Summary of Jam Session:
In this session we did 4 critiques. http://www.theultimateknife.com/ – Combat/Knives. Tye Corfe’s – Hair/Beauty. Katie & Dave Bickert – Faith Apparel. https://www.mylittlemoppet.com/ – Baby store. Additional topics covered: Customer comment section, homepage best practices, hierarchy of focus.
Critiques:
Critique 1
0:08:00 – Critique number 1 is for http://www.theultimateknife.com/. This store is in the Combat niche predominantly selling knives. This store is not using the BGS theme, and has a lot of room to make some great changes.
Homepage: The homepage is very busy, a lot of stuff in the header which is taking away from the navigation. This distracts customers from taking the next step in your funnel. Ensuring what you are showing your customers is relevant for what you want them to do next is key. The team mention a few things that can be improved straight away, reduce the size of the header, cleaning up the navigation, removing sliding banner, improving the clarity of the collection images, adding a search functionality, tracking videos on the homepage.
Critique 2
0:39:45 – Critique number 2 is for store Tye Corfe’s store, kerotin.com. This store sells hair growth products and also provides great information and tips.
Homepage: Going through the homepage we found a bunch of low hanging fruits, bugs in the mobile menu and other buttons were not clickable, or overlapping sending them to the wrong pages. This is definitely hurting conversions and CR would increase straight away after fixing these issues.
Product Page: Moving the ATC button further up the page and move the reviews to the bottom. Customer shouldn’t have to scroll too far to see your CTA on the product page.
Cart: Removing the option for additional comments in cart with reduce customers distraction. If they have clicked ATC they are already showing intent to purchase. You do not want them to find ways to abandon. Ensure you have auto-updating cart when customers add quantity.
Critique 3
1:05:30 – Critique number 3 is for Katie Bickert and Dave’s store, loveinfaith.life. This store is a faith based Apparel store, selling shirts, leggings and jewellery.
Homepage: 95% of the products on the site are not intended to sell, instead are filler products. This isn’t always a good idea. If you are specialising in a particular product you should focus on that product range and remove all of the other noise that will distract customers. Also, the search bar needs to be prominent for clear navigation as it is your most valuable traffic. The team discusses site traffic and advised store owners to really focus on the US market until they can bring their CPP down, before going international. Also, removing FAQ’s, Contact Us from the top navigation and putting them in the footer as you should only have links that make you money in the navigation.
Product Page: Scarcity apps are old news and customers know they are fake. Could actually be negatively impacting your conversion rate. If you have an important value proposition such as your designs are embroidered instead of screen-printed, you should show a close-up and really lean in on this, as this will be a distinguishing selling point.
Critique 4
1:40:00 – Critique number 4 is for https://www.mylittlemoppet.com/. This is a blog/shop that sells baby food. Asking the team specifically for help with a drop off before customers ATC on the product page.
Product Page: Hierarchy of focus was straight away a low hanging fruit that could be improved. Making the CTA stand out and not using the same colors as other buttons on the page. There was a study, outside of Amazon wish list does not benefit your store. You are relying on customers to come back and make a purchase. Moving the benefits and ingredients further up the page as this is the biggest factor for parents purchasing baby food.
Noteworthy Topics:
0:52:30 – Customer Comments – Removing the option for customers to add comments in cart will reduce distraction. You can code this onto the thank you page if you would like.
1:10:00 – Homepage Best Practices – Team covers a range of best practices on the homepage, from search bar, navigation, relevancy, FAQ’s etc.
1:40:00 – Hierarchy of Focus – Not blending your CTA colors with any other buttons on your page. You want your CTA to stand out above everything