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eCommerce Website Review: Give Web Visitors Clarity in Order to Convert!

review Mar 21, 2019

 

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.coconut-lane.com, an eCommerce business that sells fashion accessories, stationery and homeware.

Here are 6 tips which will help Coconut Lane convert web visitors easily:

Make Sure Pop Ups POP!

If you are going to use a pop up, you should consider changing the color so that it doesn’t blend into the rest of your website. It should stand out and grab your web visitors attention.

Test Discounts, Especially on Your Homepage

I am not a big fan of the “Want 20% off” pop up in the hero section, because it instantly cheapens your site and what you are doing. You have beautiful products worth paying for. Give the web visitor a chance to see that before they see discount codes. Could this be an exit popup instead?

Giving a discount to get another person on your list is definitely worth testing. What’s it like when it is there, and when it’s not there? What are the sales like? What are the sign-ups like? Run a split test to make sure that it makes sense.

Condense Your Main Navigation

Don’t give people too many options in your main navigation. Clutter confuses. The left hand side is your main real estate space. I would probably put links to your blog at the bottom of the homepage, take some of the busyness out of the menu. Look for ways to join some of those categories together to again give the menu more space.

Make Your Product Page Crystal Clear

I love that Coconut Lane have an image showing customers how to check their macbook model number - that is brilliant. I might also put a link in there saying “if you aren’t sure what your mac model is click here,” and take them to a video of you showing them how to find the model number. Here’s the deal: if you make product pages clear, your website will convert.

On Coconut Lane’s website, the “Add to Cart” button needs to be black or another color other than pink. For any eCommerce entrepreneur: your call to action button needs to be a unique color that stands out from the rest of what you are doing on the site. Coconut Lane have a lot of pink on your site and the “Add to Cart” button will get lost in that.

On Coconut Lane’s site, the use of video is fantastic and I love that you have a video showing customers how to apply the Macbook skin. The related items also look good. Could you do bundle offers? Bundle some products together and take a small amount off the price to increase your average order value. Bundle offers work well on eCommerce sites.

On the Coconut Lane site, adding to cart takes customers to more pink! Some of the text is difficult to see. Perhaps consider making the slidey cart background white with black or gray text. Your website design should enhance clarity for your web visitors. Don’t confuse them!

Don’t Lose People at the Checkout Page

On Coconut Lane’s site, the cart is good with a white background and black text. I would reiterate, use black or a unique color that stands out from the rest of your site for the “Check Out” button. The free shipping message at the bottom of the page should be closer to the check out button.

You need to make sure your information is super clear and consistent with your messaging. On Coconut Lane’s site, it’s confusing. On the one hand they are saying it is exclusive of taxes and on the other that it is inclusive of tax. One of the main reasons for abandoned carts is that people want to know all the charges up front. Perhaps put the list of delivery charges on the check out page so that there are no surprises for the customer.

Looking at the Sweatshirts on Coconut Lane I can see that you have really thought this through. Maybe right next to size you could have a link to the size guide. You have to make these things really really obvious for people.

Get at Least 5 Reviews Per Product

Every eCommerce site needs to go get reviews on every product. I don’t see many on Coconut Lane. Ask customers for reviews when they order.

Conclusion

Overall, Coconut Lane have done so many things right with their website and I think with a few tweaks it could become really great. Well done!

If you have any questions, please let me know in the comments below this video.

If you enjoyed this video, you can also check out my new eCommerce Mastery 2019 course which is designed to help you build, grow and launch a profitable eCommerce business in 60 days: https://mattedmundson.com/ecommerce-mastery-2019-pre-launch. This is a great course for you if you are just starting an eCommerce business or if you already have an eCommerce business.

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