Comprehensive Website Analysis & Audit

Jilmil - Premium Ethnic Wear for Kids

Prepared by:

Fibre2Fashion Retail Pvt. Ltd.

Website Development & Maintenance Services

Report Date: Jan, 2024

Executive Summary

This comprehensive analysis of jilmil.co.in evaluates the website's performance, user experience, and market positioning. While the site showcases high-quality product imagery and a clean aesthetic, there are several critical areas for improvement that can significantly enhance user experience and conversion rates.

Overall Score

65/100

Performance

58/100

SEO

62/100

User Experience

72/100

1. Website Performance Analysis

Speed Test Results

Performance testing conducted using Google PageSpeed Insights and GTmetrix reveals several opportunities for improvement in loading speed and resource optimization.

Desktop Performance Metrics

Metric Value Rating
First Contentful Paint 2.1s Average
Largest Contentful Paint 3.8s Poor
Time to Interactive 4.2s Poor
Total Blocking Time 210ms Average
Cumulative Layout Shift 0.06 Good

Mobile Performance Metrics

Metric Value Rating
First Contentful Paint 2.8s Poor
Largest Contentful Paint 5.2s Critical
Time to Interactive 6.7s Critical
Total Blocking Time 350ms Poor
Cumulative Layout Shift 0.12 Average

Key Performance Issues

Server Response Analysis

Server Metrics

Metric Value Rating
Time to First Byte (TTFB) 820ms Poor
Server Response Time 1.2s Poor
HTTP Requests 87 Critical
Resources Compression Partial Average

Page Weight Analysis

Resource Type Size % of Total
Images 4.2MB 68%
JavaScript 1.1MB 18%
CSS 520KB 8%
Fonts 240KB 4%
HTML 125KB 2%

2. SEO Health Analysis

On-Page SEO Evaluation

Content & Meta Analysis

Element Status Issues
Title Tags Average Inconsistent format, some missing keywords
Meta Descriptions Poor Missing on 62% of product pages
Header Structure Average Improper heading hierarchy on multiple pages
Image Alt Text Critical Missing on 78% of images
Content Quality Average Thin content on category pages

URL & Structure Analysis

Element Status Issues
URL Structure Good Clean URLs with descriptive slugs
Internal Linking Average Limited cross-linking between related products
XML Sitemap Poor Outdated, missing new product pages
Canonical Tags Average Missing on some product variants
Mobile-friendly Good Responsive design implemented properly

Keyword Analysis & Ranking

Analysis of keyword positioning shows several missed opportunities in the children's ethnic wear market segment. Key category and product pages are not optimized for high-intent search terms.

Target Keyword Search Volume Current Ranking Ranking Status
kids ethnic wear 8,100/month Not in top 50 Critical
children's indian clothes 5,400/month Not in top 50 Critical
kids kurta pajama 4,400/month Page 3 (#27) Poor
girls lehenga choli 9,900/month Page 2 (#16) Average
boys ethnic wear 7,300/month Page 2 (#14) Average
jilmil kids wear 720/month Page 1 (#1) Good

Technical SEO Issues

Crawlability & Indexing Issues

Issue Impact Affected Pages
404 Errors Medium 14 pages
Broken Links High 26 links
Crawl Errors Medium 8 URLs
Duplicate Content High 22 pages
Robots.txt Issues Low 1 issue

Schema & Structured Data

Schema Type Status Issues
Product Schema Poor Incomplete implementation, missing fields
Organization Schema Good Properly implemented
BreadcrumbList Missing Not implemented
Review Schema Missing Not implemented
FAQ Schema Missing Not implemented on FAQ page

3. User Experience & Interface Analysis

User Interface Evaluation

Design Elements

Element Rating Observations
Color Scheme Good Aesthetically pleasing, brand-consistent
Typography Average Font size too small on mobile devices
Visual Hierarchy Average CTAs not prominently displayed
Imagery Excellent High-quality product photography
Whitespace Good Adequate spacing between elements

