Avatar News : Internet Marketing from a Kiwi Perspective

August 2015

Written By: Mark Rocket & Katie O’Neill
Published by: Avatar Ltd

Greetings All,
This month we talk about tools to measure your website quality. Making your website user friendly and full of quality content is a surefire way to keep people engaged and turn them into customers. In addition, Google wants to give top rankings to the leading brands in each niche, so it looks at site quality signals to help determine this.

Top 5 Tools To Measure Website Quality

Quality websites get better results, but what does “good quality” mean? There are a number of different areas, all with one focus: providing the best experience possible for the person visiting the site. This can be achieved in a number of different areas:

  • Site loading speed. A site that takes ages to display pages and especially images will be frustrating and difficult to use.
  • Site content. The content of your site needs to be the right balance – not too much to read, but not scarce on information either. It should be laid out in a practical and readable way.
  • Design and navigation. These can be the hardest factors to quantify, but the design should make the purpose of the site self-evident, and clearly show where users need to click to get what they want.

With these in mind, there are a number of custom-made tools that can be used to measure the quality of your website.

MarketMuse. This tool allows you to identify content gaps on your website – especially useful for businesses looking to provide articles, resources or blog posts in order to be an authority in a certain area. It can make a complete audit of your site, and based on the keywords and topics you supply it, will identify areas where you lack content. It can also identify weak content for you to fix.

ClarityGrader. This tool measures the readability of your website, which is essential for keeping the attention of your visitors. It goes through your content and identifies long and wordy sentences, excessive use of passive terms, and overuse of jargon. It also checks for inconsistent terminology, such as switching between “client” and “customer”.

Nibbler. One key factor for search engines assessing page quality is word count. Nibbler totals up the number of words on 10 random pages of your site, and then gives you an average and a score based on this. Of course, you shouldn’t bulk up content on every single page if it doesn’t need it – rambling or waffle-filled pages don’t serve the user experience at all. Instead, look at adding value to other pages that suit having more content or information, so that you raise the overall average.

GTMetrix. Site loading times hugely influences the quality of the user experience on your website. GTMetrix provides a number of different insights relating to the performance of your website, include page size and speed. Not only that, it provides a list of actionable steps to take to increase efficiency, and tells you how much of a difference they will make.

UserTesting. Sometimes it’s hard to put a statistic or number on the efficiency of a website. That’s where UserTesting comes in. You can select the age, gender and interests of the person testing your website, and they’ll give you comprehensive feedback about their impression of your site. This will include ease of use and design, as well as more subjective feedback such as whether they understood the purpose of the site and how easy it was to use.

A good quality site is necessary for both search engine optimisation and providing an engaging user experience for visitors. There are many different areas to be aware of and to improve, and these tools will help you understand where the shortcomings are.

Statistic Of The Month

29% Rise On International Online Shopping. The latest BNZ Marketview report has found a 29% rise on international online shopping from June last year. What does this mean for New Zealand ecommerce businesses? It means that consumers are savvy and willing to buy overseas, which means Kiwi shops need to keep prices reasonable and offer a good range of products in order to compete.


Positive Shopping Experiences. Creating a pleasant, simple and straightforward online shopping experience is essential for building trust and consumers.

Offline Web Marketing. Using offline media to advertise your website is a great strategy that makes the most of your advertising efforts.

I Love You. This blog writer spent a month replying to all PR emails with “I love you,” creating interesting and hilarious results.

Welcome To San Francisco. An honest (and very tongue in cheek) guide to the San Francisco technology start-up scene.

Secret Google Interview. One programmer found himself being led down a mysterious rabbit hole via a Google search, ending up with a job at Google itself.

600,000 Users In Three Years. The story of Zapier is one that exemplifies how you can successfully grow a start up using simple strategies such as customer service.

Lenovo Crapware. Think twice about buying a Lenovo computer – it’s been found that the company crams near-impossible to remove bloatware right into the bios.

Sites Of Interest

A selection of sites we’ve worked on recently in web design, WordPress setups and/or web marketing.

Motel Oasis

A fully equipped motel located in Gisborne, with conference, spa and recreational facilities.

Air Con

Nationwide providers of air conditioning, heat pumps and other heating systems for Kiwi homes.

Cartoon Of The Month

Reprinted With Permission

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