French Connection‘s half-year results will be released on Monday, yet they may just confirm that the £27m-market-cap fashion retailer may have to get a plan B in place if it wishes to please its stakeholders.
Given its business model, its online strategy should be particularly important. However, our preliminary SEO audit revealed several flaws: a few technical aspects of its website and other key performance metrics do not live up to expectations, to put it mildly.
Preliminary SEO audit
- Website: www.frenchconnection.com
- Technical: this is a complex website due to the massive quantity of categories and products, but the technical set-up is not the main issue.
- Speed: speed for Mobile and Desktop are clearly below average, and that is a particular problem for mobile, in our view.
- Hierarchy structure: the website is not fully optimised. The basic URLs structure needs lots of work as it doesn’t abide by any basic SEO guideline. On-page and user path journey would require optimisation, too.
Our premium audit of frenchconnection.com is available only on request.
Operationally, the pressure is being felt on core margins, while revenues aren’t growing fast enough. The balance sheet carries no debts, but its stock has halved in value since the turn of the year.
“The challenging conditions in our retail trading reported at the year end have continued through the completion of the Easter period,” the group said in its trading update on 24 April.
We’ll closely monitor its next trading update to determine whether the group is paying enough attention to its online strategy.
If you want to discuss how French Connection could boost its online performance and you are interested in our premium audit of its website please contact our team at email@example.com
(Laura Pasetti and Hedging Beta are not invested in any of the companies mentioned in this article.)