New Customer-Centric Design

[PeterBennett]

Hi all, I am quite new here, so I am finding my feet and thought it would be prudent to get some feedback on our design, the vast majority of our traffic is mobile, but we want some honest thoughts from both angles.

SmileWhite, Professional Teeth Whitening & Clear Aligners

SmileWhite offers professional teeth whitening, alignment services and oral care products to help you achieve a brighter, healither, straighter smile. Our expert team uses advanced techniques to give you the best possible results.

www.smilewhite.co.uk

 

[japancool]

I think you need to be a full member to get a website review.

 

[PeterBennett]

I think you need to be a full member to get a website review.

I am a full member

 

[japancool]

Ah, it still says "New Member" under your username, that confused me.

 

[thetiger2015]

Be cautious with the 'design by committee' aspect of a forum - everyone has different opinions on what a website should look like and it may make your head spin.

The first question I'd ask, is the site currently generating a reasonable amount of leads for you?

 

[PeterBennett]

Be cautious with the 'design by committee' aspect of a forum - everyone has different opinions on what a website should look like and it may make your head spin.

The first question I'd ask, is the site currently generating a reasonable amount of leads for you?

Absolutely, I do have some concerns myself with certain aspects of the site and want to see if others pick it up too.

 

[UKSBD]

Although I'm not your target market (50+ who uses local dentist) I like it.

The one thing I don't like is, you mention local Smile White Dentists but when I click to reveal a local dentist, nothing happens and if I search on Google for Smile White Dentists, there don't appear to be any.

 

[Shopclicks]

You mention a new design in the title. Have you always been with Shopify?

 

[fisicx]

Popups everywhere! Can't seem to do anything without a popup getting in the way.

Took me a while to work out what was on offer as it's not really clear what a clear aligner is. I thought it was some sort of gum shield. The £790 of free gifts makes the deal seems a little iffy. If you can afford to give away such an expensive gift it means the wholesale price must be stupidly low. Just doesn't feel right.

That being said I'm sure it all works but you are trying way to hard to sell. Look at any of the pages on your phone. They don't look good and you have to scroll forever to get to the bottom.

Why do I have to go off site to book an appointment? It makes the site look a bit homemade. Not very professional.

I tried the alignment survey and got to the form (which looks pants) and it says you need my details to check there is a local dentist. But the form doesn't ask for my location....

A lot of the images look stock with boxes added using photoshop. Can't see any testimonials or customer stories on the site. You have the trustpilot thing but it doesn't link to trustpilot so I can't see the reviews.

Why are you using shopify? There doesn't appear to be anything I can buy so why do you need a shop. If I do book a service I'm going to be doing a bank transfer.

 

[antropy]

we want some honest thoughts from both angles.

Site looks good tbh.

"Dr Hassan & Dr Hussein" look like pro boxers rather than dentists but not sure that's a bad thing!

Paul.

 

[Deleted member 339964]

Absolutely, I do have some concerns myself with certain aspects of the site and want to see if others pick it up too.

I hop over to the 'experts' own sites to see if they 'know of what they speak' .....

Meanwhile, I'm not an expert, but I might be a customer and from a customer's first glance, it looks very nice and professional. I haven't clicked on anything though, so aside from aesthetics, I have no opinion worth noting.

 

[fisicx]

Meanwhile, I'm not an expert, but I might be a customer and from a customer's first glance, it looks very nice and professional. I haven't clicked on anything though, so aside from aesthetics, I have no opinion worth noting.

Looking nice isn’t what converts. Amazon can’t ever be considered pretty but it converts like stink.

Good website design is all about information flow, AIDA, UX, accessibility and much more. People will forgive an ugly site if the content, navigation and calls to action are good,

I’ve got a site which is about as naff designwise as it gets. But bounce is under 30%, dwell over a minute and converts 1 in 3.

The old concept of less is more also holds sway. The simpler an site the less the visitor has to think. Overload them with content and they will soon give up.

 

[Deleted member 339964]

Looking nice isn’t what converts. Amazon can’t ever be considered pretty but it converts like stink.

Good website design is all about information flow, AIDA, UX, accessibility and much more. People will forgive an ugly site if the content, navigation and calls to action are good,

I’ve got a site which is about as naff designwise as it gets. But bounce is under 30%, dwell over a minute and converts 1 in 3.

The old concept of less is more also holds sway. The simpler an site the less the visitor has to think. Overload them with content and they will soon give up.

As a consumer I know what converts me ... and what doesn't ...

Re the Smile White site, I really do like the presentation, so as a consumer, my next step would be to check testimonials and affiliations and to enquire who did their web design.

 

[fisicx]

….so as a consumer, my next step would be to check testimonials and affiliations and to enquire who did their web design.

Really? You check who built the website before you buy products and services?

 

[japancool]

The old concept of less is more also holds sway. The simpler an site the less the visitor has to think. Overload them with content and they will soon give up.

You've clearly never seen Japanese websites!

They all look like Mrs. Ling's site.

 

[Deleted member 339964]

Really? You check who built the website before you buy products and services?

No, in this instance, because I'm currently updating my websites. If I wanted to hire someone I'd ask this seller who designed their site as I appreciate their skill as demonstrated here. So a separate issue entirely to 'wanting teeth whitening'. But relevant as it demonstrates how much I do like their site. Whoever did it did a great job.

 

[Shopclicks]

Whoever did it did a great job.

