This audit is to summarise potential user issues, e-commerce conventions and any other website issues which may create future friction for your customers.
– Audit the website to find out any e-commerce issues
Problems and Goals
The site needed to keep a consistent look. Three out of the four items’ weren’t available, we advised adding a coming soon or sold out for the ones which aren’t available.
This is to eliminate confusion amongst consumers who are interested in the products.
Due to the background and image shadow we suggested to add a white box around the “available now” to make it more visible.
The shadow clash is an accessibility issue as the contrast is low and can cause issues for users browsing the site.
The pricing on the site is in pounds, however, the sizing is in European measurements. We suggested to add the alternative or change it from european to UK. Sites which pay in pounds will usually have English sizing too.
As the site had just launched, a number of the items weren’t available. What Gentri failed to do was include any option for users to either sign up to a newsletter or register their interest. Multiple sections had blank spaces which users would see and leave as there wasn’t a CTA for them to purchase or register interest.
The menu at the time was also hidden so the touchpoints weren’t easy accessible for users to browse the website.
Website Must Have
At an absolute minimum, product pages must have these core components.
Descriptive product name
Enlarged view of the image(s)
Price, including any additional product-specific charges
Clear product options, such as colour and size, and a way to select them
Clearway to add an item to the cart, and clear feedback when it has been added
Concise and informative product description
Nice to Have
Shoppers generally expect and appreciate these elements on product pages, but not all sites and apps need each of these.
Customer or expert ratings or reviews, sortable or filterable by rating
Additional product images (rotated or detailed views, animated images of the product in use)
Zoom or pan functionality on product images
Related product recommendations
Wishlist or registry tools
These may be worthwhile for some products, but only if they are flawlessly executed with high usability and utility for the user.
Virtual try-on (for example, via photo upload or augmented reality)
Photo or video reviews from customers
Metadata and advanced filtering in reviews
Recurring- or subscription-purchase options
Product customization tools
Step-by-step how-to videos or animations
The CTA’s didn’t go to the right place. Clothing and headwear went to all the collections and sneakers went to the one sneaker rather than a page. This would have made the user’s journey confusing and probably led them to leaving the site.
Add a live chat or customer support to improve customer relations
If possible, remove the hamburger menu (both mobile and desktop) can be seen as outdated
When the reviews start, add them to the website
Add more information to the product details
Add video to the products – e.g. of someone trying it on and walking around
Add email address to the contact page, people prefer to email rather than think their message is just being sent to an automated system
Add related products to the product pages