Summary of Jam Session:
In this session we did 4 critiques. Here are a few niches we covered: Automotive Accessories store, Golf Apparel, Motivation Apparel, Outdoors Apparel. Additional topics covered: Amazon link on your store, Cart Revision and Checkout Psychology.
Housekeeping:
0:00:00 – Checkout Bump App Update – Some awesome updates for CB app and information for all EI members who use this. Also, this is a gift to EI. Members do not own this app. It was created to help our members make more money! We do not control when Shopify makes an update that may affect our apps.
Critiques:
Critique 1
0:17:30 – Critique number 1 is for www.rhinousainc.com. This is an American owned family operated store selling automotive accessories.
Homepage: In the banner there is an Amazon link so customers can purchase on Amazon. This is hurting CR on the store 100%, you do not own the customer when they purchase on Amazon. You need to weigh this up and see if it’s worth it. Typically, you should never send your customers away from your site. You can send them to your Amazon store in retargeting if they do not buy initially from your store.
Cart: 22% ATC > 3% Initiate Checkout, the cart is the problem here! Taking a look at the cart the team notices major issues right away. There are multiple colors being used across the icons, express checkout options and buttons. We call this Hierarchy of Focus, where you want your customers to look (CTA). Fixing this will give this site an instant lift in CR.
Product Page: Conveying emotion in the bullet points instead of guaranteeing a 5 star experience. Tell people exactly why they are going to love it. Remove all social media links, do not give customers an option to leave your site.
Critique 2
0:42:00 – Critique number 2 is for mcewangolf.com. This is a golf themed apparel store, selling hats and shirts.
Homepage: Fixing up the wording on a few of the buttons for clarity. Homepage is meant to provide 2 things, trust and clear navigation. Changing the collection images from static product images to lifestyle images will provide more trust and be more congruent with the banner.
Product Page: This store is already using many of our best practices! Utilizing EI the way it should be used. Increasing the font size on the product page will improve readability.
Checkout: Changing the wording on the Checkout for the email optin from ‘Customer Information’ to ‘Order Confirmation’, customers have less friction to give you their details.
Critique 3
0:58:00 – Critique number 3 is for www.luc-apparel.com. This a POD store selling apparel that inspire and motivate people.
Homepage: Removing accounts sign in/sign up if you do not have a rewards program or a real reason to have an account. If you have a blog, you can send them to your store, but do not give them the link back to the blog or anywhere else. You want your customers to stay on your store. With an about page, do not try and sound clever with fancy words. Write as you speak, conversational copy is important.
Conclusion: Owners will be swapping over to BGS theme to instantly fix some optimization issues they have with their current theme.
Critique 4
1:28:00 – Critique number 4 is for https://out-livn.com/. This is an outdoors apparel store, selling hats, shirts, backpacks, mugs, tumblers and more!
Homepage: Fixing up the font color for better readability, grey text on white is hard to read. Increasing the size of the icons so customers clearly know what they are looking at.
Collection Page: Too many color options on the products can cause paradox of choice and also showing the swatches on the collection page will slow page load speed down.
Noteworthy Topics:
0:18:55 – Amazon Link – Giving customers an option to leave your site and shop your products on Amazon will hurt your store conversion
0:21:25 – Cart Revision – The team breaks down why this cart is failing. From 22% ATC, to 3% RC. Here are some reasons why
0:53:30 – Checkout Psychology – An easy but effective way to word your email opt-in on your checkout to avoid any checkout.