Summary of Jam Session:
In this session we did 4 critiques. Lois Wyant, POD Grandparents – Aimee Primslow, Reusable Glass Straws – Marsha Reid/ Dawn Baker – Women’s Boutique.
Additional Topics Covered: Different Browser Versions & Screen Resolution – Thoughts on Support Message Apps – Changing Button Color.
Housekeeping:
0:00:00 – Tanner recaps on how amazing the feeling was from seeing the EI family come together.
0:03:50 – Date change for BGS Live 2020 – September 28-30th, 2020. 2 day event with an optional 1 day workshop following the event!
0:09:40 – Prerequisite for applying for a critique on the Jam Session is to have implemented everything in the Revenue Optimization Handbook.
Critiques:
Critique 1
0:14:40 – Critique number 1 is for Lois Wyant, https://beinggrandparents.shop/. POD Grandparent Niche.
Homepage – Tanner speaks about different browser versions displaying your site differently, as Lois’s homepage banner is cut off on Tanners current resolution. All the different sections of the homepage have a white background with no borders. This makes it all look like one big section that lacks trust.
Collection Page: A few little things that can be tightened up on the collection page include renaming the interest tags to be meaningful to the customers. Removing the amount of color options you provide to reduce Paradox of Choice. Tanner mentions the difficulty reading some of the designs and the inconsistency of product mockups.
Product Page: Be consistent with the UVP icons. Either have them all grayscale or 1 color the rest gray. You don’t want it to take away too much attention from the ATC. The team then talk about removing features on the product page that are distracting potential customers.
Cart: Test the 5% discount code, some stores perform just as well without it.
Checkout: Upload a specific logo with your support details within the logo to provide more trust.
Critique 2
0:39:50 – Critique number 2 is for Aimee Primslow, https://www.glasssipper.ca/. Glass Straws.
Homepage: Support message apps should not auto open as it is distracting. Although, it can auto open on pages such as FAQ, Shipping Page etc. The colors within the main navigation has very poor readability. The team talk about clarity within the microtext, example. Aimee’s best seller is a Bubble Tea Straw. Instead of just “Bubble Tea” as the microtext, you would have “Bubble Tea Straw”.
Product Page: The team mention how Aimee needs to provide better product images of the product itself, not just hero shots. Also, the UVP’s under the ATC are too small and could be doing a disservice to the stores trust factor. The team then talk about clarifying variant sizes to help customers make an informed decision.
Payment Page: Same as the last critique, add support details to the checkout logo to increase trust.
Critique 3
1:09:00 – Critique number 3 is for Marsha Reid/ Dawn Baker, https://shopsassyboutique.com/. Women’s Clothing Boutique.
Homepage: Add microtext to the search bar to give customers a hint at what they might be looking for.
Collection Page: Add filters so customers can filter through different types of clothing, colors, sizing etc. This is the main purpose of the collection page to help customers find what they want.
Product Page: Matt shares a screenshot of a recent test on another clothing company in which we got a significant lift in all metrics by correcting the Hierarchy of Focus on the color of buttons. So the CTA button stood out the most, then the search button etc. The UVP icons are quite generic and could be improved to be more unique. The Returns tab is a massive wall of text, this could be scaring customers away, this should be summarized on product page. You can have a full Return Policy page in the footer. Customers care more about Shipping than Returns.
Cart: All your CTA buttons should be the same color through your whole site!
Checkout: Too many secure payment/checkout icons. If you are showing them more of the same icon it can actually have the reverse effect, and give customers a reason not to trust you.
Critique 4
1:29:40 – Critique number 4 is for Zachary Anderson, https://murphybeddepot.com/. Bedding Store.
Tanner explains how the CR on a store that sells higher ticket items will always generally have a lower CR, because they aren’t impulse purchases and prospects will more than likely visit your store multiple times before making a purchase.
Homepage: Product Images are very outdated and could be majorly improved, especially because they are expensive items.
Product Page: The product images are all different sizes, so the page is jumping around when changing between images. Change the payment icons with actual UVP’s that will entice visitors to make a purchase.
Noteworthy Topics:
0:14:40 – Different Browser Versions & Screen Resolution.
0:39:50 – Thoughts on Support Message Apps
1:16:05 – Changing Button Color