Conducting a digital audit of your business

Many small business owners believe that they are already using digital technology effectively, because they have a website and Facebook page. But there are many more ways to use digital technology to improve your business outcomes.

Conducting a digital audit will help you work out whether your business is a digital novice, digitally active or digitally advanced.

The 3 stages of digital innovation

Surviving (novice)

A business at this stage would have some digital innovation by using basic and broad digital channels. For example, they might have a website that isn't updated regularly, and are unable to accept orders via email.

Consolidating (active)

A business at this stage would have moderate digital innovation, with a website that is actively used as an e-commerce platform to accept orders. They may be using various pieces of software internally to simplify their processes, or they may be using some cloud-based services for remote workers.

Leading (advanced)

A business at this stage is at the top of the digital innovation game, and constantly striving to better its digital position. They embrace digital solutions across the 9 key components of a digital strategy, and invest in technology and digital solutions across every level of the business.

Digital audit tool

Use the digital audit tool below to assess your business's digital readiness. In each row, read the descriptions and select the option that best describes your business. The column with the most options selected reflects whether your business is a digital novice, active or advanced. This information will help you to create a successful digital strategy.

  Surviving (novice) Consolidating (active) Leading (advanced)
Online presence

You have developed and launched a business website

  • You can take customer orders online
  • You can process payments online
  • You use end-to-end online ordering
  • You use end-to-end delivery/fulfilment
Your online presence
Digital marketing
  • You use basic search engine optimisation (SEO)
  • You have some directory listings
  • Google Maps shows your business location and details
  • You use online advertising
  • You use Google Adwords
  • You use search engine results page (SERP)
  • You use search marketing
  • You use content marketing
  • You have integrated online/offline marketing and promotion activities
Your digital marketing
Customer interaction
  • You use email
  • You have set up social media accounts
  • You have a frequently asked questions (FAQs) section on your website
  • You can receive customer reviews online
  • You use a customer relationship management (CRM)  system
  • You consider privacy issues
  • You use spam as a form of communication
  • You have integrated feedback management
  • You provide web self-service and support
  • You provide real-time chat for customers
  • You use social media for interacting with customers and addressing issues with products or services
  • You integrate CRM
  • Your decision-making is based on customer interactions
  • You use customer intelligence
Your customer interaction
Supplier interaction

You find, order from and pay suppliers online

Your online ordering and stock control is integrated with suppliers’ online systems

  • You share customer intelligence and interactions with key suppliers
  • You use enterprise resource planning (ERP)
Your supplier interaction

Your online services are optimised for mobile devices, and you provide support for mobile customers

You interact with mobile customers, use mobile devices within the business, and may allow telecommuting for staff

You use location-aware and device-aware marketing, mobile apps and mobile product delivery

Your mobility
Online security

You change passwords regularly

You have business-wide policies and security processes, including for disaster recovery

You have multiple backup systems, security certificates and digital signatures

Your online security
Technology and efficiency
  • Your online interactions are tracked and managed
  • You use basic web analytics

You use cloud computing, have a software-as-a-service (SaaS) subscription, and track key performance indicators (KPIs)

You have scalable online business models, integrated systems and customer intelligence

Your technology and efficiency
Business strategy

You are aware of the need for a digital strategy and its likely impacts

Critical digital capabilities are built into your business plan and marketing plan

Your business plan and marketing plan are primarily focused on digital business

Your business strategy

Benchmark your digital readiness

Remember to benchmark your business against other similar businesses in your industry, to get an idea of which tasks are most important. Your business may not need to be digitally advanced in all areas, but you should aim to match or surpass your competitors.

Our market research kit can help you research your competitors.

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