comes to interactive elements,100% of sites do not have an integrated "live chat", and 95% of companies do not offer a "Promotions" section. This can reduce the interest of users in repeat visits.
- Availability of social networks: 100% of websites have links to social networks, which is a positive indicator.
- Content and content: Only 35% of sites have high-quality catalog content, including detailed descriptions, specifications, and photos. At the same time, 30% of sites are limited to photos only.
- Activity and traffic: The average number of site visits is 21,740 per month. However, Prima demonstrates significantly higher figures - 403,267 visits. Several sites remain practically without traffic.
- Blog: only 8 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 missing on 85% of sites, making it impossible for customers to place orders conveniently. Similarly, the customer's account is absent on 90% 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 90% 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 2.36, which indicates insufficient content quality or navigation problems. The best result was demonstrated by Nunc with 5.3 visited pages. However, most sites have a critically low level of engagement.
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The current state of Croatian furniture companies' websites shows a significant backwardness in terms of digitalization. The introduction of functional elements such as shopping cart, customer account, catalog filters, blog, and live chat will not only improve the customer experience, but also provide companies with a competitive advantage in the market. Companies that invest in the development of their websites will be able to attract a larger audience and build long-term relationships with customers.