Summary of Jam Session:
In this session we did 3 critiques. Jonas Hedegaard – Leggings. Justin and Diana Rendon – Skin Care. Joe Scott – Nutritional Supplements for dogs.
Critiques:
Critique 1
0:00:00 – Critique number 1 is for Jonas Hedegaard, https://vastitch.com/. Leggings
Homepage: Use CSS to limit the width of the homepage banner so it doesn’t warp on large resolutions. The root dropdown collection should not be linked, it should only expand the dropdown or close it. Configure search so no matter what a user searches it will recommend them a product. Adding a humorous image or text to your 404 page so it offsets the frustration of landing on a 404 page. Aleks talks about simplifying the navigation to make it easier for visitors to find what they are looking for.
Collection Page: Don’t just offer generic filters, use filters that your customers want to sort by as well as your generic filters. Increase the size of the price. Review stars should be clickable, they should take you to the reviews section on the relevant product page. Add badges to your best sellers or sale products. Remove alphabetical sort-by filters, these are never used.
Product Page: When reviews clicked on top of the product page, it should scroll the user down to the reviews, not immediately teleport them, this could cause friction as they may feel they have been taken to another page. Users should have the ability to sort your reviews by 1-5 stars, they want to see how you handle negative feedback.
Cart: Reduce the amount of payment icons, people expect that you accept credit cards. Add ‘Paypal Accepted at Checkout’.
Checkout: Test express checkout as this has recently won across a couple stores. Ensure the logo banner is readable on mobile, reduce the amount of text in banner. Payment icons on the Shipping page have no place. Give your customers the right information at the right time.
Critique 2
0:41:00 – Critique number 2 is for Justin and Diana Rendon, https://bluelakeskincare.com/. Skin Care
Coming from Amazon, Justin and Diana are looking to start optimizing their eComm store!
Homepage: The team talk about the visual hierarchy of the site and how to word navigation and headlines. Each page has a specific need, first is to provide trust, and clear navigation. Especially for a skin care brand, your homepage images should be very clear and crisp. Clarity trumps persuasion. Tanner talks about the colors used in the design, and how the should strip it back to match the brand colors.
Product Page: Combining the three piece bottle and the 1 piece as one product and separating them as variants. Break the description up into different tabs for ingredients, and icons etc. Nobody wants to subscribe to newsletters, especially without incentives. The more fields you have in a form, the lower the opt-in rate will be.
Cart: Price color should never be red, red indicates error and green is a much more suitable color. Test slide out cart vs cart page.
Checkout: Breadcrumbs need to be updated to best practice. The darker color needs to be the color that has already been completed, lighter color should be the pages that are yet to be completed.
Critique 3
1:13:50 – Critique number 3 is for Joe Scott, https://alphadognutrition.com/. Nutritional supplements for hunting dogs.
Homepage: Tanner talks about the Us vs. Them comparison, and creating a lab certified report. Matt weighs in on reiterating the headlines to come from a position of power, instead of a question. Paraphrasing the reviews, adding a ‘read more’ option to even off the reviews and make sure they are left aligned for readability.
Collection Page: Needs filters on the collection page. Try to simplify product titles, you don’t want your titles to take up 3-4 lines.
Product Page: Use swatches if you have less than 4 variants. Don’t show 0 reviews, nobody wants to be the first one to buy your product. The team go over Joe’s value propositions and how he could utilize these as his icons on the product page itself. Product descriptions should be left-aligned. Add an ingredients tab.
Checkout: A perfect representation of what the Checkout logo banner should look like.
Noteworthy Topics:
0:11:40 – Configuring Search & 404 Page
0:26:05 – Accepting Bad Reviews
1:41:50 – An Optimized Checkout Page