Navigation & Information Architecture

Element Rating Observations
Main Navigation Average Categories not organized optimally
Search Functionality Poor Limited filtering options, no autocomplete
Menu Structure Average Too many options in main menu
Breadcrumbs Critical Missing on product and category pages
Footer Navigation Good Well organized with clear sections

Key Page Analysis

Homepage

Strengths:

  • Attractive hero slider with seasonal collections
  • Clear category showcases
  • Well-curated featured products

Weaknesses:

  • Too much scrolling required
  • Value proposition not clearly communicated
  • Limited social proof elements
  • Slow loading carousel elements
Product Listing Pages

Strengths:

  • High-quality product thumbnails
  • Clear pricing display
  • Grid layout works well

Weaknesses:

  • Limited filtering options
  • No sorting functionality
  • Inconsistent product information
  • No quick view option
Product Detail Pages

Strengths:

  • Multiple high-quality product images
  • Clear size and variant selection
  • Prominent add-to-cart button

Weaknesses:

  • Incomplete product descriptions
  • Missing size guides
  • No customer reviews section
  • Related products section too limited
Checkout Process

Strengths:

  • Clean, distraction-free checkout layout
  • Multiple payment options available

Weaknesses:

  • Multi-step process with no progress indicator
  • No guest checkout option
  • Limited shipping information upfront
  • Form validation errors not clearly highlighted
Mobile Experience

Strengths:

  • Responsive layout adapts well
  • Touch-friendly buttons

Weaknesses:

  • Hamburger menu difficult to navigate
  • Font size too small in several sections
  • Form fields too narrow for comfortable typing
  • Product images don't utilize full screen on zoom

Accessibility Evaluation

Website accessibility audit based on WCAG 2.1 guidelines reveals several compliance issues that may impact users with disabilities.

Accessibility Issues

Issue Severity Impact
Insufficient color contrast High Text difficult to read for low-vision users
Missing alt text Critical Product images inaccessible to screen readers
Keyboard navigation issues High Form fields can't be navigated with keyboard alone
Form labels missing High Form fields difficult to understand for screen reader users
No skip navigation link Medium Keyboard users must tab through all navigation items

WCAG 2.1 Compliance

Criterion Level Status
1.1 Text Alternatives A Fails
1.4 Distinguishable AA Partial
2.1 Keyboard Accessible A Fails
2.4 Navigable A Partial
3.3 Input Assistance A Partial

4. Prioritized Recommendations

High Priority Improvements

1. Website Performance Optimization

Current mobile page load time of 6.7s is significantly affecting user experience and conversion rates.

  • Image Optimization: Implement WebP format, lazy loading, and proper sizing for all product images.
  • Resource Minification: Minify and combine JavaScript and CSS files to reduce HTTP requests.
  • Implement CDN: Deploy content delivery network for faster global asset distribution.
  • Browser Caching: Set proper cache headers for static resources to reduce repeat downloads.
  • Server Optimization: Upgrade hosting plan or optimize server configuration to reduce TTFB below 200ms.
Expected Impact: 40-50% improvement in page load times, 15% increase in conversion rate

2. Product Page Enhancement

Current product pages lack critical elements that aid purchase decisions.

  • Complete Product Information: Add comprehensive product descriptions, materials, care instructions.
  • Size Guides: Implement detailed size charts with measurements for all age groups.
  • Customer Reviews: Add review functionality with star ratings and verified purchase badges.
  • Cross-selling: Enhance related products section with "Complete the Look" recommendations.
  • Product Schema: Implement complete product schema markup for rich snippets in search results.
Expected Impact: 25% reduction in product page bounce rate, 18% increase in average order value

3. Mobile Experience Optimization

Mobile users represent 74% of site traffic but convert at only 1.2% versus 3.5% on desktop.

