Hi, my name is Matt Edmundson and I am an eCommerce coach offering
free website reviews! Head over to www.mattedmundson.com to order your
own free eCommerce website review.
In today’s video, I review www.finlayandco.com, an eCommerce business that sells glasses and frames.
Tip 1 - Pop UP First thing I see when I visit your site is a pop
up. My concern is that I don’t think many people would read that worse
it may turn potential customers away from your site. If you are going to
use it I would suggest you find a way to use less text and make the
sign up more clear. An image or even a video of a sleeve being used
would probably help put the pop up into context.
Tip 2 - Mobile With an eCommerce business that sells glasses and
frames, images are a big conversion factor for you. You’ll probably find
that more people come to you via the mobile than the desktop. Looking
at your site on the mobile I see that the first image is landscape.
Mobile phones now are geared for portrait images that use up alot more
of the real estate. I made the assumption that you could do that because
you are using two separate images on the mobile site and the desktop
site. If you can’t then I suggest you to talk to your developers because
images are a big deal for you.
Mobile sites are really important because most people use their
mobiles when shopping online. You need to make sure that both sites work
well. I would suggest you make the text bigger on your mobile site and
the Call to Action buttons much much bigger than they currently are.
Tip 3 - Delivery Your offer of free worldwide delivery and free
returns is a big BIG deal and is one of your unique selling points but
it is really to see the text on your sites. It may look cool as far as
design but we’re talking here about conversions!
Tip 4 - Home Page The images are all quite busy and distracting. I
can see that you are trying to make the images more interesting but
remember the golden rule: your homepage exists to get people where they
need to be straight away. It’s a signpost. I don’t want to get into
design because that’s very personal but i’m just telling you to be more
clear on the first fold. Daphne in big bold letters is cool but doesn’t
really tell me anything. We need to catch people with the headline
straight off the bat.
Tip 5 - Product Page Product page on desktop site looks good! On
the mobile site I would suggest you make the text bigger and get design
more in line. A couple of things that I would want to see here is some
360° images so that people can rotate around products. Secondly, when
you use models you have to think about who your customers are. Maybe you
could show images of models of different skin tones wearing your
products. As an example, MAC makeup do this really well where they show
their makeup on different skin tones.
In conclusion, rethink your homepage for both desktop and mobile
sites, lose the email marketing pop up, use clearer images and work on
some of the alignment functions and I think you should see some increase
in conversions. On the whole, the website looks pretty cool and I think
the tweaks could make it better.