Summary of Jam Session:
In this session we did 4 critiques. John – Health Store. Kerry – Gun Accessories/Apparel. Sean – Licensed POD selling Star Wars & Marvel Apparel. Dave – High Tier Apparel. Additional topics covered: Contacting BGS via FB Messenger, Filtering Collection Pages, Cart and Checkout Advice, Improving Header Navigation, Customer Testimonial Strategy and Instagram Influencers.
Housekeeping:
0:00:00 – Different Calls – Jam Sessions are only for site critiques and optimization. There are separate team calls for Facebook ads, Copywriting, Tech requests etc. If you are submitting a request for the team to look at either your FB ads, Copy or optimization, please make sure it is going to the relevant subject
0:04:15 – FB Messenger – Facebook Messenger is not a viable way to contact any of the BGS Team. If you need to contact support please use support email – [email protected]
Critiques:
Critique 1
0:06:37 – Critique number 1 is for John’s store, healthyhappylife.com. This is a health store that has previously done very well in the past. John didn’t make the call but Tanner gave some strong advice on how he can get back to the top by implementing proven strategies that BGS have spent countless hours proving to be true and working.
Critique 2
0:09:27 – Critique number 2 is for Kerry’s store, cerusgear.com. This is a Gun Accessories/Apparel store selling mats for guns and apparel. Homepage is very clean although because features are not tagged in GTM, we are unsure what is being clicked. What should be removed or moved to a more relevant place on the site.
Next we take a look at the product page. Advice on improving clarity, making links look like actual links. Changing trust icons and getting more personal with their customers. Tanner shares his thoughts on drawer cart and color scheming on the cart. Drawer cart converts better then cart page. Moving on to the checkout, how to utilize space on the checkout and removing irrelevant text.
Critique 3
0:32:30 – Critique number 3 is for Sean’s store, http://apparelholic.com/. This is a licensed store selling Star Wars and Marvel Apparel. Tanner kicks the critique off on the homepage and straight away notices features that can be removed or improved. Reducing the amount of colors used on the homepage to improve hierarchy of focus , and removing features like ‘My Account’ from the header. Method on how Sean can clean up a bunch of products and categorize them better so customers know exactly what they are looking at and where to go to find what they are looking for.
Moving on to the collection page, there was plenty of room to improve navigation by filtering between interests. The idea is not to overwhelm your customers with options but limit their options and let them dig deeper on their terms to get to where they want to be.
Next was the product page, this store is currently using a different theme to BGS so there were many features that we have tested to negatively affect CR that are being used on this site such as zoom on the product images, fake scarcity apps, sliding header.
Next step of the funnel was the cart page and checkout. Tanner quickly broke down what is most important on the cart and checkout. Features that need to be removed from Cart and first page of checkout such as Paypal. All the different buttons and colors are very distracting and keeping colors consistent through your site.
Critique 4
0:57:30 – Critique number 4 is for Dave‘s store, http://taraparis.com/. TaraParis is an Apparel store selling dresses, robes, loungewear and pj’s. The products are fairly expensive because it is made with top quality material out of Italy.
Starting on the homepage the team notices the consistent discount popup that was appearing without any exit intent which distracts users and lowers the legitimacy of your products if you are offering a discount before they even view a product. Wheelio or the BGS Footer hack are better alternatives. After discussing popups we offered our insight on Dave’s value proposition, how he could improve it and potentially remove it and put it elsewhere.
Next we speak about low performing browser resolutions. It’s not if you have them, it’s which ones are low performing. We see how Dave’s stores layout completely changes from one resolution to another. This is a low hanging fruit that should be fixed.
Moving on to the product page, we notice color swatch issues with different variants showing. Also, removing Wishlist feature. You want your visitors to buy right now, do not give them an option to buy later, because chances are they wont.
Noteworthy Topics:
0:04:15 – FB Messenger – Facebook Messenger is not a viable way to contact any of the BGS Team.
0:43:30 – Collection Filtering – Customer psychology on collection pages. How to improve navigation
0:51:05 – Cart and Checkout – Great information shared on how to improve ATC and checkout. Removing Paypal, removing Continue Shopping button and making it a link instead. Keeping colors consistent throughout your funnel.
1:21:50 – Header Navigation – How to present your navigation correctly and what you should have in your header and what you should remove.
1:35:00 – Customer Testimonial Strategy – How to get more testimonials for your store