Ecommerce Website Review: Andrewstoyz.com
As we gear up for the holidays, it’s important to look at our sites with a fresh pair of eyes to make sure they’re as ready as possible for our holiday customers.
Today, we’re going to review AndrewsToyz.com, as was posted in this ecommerce forum. We’ll address 10 points of improvement, so that andrewstoyz.com can make changes immediately to see an increase in conversions.
(source: www. andrewstoyz.com 08/12/2009)
- Give the header utility
The header is one of the first places users look. Give them tasks you want them to accomplish (like browsing bestsellers), or reassurance that you’re a reputable company (by including your phone number or giving them ways to check their order status). While the artwork in the header is attractive and does serve to show potential customers what the site sells, it could be put to better use.
- Less is More
The home page in particular feels overly busy due to the heavy use of graphics in the header and the highlighted products. The center featured area does do a good job at introducing you to the highlighted areas of the site. The problem is that having two large areas rotating at the same time can be overwhelming and detract from what you really want them to focus on. One compromise could be to have the header change weekly as opposed to constantly rotating on one page.
- Ask for the sale
Users don’t always make the connection between a pretty picture and an object that’s for sale. Obviously, the pictures you show on your site are things that you have for sale, so you expect that users will get it–they don’t. On every creative merchandising image (like those on the home page) put the words “buy now” or “shop now”, so that users will click through and buy.
- Target users further along in the buying process
When using keywords in your left nav category list (a good practice), make sure you’re targeting users further along in the buying process. A search for EP1 Phantom Menace could easily be targeting the movie, whereas EP1 Phantom Menace Action Figure is probably a user looking to buy. Use the latter to optimize your category.
- Have some fun
Shoppers like a site with life–one that they can easily relate to. Use phrases like “you” wherever possible, and try to be as conversational as possible when writing your descriptions. Also, a toys site like this has room for some added fun. When asking customers to sign up for your newsletter, instead of saying “Join our newsletter”, consider using text like “Yoda Say: Our Newsletter Join”. Here’s a Yoda Speak Generator if you need more help.
- Make it understandable
Make sure the policies are as clear and straightforward as possible. Don’t include extra information if you don’t have to.
- Some pages missing navigation
There is an abundance of conversion data suggesting that if you remove navigation from the checkout pages, you’ll increase customer engagement, and therefore increase conversions. However, there is little data to suggest you need to remove navigation anywhere else. The Contact Us page currently has no navigation, and therefore seems a bit disjointed from the site. Since some customers will be inspecting your contact information as a part of the buying process, consider adding back the rest of your site navigation so that they can keep shopping.
- Increase conversion
There are many simple ways to increase conversion. One is to add the phrase “100% secure checkout” to your mini cart. Also, add more than one mini cart to your site. Best places are: top right, middle right, bottom right. Customers look to the right before they leave, and may miss the mini cart on the left because it blends in with the page. You don’t want customers leaving because they couldn’t figure out how to check out.
- Guest Checkout
Consider offering guest checkout. Many customers today are concerned about privacy, and despite your best efforts to convince them that creating an account is better for them in the long run, they will shy away from checking out on a site where an account is required.
- Merchandize
Consider more merchandising throughout the site. An easy way to increase your average order value is to include related products on each product details page.
Want your site reviewed?
Get your friends, family and coworkers to take a look at your site (you can’t offer a fresh perspective–you look at your site too much). Have them place an order and tell you what was confusing or challenging for them. Or, post in a design, ecommerce or industry forum and ask for the opinions of strangers. Any information is good information when it comes to site optimization.
Feel free to post more valuable feedback for AndrewsToyz.com in the ecommerce forum thread or in the comments of this blog post.
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There are a lot of great tips for any site to use here.
At first glance I wasn’t clear whether the site was a fan hobby site or was geared toward online sales. This was due to the heavy use of graphics at the top and lack of ecommerce elements that really stand out in common areas.
Overall, it is important for the visitor to immediately know what the site is about and to have a clear path to what you want them to buy. Try to provide them an obvious area for the eyes to land on. A less crowded and active page could help customers feel relaxed enough to spend more time navigating your site.
I really liked the list of ‘new products’ on the left, and because it was a contrasting color to the rest of the site, my eye went directly there. I also noticed that the site had a ‘new products’ link right under the header. Perhaps making that link the same color as the new products image on the left could provide some cohesiveness with new products, and help your eye bounce between the two areas.