Summary of Jam Session:
In this session we did 3 critiques, Johannes Diem – Calisthenics. Heather Pich – Jewelry. Lucia Wilson – Nightwear.
Critiques:
Critique 1
0:08:05 – Critique number 1 is for Johannes Diem, https://www.pullup-dip.com/. Calisthenics.
Homepage: There is still German language used through some apps such as search. There is broken english throughout the site that may deter native english speaking countries from shopping. Banner lacks a compelling headline and doesn’t touch on any unique value propositions. There are some bugs with the review widget, it won’t allow us to close the window. About Us and Blog should be in the footer unless it is really important to your brand and has a high conversion rate. Typically we will only include money-making links in the top level navigation bar. The product image badges aren’t clear, replace the ‘%’ and ‘Hint’. The product titles are very lengthy, they could be more clear and concise. Give your users an option to close the instagram.
Collection Page: Is the add to cart button converting on the collection page? If not, remove it. The collection page does not give the user enough information to make a purchase decision, therefore the add to cart button isn’t usually a good idea. Hide all the SEO optimization descriptions behind a button or link.
Product Page: Remove the arrows that lead to unknown products. Users are far less likely to click on a link when they have no idea where it is taking them. Remove payment icons from the product page, users have not made a buying decision yet so UVP’s directly related to guarantees and the specific products are far more valuable at this time. Include a Shipping tab that explains the approx. shipping times to countries outside of Germany and ensure they are accurate. Remove the “Write a review” option on the product page.
Cart: Ajax cart is much too thin on desktop.
Checkout: Open the EI Handbook and take a look at how we layout our Checkout, it is optimized for conversions. Everything that we advise is within that section of the handbook.
Critique 2
0:51:00 – Critique number 2 is for Heather Pich, https://modadia.com/. Jewelry store.
Homepage: Find an image with more usable space to position UVP’s on for the banner. Logo design isn’t typical of a jewelry brand. Check the navigation links to see what is being clicked, remove non money-making links and put them in the footer. Focus your navigation and attention on what is currently selling. Be consistent with photography, all your collection images should match. Upgrade the reviews, instead of using the stock standard BGS reviews section.
Collection Page: Add filters to all of your collections. Add a secondary hover image for desktop users. Joe recommends one of the industry leading companies within this niche. Product Filter & Search includes a secondary hover option.
Product Page: Change the UVP’s to be black, not green. You don’t want any other feature to share the same colour as your CTA. Guarantee is too vague, needs to share more information. Construct the best UVP’s via post-purchase surveys. Your product page needs to be very clear.
Cart: Simple carts are performing better than busy looking carts with reviews. Remove everything under the Proceed to Checkout button. Consider adding a Cart Page link within the ajax cart.
Checkout: Add your support details within your logo image. If you can unlock the google analytics additional scripts area in the checkout settings you will be able to compact your form fields.
Critique 3
1:28:20 – Critique number 3 is for Lucia Wilson, https://www.petrizzishop.com/. Nightwear
Homepage: Fix the banner to a certain pixel so it fits on larger desktops. Label the cart icon so it is very clear where it takes the user. Add microtext within the search bar to encourage visitors what to search for, you can use the Product Filter & Search app for this. Bold the main navigation links so they stand out. The team speaks about how to shape the UVP points in the banner, not trying to be too wordy. Test adding price and review stars for products on the homepage. Ensure the UVP icons are directed to the majority of your traffic, a free shipping uvp for Australians isn’t very valuable to the majority of the customer base which is in the USA. Add a CTA button on the homepage banner so users are aware it is clickable. Jacob speaks about not trying to fill out the homepage just because.. Instead focus on what brings trust and providing clear navigation.
Collection Page: Remove the collection banner and add filters since that is what the collection page is used for. Keep the product images congruent with each other.
Product Page: Use swatches for variations that have less than 5 options. You can create your own color swatches. Add a size chart link under the size variant. There is a great app that takes care of this, Kiwi Size Chart. If you are driving the majority of the traffic to the USA, change the store currency to USD to avoid any confusion.
Cart Page: Keep the same color across all your CTA’s. Add a PayPal accepted icon at checkout. Test the 5% off discount code.
Checkout: CTA button color needs to match the product page and cart page. Checkout logo should match in the checkout also. Reach out to Shopify support and get your additional scripts unlocked to apply our best practices. Fix up the Email field in checkout. If you are using SMSBump, ensure you include their privacy requirements to avoid being penalised.
Noteworthy Topics:
1:04:37 – Collection page breakdown
1:17:30 – Simpler the cart the better