Website Audit Report — adel-online.com

1

Enable Cloudflare Polish + Mirage

Auto-converts images to WebP and delivers mobile-sized images per device. Zero code required — just a Cloudflare dashboard toggle. Directly attacks the #1 issue.

Impact: LCP 4.1s → ~2.5s | Save 1.7MB Effort: 30 min Owner: Cloudflare admin

Impact

LCP fix

▼

1

Log in to Cloudflare dashboard → select adel-online.com

2

Go to Speed → Optimization → Image Optimization

3

Enable Polish (set to Lossless or Lossy) and enable Mirage

4

Verify by checking a product image URL for WebP content-type header in DevTools

5

Re-run PageSpeed Insights — expect 1–1.5s LCP reduction

2

Fix image width/height attributes on all img tags

Every img element without explicit dimensions causes full page reflow on load, creating the catastrophic CLS of 0.411. Fastest CLS fix available — prevents layout shifts entirely.

Impact: CLS 0.411 → <0.1 | Score +10pts Effort: 1–2 hrs Owner: Developer / Salla theme

Impact

CLS fix

▼

1

In Salla theme editor, locate all img tag templates across product, category, and home pages

2

Add width and height attributes matching each image's natural aspect ratio

3

For dynamic product images, use CSS aspect-ratio as a fallback: aspect-ratio: 1/1

4

Validate in Chrome DevTools → Performance → Layout Shifts panel

5

Re-run Lighthouse — CLS should drop to below 0.1

3

Fix robots.txt validation error

A broken robots.txt causes unpredictable crawl behaviour — Google may ignore or misinterpret directives. This is a 5-minute fix with immediate SEO risk removal.

Impact: Removes active crawl risk Effort: 5 min Owner: Site admin

Impact

SEO

▼

1

Visit https://adel-online.com/robots.txt and review the file contents

2

Open Google Search Console → Settings → robots.txt tester

3

Fix the syntax error (likely a malformed Disallow or Allow rule)

4

Re-validate and confirm no errors remain

4

Tune Cloudflare Rocket Loader

Rocket Loader is detected but may not be optimally configured. It defers non-critical JS asynchronously, directly reducing TBT from 470ms. A dashboard-level fix.

Impact: TBT 470ms → ~200ms Effort: 30 min Owner: Cloudflare admin

Impact

TBT fix

▼

1

In Cloudflare → Speed → Optimization → Rocket Loader → confirm enabled (Automatic)

2

Test for any JS-dependent elements that break (sliders, chat widget, checkout)

3

Add data-cfasync="false" to any scripts that must load synchronously

4

Re-run PageSpeed — TBT should drop significantly

5

Lazy-load BusinessChat.io (WhatsApp widget)

WhatsApp chat widget loads blocking third-party scripts on every page. Delaying init by 3–4 seconds removes it from the critical render path entirely with zero feature loss.

Impact: FCP + LCP improvement Effort: 1 hr Owner: Developer

Impact

Quick win

▼

1

Locate the BusinessChat.io script tag in Salla theme head

2

Wrap the script in: setTimeout(function(){ /* init script */ }, 3500)

3

Alternatively trigger on first scroll: window.addEventListener('scroll', initChat, {once:true})

4

Test that the chat widget still appears and functions normally

5

Verify LCP improvement with PageSpeed Insights

6

Load payment scripts on checkout pages only

Apple Pay and Sift scripts load globally on every page. They only need to run on checkout. Restricting them reduces JS parse time on all product and home pages.

Impact: Reduced global JS weight Effort: 1–2 hrs Owner: Developer / Salla config

Impact

Quick win

▼

1

Identify Apple Pay and Sift script tags in Salla theme files

2

Use Salla template conditionals to render only on checkout page: {% if page.type == 'checkout' %}

3

Confirm end-to-end payment flow works after change

4

Measure JS reduction on home and product pages via DevTools Coverage

7

Implement GA4 eCommerce event tracking via GTM

GTM is installed but no eCommerce events exist. Without view_item, add_to_cart, begin_checkout, and purchase events you cannot measure CRO improvements or attribute revenue. Required before any A/B testing.

Impact: Enables all future CRO Effort: 1–2 days Owner: Developer + analyst

Impact

Foundation

▼

1

In GTM, create tags for: view_item, add_to_cart, begin_checkout, purchase events

2

Map each event to Salla's data layer variables (product ID, name, price, quantity)

3

Set up GA4 eCommerce reports and conversion funnel in Analytics

4

Create an automated weekly email report for key conversion metrics

8

Add Product + Review schema markup to all product pages

Product + Drug structured data enables rich results in Google Search with ratings, prices, availability, and medication info. For a pharmacy, this is especially powerful — it can surface dosage and indication data directly in search results, driving highly qualified clicks.

