Summary of Jam Session:
In this session we did 4 critiques. Mike Armstrong – Clothing & Accessories. Charles Gregory – Supplements. Justin Mattis – Mobility & Accessibility. Sam Weinstein – Watches
Housekeeping:
0:01:30 – BGS Live 2020 Update
0:02:50 – BGS Live 2021 Dates (September 27th, 28th & 29th)
Critiques:
Critique 1
0:12:30 – Critique number 1 is for Mike Armstrong, https://lionlegion.co.uk/ – Clothing & Accessories.
Homepage: Ensure Wheelio is on exit intent only. Tanner suggests looking into our Wheelio & Buy or Die GSD. Make sure the CTA on the banner is optimized across different screen sizes. Label the cart icon. Tanner weighs in on the current UVP’s and how they could be improved. Product layout should be 3x wide. The value proposition icons towards the footer should be reworked. Replace the reviews on the homepage with the Stamped.io review section and make sure they are not automatically sliding on mobile or desktop.
Collection Page: Font size should be minimum 16px. There are no sorting capabilities at all, make sure you are giving your customers relevant filters. Products should be sorted by best selling.
Product Page: If you are only offering one colour, then suppress the colour variant option. If you have more than 5 colour options change it to a dropdown menu. If you have poor reviews, you should reply to them and you then can answer them. Do not hide reviews behind product tabs, they should be near the footer as this is prototypical. Increase the font size of the body text. Change “Other Fine Products” title to something more personable.
Cart Page: Daniel finds an ATC bug that is stopping users from adding to cart. Remove credit card icons from the ajax cart and keep the paypal accepted.
Checkout: Suppress the Company field. Suppress express checkout buttons until the payment page.
Critique 2
0:47:05 – Critique number 2 is for Charles Gregory, http://clubearlybird.com/ – Supplements.
Homepage: Tanner talks about looking into a new product line that compliments their original product. UVP icons are too small on mobile.
Product Page: Tanner talks about using GA to scale, you need to know where users are clicking and what part of the page they are converting on. Add another CTA towards the middle of the page and test adding a sticky CTA. Use scroll depth data to find where users are buying. Use polls to learn more about what users want or struggle to find. Label the product options with a badge and border to signify the most popular and best value. UVP icons are too small on mobile.
Cart Page: Include UVP icons on the cart page. Test only by having one proceed to checkout button. Test the pre-purchase upsell and make sure it’s not hurting overall revenue per user.
Checkout: Add unique value proposition icons on the checkout and replace the flag. Move the TOS checkbox to the bottom of the checkout page. Swap out the product review images with an image the customer uploads.
Critique 3
1:17:50 – Critique number 3 is for Justin Mattis, https://ezable.com/ – Mobility & Accessibility.
Homepage: Take 10% offer should be on exit intent only. Banner image and text should convey exactly what you do and why visitors should shop with you. Wizards or finders should be very clear, the microtext within the fields doesn’t mean anything to users. Remove wishlists if no one uses it. Move Accounts to the footer if only a very small percentage of users actually use it. Add button over collection images so it is intuitive that they are meant to be clicked. Featured products should only be 3 wide. Tanner breaks down the “Deals” section. Remove the search category breakdown.
Collection Page: Rating breakdown should not show hundreds of zero star reviews.
Product Page: On desktop the thumbnail images should not popup another window when trying to see the next images. UVP icons are not the best and could be improved on. FAQ’s are an indicator that you aren’t answering customers’ questions on the relevant pages. The team discusses the structure of the product page.
Cart Page: You should be able to edit your cart even in a popup cart. Remove the exclamation point with the free shipping. Remove the ghost button and keep it solid. Continue Shopping should be a link not a button, it is all taking away from the proceed to checkout button. The navigation and header should be removed from the cart page.
Critique 4
1:51:00 – Critique number 4 is for Sam Weinstein, http://mintwatches.co/ – Watches.
Homepage: Email and phone number should be clickable. Product review stars should lead to the product page. The site lacks trust, product images need to be congruent.
Collection Page:
Product Page: When you select a certain color variant it should change the product image too. Product description shouldn’t be confined to a certain height. The lifestyle images are more of the same and don’t show off any unique features of the product. Use the feature call out image in the description and put it in the product thumbnails. Tanner talks about not testing more than one element at a time as it will skew your data. Consider putting specs in their own tab.
Noteworthy Topics:
0:21:46 – Replace theme review section with review app widget
1:17:50 – Homepage breakdown
2:04:50 – Igor talk about product page tech