Cadet

Website Audit & Recommendations

April 25, 2017

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Agenda
Topic Timing Presenter
Introductions & Overview 12:00-12:15 Chantel
Summary Findings 12:15 12:45 Ashley / Chelsea / Erin
Detailed Findings & 12:45 1:30 Ashley / Chelsea / Erin
Recommendations
BREAK
Competitive Review 1:45 2:15 Jennifer
Best-in-class Review 2:15 2:45 Jennifer
Needs Assessment 2:45 3:15 Jennifer
(discussion)
Next Steps 3:15 3:30 All
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Your Jan Kelley Team

Chantel Broten Katie Turton Jen Clarke

President Account Director Director, Digital Strategy & UX

Chelsea Craig Ashley Coles Erin Vermeer jankelley 3

Digital Strategist Search Marketing Specialist Communications Coordinator
Why were here
Present findings, recommendations and challenges
(questions and discussion encouraged throughout
the presentation)
Gather additional information to inform our Platform
recommendation

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2.1 Website Audit
2.1.1. Analytic Audit
Analyze current site metrics to
establish a benchmark for site
performance and uncover ways to
improve user experience and optimize
engagement.
Analytics Performance Review
Audience Users demographics
and technology
Acquisition Specific traffic and
search terms
Behavior User actions
2.1.2 Technical Audit Note:
Measure current site against The Cadet team has already identified
accessibility standards and establish a number of gaps and opportunities
ways to improve overall accessibility for improvement as it relates to
and performance. analytics, technical performance and
Source Code and Accessibility Review content. Accordingly, this phase will
begin with Cadet sharing this
WCAG Guidelines
documentation with Jan Kelley (in
2.1.3 Content & SEO Audit writing and via conference call). Jan
Kelley will then conduct a high-level
Take inventory of all site content and
audit of analytics, technical and
identify gaps.
content aspects of the site(s).
Content Review
All page URLs Timing:
Files
Meta data (title, description and Discovery Call: w/o April 10
keywords)
Internal and external links Audit Completion: w/o May 4
Keyword research
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2.1 Website Audit continued
2.1.4. Competitive Review
Review up to 3 competitive sites,
and gain insights which will translate
into key learnings and
recommendations.
Competitive Analysis
Navigation
Content tone and clarity
Tools
Lead generation/contact
opportunities
Mobile support
2.1.5. Best-in-class Review
Identify and review best-in-class
website and ecommerce sites within
home improvement category.
2.1.6. Platform Evaluation
Conduct a needs assessment, set
criteria and conduct evaluation of
potential platforms for:
Content Management (CMS)
E-commerce
Digital Marketing
Note:
The Cadet team has already
identified a number of key
competitors and best-in-class
benchmark sites. They will provide
this for inclusion in the audit review.
Timing:
Cadet to provide list: w/o April 10
Audit Completion: w/o May 4
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2.1 Website Audit continued
2.1.7. Collaborative Work Session
Jan Kelley will facilitate a
collaborative work session to
clearly define:
Website vision
Short-, medium- and long-
term business goals for the
website
Review and update user
personas
Website Audit Deliverables
1. Analytics Performance Report Key Metrics and Recommendations
2. Technical Report Source Code and Accessibility Recommendations
3. Content Inventory Report and Opportunities
4. Competitive Analysis Report Key Learning and Recommendations
5. Best-in-class Review & Recommendations
6. Platform Recommendations:
Content Management System
E-commerce
Digital Marketing
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Analytics Configuration Audit
Criteria cadetheat.com cadetelecticheat.com
Property Views