Impact: Google CTR +10–30% Effort: 1 day Owner: Developer

Impact

SEO

▼

1

Add JSON-LD Product schema to each product page template including: name, image, description, price, priceCurrency, availability, aggregateRating

2

Validate with Google's Rich Results Test tool (search.google.com/test/rich-results)

3

Submit updated sitemap in Google Search Console

4

Monitor rich result appearances in Search Console over 4–6 weeks

9

Set long-term cache headers for all static assets

Repeat visitors re-download all CSS, JS, and images on every visit. Setting max-age=31536000 on static assets means loyal customers load the site in under 1 second on return visits.

Impact: Repeat visit speed -40–60% Effort: 1 hr Owner: Cloudflare admin

Impact

Perf

▼

1

In Cloudflare → Caching → Cache Rules, create a rule for static file extensions (.css .js .woff2 .png .jpg .webp)

2

Set Edge TTL to 1 year (31536000 seconds)

3

Ensure Salla uses versioned asset URLs (e.g. style.v2.css) to bust cache on deploys

4

Verify with browser DevTools → Network → check Cache-Control response header

10

Remove unused JavaScript and CSS

365KB of JS and 96KB of CSS are loaded on every page but never used. Removing them reduces parse time, main thread work, and TBT significantly.

Impact: Save 461KB | Performance +5–10pts Effort: 2–3 days Owner: Developer

Impact

Perf

▼

1

In Chrome DevTools → Coverage tab, run the profiler and identify unused JS/CSS files

2

In Salla theme editor, disable or remove unused components and widgets

3

Remove polyfills for browsers you no longer support (check your analytics for browser split)

4

Minify remaining CSS — Salla may have a built-in minification option

5

Re-run PageSpeed to confirm savings and TBT reduction

11

Fix button accessibility + colour contrast

Buttons without accessible names fail WCAG 2.1 AA. Insufficient contrast harms readability. Fixing these boosts Accessibility score from 81 to 95+ and opens the site to users with visual impairments.

Impact: Accessibility 81 → 95+ Effort: 1 day Owner: Developer / designer

Impact

A11y

▼

1

Run Lighthouse accessibility audit or axe DevTools to list all violations

2

Add aria-label attributes to all icon-only buttons (e.g. cart, search, menu)

3

Fix colour contrast ratios to meet 4.5:1 minimum for normal text

4

Re-run Lighthouse — target Accessibility score of 95+

12

Launch customer review system

Reviews increase purchase confidence, add UGC keyword content, and strengthen E-E-A-T. Pharmacy is a high-trust category where social proof and verified customer experiences are critical conversion drivers.

Impact: CVR +5–10% | E-E-A-T boost Effort: 2–3 days Owner: Developer + ops

Impact

CRO

▼

1

Evaluate Salla's built-in review system or third-party app (Judge.me, Trustpilot)

2

Configure post-purchase review request email — send 5–7 days after delivery

3

Display star ratings prominently on product and category pages

4

Seed initial reviews by contacting past customers with a small incentive

5

Ensure Review schema is active so ratings appear in Google search results

13

Launch Arabic pharmacy & health content blog

This is the single biggest long-term traffic lever. Competitors with millions of visits have deep Arabic health content libraries. Medication guides, disease explainers, supplement comparisons, and wellness articles drive massive sustained organic traffic from patients and caregivers.

Impact: Organic traffic +100–300% over 12 months Effort: Ongoing Owner: Content writer + SEO lead

Impact

High impact

▼

1

Conduct Arabic keyword research targeting KSA pharmacy, health, and medication informational intent

2

Create a 3-month editorial calendar publishing 2 articles per week minimum

3

Write 1,500–2,500 word articles targeting informational keywords

4

Optimise each article: hreflang, meta title/description, internal links to product pages

5

Promote via Instagram Reels and WhatsApp broadcasts; build backlinks through brand mentions

14

Build 8 Arabic category landing pages

Dedicated category pages targeting Arabic pharmacy and health search terms capture long-tail commercial intent traffic and funnel visitors to relevant products and medicines.

Impact: Long-tail keyword capture Effort: 2–3 weeks Owner: Developer + content writer

Impact

SEO

▼

1

Identify 8 high-volume Arabic category terms (e.g. دواء ضغط, فيتامينات, مسكنات ألم, مكملات غذائية)

2

Create individual landing pages with 500+ word Arabic introductions

3

Include product grids, filters, buying guides, and FAQ sections per category

4

Add BreadcrumbList and ItemList schema to each page

5

Submit to Search Console and monitor rankings at 30/60/90 day checkpoints

15

Implement product recommendation engine

Currently 2.6 pages/visit — well below the 4–5 benchmark. For a pharmacy, recommendations such as 'frequently bought together' (e.g. paracetamol + vitamin C) and 'patients also needed' increase basket size and average order value directly.