  • Touch-Optimized Navigation: Redesign hamburger menu for better usability with larger touch targets.
  • Font Sizing: Increase base font size to 16px minimum for all text elements.
  • Mobile Forms: Optimize checkout forms with appropriate input types and auto-fill support.
  • Sticky Add-to-Cart: Implement sticky add-to-cart buttons on mobile product pages.
  • Mobile Image Gallery: Enhance product image viewing with swipe gestures and full-screen mode.
Expected Impact: 60% increase in mobile conversion rate, 30% reduction in cart abandonment

Medium Priority Improvements

4. Search & Navigation Enhancement

Current search functionality is limited and navigation structure needs improvement.

  • Advanced Search: Implement predictive search with autocomplete and popular suggestions.
  • Filtering System: Add comprehensive filtering by size, color, price, age group, occasion, etc.
  • Breadcrumbs: Add breadcrumb navigation on all product and category pages.
  • Mega Menu: Redesign main navigation with visual mega menu for categories.
  • Recently Viewed: Add "Recently Viewed" section to aid navigation and product discovery.
Expected Impact: 20% increase in pages per session, 15% increase in product discovery

5. SEO Content Strategy

Current content is product-focused with limited SEO value for category and informational queries.

  • Category Descriptions: Add unique, keyword-rich descriptions to all category pages.
  • Blog Implementation: Create content hub with articles on kids fashion, traditional wear, styling tips.
  • Seasonal Content: Develop content targeting seasonal and festival-specific searches.
  • Meta Data Optimization: Implement unique title tags and meta descriptions for all pages.
  • Internal Linking: Enhance internal linking structure between related content and products.
Expected Impact: 40% increase in organic traffic, improved rankings for 30+ target keywords

6. Checkout Process Optimization

Current checkout abandonment rate of 76% indicates significant friction points.

  • Guest Checkout: Implement guest checkout option to reduce friction.
  • Progress Indicator: Add clear checkout progress steps indicator.
  • Form Optimization: Reduce form fields and implement autofill where possible.
  • Shipping Transparency: Show shipping costs earlier in the process.
  • Save for Later: Allow users to save cart for later or wishlist integration.
Expected Impact: 25% reduction in checkout abandonment rate

Low Priority Improvements

7. Social Proof & Trust Elements

Current site lacks sufficient trust signals to reassure first-time visitors.

  • Testimonials: Add customer testimonials section to homepage and key landing pages.
  • Trust Badges: Display security certificates and payment method icons.
  • Social Media Integration: Add Instagram feed showing products being worn by customers.
  • Improved About Us: Enhance brand story and founder narrative on About page.
  • Shipping & Returns: Make policies more visible and customer-friendly.
Expected Impact: 10% increase in conversion rate for new visitors

8. Accessibility Compliance

Current site fails several WCAG 2.1 compliance checks.

  • Alt Text: Add descriptive alt text to all images.
  • Color Contrast: Adjust color scheme to ensure AA compliance for text readability.
  • Keyboard Navigation: Ensure all interactive elements are keyboard accessible.
  • Form Labels: Implement proper form labels and error messaging.
  • Skip Navigation: Add skip-to-content link for keyboard users.
Expected Impact: Improved usability for all users, reduced legal risk, broader market reach

9. Analytics & Tracking Enhancement

Current analytics implementation lacks event tracking and conversion path visibility.

  • Enhanced Ecommerce: Implement Google Analytics 4 enhanced ecommerce tracking.
  • Event Tracking: Track key user interactions like product views, add-to-cart, wishlist.
  • Conversion Funnels: Set up funnel visualization for checkout process.
  • Heatmap Integration: Implement behavior tracking tools like Hotjar.
  • Custom Dashboards: Create custom reports for key performance metrics.
Expected Impact: Better data-driven decision making, improved ability to identify UX issues

5. Implementation Roadmap

Phased Implementation Plan

Based on our findings, we recommend the following phased approach to implementing the recommendations:

Phase 1: Quick Wins (1-2 months)

  1. Image optimization & compression
  2. CDN implementation
  3. Basic meta data optimization
  4. Mobile font size adjustments
  5. Critical CSS implementation
  6. Browser caching setup
  7. Product schema markup