(Unfiltered, Master, Testing)
View Filters
(Excluding internal traffic)
Product Selection Tool
Custom Events Bazaar Content Loaded
(Tracking the on-page Buy Online Bazaarvoice Content
interactions beyond the PDF Downloads PDF Downloads
pageview) Bazaarvoice Content
Heat Loss Calculator (Pro)
Product Selection Tool
Customer Testimonial
Product Review
Product Warranty Registration
Goal Conversions Professional Pageview Ecommerce/Purchase
Energy Plus Pageview
Apex72 Pageview
New conversion should be created for interactions with the
Buy Now buttons.
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Search Console
SEO Audit
Criteria
Optimal URL Structure
Optimal Page Titles
H1 Tags
Duplicate Content
Metadata & Descriptions
HTTP / HTTPS
Keyword Targeting Organic
Image Descriptions
Notes
Very few pages during development, a clear product folder structure will
need to be set up to keep duplicate content to a minimum
Some pages have duplicate metadata metadata will be updated during
content development
HTTPS pages lead to HTTP pages recommend all HTTPS
Not many keywords outside of branded terms are directing users to the site
keyword opportunities and recommendations in this report
Could include more keyword text
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Technical Audit
Criteria
Page Load Speed Desktop
Page Load Speed Mobile
Mobile Friendliness
Image Alt Tags
Anchor Tags
Keyboard Navigation
Title Attributes
Notes
Low Minimize resources (JS, CSS, HTML)
Fair Minimize resources (JS, CSS, HTML)
Some images are missing alt tags
Need associated attributes or content
Currently there is no way for the user to skip the top navigation
Recommend addition of skip to content button.
Currently there is no way for the user to tab through the carousel
Recommend adding index=0 to items in carousel.
Some buttons (live chat, for example) dont have context. Suggesting using
title attributes to provide user with relevant information about buttons.
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Content Audit
Content Evaluation Criteria
Information presented is clear, organized/focused, supported by a strong CTA
Purpose Content achieves the goal indicated by headline/page name/URL
Intended audience is easily identifiable based on content
All information is up to date and relevant
Currency All links are reliable and direct to appropriate/corresponding content
The date the content was posted/edited is clearly visible (important for articles, news)
Correct spelling, grammar and punctuation used throughout
Accuracy
References are cited where required (stats, factual information, etc.)
Majority of content (~80%) is scannable and shareable, favoring multimedia assets (videos, infographics and
Web-friendly images) vs. copy-heavy content
Long-form content is used sparingly and only when/where appropriate (white paper, selection stage, etc.)
Objectivity If content contains bias, it is clearly identified
The content is memorable and tells a story that not only resonates with the target audience but also
encourages sharing (social share buttons are present)
Engagement Potential
An easy-to-use-and-submit contact form is present
Content will get clicks

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In-Depth Review
The following in-depth review provides insights discovered during the
audit phase that are supported by data pulled from Google Analytics
Each insight has led to a recommendation to support one of the two
objectives:
1. Website Content, Design, UX
2. SEO Sustain current traffic/Google trust & increase organic visibility

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Audience

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 Finding: Most visitors are from Washington

cadetheat.com cadetelectricheat.com
73% of total traffic is from the United States 90% of total traffic is from the United States which
Regions with the most concentrated visitors generates 98% of total Factory Store revenue
Washington (14%)
The regions with the most concentrated visitors:
California (10%)
Washington (29%)
New York (8%)
Oregon (12%)
California (10%)

46% of total revenue is generated by users in

Washington at a 10% conversion rate jankelley 14
Recommendation: Local paid search campaigns can be created
to test conversion rates

Its recommended to build a region list based on the current top traffic
regions to both sites and region opportunities that Google predicts
Paid search campaigns can be run in each targeted region to identify top-
converting areas from a paid source

Website Traffic Regions

Washington
California
Oregon
New York

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Finding: Returning visitors convert most often
cadetheat.com
Returning visitors are converting at a rate of
7% compared to new visitors at 4%
Conversion used Product Selection Tool Results
cadetelectricheat.com
Returning visitors are converting at a rate of over 10%
compared to new visitors at 3%
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Conversion used Ecommerce Conversion
Recommendation: A retargeting strategy can help convert new
users into returning
The retargeting strategy can be split into two categories:
Product page abandonment If a user exits a product page without a purchase, an
ad can appear on the next available page enticing them to click back through
Cart abandonment Ads can dynamically pull the items that the user abandoned

They surf &

They visit &
see!
leave

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Behavior

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Finding: Most-purchased products likely due to organic visibility

cadetheat.com cadetelectricheat.com
Users are clicking Buy Now on Electric Users are buying Com-Pak, Register, Knob and
Baseboard, SoftHEAT, Com-Pak, Energy Plus and SoftHeat most often.
Register most often.

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Recommendation: Optimize keywords that are appearing
beyond the first page of organic results