Impact: Pages/visit 2.6 → 4+ | AOV +15–25% Effort: 1–2 weeks Owner: Developer / Salla app

Impact

CRO

▼

1

Evaluate Salla recommendation apps or third-party options (Rebuy, LimeSpot)

2

Install and configure on product, cart, and homepage templates

3

Set up: Frequently bought together, Related medications, Recently viewed, Refill reminders

4

A/B test recommendation widget placement: below description vs below reviews

5

Track pages/visit and AOV in GA4 after 30 days to confirm uplift

16

A/B test product page layout

With GA4 tracking in place, structured A/B testing identifies which product page elements most influence add-to-cart rate. For pharmacy, key tests include dosage info placement, safety warning prominence, and pharmacist-verified badge positioning.

Impact: Add-to-cart rate improvement Effort: 2–3 weeks Owner: Developer + analyst

Impact

CRO

▼

1

Set up A/B testing tool via GTM (VWO, AB Tasty, or Google Optimize alternative)

2

Identify top 10 product pages by traffic as test candidates

3

Test hypothesis 1: pharmacist-verified badge above the fold vs no badge

4

Test hypothesis 2: dosage info prominently displayed vs hidden under accordion

5

Run each test for minimum 2 weeks, target 95% statistical significance

17

Implement CSP + HSTS security headers

No Content Security Policy is a meaningful trust and security risk for a payment-processing site. Adding CSP and HSTS via Cloudflare brings Best Practices score from 58 to 90+.

Impact: Best Practices 58 → 90+ Effort: 1 day Owner: Developer / Cloudflare

Impact

Security

▼

1

In Cloudflare → Rules → Transform Rules → Response Headers

2

Add: Strict-Transport-Security: max-age=31536000; includeSubDomains

3

Add Content-Security-Policy header in report-only mode first to find violations

4

Fix deprecated API warning flagged in Lighthouse audit

5

Switch CSP to enforce mode after 2 weeks of report-only monitoring

18

Build AI-powered WhatsApp commerce workflow

BusinessChat.io is already integrated. A structured WhatsApp flow covering medication enquiries, pharmacist consultation, order placement, and prescription refill reminders converts at 2–5× the web rate. This is the single strongest differentiator a pharmacy chain has over pure online competitors.

Impact: WhatsApp CVR 2–5× higher than web Effort: 3–4 weeks Owner: Developer + ops

Impact

Differentiator

▼

1

Map the ideal patient WhatsApp journey: medication query → pharmacist advice → order → refill reminder

2

Build automated flows in BusinessChat.io for top 3 medication categories

3

Add a live pharmacist escalation path for complex drug interaction queries

4

Integrate WhatsApp order data with Salla backend for inventory accuracy

5

Measure WhatsApp-attributed revenue in GA4 via UTM parameters on all links

19

Launch loyalty and repeat purchase program

Pharmacy is a high-frequency repeat-purchase category — patients refill prescriptions and replenish supplements regularly. A loyalty program captures lifetime value, increases purchase frequency, and reduces dependence on paid acquisition over time.

Impact: Repeat purchases +20–40% | LTV increase Effort: 2–3 weeks Owner: Ops + developer

Impact

Retention

▼

1

Evaluate Salla loyalty apps or Smile.io integration

2

Define tier structure: Bronze / Silver / Gold with escalating rewards

3

Configure points for: purchase, review, referral, social share

4

Launch with a founding member campaign to all existing customers

5

Track repeat purchase rate and customer LTV month-over-month in GA4

20

Scale Arabic content to 50+ articles and build backlinks

Content compounds over time. By month 12 with 50+ high-quality Arabic articles, the site should rank for hundreds of informational keywords, sending qualified traffic to product pages at zero marginal cost.

Impact: Monthly traffic 151K → 350K+ Effort: Ongoing Owner: Content team + SEO lead

Impact

High impact

▼

1

Maintain 2 articles/week publishing cadence from Phase 3

2

Identify 20 link-worthy content pieces — definitive guides, original research, seasonal trends

3

Outreach to Saudi health bloggers, medical journalists, and patient communities for natural backlinks

4

Build internal linking structure: articles → category pages → product pages

5

Monitor keyword rankings weekly; refresh underperforming articles after 6 months

Metric	Current (March 2026)	Target (March 2027)	Expected change
Performance score	30/100	80+/100	+167%
LCP	4.1s	<2.5s	-40%
CLS	0.411	<0.1	-76%
Monthly visits	151,627	350,000+	+132%
Bounce rate	66.6%	~42%	-37%
Pages / visit	2.60	4.5+	+73%
Avg session duration	0:35	2:00+	+243%
Best Practices score	58/100	90+/100	+55%
Saudi country rank	#3,006	#1,000	Top 1K

adel-online.com

Performance scorecard

SEO analysis

Conversion rate (CRO) analysis

Competitor gap analysis

Tech stack risks

Priority action plan

12-month projected outcomes