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Discussion in 'Website Reviews & Testing' started by Ozzy, Apr 25, 2021.

  1. Ozzy

    Ozzy Founder of UKBF UKBF Staff
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    Oh here goes :eek::eek::eek:. Welcome to my weekend and evening job, I'm no web designer but I built my wife's website for her own business on Wordpress, Woocommerce and a purchased theme. It's been a bit of a side job which originally was relaxing and a get away from the day job...originally!

    My question I'd mainly like feedback around is the navigation structure, as we've been going round in circles between us. She's far from technical so I've tried asking her to imagine she's in a physical shop, and between us we're go nowhere fast o_O. That said of course any feedback is welcome.

    My wife's website is : https://thefairyboutique.co.uk

    The next consensus of an update we're thinking of doing is changing the menu to be something like;
    Shop by Product | Shop by Theme | Shop by Style | etc
    Before I embark on reconfiguring all the products, categories and tags to support such a change I thought I'd ask here for comments, especially as it's such a huge undertaking. I've also managed to get some really good SEO results on the current category pages I don't want to lose them. It's probably worth saying some 80% of her visitors are on mobile, and most of her business originates from Google or Instagram. So I need to be thinking Mobile First on this.

    Yes I've just found out the hero slider doesn't look good on mobile and will be fixing or removing it this weekend (Shop Now button on first slider isn't visible on mobile).
     
    Posted: Apr 25, 2021 By: Ozzy Member since: Feb 9, 2003
    #1
  2. Opinion87

    Opinion87 Contributor

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    I can't close the Cookie Notice or see the bottom menu because of the chat box. Have to click that and click no before I can see anything else.
     
    Posted: Apr 25, 2021 By: Opinion87 Member since: Jul 1, 2015
    #2
  3. MarkOnline

    MarkOnline Contributor

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    Are you manufacturing anything (I noticed your East Of India stock and a couplee of online specialist sellers there) ?

    Not the fastest loading site on a laptop.
     
    Last edited: Apr 25, 2021
    Posted: Apr 25, 2021 By: MarkOnline Member since: Apr 25, 2020
    #3
  4. fisicx

    fisicx Moderator
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    Sloooooow......

    test your site on a phone using 4g.

    There is no navigation, only the hamburger. So I have to guess what you sell.

    There is no cookie opt out or details of what you are tracking.

    In the navigation you have seasonal gifts with valentines and Christmas. That suggests you don’t manage your site, could even be a junk dropshipper. Doesn’t instil trust.

    Im not sure what spiritual means.

    Menu bar isn’t sticky.

    So to answer you question, there isn’t any navigation.

    Bin all the guff on the homepage and show the categories. Make it easy for visitors to get to your stuff.
     
    Posted: Apr 25, 2021 By: fisicx Member since: Sep 12, 2006
    #4
  5. Fagin2021

    Fagin2021 Full Member
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    It may sound petty but the first thing I noticed was how often the words 'Our' and 'We' were employed. Rather than (for example) 'Our Best Sellers' couldn't it just be 'Best Sellers'?

    The second, and more important thing, was a score of 2 (yes, two) out of 100 for performance in the Google Lighthouse report. Everyone's huffing and puffing about the imminent rollout of the Core Web Vitals update where page speed is an important ranking factor. Whilst Google have stated that page speed won't trump content, such a low score won't do you any favours.

    I don't know WordPress (except for it's reputation for code bloat when themes and plug-ins are used) but I'd guess someone who does know it could get that score up quite easily.
     
    Posted: Apr 25, 2021 By: Fagin2021 Member since: Jan 27, 2021
    #5
  6. Ozzy

    Ozzy Founder of UKBF UKBF Staff
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    Ok, first thing done. I've just shoved her site behind Cloudflare for caching and CDN. That should make a vast improvement on the site performance. :D
    We use Cloudflare for these forums to improve performance load times.
     