electric garage heat energy efficient electric
baseboard heating efficiency baseboard heaters
garage electric heaters heater in bathroom
energy efficient baseboard heater electric rv heater
heat thermostat cadet one
low voltage heater why is my heater blowing
cold air
efficient electric baseboard heaters
home electric heating
heating thermostat wifi
thermostat relay
baseboard heaters for sale
best wall mounted electric
heaters jankelley 20
Finding: Current content decreases website
performance due mainly to a lack of optimization
Pageviews of the ProSite account for only 0.74% of the total pageviews.
OVERALL CONTENT SCORE 1.9 Product Support and Where to Buy are the most used pages.
Majority of content is not optimized for a scannable, shareable and
1 4 seamless experience, which could lead site visitors to bounce or skip over
important information.
Optimal Needs Work
Minor spelling and grammar errors throughout the website could be
perceived as poor attention to detail and negatively impact professional
reputation.
Purpose: 2.2
Content without a call to action (CTA) or internal linking is unable to
Currency: 1.4 efficiently and effectively guide visitors through their user experience on the
Accuracy: 1.8 website.
Web-friendly: 2.7 Blog content provides additional resources and strong perspective to
enhance visitor learning as well as trust in the brands industry expertise.
Objectivity: 1.0
Engagement Potential: 2.5 Blog content has a large focus on corporate culture, sharing company news,
events and community involvement. Although content supports Cadet
Heats authentic and personal brand image, it could be more effectively
shared through alternate content types for higher engagementjankelley
potential.
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Recommendation: Revise non-optimized content to
increase effectiveness, efficiency and engagement
potential
REMOVE EDIT
Absorb ProSite content where it makes Site tools are present but could be
sense and instead provide a Professional optimized to help visitors move more
Login seamlessly through the buyer journey
Across all content:
Support each page with strong CTAs
that move visitors along their journey
throughout the site
Eliminate spelling, grammar and
punctuation errors by ensuring all
content is subject to a quality
assurance approval process
Fix broken links
CREATE
CSR section: a condensed version of the
storytelling that takes place on the blog
Media section: make it easy for key
stakeholders to get in touch with Cadet
for earned media opportunities
News section: update on a monthly basis
(at minimum) to demonstrate active
thought leadership and engagement
Test and apply more engaging methods of
presenting information to increase overall
understanding, engagement and,
ultimately, potential leads (infographics,
graphics, videos, expandable and
clickable headlines/sections, white papers
and diagrams)
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Finding: Cadets YouTube content is thorough, but the
channel itself requires updates
HOME:
THE CHANNEL TRAILER
Cadet welcomes visitors to
their channel with a trailer
that provides a great
overview of why they
should be watching and
what they can expect; all
the while providing a sense
of Cadets warm and
welcoming nature
ABOUT
Description is succinct, Playlists are not easy to
accurate and includes a
CTA
Excludes key reasons for
watching videos: choosing
process, heater FAQs,
about Cadet, why Cadet
heaters, etc.
PLAYLISTS VIDEOS
Video titles dont have
differentiate consistent formatting
Video descriptions dont
leverage website and blog
content thoroughly with
CTAs
There is consistency in
each thumbnail and
opening scene
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Recommendation: Reorganize YouTube channel and
update accompanying content
HOME:
THE CHANNEL ABOUT PLAYLISTS VIDEOS OTHER
TRAILER
Keep as is Update About Condense and Title videos with a Upload new channel
sections description reorganize playlists consistent format (Ex. art (include copy, i.e.
to include more key (Ex. Thanksgiving How to install: vs. upload schedule, link
reasons for watching 2014 videos can be How to install) to other social media
videos: choosing combined with Our Link to specific blog platforms, etc.)
process, heater FAQs, People and Company post and product
about Cadet, why videos) pages when possible
Cadet heaters, etc. Ensure titles and
descriptions are
keyword rich
Ensure appropriate
use of tags (to be
confirmed with access
to YouTube analytics)

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Finding: Blog does not directly drive purchases
Although comprehensive,
over 90% of the blogs total
pageviews are attributed to
only 10 blog posts
Blog page exit rate is 76% (as
opposed to the site average
of 41%)
Current URL structure doesnt
provide categorization

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Recommendation: Optimize & restructure blog

Home Page Navigation Navigation & Content Customer Journey

Blog home page should be Search capabilities should be enhanced to support Each blog should end with a strong
enticing and pull visitors into easy navigation: and consistent CTA that moves users
different sections: Topics along their journey throughout the
Popular Posts Dates blog and site:
Most Recent Author Learn More About product
Recent News Categories Contact Us
Meet the Authors Type of content Back to Blog
Submit Your Story Blog provides valuable content, but posts could be Next Article
restructured so they are scannable (e.g. pull Share
quotes, bold sentences, etc.)
Create additional content which aligns with top-
performing blog posts

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Finding: Video content is poorly integrated
Both domains currently have some
YouTube videos embedded onto
relevant pages
However, some of these pages are
hard to find on the website
YouTube videos on the product
pages are only incorporated in the
product images

http://cadetelectricheat.com/why-a-wall-heater jankelley 27
Recommendation: Integrate blog and YouTube content
on the product pages
Adding in how-to videos or educational blog
content will not only help us target keywords
and phrases, but will also give the users who
might need more information what it is they
need before making a purchase decision
We would move any videos that are
currently on the product pages from the
image section to their own player and
section of the page

