When was the last time you explored your radio station’s website like a first-time visitor? I know that might seem like a difficult task since you’re essentially judging your own business. However, you might be missing key opportunities to improve your digital presence. Over time, we all get too comfortable with the familiar—clicking the same paths, glossing over outdated links, and assuming everything is functioning as it should.
That’s where the “secret shopper” approach can be a game changer.
Originally coined in retail, a secret shopper is an individual who evaluates a business anonymously from the customer’s perspective. The idea is simple: walk through your station’s digital experience pretending you’re someone new. Whether that’s a listener trying to stream your station, a business owner looking to advertise, or a potential hire, this perspective reveals real-world usability—and sometimes, hard truths.
Becoming a Website Secret Shopper
Whether you decide to do it or you enlist someone to do it for you, here’s how to perform a digital audit of your website and what to look for.
1. Act Like a Listener: Test Your Contact Forms
Pretend you’re a listener reaching out about a contest or stream issue. Submit a message through your “Contact Us” form. Then, pay attention:
- How fast do you get a reply?
- Is the response friendly and helpful?
- Did the reply land in your inbox—or in spam?
A contact form that doesn’t work properly, or a reply that feels robotic or delayed, can turn off real listeners.
2. View Through an Advertiser’s Lens
Head over to your “Advertise with Us” page like you’re a small business owner. Ask yourself:
- Does this page make me want to call or e-mail?
- Are the benefits clearly explained?
- Are testimonials, audience stats, or ad samples included?
Send in a fake inquiry and track how fast and how thoroughly the response comes. If your call-to-action lacks punch or clarity, it’s time to revamp.
3. Participate Like a Fan
Leave a comment on an article or enter a contest. Was the process simple? Did you receive confirmation? Were the rules and age restrictions obvious?
Every digital interaction is a moment to either build trust or create frustration.
4. Mobile-First Checkup
Most visitors use their phones. So pick up your smartphone and browse:
- Does your site load quickly and look good on a small screen?
- Can you stream audio without it stopping when you navigate? Can you still listen when your phone is locked?
- Do forms work? Are images sized correctly?
A clunky mobile experience can quickly drive people away.
5. Try to Get Hired
If your site lists job openings or internships, go through the application process. Is it clear, functional, and responsive? Do applicants get any kind of confirmation or follow-up?
This small detail reflects how professional and organized your brand appears to the outside world.
6. Verify Social Media Links
Click the social icons on your site. Do they lead to active profiles? Are posts recent and engaging? Also, test how easy it is to share your own site’s articles to those platforms.
7. Seek Out Broken Links and Stale Content
Pretend you’re browsing the site like a curious local. Are there outdated event listings, expired contests, or broken links? A neglected content section can erode trust quickly.
8. Listen to Your Stream
Launch your live stream or podcast player. Is the “Now Playing” information accurate? Does the audio start smoothly? Any delays or errors can sour the experience fast.
9. Opt-In Like a Superfan
Test your newsletter sign-up, push notification prompts, or app download links. Do they work smoothly? Is there follow-up communication? Are you encouraging repeat visits?
10. Evaluate the Calls to Action
Imagine you’re just killing time on your phone. Are your main actions—like “Listen Live,” “Advertise,” or “Download Our App”—easy to spot and click? Or are they buried in clutter?
Bonus: Mystery Shop Your App
If your station has a mobile app, install it on a fresh device (preferably one that you’re not familiar with) and poke around. Try listening to a stream, clicking banner ads, entering a contest, or browsing events. Is it intuitive? Fast? Frustration-free?
A confusing app can reflect poorly on your station’s brand—even if your on-air product is stellar.
Final Thoughts: Make It a Habit
Every insight you uncover—good or bad—should go on a to-do list. Prioritize fixes that improve usability and increase listener satisfaction. Don’t wait until there’s a complaint. A quarterly self-audit helps you stay ahead of the curve and shows that your station values its online audience as much as its on-air one.
Treat your digital presence like a storefront—it should be welcoming, responsive, and polished at all times. By walking a mile in your audience’s shoes, you’ll see your station through a new lens and spot opportunities to truly connect.
We want to help your radio station grow and succeed online. That journey starts with an amazing website that keeps visitors coming back often. Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.