How to perform a complete website analysis to improve its performance
Posted: Thu Jan 23, 2025 4:45 am
Having a website is much more than just putting pages online. If you want to generate results for your business, you must constantly perform optimizations. Therefore, the process of web page analysis is essential in Digital Marketing .
The purpose of website analysis is to diagnose page performance and optimization opportunities.
So by fixing issues, you can improve user experience, fantuan database rank higher on Google , attract more visitors, and increase business conversions.
Next, we will show you:
What is a web analysis?
Why is a website analysis important?
How to analyze your website to optimize its performance?
Don't miss this unique opportunity to understand how to improve your Digital Marketing results.
Keep reading!
What is a web analysis?
It is a performance audit process with the objective of identifying, monitoring and correcting the points of attention that impact its excellent functioning.
With this process, the company extracts more results from the website, in line with its business objectives.
If you have a website just to put information about your company, you should know that you are wasting a powerful Digital Marketing tool.
A website can attract a multitude of potential customers to your business, convert visitors into leads , generate direct sales if it is an e-commerce and even strengthen your brand image.
But a website doesn't do all this alone. Once your pages are live, you need to maintain constant optimization to achieve these results.
Therefore, website analysis is the starting point to check your performance in relation to various points that impact usability , traffic and conversions. With an analysis diagnosis, you can solve problems and improve the performance of the site.
Loading speed, mobile compatibility and traceability issues are some of those points that may need improvement, as we will see later.
Why is a website analysis important?
A website can be a tool for sales, lead generation, customer loyalty, visitor engagement and brand strengthening .
Let's now look in detail at how a website analysis can contribute to these results.
Improve user experience
Web analytics looks for areas to improve your design and usability. Problems in these areas hinder your performance because they detract from the quality of the user experience.
Delays in loading, lack of security protocols or difficulty finding information, for example, are failures that can cause the user to abandon the site, leaving them impatient, insecure and disoriented.
Identifying and correcting these issues through website analysis therefore means improving the user experience. This way, you gain the trust, satisfaction and engagement of visitors, in addition to the results we will see below.
Generate more conversions
By improving the user experience, website analytics also tend to lead to more conversions . After all, without obstacles and difficulties to achieve what they want, the visitor can make the conversion that the brand proposes.
Furthermore, if the user feels comfortable, oriented and safe on the website, he or she has more confidence in the brand, which is a determining factor in the purchasing decision .
Website analysis is concerned with focusing on conversion through design and copywriting . The intention is also to find opportunities to improve the persuasiveness of the pages, leading to more sales and lead conversions.
Improve your positioning on Google
Web analytics includes identifying crawling, indexing, and ranking issues on Google. Therefore, SEO factors (technical, on-page, and off-page) come into the analysis, with the intention of improving site optimization and gaining search engine rankings.
But how important is it to improve your ranking on Google? Well, being at the top of the SERPs means getting the views and clicks of the majority of Google users, who usually don't go beyond the first page to find what they're looking for.
Therefore, gaining positions on Google means boosting organic traffic to your website and attracting leads to your business.
seo guide
Improve ad performance
Performing web analytics also helps in generating more visitors and conversions through paid traffic. This is because web advertising platforms like Google Ads consider the quality of the landing page of the ads to rate a campaign.
So when the landing page offers a good user experience, the campaign tends to perform better in sales and lower costs for the advertiser. And website analytics points out improvements you can make.
Let's now look at the main points that you should analyze on the website to have a complete diagnosis. The analysis goes through:
design;
usability;
SEO;
among other more technical issues.
We'll talk about them below!
Site speed
A website's loading speed is critical to its performance. If a page takes a few seconds longer than necessary to load, the visitor may give up, close the page, or worse, go to a competitor.
On the other hand, if it loads faster, conversion rates increase: according to a Google study , 1 second less means 27% more conversions .
site analysis
Slow loading can also cause a website to lose rankings. Since 2010, speed is one of Google's ranking factors. Therefore, identifying and correcting loading problems with web analytics is also an SEO measure.
The delay in loading is due to the size of the images, excessive use of plugins in WordPress , unnecessary codes in the site's programming, problems with the server , among many other factors.
Website analysis tools often provide a diagnosis with load time (or a speed score) and optimization recommendations for these factors.
Mobile Device Compatibility
Mobile- friendliness is also one of the main factors for a website's good performance. After all, mobile users already make up the majority of traffic on many websites.
Therefore, you need to offer these visitors the best experience on your website. When this happens, the site can increase its conversions, improve mobile user satisfaction, and gain rankings on Google.
Apart from speed, mobile-friendliness is also one of Google’s ranking factors. Therefore, improving compatibility helps in mobile SEO.
To have a mobile-friendly website, you can use responsive design , create a mobile-friendly version (m.example.com), apply a dynamic server (same URL for mobile and desktop, but different HTML and CSS ), or use AMP (Accelerated Mobile Pages).
