Summary:
In this session we did 4 critiques. Anthony Wofford – General Store. Seth Manthei – Women’s Apparel & Accessories. Brandon Huston – Hula Hoop Festival Store. J.T. McKinney – Motivational Apparel. Additional Topics covered – Copywriting, Reducing Amount of Interests, Critiquing Product Page.

Housekeeping:

0:00:00 – Feeling Overwhelmed

Critique 1
0:14:20 – Critique number 1 is for Anthony Wofford’s store, www.myhypespot.com.  This store is more of a general store that sells viral products from AliExpress. Anthony is new in the eCommerce space and is wondering as to why he can’t secure sales.

Anthony drives all his traffic to a particular product page at the moment so we start on that and analyze leaking points. We take a look at reducing cognitive load by removing features that aren’t necessary, such as email and phone numbers taking away from main value propositions. When to use dropdown menus instead of button and the negative effects of poor logos and color choice. Bret gives somes advice on best practices of product descriptions and headlines.

Critique 2
0:48:10 – Critique number 2 is for Seth Manthei’s store, www.lovemondayapparel.com. This store is a Women’s Apparel and Accessories store. Seth is doing great numbers since joining EI and implementing our best practices.

Taking a look at the homepage first, we notice there is no real value proposition above the fold and the colors of the main menu navigation do not stand out. We then moved on to the collection page to notice there were 40+ interests. Team shares their experience with applying the 80/20 rule to reduce the amount of interests on a collection page.

Critique 3

1:10:00 – Critique number 3 is for Brandon Huston’s store, www.thespinsterz.com. This stores biggest sellers are Hula Hoops (epic!!).

Starting off on the homepage, we address the clutter and busy homepage. Improving the visual hierarchy on the homepage including the search bar and ghost buttons. We talk about how important Brandons value proposition is and how he can differentiate himself from his competition.

Next, we move onto the product page and how Brandon can improve the layout and usability of his page. Removing reviews if there aren’t any reviews and adding descriptions! Fixing up multiple features on the site to increase trust.

Critique 4

1:27:00 – Critique number 4 is for J.T. McKinney’s store, Level Up Culture. This is an Motivational Apparel store that is almost ready to launch. We give some guidance on some final touches before it goes live again.

Homepage was clean and well presented so we started on the product page. Removing the color from the icons under the CTA to keep the visual hierarchy on the the ATC button. Also removing color swatch options from the collection page to improve page load speeds. If you have testimonial link above the fold, ensure that it does not open to a new tab. You want to keep the customer on the product page and not interrupt purchase behavior.

This audit was focused on the product page.

Noteworthy Topics:

0:29:50 – Copywriting – Bret gives somes advice on best practices of product descriptions and headlines

0:56:30 – Reducing Amount of Interests – Team shares their experience with applying the 80/20 rule to reduce the amount of interests on a collection page.

1:19:00 – Critiquing Product Page – How Brandon can improve the layout and usability of his page. Removing reviews if there aren’t any reviews and adding descriptions! Fixing up multiple features on the site to increase trust.