Summary of Jam Session:
In this session, we did 5 critiques. Meagan Rock – Organic Skincare. Todd Kuslikis – Physical Health Therapy. Michael Jordan – Canvases. Brian Klecker – Pregnancy Accessories. Sherif – Tech Accessories.
Critiques:
Critique 1
0:01:50 – Critique number 1 is for Meagan Rock, http://moonandrock.com/.
Homepage: Matt and Tanner recommend going really deep with their current products instead of creating new ones. Once you have a serious amount of buyers then you find out what they want next and then you can launch something that will be successful from the start as you know your customers will want to buy it. The UVPs in the banner doesn’t hit home for Matt, it’s not really convincing. Meagan did a great job explaining her brand to the team when the call started, Tanner mentions using that story as UVPs in the banner. Use easy-to-read fonts for readability. Move the UVP icons from the bottom of the page and position them below the homepage banner. It is not clear what the difference is between the products, Tanner gives some feedback on how Meagan can iterate this.
Product Page: Matt talks about ensuring the font choice is easy to read. Brad recommends including a video showing some applying the products. Include feature call-out images that educate your visitors.
Checkout: Add placeholder text in the email and phone field.
Critique 2
0:31:10 – Critique number 2 is for Todd Kuslikis, https://www.feelgoodlifeshop.com/collections/pain-relief/products/the-feel-good-knees-club-for-lifelong-knee-health-physical-digital-version?variant=39112648458425
Product Page: Matt and Tanner giving some recommendations around Todd’s continuity program. Matt recommends adding progressive disclosure to allow users to read relevant information. Presentation could be an issue for Todd, Tanner recommends going for a long-form style page similar to Organifi.
Critique 3
0:49:00 – Critique number 3 is for Michael Jordan, http://epikcanvas.com/.
Homepage: Matt and Tanner start off by talking about Michaels’s return customer rate. Change the email capture to exit intent. The team gives their thoughts on sitewide flash sales. Matt recommends fixing the visual hierarchy above the fold. High quality and Fast Shipping are weak value propositions. The fast shipping should call out the timeframe. Consider including the Custom Canvas collection in the main navigation next to your other collections.
Collection Page: Change the Color collection to Room Color.
Product Page: The product tabs don’t look like tabs, make sure they are underlined. Use UGC for ad creatives. Use a comparison image to show off the thickness of your canvas.
Cart Page: Consider widening the width of your ajax cart, it seems a little squashed.
Checkout: Add placeholder text for your checkout fields.
Matt talks about cognitive bias and injecting stories into your brand to make you more relatable and human.
Critique 4
1:30:50 – Critique number 4 is for Brian Klecker, http://www.wusictech.com/.
Homepage: Top-level navigation should not contain every link. Focus on moneymaking links and move links that don’t get clicks into the footer. Travis gives advice on adding a unique value proposition. The products within the collection images aren’t obvious or immediately clear.
Collection Page: The product images in the collections are too busy. If customers are interested in the product they will go to the product page to learn more. Change the font color of the price to black. The collection page is to allow users to find the product they are looking for, not to sell them.
Product Page: Tanner recommends purchasing a few rounds of user testing to see how users interact with the site. Consider having a lifetime warranty then specify details of that warranty on your shipping and returns page. The team recommends simplifying the product page. There is a lot going on above the fold which causes cognitive overload. Tanner gives his thoughts on what UVP’s to keep, and what ones can be replaced or removed. The team discusses merging two of the products and making each one a variant.
Checkout: The team agrees to remove Amazon pay.
Critique 5
2:18:55 – Critique number 5 is for Sherif, http://shop.techinspades.com/.
Homepage: Tanner recommends iterating the homepage banner to add unique value. You have to state why someone should shop with you over a competitor. Include the main navigation bar with your top collections or best-selling products. Add the email opt-in box in the footer to collect email addresses and get users through your welcome series. There is no privacy policies, terms of service, shipping, and returns pages in the footer.
Collection Page: The team recommends using a collection filter app such as Product Filter & Search to give users the best product-finding experience.
Product Page: Consider keeping the visual hierarchy on the add to cart button, which means removing other prominent colors that take away the focus from the ATC button. Remove the secondary ATC button for a description that short. Replace the payment icons with unique value proposition icons unique to your products or brand. Tanner recommends going with more neutral colors for products in the tech space. Break the Guarantee & Returns into digestible paragraphs. Travis recommends getting more professional type imagery for these types of products as your competition is Apple and they have incredibly slick/clean product imagery. The product page is missing any shipping information.
Cart Page: Remove payment icons from the cart and keep Paypal Accepted. Test the GET5NOW discount code, we typically do not use this anymore.
Checkout: Consider removing Google Pay and Shop Pay express payment options. Add the checkout logo with your support details.
Noteworthy Topics:
2:18:55 – Homepage breakdown
2:40:35 – Checkout optimizations