Are you familiar with Google's site testing tool? Give the page time to load fully:

PageSpeed Insights

pagespeed.web.dev

 

[fisicx]

No, in this instance, because I'm currently updating my websites. If I wanted to hire someone I'd ask this seller who designed their site as I appreciate their skill as demonstrated here. So a separate issue entirely to 'wanting teeth whitening'. But relevant as it demonstrates how much I do like their site. Whoever did it did a great job.

Have you got past the homepage and looked at the booking system? The user journey is very poor.

In any case, it's shopify so may not be much use to you.

 

[JamaC]

• Homepage is not tailored to "new to dentists customers". Read the page as an average Joe who knows nothing about dental products and services and you will be slightly lost

• Embed calendy booking system into the page instead of the external link. People don't like being redirected to another site. Or at least customise the link

• Keep the pages simple and straight to the point. Way too much fluff on each page

• Facilitate enquiries. I may have questions but your contact info is way down in the footer and there are no faqs or access to contact you in the navigation.

If this was done intentionally and you want to streamline the process via calendy, then you need to work on the information architecture, ensuring all information is easy to find

• Simplify your navigation. Teeth whitener, straightners. Use simple plain English for those new to these products, get more technical further down the funnel.

• Call to actions are too diverse. Keep them similar. You have too many different colours, sizes and variations of text. Keep to 1 colour for primary actions and 1 colour for secondary actions. Text differs too much for example "discover more" and "find out more" on the same page

Then you have smaller issues

Like when clicking through the suitability questionnaire the page does not return to the top after each selection. Frustrating

Cart icon overlapping logo

Bbc, Channel4 what? Advertised in, mentioned in, customers, partners? These logos could be referring to anything

 

[Byzantium]

Hi all, I am quite new here, so I am finding my feet and thought it would be prudent to get some feedback on our design, the vast majority of our traffic is mobile, but we want some honest thoughts from both angles.

What is your website built on ?

I'm not a techie - just wondering as it is quite nice.

 

[Shopclicks]

What is your website built on ?

I'm not a techie - just wondering as it is quite nice.

The platform doesn't make the site 'quite nice'. The design skills do.

 

[Artistkent]

I think the design is awesome! I don't see anything that jumps out to me as 'bad'. Just a simple, elegant website imo

 

[Fagin2021]

I think the design is awesome! I don't see anything that jumps out to me as 'bad'. Just a simple, elegant website imo

I know I keep banging on about this but the word I want to hear about a site is is not 'simple' or 'elegant' - it's 'effective', which may or may not incorporate the other adjectives.

 

[fisicx]

I think the design is awesome! I don't see anything that jumps out to me as 'bad'. Just a simple, elegant website imo

Did you sign up for a treatment? If not then the site failed. Might look elegant but if you don’t convert it’s pointless.

 

[Dewlance]

Your website is user friendly and easy to book. I like the popup window with booking options.

I clicked on cart but there is no title on your cart page which is a bit not good.

 

[PatrickStephen]

The scrolling banner with the Black Friday offer is a bit too much for me. The initial pop up so soon after landing on the website will put a lot of people off from staying in fear of getting many popups whilst trying to read the site.

The first image seems a bit blurry for me.

I like the idea of the reviews but on too many occasions, its interpreted as "paid reviews" so i would be careful having them there.

 

[Paul Carmen]

I like the idea of the reviews but on too many occasions, its interpreted as "paid reviews" so i would be careful having them there.

What does that even mean, how can you be careful having them there?

Reviews are proven to increase conversion. If you've ever run an A/B test with and without, or added them to a PPC campaign, the uplift from them is stark.

 

[goivvy]

Your footer isn't aligned on a big screen - see a screenshot

 

[Bryan Waddington]

Hi @PeterBennett,

Here's a few things I notice as I load and view your website. It's an 'off the cuff' first impression and might help.

1. On my desktop screen the hero image is very large and dwarfs the headline text.
2. I don't feel your headline is getting my attention. I suggest connecting with a customer's problem for the headline, perhaps "Tired of useless DIY whitening and straightening companies with hidden costs and no guarantees?", and then tell how you solve their problem.
3. The use of upper case on the headline text is a bit odd.
4. There's no CTA in the hero section.
5. The rotating banner at the top - it's distracting and kept me looking at it for a while to see more text, but it's just the same repeating text.
6. The sections below, Clear Aligners, Pro Whitening etc, is probably suppose to be a centred column but it's lop-sided and more to the left.
7. The light green text (aqua?) on white, and vice versa, is very difficult to read and will not pass accessibility tests.
8. next section: I wasn't sure about the Clear Aligners and Pro Whitening 'buttons'. There is no hand pointer cursor to indicate they are clickable but there is a dot on one that might suggest they are.
   1. The sections that switch are too large in that I have to scroll down to see everything, and then I have to scroll back up to get to the 'buttons' to change to the other 'tab'. this is a usability problem and would suggest changing it.
9. The Miles of Smiles image carousel is rotating very fast. the text in this section doesn't line up with the image below.
10. In the design overall ...
    1. there are some issues with text and images not lining up
    2. inconsistent content widths.
    3. some of the colours clash and are difficult on the eye.

I hope that is of some help.

Kind regards
Bryan

 

[Liam4689]

I would move the trustpilot reviews to the top of the homepage.

This will allow users to instantly trust the brand more.

At the moment the trustpilot reviews carousel looks like its just been thrown in at the bottom of the page.

I think the footer could look better too. Its the last thing people see on a page and could look more professional.