Continued from parts 1 and 2…
Let’s start with the home page. Across the top is a logo and nothing else (he plans to put contact information on the right side at the top to include email/fax).
The nav is very straightforward and only has the important pages: Home, Shopping Cart, Catalog, Order Tracking, Account Info. To the right is a very prominent dynamic cart button.
Then he has a tiny 3 sentence description. Then there’s a row of images that talk about the main features like, what do you get free with the product purchase, the lifetime guarantee, more free-ness, and free shipping. Awesome features right in plain view above the fold, and very professional looking.
Below that is a “category cloud.” You’re familiar with tag clouds? Well this is all the categories with highlighted category names in various sizes. It offers a very user friendly way to look through the various categories. One product can belong to multiple categories. He created a category for all the color options as well. So you can filter on all the “white” or “light blue” items for example. He clearly has more light blue items than white, noticed easily by the size of the category name in the cloud.
Below that is a grid of products including the product images. It is very nicely laid out in a professional manner.
Below is a “more products” button linking to the catalog, his email and fax info, and a search box. He deliberately put very little focus on the search box. In his usabilty testing it didn’t provide the same type of results that the category cloud offers.
He’s lacking some links to disclaimers, terms, and other legal stuff but like I said, he was focused on the customer’s experience from jump.
He is split testing a couple ideas where he is a) forcing/not forcing users to create an account and b) redirecting/not redirecting to the cart automatically after adding an item (in general people only buy one thing).
Product Page Layout for Your eCommerce WordPress Woo Store
The product pages have a very simple layout in this real-life eCommerce/drop-ship success example. There is easy access to the cart from the nav. There is one product per page with the option to select a size.
Below is the description (which is essentially the same for all products in his case, but still strangely gets search engine rankings for individual products, go figure).
Below the description are “related products.” I’m not sure if these get dynamically created (probably) but they are the same product but in different colors, so they provide easy access (with photos) to different colored products with the same design as the one being viewed. As you might recall he setup unique colors as their own product in the catalog.
The call to action on the page is to actually browse through the catalog where he presents the category cloud again. This is floated to the right of the product/description. It’s a strange call to action on a product page I would think but his conversions are high like I said. His product images are very large, bright and clean and catch the eye right away so that probably makes a big difference.
Customer Service is Top Priority
He finds it imperative to put in orders in for customers as soon as possible so there is as little time as possible between order placement and product receipt. The minor bottle neck is always with the supplier.
He responds to queries immediately and offers discount coupons to even slightly frustrated customers. He will give them a two-use coupon (a WooCommerce feature) and offer one for their first purchase and one for a future purchase (or for a friend).
He hasn’t begun adding customers to a list yet. Again, his main focus is on making the customer happy. Not search engine rankings, not future sales, happy customers who have a great shopping experience. A case study we can all learn from.
Artificial backlink building. Pffft.