Summary of Jam Session:
In this session, we did 3 critiques. Carrie Newman – Firearm Equipment. Christy Winfrey – Home Goods. Roman Yashchenko – Baby Store.
Critiques:
Critique 1
0:05:30 – Critique number 1 is for Carrie Newman, http://www.cerusgear.com/.
Homepage: The banner image doesn’t tell the user what exactly the site is trying to sell. You need to make it clear instantly. The team suggests setting up post-purchase surveys and to start using Lucky Orange. Test including a wizard to help users find a design more relevant to their firearm. Add a call to action above the fold. Rearrange the menu items to the most popular. Remove create account and login feature since there is no benefit for the user to actually create an account. Remove auto-sliding collections, consider listing them in rows of 2 on mobile and 3 on desktop. Add reviews and price to products on the homepage to make it clear that they are actual products, not collections. The team breaks down Carrie’s unique value proposition and gives some suggestions on placement, color, etc.
Collection Page: The team talks about optimizing the filters. Move the product title above the colour variant.
Product Page: Utilize progressive disclosure and fix the layout issue with the product tabs. The search function is not optimized
Cart Page: Remove duplicate UVP’s and utilize some new icons that are more relevant to where they are at in their shopping experience.
Checkout: Add contact information within the Checkout logo. Travis recommends adding text to the Order Summary dropdown to make users aware that is where they enter the discount codes.
Critique 2
1:00:35 – Critique number 2 is for Christy Winfrey, https://www.olivebranchfarmhouse.com/.
Homepage: Increase the font size of your headline and subheading on the banner. Check Google Analytics to see what collections are driving the most traffic and considering removing collections or products that are not receiving any conversions. Make sure UVP’s are not clickable and have them static in rows so they are visible right away. Use GA to find what collection boxes get the most clicks and reorder them. Remove the 2-step CTA on the collections.
Collection Page: Set up relevant filters. The team discusses how Christy can get returning customers from her Etsy store over to her Shopify store. Remove ATC buttons from the collection page, users will normally need more information before making a purchase from the collection page.
Product Page: Add a reminder option for out-of-stock products. Product tabs need to include Details tab and Shipping & Returns. You should not have all the information under the FAQ. Clarity always wins.
Cart Page: Test an ajax cart vs. cart page.
Checkout: Remove company field. Add microtext for the Email and Mobile fields. You can find the microtext we recommend in your handbook. Collapse the discount field on default. Include your support details in your checkout logo.
Critique 3
1:46:55 – Critique number 3 is for Roman Yashchenko, https://theminiscout.com/.
Homepage: Joe suggests bringing the collections out of the Shop dropdown. Making it a 2-step system isn’t necessary. Remove Home button as it is common knowledge that the logo takes the user home. Add price and review stars under products on the homepage to make it very obvious that it is a product. Test including secondary hover lifestyle images.
Collection Page: The entire collection name is more prominent than the product variation which could cause some confusion, as it appears they all have the same product title. The review stars are not clickable, they should take the user to the product page.
Product Page: If the product has only one variation, there shouldn’t be variant option only showing the one product. The team talk about the 80/20 rule and why less is more. Focus on the designs that are selling and consider removing the ones that are not bringing in any sales. Include relevant variants that will help the user refine their choice. Avoid using different variants as it’s own product page, because it will cause the page to reload each time a user clicks a separate variant. Test adding a sticky ATC. UVP badges are not clear on the product page, they need to be crisp. Consider testing more product centric UVP’s, instead of icons that relate to shipping and returns.
Cart Page: We have tested clean carts outperforming busy cars with reviews and UVP’s. Remove accepted payment options. Remove the top proceed to checkout button. Continue Shopping should take the user back to the Homepage.
Checkout: Consider using OCU app for upsells.
Noteworthy Topics:
1:22:20 – Get customers from other platforms to your Shopify store.
2:16:40 – Why less is more – Paradox of Choice
2:48:50 – New Live Critique Sessions