Many mid-sized e-tailers believe that the Amazons of the world have too much of a lead on them. This isn’t true. Every week I notice one major error at one large ecommerce site. An example— screenshot below is of kohls.com subcategory page—
You’ll notice I’ve highlighted product reviews with red boxes in screenshot. Here’s the funny part— if you visit any of the red box highlighted product pages you will see NO link to see reviews for that item. Don’t think kohls.com could make such a blunder? Check it out for yourself— http://www.kohls.com/catalog/mens-clearance-clothing.jsp?CN=4294723349+4294736457+4294719810&icid=hpmf|mfs3
Since kohls.com is such a big site it’s going to take their team weeks to notice this error. It’s also possible that they’ll never catch it and it’ll continue leaking sales, indefinitely.
Hope you feel a little better about your own site now. Have a great 2014.
Gardeners.com has a sitewide email signup popup that appears on every landing page. I get it, they want to maximize email signups. Here is where the logic breaks. I’ve been receiving a little too many emails from gardeners.com lately, so this morning I clicked the “unsubscribe” link on their latest email. This took me to their unsubscribe page where, because it was a landing page, their email signup popup appeared. Tip: it’s OK to have email signup on every landing page, just remove it from your email “unsubscribe” page.
Quill.com sells a huge selection office supplies— from dozen varieties of ink cartridges to paper products. Shoppers who are browsing multiple product pages might have a hard time keeping track. This is why quill.com has a prominent floating element (anchored to bottom of page) that displays recently viewed items.
What I like about this tactic—
1: Makes recently viewed items super accessible. Shoppers can browse around freely knowing their shortlisted items are just a few pixels away. Eliminates the need to use shopping cart as temporary holding spot.
2: Minimalistic design that nicely blends into existing site design. This frees vital screen real-estate for marketing more products.
Askthemeatman.com is a site I’ve known about since 2007. It’s a popular site and gets over 23,000 monthly visitors (traffic used to be way higher few years ago)—
Back in 2007 the design of their site seemed dated. My theory was they’re probably about to do a redesign; surely. Every year I’d check back and the site design would remain unchanged. It’s now 2013 and no update. Do they not redesign because—
1: They feel current design works, so why screw with it?
2: They fear they’ll lose SEO rankings?
3: They’ve never had a customer complain about site design/usability?
Someone needs to let the graphic designer behind delphiglass.com know that we’ve seen amazon.com.
Amazon.com homepage (notice sections pointed by red arrows in screenshot below)—
What surprises me about Delphi Glass is that it’s an established company (started in 1972), with nearly 100,000 monthly site visitors, and products (artistic glass project supplies) that are available all over the US. The worst part is that Delphi Glass’ pitch to shoppers is, “Unleash your creativity”. Ironic.
Allrecipes.com knows site visitors use Site Search extensively to hunt for recipes. But allrecipes.com needs to use screen real-estate judiciously, thus search box can’t be too big. How does one satisfy these two opposing realities?
Allrecipes has found a solution. When a visitor clicks Site Search box they dynamically make it bigger—
Will this idea work on your site? A/B test it.