    Posted: Apr 25, 2021 By: Ozzy Member since: Feb 9, 2003
    #6
  7. The Byre

    The Byre Full Member
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    It isn't petty at all - it's writing copy 101. Nobody cares about you - they all care about themselves!

    The ratio of self-praise to mentioning the customer is about 2:1. It should be 1:4 or even higher. You might like to try to avoid 'our' and 'we' altogether! Just talk about the customer and what she wants!

    Two books - 'Ogilvy on Advertising' by David Ogilvy and 'Making Ads Pay' by John Caples.

    Ogilvy invented the ad featuring "At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock." and countless other world-famous campaigns.

    Caples wrote the ad that is still today cited as the greatest ever, "They laughed when I sat down at the piano - but when I started to play . . ."

    You might like to add to your reading list 'How to write sales letters and emails that sell' by Drayton Bird. Bird has about half a century of experience in direct marketing and was hired by David Ogilvy for Ogilvy & Mather and rose to be their creative director.
     
    Posted: Apr 25, 2021 By: The Byre Member since: Aug 13, 2013
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  8. Ozzy

    Ozzy Founder of UKBF UKBF Staff
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    It's interesting comparing this feedback compared to the same question asked of her social media followers in Instagram and Facebook. All very valid here and there, just interesting.
    I can only base this on her social media engagement, and Facebook messenger messages she receives. That annoying Facebook Messenger icon on her website, it is pinging constantly none stop with messages from her website.
    Her target market are pretty practically all women (based on Facebook web pixel data) and are interested in spiritual healing crystals, alternative therapy, and emotional feel good status updates. They are very connected emotionally. She receives a lot of comments "Oh I love your story", "Your story made me cry", this/that/the other is so cute/adorable, my chakras are all aligned now thanks to this.
    I'd be wary that to amend some of the copy on the website to make it more "corporate" and sterile would alienate her target market. I could be wrong, but I do have a vibe from analysing the audience data and the Facebook messages they receives that her site does need a personal connection to her audience.
     
    Posted: Apr 25, 2021 By: Ozzy Member since: Feb 9, 2003
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  9. The Byre

    The Byre Full Member
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    There is nothing I can say to that, other than that I didn't even know I had any chakras, let alone that they are supposed to be aligned!

    If I ever make a film about fairies, they'll be more like the creature in the underground hall in 'Pam's Labyrinth'.
     
    Posted: Apr 25, 2021 By: The Byre Member since: Aug 13, 2013
    #9
  10. Chris Ashdown

    Chris Ashdown Contributor

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    You are right Ozzy,

    Men have a totally different way of ;looking at things than women, just look at the magazines they buy, full of sad stories about what has happened to other women, yet most men are never interested about other men's lives, apart from if they are good at some sport.

    Women dress to impress other women, not their boyfriend or husband, and always compliment each other, where men never tell another that shirt/ suite, suites you and so on

    Let women do there own marketing after all they understand what makes them tick, we defiantly don't
     
    Posted: Apr 25, 2021 By: Chris Ashdown Member since: Dec 7, 2003
    #10
  11. Ozzy

    Ozzy Founder of UKBF UKBF Staff
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    We've never met, but I can see your face as you read this... :p:p
    Your chakras are the spiritual energy wheels/centres within your body that align to the energies of your body and the world around us. When they are not aligned your inner energies can go out of kilter, or something like that.
    As I say, it's a very niche target market.
     
    Posted: Apr 25, 2021 By: Ozzy Member since: Feb 9, 2003
    #11
  12. Ozzy

    Ozzy Founder of UKBF UKBF Staff
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    I think I've managed to move that up a little now, so should be out of the way... I think.
    No manufacturing, although a few of her mugs are custom designed for her exclusively. Her feel good emotional wellbeing mugs literally fly out the door, have deliveries almost daily replenishing stock - crazy.
    Ok I have a feeling I'm going to have an education here, but it's the hamburger the navigation on a mobile device? As in, on a mobile responsive design you hide the sticky or normal menu and put it into the hamburger?
     
