Question

Topic: Website Critique

Looking For A Website Critique

Posted by becca_l on 7/18/2012 at 12:10 PM ET 125 Points
Hello,

I'm looking for a website critique. www.stylishmode.com

The business has been operational for five years and is quite successful in my view, however, there has been a drop in conversion in the last year.

I've SEOd best I can for newly popular search words and phrases, etc., as I'd let that go stagnant because things were moving along nicely. Website traffic is still good. Inventory levels (as in different items available) are below my normal level so this could be a factor.

I'm working on a new tagline, and have another question on the go for help coming up with one.

I just completed a fairly substantial redesign of my home page after reading up on conversion and calls to action, etc. Yesterday I placed the "free shipping over $50" graphic right at the top of the home page. I'm now noticing a lot of instant bounce outs. This could be completely coincidental, but I would wonder if it's too much of a sales pitch too soon for a customer, and if the graphic should be dropped down the page a bit.

Any helpful tips on how to increase conversion would be greatly appreciated!
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RESPONSES

  • Posted by Gary Bloomer on 7/18/2012 at 2:22 PM Accepted
    One way to increase conversions is to feature YOU.

    In your "About" page you refer to yourself in the third person but you don't mention your name.

    Perhaps if you told your story and featured you as advisor and fashion expert, your customers would feel a greater bond.

    Putting prices on photographs might help too, along with three for two offers and similar upselld. Do you also offer related merchandise such as lip sticks, jewelry, and other, "gift with purchase" options? If not, you might find that these increase conversions.

    You may not really need more customers, just an increase in the transaction size by a few percent will boost sales.

    You might want to nuke the "free shipping over $50" line and offer it as a "thanks for shopping with us" at the END of the transaction, just before check out.

    Another thing to consider is the collection of e-mail addresses in exchange for a free report on fashion, something of value but that won't cost you much.

    You then continue to market special offers, great deals and fashion advice in a mix of content via an e-mail newsletter.
  • Posted by becca_l on 7/18/2012 at 3:00 PM Author
    Thank you very much for the response and tips, Gary.

    By "nuke the free shipping over $50 line", do you mean nuke the graphic that's on the home page, or the text line that comes up when items are added to the cart?
  • Posted by Gary Bloomer on 7/18/2012 at 3:31 PM Member
    I mean the graphic on the home page.
  • Posted by ben.singkol on 7/18/2012 at 3:49 PM Member
    I like it, and usually I'm not a fan of pink on websites :P. One thing I was noticing are you on other social media sites other than Facebook? It seems like you could generate some buzz on Twitter or submit your site to other social media sites. The left side of the page looks a little light on ways to connect. Perhaps a few more ways to connect might help up the conversation.
  • Posted by Jay Hamilton-Roth on 7/18/2012 at 7:23 PM Member
    How much traffic do you have? If it's significant, instead of guessing what to nuke/change, would you be willing to do a split test on your website? Basically, keep a version of the home page constant, and make a basic change to it. 1/2 of the visitors will see one version of the home page, the others will see the second. Look at the data to determine what's working (or not).
  • Posted by becca_l on 7/19/2012 at 5:04 PM Author
    Thank you all very much for the responses.

    Per Gary's recommendation I removed the free shipping graphic and immediately saw less traffic bouncing out. I'm glad I came here for advice right away after revising the home page because that was nipped in the bud early before causing too much damage. I like the idea of a more personal about me page too, and the email marketing ideas.

    It really seems marketing and conversion are my issues, as well as the need for more and possibly a bit different inventory selections. I get a sense that there's not much from a design perspective that should be fixed with the site to increase conversions, or anything obvious anyway, or it would have been mentioned. This was a big part of wanting a site critique, so I'm happy to have closure there.

    Ben, I'm glad you like the pink! Social media is definitely something I can improve upon. Not being the greatest at content writing, I've sort of shy'd away from it for fear as coming across as sales pitching too much.

    Jay, thank you for noting split testing. I didn't know it existed. This is definitely something I may consider in the future before making substantial changes.

    Thanks again everyone.
    Rebecca
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