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SWOT Quadrants
SWOT Analysis is comprised of four quadrants:
These resources will give you the information you need to conduct a thorough SWOT Analysis.
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Step 1: Identify Internal Attributes of Your Website
Go through the Customer Interview Questions Template, Customer Journey Map Templates and
Competitor Analysis Worksheet with green and red markers and mark positive mentions of your
website in green and negative in red. Positive attributes are the ones where the website helped
customers solve their problems and helped get them to a solution and negative are the ones where
something stood in their way. Pay special attention to anything that stands in the way of users
completing their goals.
Write the positive and negative findings in the table on the next page. For example: if the competitive
analysis shows that your website is easy to use and navigate (green), put it in the Strengths column. If
a customer mentioned that they found feature comparison difficult (red), put it in the Weaknesses
column. Note: at this point you are focusing on your website only (disregard any external factors).
More Examples:
Strengths Weaknesses
The website is user-centric, helping them The website is company-centric and
with their research and decision making doesn’t show unique value to users
by giving them the info they need. researching and comparing solutions.
The website makes the company look The website makes the company look
credible, authentic and trustworthy. amateurish and not credible.
Users find website messages compelling Users find website messages confusing
and they can relate to them. and they don’t relate to them.
Users find the information on the site Users feel the website lacks information
helpful to their decision process. they are looking for.
Users find the website in search engines The website doesn’t come up in search
when researching solutions. engines under users’ keywords
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Internal Attributes of Your Website:
Strengths Weaknesses
Rich in service offerings and Solution The website makes the company look
base amateurish and not credible
Simple to use of mobile. Users find website messages confusing
Website is quick to load and they do not relate to them.
Users feel the website lacks information
they are looking for.
The website does not come up in search
engines under users’ keywords
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Users find website messages compelling Users find website messages confusing and they
and they can relate to them. don’t relate to them.
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Users find the information on the site Users feel the website lacks information
helpful to their decision process. they are looking for.
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The website is easy to use on mobile The website is not mobile-friendly.
devices.
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The website is quick to load. The website is frustratingly slow to load.
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Users find the website in search engines The website doesn’t come up in search engines
when researching solutions. under users’ keywords
At the same time, look for Threats – elements that are outside of your control that could cause
trouble or prevent the website from reaching its business objectives. Mark those in yellow. For
example: Many competitors offer solutions very similar to ours. Now, put those in the corresponding
columns in the table on the next page.
More Examples:
Opportunities Threats
Users want to be able to easily compare There are many competitors that offer
our solution with alternatives. solutions very similar to ours.
Testimonials from happy customers on Our solution has a bad reputation and
social media can be used as social proof. customers consider alternatives.
There are new markets that can be The current market for the company is
tapped into. shrinking because of the economy.
Our content has been featured in trade Competitors may copy our website
publications, giving us a credibility boost. features and ideas.
Opportunities Threats
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Step 3: Populate SWOT Quadrants
Now transfer the items from your Strengths, Weaknesses, Opportunities and Threats lists into the
appropriate quadrant of the Website SWOT Analysis Template (see below).
There are two completed Website SWOT Analysis examples that you can use as guides: one for a B2B
website and one for a B2C website.
Do’s
Don’ts
Don’t allow this to become a laundry list of every factor that could possibly include on your
website. Only focus on those factors that will significantly affect your ability to achieve your
business goals.
Don’t let this be the last time you conduct a Website SWOT Analysis! You should review this
document periodically, especially when your market changes, your company targets new
audiences or after you make significant changes to your website.
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Website SWOT Analysis – Examples of Attributes
Helpful Harmful
to achieving the objective to achieving the objective
Strengths Weaknesses
Advantages over the competition Disadvantages over the competition
Website characteristics
making by giving them the info they researching and comparing solutions.
need. • The website makes the company look
• The website makes the company look amateurish and not credible.
credible, authentic and trustworthy. • Users find website messages confusing
• Users find website messages and they don’t relate to them.
compelling and they can relate to • Users feel the website lacks information
them. they are looking for.
• Users find the information on the site • The website is not mobile-friendly.
helpful to their decision process. • The website is frustratingly slow to load.
• The website is easy to use on mobile • The website doesn’t come up in search
devices. engines under users’ keywords
• The website is quick to load.
• Users find the website in search
engines when researching solutions.
Opportunities Threats
Advantageous outside elements Disadvantageous outside elements
Environment characteristics
• Users want to be able to easily • There are many competitors that offer
compare our solution with alternatives. solutions very similar to ours.
External
• Testimonials from happy customers on • Our solution has a bad reputation and
social media can be used as social customers consider alternatives.
proof. • Many prospects do not understand how
• Competitors seem to be neglecting our solution can solve their problem.
user experience on their websites. • The current market for the company is
• There are new markets that can be shrinking because of the economy.
tapped into. • There are many new competitors
• New marketing automation solutions entering the market with lower prices.
can better engage our prospects. • Competitors may copy our website
• Our content has been featured in trade features and ideas.
publications, giving a credibility boost. • There are new adverse laws and
• Public perception is changing. regulations.
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Website SWOT Analysis – B2C Example
Helpful Harmful
to achieving the objective to achieving the objective
Strengths Weaknesses
Advantages over the competition Disadvantages over the competition
Website characteristics
Opportunities Threats
Advantageous outside elements Disadvantageous outside elements
Environment characteristics
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Website SWOT Analysis – B2B Example
Helpful Harmful
to achieving the objective to achieving the objective
Strengths Weaknesses
Advantages over the competition Disadvantages over the competition
Website characteristics
Opportunities Threats
Advantageous outside elements Disadvantageous outside elements
Environment characteristics
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Your Website SWOT Analysis
Helpful Harmful
to achieving the objective to achieving the objective
Strengths Weaknesses
Advantages over the competition Disadvantages over the competition
Website characteristics
Item 1 Item 1
Internal
Item 2 Item 2
Item 3 Item 3
Opportunities Threats
Advantageous outside elements Disadvantageous outside elements
Environment characteristics
Item 1 Item 1
Item 2 Item 2
External
Item 3 Item 3
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