Summary of Jam Session:
In this session we did 3 critiques. Johannes Diem – Fitness Equipment. Cecily Henderson – Toys. Brent Bottlesen – Supplements.
Critiques:
Critique 1
0:00:00 – Critique number 1 is for Johannes Diem, http://www.pullup-dip.com/.
Homepage: Eric mentions incorporating the email capture field on the first step, instead of sending users to a landing page then asking for their email address. Jacob discusses how 30-day return windows are too small of a timeframe. Do not put sales or best seller badges on every product as it is very distracting and lacks credibility when every product is a best seller or on sale. Some of the primary product images are very busy too. The hero image doesn’t portray exactly what you sell. Brad talks about the confusion of “B-Stock”. Remove excess white spacing on desktop. Track the analytics of the video via GTM to see the impact.
Collection Page: Add sort filter to the collections. Add the number of products on your collection listing. Add a secondary hover lifestyle image.
Product Page: There are a lot of images that are essentially repeating themselves. Eric suggests replacing the installation images with a short video that is coded in to act as a GIF. Frequently Bought Together features aren’t very intuitive in showing complementary products, even Amazon has removed this feature. “Scope of Delivery” isn’t very clear, the team discussed better verbiage for this tab. Eric and Jacob talk about the benefits of vertical tabs of horizontal tabs. Text should be a minimum of 16px.
Blog: Increase the body text to a minimum of 16px or 1em. The text is a little hard to read due to the gray font colour, we suggest black text.
Cart Page: The Ajax Cart is very small on desktop and squashed on desktop. Use code to shorten the product titles for the cart. Do not use colours that are the same or very similar to the CTA colours. You want the hierarchy of focus to remain on the call to action.
Checkout: There are unnecessary steps in the checkout that can be removed to lessen the amount of steps the user has to take to complete the checkout.
Critique 2
0:44:55 – Critique number 2 is for Cecily Henderson, http://www.shoppompom.com/.
Homepage: Eric mentioned that he wasn’t sure exactly what was sold on the first impression of the banner. The View Products button is in a non typical position and is drowned out by the other yellow elements on the banner. With the new BGS Theme, you can put the biggest image sizes you have and it will automatically scale it down. Increase the size of the text of the links in the footer. The team talked about including the price on the homepage products. Jacob talks about the confusion within the main navigation. The subcategories need to be segmented clearly and not all be under one collection.
Collection Page: Secondary hover images should show this product in-use to put the product in scale for users to quickly understand how big the product is.
Product Page: There’s too many images showing off the same thing. The team found a bug with the product variants. Jacob and Eric talk about the Order Bump placement and how this can impact a users experience. The “x” amount of shoppers viewing this product feature is often not credible as it has been overused, especially if the product doesn’t have too many reviews. When you are making claims to sell the best product, make sure you back it up with facts or humour, so it doesn’t come across as marketing speech. Include a unboxing video to show users how it arrives and how easy it is to set up. Add checkbox upsells for gift wrapping or priority processing.
Cart Page: If users are not using the special instructions, you can remove this feature.
Checkout: Have the policy text left aligned not centred.
Critique 3
1:12:40 – Critique number 3 is for Brent Bottlesen, http://www.type2diet.com/.
Homepage: Jacob discusses the title on the labeling not exactly lining up with the offer. At the time of this conversation there was no program available, yet the product title mentions Meal Replacement Program. So there is a little disconnect between the labeling and what is available. We then discuss the confusion with the continuity offer.
Product Page: Brent is unsure the best way to go about including a program to his offer and Eric mentions utilizing Klaviyo as a way to share programs depending on whether the customer purchased a one-time offer or a recharge purchase. Eric also mentioned that if the demographic typically isn’t too responsive via email, then you can make physical inserts of the program that ships to the customer. The product page needs to include exactly what each customer will receive if they decide to purchase the program.
Cart Page: Hide the subscription id on the cart page and just show the renewal date. Remove the accepted payment icons, and just keep Paypal Accepted.
Checkout: Optimize the Recharge checkout to match BGS Checkout optimizations. The team found a bug returning to the product page from the checkout page. CTA button colours need to match all the way through the funnel. The placeholder text within the checkout fields do not match the BGS recommendations. Check the ROH book for our best practices.
Noteworthy Topics:
0:04:50 – Effective email capture
0:24:50 – Using videos to convey your message