    Posted: Apr 25, 2021 By: Ozzy Member since: Feb 9, 2003
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  13. fisicx

    fisicx Moderator
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    The hamburger is just three lines on a mobile. Until I touch the icon I don’t know what you sell. And even then, it’s sort of guesswork as to your categories.

    But if you had a grid on the homepage with: candles, mugs, wall hangings etc, I would know immediately what you sell.

    The menu bar should be sticky. That way if I’ve scrolled all the way down I can still get home or view my basket without having to scroll all the way back up.
     
    Posted: Apr 25, 2021 By: fisicx Member since: Sep 12, 2006
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  14. MarkOnline

    MarkOnline Contributor

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    I have read some of your copy, I trade in the same space. They love the "humanity" of the story and 90% of our buyers are female. I work along the lines that women are "internaly" based with their emotions.
    Its why women love strong arms and hands and men like big**** and ******.

    Your wife is bang on trend but I dont like the website (sorry) your mug range is quirky I like your mug range. I like East of India brand but manufacture our own ranges of similar products. If it helps I would copy those designs and sublimate them onto unisub hanging plaques. (the mug designs you own the copywrite of)

    Good luck.
     
    Last edited: Apr 25, 2021
    Posted: Apr 25, 2021 By: MarkOnline Member since: Apr 25, 2020
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  15. fisicx

    fisicx Moderator
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    Where does most of the traffic come from? Where do they land? Do they then convert?

    Or are all these facebook messenger pings vanity posts? If they aren't actual customers they have little value.
     
    Posted: Apr 25, 2021 By: fisicx Member since: Sep 12, 2006
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  16. Ozzy

    Ozzy Founder of UKBF UKBF Staff
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    Most of the traffic comes from Google organic, with a big chunk from facebook Ads. They generally land on the category pages I've created for each category of product, and her web conversion rate from visitor to buy varies between 17% and 63% depending on the individual products (based on Google Analytics data)
    The Facebook Ads land on the individual product pages themselves from using Facebook Catalog integration, so the ads show the Facebook Catalog and then click to buy takes the user straight to the product page. Traffic from Instagram Ads converts higher than traffic from Facebook Ads.
    She gets a fair amount of repeat business, we've actually turned off the Ads for a while to see what happens and there has only been a marginal drop in orders. Quite a drop in traffic, and I do believe most of the comments in her IG posts are tags to friends and do convert to sales, and the FB messenger pings are usually Thank You's (or questions about delivery times as she does a lot to Ireland)
     
    Posted: Apr 25, 2021 By: Ozzy Member since: Feb 9, 2003
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  17. fisicx

    fisicx Moderator
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    Ok. That makes a lot of sense. It suggests the menu navigation may not be that important. What may improve things is related products, bundles and suggestions.

    Imagine I’m looking at x. You suggest a complementary product or a bundle.

    You can also make the category link more prominent (not using breadcrumbs).

    But....

    Only ever view the site on your phone. Never make changes based on the desktop version.
     
    Posted: Apr 25, 2021 By: fisicx Member since: Sep 12, 2006
    #17
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  18. Fagin2021

    Fagin2021 Full Member
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    When you come from the 'Buy something or sod off' school of marketing, it's hard to grasp this sort of thing.
     
    Posted: Apr 25, 2021 By: Fagin2021 Member since: Jan 27, 2021
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  19. Ozzy

    Ozzy Founder of UKBF UKBF Staff
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    Welcome to the new world o_O.
    To be honest I don't get it really but I don't need to really, but where there's a market...and I just need to look after the techie stuff for her.
     
    Posted: Apr 25, 2021 By: Ozzy Member since: Feb 9, 2003
    #19
  20. Darren_Ssc

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    Posted: Apr 26, 2021 By: Darren_Ssc Member since: Mar 1, 2019
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