23andMe Website Review

23andMe is a human genome research company enabling users to study their ancestry, genealogy, and inherited traits.
23andMe was founded in 2006 and the company’s headquarters is in Mountain View, California

1. User Experience and Design

According to one of our speed tests, 23andme.com took 11.2 seconds to fully load. Decreasing the page load time would allow for a bigger number of visitors to reach the site and a better user experience.Studies show that 40% of people abandon a website that takes more than 3 seconds to load and 47% of consumers expect a web page to load in 2 seconds or less.
According to one of our tools, the average time spent on site by visitors is 7 minutes and 44 seconds and the bounce rate is 23.00%. Increasing the time spent on site and lowering the bounce rate can positively impact multiple metrics such as search rankings.

23andMe is effectively communicating their core message through their brand. Their design is capturing visitors attention and compels them to dive deeper into the site. Content is easy to read and scan. The website encourages visitors to take guided action. The Call-To-Action (CTA) is effective enough. The company clearly communicates the tangible benefits of using their product. There are enough visuals to add interest and support the product. The site includes enough social proof to establish trust and credibility.

23andme.com is mobile friendly. People visiting the site on their mobile devices experience a well-designed site. Overall, visitors are 5 times more likely to leave a website if it is not optimized for mobile.

2. Blog & Content Marketing

23andMe does have a blog on their site. Creating and publishing more blog posts would be a good way to increase organic traffic while at the same time increasing 23andMe’s credibility
23andMe has an account on Medium.com with 9.5k followers. Publishing more often on Medium.com would be a good way to reach a bigger audience, drive traffic and increase brand awareness

3. Email Marketing Teardown

23andMe does not collect visitor’s email addresses on their site. Building a targeted email list and sending relevant messages to their audience are a great way to increase credibility and boost sales. Email marketing has been proven to deliver the highest return on marketing and engagement investment out of all digital marketing channels.

4. Social Media Teardown

Twitter: @23andMe
23andMe currently has 68,826 Twitter followers. The average weekly growth is 0.24%. In the last 6 months, they tweeted 7.34 times per day. By being more active on Twitter they can acquire more followers and grow their audience. Retweets makeup 6% of all of their tweets – Putting out more original content can create more engagement.
23andMe replied to 60% of their tweets – a higher number would indicate a better user interaction.  23andMe uses .31 hashtags in their tweets on average – the higher this number, the more likely their tweets are to be found in search.
34.93% of 23andMe tweets get retweeted and 51.33% of their tweets get favourited – the higher these numbers, the more more will 23andMe be considered a valuable source of information by others.

* For a full report with graphs, stats, key data, and other suggestions please contact us directly.

Facebook: https://www.facebook.com/23andMe/
23andMe currently has 302,595 Facebook fans. In the last month their Facebook audience has grown by 0%. A bigger audience and a higher growth rate on Facebook would mean a greater brand reach and more potential customers.
There are 16,579 people talking about them on Facebook. With the amount of likes they have 23andMe should be able to engage more followers.
23andMe posts 0.88 times per day. Publishing more often would allow for a wider audience reach, a higher engagement rate and increased perceived value for followers.
23andMe is using hashtags in their posts which expose their brand to more users.
23andMe engagement rate is 5.48%. (Total number of people talking about them divided by the total number of likes). A higher engagement rate would increase the number of people they are organically able to reach on Facebook. For example, 23andMe can ask more questions in its posts. Posing questions to fans is a great way to activate them and gain insights of their needs. In general, the more 23andMe engages with their audience, the more often they’ll appear in the newsfeed, and the quicker their brand’s presence will grow.

* For a full report with graphs, stats, key data, and other suggestions please contact us directly.

23andMe does not have Instagram, Linkedin, and Pinterest accounts. Creating additional social media presence can increase web traffic and enhance brand awareness.

5. Video Marketing

23andMe has an explainer video or some other form of digitally produced video on their website. Using video is a good way to increase conversions, credibility and improve user experience. Videos have also been proven to increase search engine rankings and can also be used effectively for paid advertising.
23andMe does have a YouTube channel. Publishing videos consistently is a great way to drive additional organic and free traffic to 23andMe.com.

6. Search Engine Performance

According to one of our tools, 23andme.com has 62.5K backlinks from 5.1K referring domains. It’s organically ranking for 43,701 primary keywords.
23andMe currently receives about 495.9K organic clicks each month. Building more backlinks would likely increase this number.
23andMe’s domain authority is 78/100 and page authority 82/100. Domain authority predicts this root domain’s ranking potential, page authority predicts this page’s ranking potential. The higher these numbers, the higher 60db-s chances to rank organically. These numbers can be increased by building additional backlinks and enhancing search engine optimization.
The top 5 keywords that bring most of 23andMe’s traffic are: 23andme, 23 and me, 23, dna testing, ancestry dna. Some of these keywords can be ranked higher to gain even more traffic. Additionally, 23andMe would maximize it’s organic traffic by targeting keywords with a higher search volume.
The majority of the keywords 23andMe is ranked for do not rank on the first page of search engine results. Research has shown that more than 90% of traffic comes from first-page search results and that over 80% of clicks come from first four organic listings. A good strategy for increasing traffic would be to work on increase the rankings of those specific keywords.

Most of 23andMe traffic is coming from United States, United Kingdom, Canada, France, Netherlands. Expanding to additional countries, whether with SEO or paid marketing, would be a good way to build additional traffic and audience.

* For a full report with graphs, stats, key data, and other suggestions please contact us directly.

7. Affiliate Program

23andMe has an affiliate program in place: https://www.23andme.com/affiliates/

8. Paid Advertising

23andMe is currently bidding on a number of unique keywords using Google Adwords. There are numerous additional keywords 23andMe should consider bidding on. Increasing the number of paid keywords would be a good way to further increase paid traffic.
According to our data, 23andMe is not using Adwords alternatives. 23andMe should consider diversifying and expanding to other Paid Advertising Channels. For example, we’ve witnessed great results with Facebook Ads, Bing, Taboola and Outbrain ads.

9. Security Teardown

23andMe.com does not have known malware and it’s not blacklisted.
23andMe is using an SSL certificate issued by CloudFlare Inc ECC CA-2. This means data and sensitive information are more protected.

10. Media & Press Releases

23andMe receives media coverage. We’ve identified a few articles in major publications and online news sites.
For example, this article at Nanalyze.com: AncestryDNA vs 23andMe vs FamilyTreeDNA vs Living DNA.
Getting more coverage from the media can boost 23andMe brand awareness, website visitors and increase search traffic.