Expected Outcomes:

  • 30% improvement in page speed
  • 10% increase in mobile conversion rate
  • 15% increase in organic CTR

Phase 2: Core Improvements (3-5 months)

  1. Product page enhancement
  2. Navigation & search overhaul
  3. Checkout process optimization
  4. Category page content strategy
  5. Advanced filtering implementation
  6. Review system integration
  7. Enhanced analytics setup

Expected Outcomes:

  • 25% reduction in cart abandonment
  • 20% increase in average order value
  • 30% increase in organic traffic

Phase 3: Advanced Enhancements (6-8 months)

  1. Full accessibility compliance
  2. Content hub/blog creation
  3. Social proof integration
  4. Personalization features
  5. Advanced cross-selling features
  6. Wishlist functionality
  7. Customer account enhancements

Expected Outcomes:

  • 15% increase in repeat purchases
  • 50% growth in organic visibility
  • 20% improvement in customer satisfaction

Resource Requirements

Technical Resources

Resource Hours Estimate Skills Required
Frontend Developer 180-220 hours HTML, CSS, JavaScript, Shopify Liquid
Backend Developer 120-150 hours PHP, Shopify API, Database
UX Designer 80-100 hours UI/UX Design, Prototyping, User Testing
SEO Specialist 60-80 hours Technical SEO, Content Optimization
QA Specialist 40-60 hours Testing, Cross-browser/device Validation

Technology Stack Requirements

Component Recommendation Purpose
CDN Service Cloudflare or Akamai Asset delivery optimization
Image Optimization Cloudinary or Imgix Automated responsive images
Search Solution Algolia or Searchanise Enhanced search functionality
Analytics GA4 + Hotjar User behavior tracking
Reviews Platform Yotpo or Judge.me Customer reviews management

6. Conclusion

Summary & Next Steps

Jilmil's website shows great potential with high-quality product imagery and a clear brand identity in the children's ethnic wear market. However, significant improvements in performance, user experience, and SEO are needed to fully capitalize on market opportunities and increase conversion rates.

The most critical areas requiring immediate attention are:

  1. Mobile performance optimization - to address the 6.7s load time that is significantly impacting user experience and conversion rates
  2. Product page enhancements - to provide comprehensive information that aids purchase decisions
  3. Mobile UX improvements - to address the 74% of traffic that is converting at only 1.2%
  4. Search and navigation enhancements - to improve product discovery and user journey
  5. Checkout optimization - to reduce the 76% cart abandonment rate

By implementing the recommendations in this report, Jilmil has the opportunity to:

Conversion Improvements

  • Increase overall conversion rate from 1.8% to 3.0-3.5%
  • Reduce cart abandonment from 76% to below 60%
  • Increase average order value by 15-20%
  • Improve mobile conversion rate by 60%

Traffic & Visibility

  • Increase organic traffic by 40-50%
  • Improve rankings for 25+ high-intent keywords
  • Enhance brand visibility in the ethnic kidswear market
  • Expand reach to new customer segments

Customer Experience

  • Reduce bounce rate from 62% to below 45%
  • Increase pages per session by 25%
  • Improve site accessibility for all users
  • Enhance brand perception through improved UX

Recommended Next Steps

  1. Review and prioritize recommendations based on business objectives and resources
  2. Approve Phase 1 "Quick Wins" implementation plan to address critical performance issues
  3. Schedule kickoff meeting to align development team and timeline expectations
  4. Set up analytics benchmarking to measure improvement impact
  5. Begin development work with a focus on mobile optimization and performance improvements

Fibre2Fashion Retail Pvt. Ltd. is prepared to assist Jilmil in implementing all recommendations outlined in this report. Our team of experienced developers, designers, and digital marketers can work with you to transform your website into a high-performing online store that delivers exceptional user experience and drives meaningful business results.

Contact: sunil.patel@fibre2fashion.com | +91 75748 45628