Kristen Mirenda
UX Writing + Design Thinking + Product Know-How
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Case study: Feature refresh

Strategic updates to content, info architecture, and copy for automated site scan reports

Case study: Feature refresh


The Site Audit is an Alexa flagship feature. It runs site scans and provides SEO recommendations. There's also a dashboard showing improvement since the last report.

Target users are digital marketers and site owners from small-to-midsize businesses. They're not experts in SEO or HTML. 

My goal was to give the Site Audit a much-needed overhaul. The recommendations were stale and too technical for the intended audience. 

At the time, Alexa's Net Promoter Score was low. I aimed to increase NPS as well as subscription growth by improving this core feature. 

Screenshot of the copy deck & string matrix

Screenshot of the copy deck & string matrix


As PM, I took charge of the content. Here's what I did:

  • Audited the content using source code to find all the string variations
  • Worked with Customer Support to identify pain points
  • Restructured content into building blocks 
  • Rewrote microcopy, strings, and HTML examples
  • Reviewed content with subject matter experts

I put the results into a single spec/deck that included functional details for the developers (e.g., dynamic elements flagged in red). See the entire document in Google Sheets.

Sample screens

Here are key screens from a Site Audit showing my updated content:

Copy choices

The top-level summary is key to the report. I wanted it to serve as a to-do list, so it needed to succinct and scannable. I rewrote the strings to focus on actions and moved details to the instruction pages. 

Here are some before-and-after examples:

Original: Add links to certain pages from prominent pages on your site so that search engine crawlers can find them.

Revised: Add on-site links to important pages. See Reachability.

Original: Make sure that the important pages on your website have titles that are 65 (or fewer) characters long.

Revised: Shorten page titles to 65 characters or fewer. See Long Title Tags.

Original: Redirecting too many of your sites [sic] pages to other pages wastes crawler resources and may result in a smaller number of pages being crawled.

Revised: Replace redirects with direct links or reconfigure server. See Redirects.


In the four months after launch, subscriber growth rate for our top-tier plan shot up 250%, and NPS rose 28 points.

Four years later, the Site Audit is still one of Alexa's signature features.

increase in subscriber growth
28 points
increase in NPS