As a result of the audit, we found growth points, the implementation of which will lead to an increase in organic traffic on the Website.

High-priority tasks are to create Sitemap.xml file and update robots.txt file. Further – correct technical errors.

It is recommended to fully work out metadata, as it is the major factor in text ranking and it has a direct impact on the position, and as a consequence, on Website traffic. Metadata shall reflect the content of the page and consider the semantic kernel.

The significant improvement is removal of doubles Titles and Description tags, as well as to work out the present tags on the basis of the compiled semantic kernel. Right markdown of <H> tag titles and micromarkdowns implementation.

Having carried out the reputation SERP audit, we discovered that brand and reputation SERP is of a combined tone. We are working on levelling negative feedbacks and we are also working on positive comments. Attention should be paid to the natural attraction of feedbacks to the Otzovik.com platform.

Growth points:

• As of the current date, there is no additional information on special offers and discounts for a feedback left on the Company's Website.

• Otzovik.com resource is marked as of a negative tone.

• Most sales outlets are absent on the geo-resources. Existing representations are marked with low rating.

• There are platforms not regarding the brand or not regarding it directly on SERP.
  

22.12. at 19:03 outgoing call
The client was interested in 2 jackets: 1-2202-450012-31115, 1-2202-95102-31197. The manager didn.t answer the client's question about the jacket's temperature limits, but offered to find out this information and sent it to an e-mail (the client refused). The manager said there is no common database to check the goods availability concerning a particular shop. The client clarified the delivery time, the good was available, the client asked to cancel it as he decided to go to the shop first. The manager didn't offer delivery to get the good fitted and choose on the spot.

22.12 at 20:00 the order No. GW-1000000043 was placed on the Website.
Response time – 2 minutes. The client asked to cancel the order as fitting was paid. He also informed that he would go to the shop, but the manager warned that the good might not be in stock.

Recommendations:

• To simplify the search by stock number (the current version takes a client much time to dictate, and a manager – to write it down; information can't be found if a dash is not added, they have to retype it).

• To identify the client's needs asking questions, even if a client names a particular model.

• To tell about a short delivery time and advantages of the company.

• To clarify the client's doubts and offer to order several items/sizes and choose on the spot.
  

After the conducted analysis, we can draw the following conclusions:

• The Gerry Weber online-shop occupies a competitive niche. But competitors receive most ща the traffic from brand-related queries. Thus, it is necessary to work on increasing the brand demand in SERP.

• The traffic can be increased by targeting basing on interests in social networks and in Ya.Direct and Google Adwords, as well as by advertising campaigns working on a feed.

• It is necessary to collect clients' e-mails for further work on keeping and increasing reorders.

• In terms of price policy, Gerry Weber is in the middle level: there are competitors having a lower price and a higher price as well. The first step is to be suspended from competitors having a higher price.