Your site should offer the best user experience for mobile devices. This means viewing images, reading text, clicking links and buttons, and doing whatever else you want without any hindrance or delay.
A website analysis should evaluate all of these points that impact the mobile experience .
Website Security
Providing safe navigation is essential for site performance. When the user feels unsafe to navigate and enter their data, they may choose not to interact during the visit without making the conversions you want.
Furthermore, if your website falls victim to attacks and malware , your company's and your visitors' data can be stolen. Can you imagine the headache this can cause?
Therefore, website analysis should also focus on security. An analysis tool can identify whether the website has a valid SSL certificate and whether it uses the HTTPS protocol instead of HTTP.
These factors demonstrate that the site is safe and that users can provide their information without any risk. In addition, since 2014, they are also ranking factors for Google.
SEO Problems
Website analysis can also perform a complete SEO audit . In this case, the analysis seeks to map all possible errors in website optimization that are affecting its indexation or good positioning in search engines.
Speed, mobile compatibility, and security are all ranking factors, but a full audit covers many other issues.
SEO audit can look for problems and opportunities in the structure of the site ( technical SEO ), in the pages ( On-Page SEO ) or even in the relationships with other sites ( Off-Page SEO ). Let's now look at some points of attention in each of these areas:
Technical SEO: Uncrawled pages, 4XX and 5XX errors, missing or erroneous robots.txt file, missing or erroneous sitemap.xml file, Flash pages, uncompressed JavaScript and CSS files, and more.
On Page SEO: internal links , repeated or duplicate content, empty or repeated meta description, empty or repeated title tag, broken images, images without alt attribute , among others.
Off Page SEO: backlinks from dubious sites, low quality content, low authority score, inconsistent anchor texts, among others.
Contents
Content analysis can be part of an SEO audit, as it directly influences how Google indexes pages. But it also affects user experience, visitor engagement, and conversions.
Content-focused website analysis should consider the information that the website offers to the visitor, in the most diverse formats: text, images, videos, infographics , etc.
The aim is to understand whether the content helps to achieve the brand's objectives and whether it offers what the visitor is looking for, in addition to finding opportunities for improvement.
Here are some points to pay attention to:
copywriting;
scannability;
web architecture ;
low-quality content (bad pages);
appropriate frequency of keywords;
keyword placement;
use keyword variations.
Design
Web analytics must also take into account design, which is crucial to user experience .
The visitor must be able to easily interact with the pages and make the conversions that the company wants, in addition to having a good impression of the brand and capturing its identity. Design — through the areas of UX and UI Design — plays a fundamental role in all this.
Therefore, website analysis should assess the communication and persuasive power of the design. You should check:
The purpose of website analysis is to diagnose page performance and optimization opportunities.
So by fixing issues, you can improve user experience, fantuan database rank higher on Google , attract more visitors, and increase business conversions.
Next, we will show you:
What is a web analysis?
Why is a website analysis important?
How to analyze your website to optimize its performance?
Don't miss this unique opportunity to understand how to improve your Digital Marketing results.
Keep reading!
What is a web analysis?
It is a performance audit process with the objective of identifying, monitoring and correcting the points of attention that impact its excellent functioning.
With this process, the company extracts more results from the website, in line with its business objectives.
If you have a website just to put information about your company, you should know that you are wasting a powerful Digital Marketing tool.
A website can attract a multitude of potential customers to your business, convert visitors into leads , generate direct sales if it is an e-commerce and even strengthen your brand image.
But a website doesn't do all this alone. Once your pages are live, you need to maintain constant optimization to achieve these results.
Therefore, website analysis is the starting point to check your performance in relation to various points that impact usability , traffic and conversions. With an analysis diagnosis, you can solve problems and improve the performance of the site.
Loading speed, mobile compatibility and traceability issues are some of those points that may need improvement, as we will see later.
Why is a website analysis important?
A website can be a tool for sales, lead generation, customer loyalty, visitor engagement and brand strengthening .
Let's now look in detail at how a website analysis can contribute to these results.
Improve user experience
Web analytics looks for areas to improve your design and usability. Problems in these areas hinder your performance because they detract from the quality of the user experience.
Delays in loading, lack of security protocols or difficulty finding information, for example, are failures that can cause the user to abandon the site, leaving them impatient, insecure and disoriented.
Identifying and correcting these issues through website analysis therefore means improving the user experience. This way, you gain the trust, satisfaction and engagement of visitors, in addition to the results we will see below.
Generate more conversions
By improving the user experience, website analytics also tend to lead to more conversions . After all, without obstacles and difficulties to achieve what they want, the visitor can make the conversion that the brand proposes.
Furthermore, if the user feels comfortable, oriented and safe on the website, he or she has more confidence in the brand, which is a determining factor in the purchasing decision .
Website analysis is concerned with focusing on conversion through design and copywriting . The intention is also to find opportunities to improve the persuasiveness of the pages, leading to more sales and lead conversions.