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Acquisition

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Finding: Seasonal, daily & hourly trends
cadetheat.com
Traffic spikes during the winter months while
conversions remain stable year round
Sessions peak Sunday-Thursday, 8am-2pm,
while conversions remain stable throughout
cadetelectricheat.com
Traffic spikes during the winter months while
conversions remain stable year round
Sessions and conversions peak Monday-Friday, 8am-
2pm
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Finding: Paid search campaigns peak in summer and winter
months
Historically, Cadet has run paid search with a focus on June August and
January February to align with business seasonal trends
However, most paid keyword traffic from these ads is branded

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 Recommendation: Focus paid search efforts during the months
people are searching
Googles search volumes show that most searches are occurring in the
winter months
Its recommended to focus budget on these times of the year as a whole
However, timing may be affected depending on region
Example: Northeast vs. Southwest US

This data is for all of the US for electric heaters, wall heaters, garage heaters, thermostats, jankelley 32
baseboard heaters and heating solutions.
 Finding: Mobile bounce rates are the highest

cadetheat.com cadetelectricheat.com
Mobile bounce rate is higher than site average at Mobile bounce rate is higher than site average
70% at 44%

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Using a position-based attribution model
Recommendation: Optimize mobile speed

Nearly 40% of users will leave a mobile site if it doesnt load within three
seconds. Optimize mobile speeds to decrease bounce rates, increase
conversion potential and positively impact SEO performance.

cadetheat.com cadetelectricheat.com

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 Finding: Internal referrals are skewing data
cadetheat.com
Overall traffic performance is being skewed by
referrals from cadetelectricheat.com
Spam referral traffic present
cadetelectricheat.com
Overall traffic performance is being skewed by
referrals from cadetheat.com which account for
33% of total sessions
Spam referral traffic present
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Recommendation: Exclude internal referrals and spam

By default, a referral automatically

triggers a new session
If the same user is navigating back
and forth between the domains it
will inflate metrics by tracking that
same user as multiple sessions
By adding cadetheat.com and cadetelectricheat.com to each
others referral exclusion list it will exclude the traffic and ensure
that the visitor doesnt trigger a new session
To clean data, spam referrals should also be filtered out

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Finding: Blog is linking out to Google-trusted websites but not
getting the same linking back
Cadet is currently linking to Google-trusted websites like Daring Gourmet
(Domain Authority 31)
Theres an opportunity for her blog content to be directly linking to
products she mentions this will increase deep linking to the Cadet site

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Recommendation: Ongoing link building with partners and blog
contributors

Google doesnt just look at all incoming links as a ranking factor. It also
looks at outbound links and the strength of those websites
Its recommended to review all sites Cadet links to and provide
opportunities to work with these partners and leverage link-building
strategies
Its also recommended to audit all current backlinks and determine which
domains are helping Cadets ranking and any that are hindering

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Finding: Both the corporate site and factory site have good
domain and page authority

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Recommendation: Merge both sites into Cadet Heat domain

Heat is often a term that is included in search queries for this industry
and is good to have in the URL
The corporate site has over 500,000 more sessions than the factory store
site the amount of traffic to a site is a ranking factor for Google
Users are likely gravitating towards the shorter URL

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 Recommendation: Create a two-stage 301 redirect strategy

Stage One During Development Stage Two At Launch

301 redirects from all Factory Store URLs to
Corporate Store
This strategy will start to warm the user or
repeat visitors to the idea of one site and also
start to transfer the Google Authority
Before launch, well ensure a 301 redirect map is
in place to redirect all cadetheat.com & external
URLs to the new domain URLs

This solution will need to be discussed with the current Webmaster to confirm strategy and/or jankelley 41
discuss any challenges with the web platform to do this.
 Recommendation: Migrate store content

Its recommended to migrate that content into cadetheat.com using a folder

structure.

Example:

cadetelectricheat.com/recond Cadetheat.com/store/recondit
itioned-heaters/register- ioned-heaters/register-
reconditioned reconditioned

This solution will need to be discussed with the current Webmaster to confirm strategy and/or jankelley 42
discuss any challenges with the web platform to do this.
Next Steps

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Next Steps
Close gaps identified above to complete audit (80%
complete)
Present revised deck to Cadet May 4th
Present Platform recommendations May 4th
Begin website scope w/May 8

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