Housekeeping:
0:02:00 – Tanner talks about the current worldwide pandemic and the effects it may have on eCommerce and how you could thrive during this time.
Critiques:
Critique 1
0:18:20 – Critique number 1 is for Krystie Ye, https://shop.adapted4specialed.com/. Products for Special Ed Teachers & Parents.
Krystie is creating toys and products for parents that are spending more time at home during this time. Pivoting her business to adapt to the current times.
Homepage: Simplifying the banner for trust and navigation. Jeremy Friedland joins in to talk about his experience with continuity offers and how he prefers to push subscription-based models after a customer’s first purchase.
Product Page: Initial product image has a lot going on, it is very busy. Break these up through different product images. Matt talks about the hierarchy of focus and ensuring colors aren’t throwing off what the most important next step is. Dom talks about the UVP’s under the ATC. They are more next steps after the purchase but not unique value propositions that separate you from your competition.
Cart: Great clear and concise cart.
Checkout: Remove “Enter Discount” text.
Critique 2
0:47:35 – Critique number 2 is for Patrina & Indgo Haupt, https://naturalhairqueen.shop/. All Natural Hair Solutions.
Homepage: Use your demographic within the banner and push on the natural aspect, since that is what is important to your customers. Change Shop Now button to something less committing. Change the placeholder text within the search bar to the most popular products.
Product Page: The team discusses the design of the UVP’s. Add some lifestyle images to show the product in use and in scale. Remove extremely similar product images, each image should show unique differences. The team discusses improving return customer rate for consumer products. Put focus into your post-purchase follow ups.
Cart: Simplify the cart page. Remove everything except the Paypal icon.
Checkout: Take a look in the EI “Brain” for our Checkout best practices.
Critique 3
1:12:30 – Critique number 3 is for Antje Pepper, https://www.keepgoingkit.com/. First Aid Kits
Homepage: It is not clear enough what the product is. The gif is too distracting, you can use this on the product page as a product image instead. Move the CTA above the fold. Your ads should take the users to the product page or the collection page. It is not prototypical to send users to the homepage.
Product Page: Combine the 4 products into 1 product and utilize color swatches. The color of the price should match the ATC button. Having multiple product images within the one product thumbnail makes it too difficult to see. The video does a really good job of highlighting the product.
Critique 4
1:40:00 – Critique number 4 is for Tim Barlett, https://levelup-cbd.com/. CBD Oils & Lotions
Homepage: The logo doesn’t really scream professional, the team discusses their thoughts on it. The homepage banner is very generic and doesn’t hold any value to the customers.
Collection Page: Remove unnecessary filters and add more important filters such as flavors.
Product Page: Payment icons should not be under the ATC. These should be replaced with your value propositions. Go through Alek’s training in the member’s area to get a better understanding of this. Break the product description down and make it easier to read. Don’t use big words that could stump your users. It needs to be easy enough for Homer Simpson to read and understand.
Cart: Remove payment icons from the cart. You could leave the third party payment icons such as Paypal.
Critique 5
2:01:30 – Critique number 3 is for Silvia Nikolov, https://clarkandtaft.com/. Handmade American Luggage
Homepage: Great imagery. Add phone number in the header for trust. Change the text color in the main navigation to be black on white to increase the contrast. Change the value proposition to read “We Pay Shipping” instead of “Zero Shipping Costs”.
Product Page: The monogram feature isn’t super clear. The team gives their thoughts on how this should be displayed. The imagery for the UVP’s does not match the feel of the brand. If you get negative feedback on your product reviews, you should reply to the review to show all the other visitors that you care about your customer’s feedback. The product description on mobile is very hard to read and squashed together, break it up in paragraphs and increase the font size.
The warranty is not clear, make it very clear what it includes since it is such a great warranty.
Critique 6
2:26:05 – Critique number 3 is for Mike Monahan, https://mysticbarrels.com/. Handcrafted barrels and barrel furniture.
Homepage: Customer support app should not auto-appear. Support apps such as these should only be on support pages such as FAQ, Contact us.
Product Page: Repress review stars on pages without reviews. Loox support devs can do this. When different thumbnail images are different heights, it will make the page jump up and down.
Cart: Remove accepted credit cards from Cart, only include third party payments such as Paypal. Remove hover from the proceed to checkout button.
Checkout: Logo image is far too tall. Reduce the height of the logo.
Critique 7
2:41:10 – Critique number 3 is for Deborah Lindquist, https://shopdeborahlindquist.com/. Clothing store
Homepage: Banner image is too big. The charitable message is very long winded. The team discusses charities and how you can present this without distracting your visitors.
Cart: Remove reviews from the cart, we have tested this and a cleaner cart is working well for us currently.
Noteworthy Topics:
0:02:00 – Talking business during COVID-19.
0:25:30 – Talking continuity
0:43:40 – Great cart example