Improve your positioning on Google
Web analytics includes identifying crawling, indexing, and ranking issues on Google. Therefore, SEO factors (technical, on-page, and off-page) come into the analysis, with the intention of improving site optimization and gaining search engine rankings.
But how important is it to improve your ranking on Google? Well, being at the top of the SERPs means getting the views and clicks of the majority of Google users, who usually don't go beyond the first page to find what they're looking for.
Therefore, gaining positions on Google means boosting organic traffic to your website and attracting leads to your business.
seo guide
Improve ad performance
Performing web analytics also helps in generating more visitors and conversions through paid traffic. This is because web advertising platforms like Google Ads consider the quality of the landing page of the ads to rate a campaign.
So when the landing page offers a good user experience, the campaign tends to perform better in sales and lower costs for the advertiser. And website analytics points out improvements you can make.
Let's now look at the main points that you should analyze on the website to have a complete diagnosis. The analysis goes through:
design;
usability;
SEO;
among other more technical issues.
We'll talk about them below!
Site speed
A website's loading speed is critical to its performance. If a page takes a few seconds longer than necessary to load, the visitor may give up, close the page, or worse, go to a competitor.
On the other hand, if it loads faster, conversion rates increase: according to a Google study , 1 second less means 27% more conversions .
site analysis
Slow loading can also cause a website to lose rankings. Since 2010, speed is one of Google's ranking factors. Therefore, identifying and correcting loading problems with web analytics is also an SEO measure.
The delay in loading is due to the size of the images, excessive use of plugins in WordPress , unnecessary codes in the site's programming, problems with the server , among many other factors.
Website analysis tools often provide a diagnosis with load time (or a speed score) and optimization recommendations for these factors.
Mobile Device Compatibility
Mobile- friendliness is also one of the main factors for a website's good performance. After all, mobile users already make up the majority of traffic on many websites.
Therefore, you need to offer these visitors the best experience on your website. When this happens, the site can increase its conversions, improve mobile user satisfaction, and gain rankings on Google.
Apart from speed, mobile-friendliness is also one of Google’s ranking factors. Therefore, improving compatibility helps in mobile SEO.
To have a mobile-friendly website, you can use responsive design , create a mobile-friendly version (m.example.com), apply a dynamic server (same URL for mobile and desktop, but different HTML and CSS ), or use AMP (Accelerated Mobile Pages).
Your site should offer the best user experience for mobile devices. This means viewing images, reading text, clicking links and buttons, and doing whatever else you want without any hindrance or delay.
A website analysis should evaluate all of these points that impact the mobile experience .
Website Security
Providing safe navigation is essential for site performance. When the user feels unsafe to navigate and enter their data, they may choose not to interact during the visit without making the conversions you want.
Furthermore, if your website falls victim to attacks and malware , your company's and your visitors' data can be stolen. Can you imagine the headache this can cause?
Therefore, website analysis should also focus on security. An analysis tool can identify whether the website has a valid SSL certificate and whether it uses the HTTPS protocol instead of HTTP.
These factors demonstrate that the site is safe and that users can provide their information without any risk. In addition, since 2014, they are also ranking factors for Google.
SEO Problems
Website analysis can also perform a complete SEO audit . In this case, the analysis seeks to map all possible errors in website optimization that are affecting its indexation or good positioning in search engines.
Speed, mobile compatibility, and security are all ranking factors, but a full audit covers many other issues.
SEO audit can look for problems and opportunities in the structure of the site ( technical SEO ), in the pages ( On-Page SEO ) or even in the relationships with other sites ( Off-Page SEO ). Let's now look at some points of attention in each of these areas:
Technical SEO: Uncrawled pages, 4XX and 5XX errors, missing or erroneous robots.txt file, missing or erroneous sitemap.xml file, Flash pages, uncompressed JavaScript and CSS files, and more.
On Page SEO: internal links , repeated or duplicate content, empty or repeated meta description, empty or repeated title tag, broken images, images without alt attribute , among others.
Off Page SEO: backlinks from dubious sites, low quality content, low authority score, inconsistent anchor texts, among others.
Contents
Content analysis can be part of an SEO audit, as it directly influences how Google indexes pages. But it also affects user experience, visitor engagement, and conversions.
Content-focused website analysis should consider the information that the website offers to the visitor, in the most diverse formats: text, images, videos, infographics , etc.
The aim is to understand whether the content helps to achieve the brand's objectives and whether it offers what the visitor is looking for, in addition to finding opportunities for improvement.
Here are some points to pay attention to:
copywriting;
scannability;
web architecture ;
low-quality content (bad pages);
appropriate frequency of keywords;
keyword placement;
use keyword variations.
Design
Web analytics must also take into account design, which is crucial to user experience .
The visitor must be able to easily interact with the pages and make the conversions that the company wants, in addition to having a good impression of the brand and capturing its identity. Design — through the areas of UX and UI Design — plays a fundamental role in all this.
Therefore, website analysis should assess the communication and persuasive power of the design. You should check: