Help Me Improve this Page, Please

[Prime85]

Time for the weekly "help me improve this page" post

I'd appreciate it if you all would take a look at this page and give me some tips to improve it from a user - point - of - view.  The URL is http://goo.gl/9mcyF

My main goal is conversions and I'm trying to make this page as good and helpful and easy as possible for potential buyers and visitors.  I'd appreciate any tips or suggestions that you think may help.

Thanks!

[JesusD]

Yeah, it really its a dilemma. However, i apologize for using that word (cluttered). Basically, you should aim for the taste of your market and users. For me, an ideal or almost ideal ecommerce category or product page would look something like this page. Paddy Moogan gives excellent advice on optimizing ecommerce for conversions, there are tons of advice on optimizing a page for ecommerce.

Its a great thing that you get a lot of traffic, now its time to reel them in. The first thing would be setting your conversion goals. Are you looking for 1) Sales , 2) Subscriptions, 3) Contact forms or calls, amongs other. Or a mixture of them. CleverPhD correctly points out that you should monitor the pages, conversions, everything, and analytics software its a must, wheter is google analytics,or some other software.

In order to gain more trust  (And convert more) and be seen as the most trustworthy option in stackable bins you should aim for five things, and synch them real nice:

• Product Usability: the user wants to be able to experience the product or service features. This can be achieved by incorporating multiple images of the products. Customers actually using the product. Customer reviews are also really important.
• Explanations: I think your site already gives a detailed explanations of the benefits. However, a FAQ would be a great idea to build trust with thorough responses to objections within skeptic customers.
• Simplicity: Keep it simple!, ensure that only the right information is presented.
• Follow Up: This is where a subscription, or registration would come in handy.
• Security: Include trust signals such as TrustE, Verisign, BuySafe etc.

Thanks for sharing your case in this Q&A. I hope at least something was helpful!

Best Regards.

[Anti-Alex]

From clicking around I feel like the site needs to put a bit more effort into building trust. Here's a good article with some suggestions and ideas that you can build off (not my website)

http://yoast.com/7-ways-to-increase-sales-by-creating-trust/

Something they don't include in here is an "About Us". There are so many websites out there offering the same product at similar prices now. I generally go to the website with the most grounded message.

Another idea would be to try and make the website feel more local. Local SEO and marketing is big right now, and people like thinking they're buying locally.

[brad.s.knutson]

I'll look at the page from a technical standpoint.  You may or may not have the ability, resources or time to make these improvements, but here are my thoughts:

• There are too many HTTP requests being made (83 I think) and the page load time suffers (for me between 3 and 12 seconds).  Looks like lots of Javascript files that may not necessarily be used on this particular page.  The scripts are pretty small in size, and your images seem to all be optimized for the web also - so that's good.
• You have rel="nofollow" on your own top navigation bar (My Account, My Cart, etc) and in other parts of the page.  Is there a reason for this?
• Images don't have alt text.  This would definitely give you a boost in image search.
• Responsive Design is missing.  Not sure how important it is to your target customer base, but it's becoming increasingly important.

[CleverPhD]

Other things to consider.

I would first segment your Analytics to look at where the traffic is coming from. Organic, paid, direct?  Get an idea of what kind of traffic is converting better or worse, what kind of traffic is bouncing or not.  You need to understand your users better to then get into their heads and know how to improve the page.   Another thing to look at is what are the key words that are driving that traffic.   What browsers do your users view the page in, is your design compatible with those browsers.  You may want to consider services like usertesting.com - get some folks to look at the page, give them assignments and they can help find some obvious issues. Check out the 5 second test they let you preview.  Also, there are those services that are free like http://www.iperceptions.com/en/plans-and-pricing/free  - asks some key questions from your customers to figure out why they are coming to your site and corroborate the data above.

All of that said, and assuming this is important to your customers, credibility is a big thing with ecommerce sites.  No offense, but when I look at your site, it looks pretty 2002 to me in the design.  Does not feel like a modern site and so if I am buying, I am just not as confident that I am purchasing from a top notch "credible" company. Remember, I know at some point I have to give you my credit card and if I feel funny about doing that, I am not buying.  That is just a 5 second impression mind you.   I went to your home page and see that you have some big name customers - that was impressive, maybe you are the kings/queens of the plastic bin space!  I might bring that information to this page as maybe people cannot tell right off if you are legit enough to purchase from.   That is just my opinion, but I think you take the steps above to find out more about your customers and you can see if what I am saying is worth a darn.

Good luck!

[Prime85]

Thats the tough challenge for me... You're telling me to add videos and testimonials and reviews but at the same time telling me that it's already too cluttered.

All I can tell you is that this particular page has a lot of traffic and a high exit %.

[JesusD]

Prime85

How you doing?, i like the product, it would clearly help me unclutter my desk. Which i think is what the page needs. Although i like the overall feel, i think its just a tad cluttered for my taste. Try simplifying the overall design.

You said this "My main goal is conversions and I'm trying to make this page as good and helpful and easy as possible for potential buyers and visitors." I love this statement, you are going in the right path! Just include some more testimonials, customers using the product, some video reviews, that would help a lot!

Many other options could offer a conversion solution. i would try to i**nclude some great testimonials, some reviews, definitely a subscription list or mailing list. **Also i think you are missing some "call to action" opportunities. The product is great, it solves many problems, brag about it! highlight your distinctive capabilities.

This post offers a great deal of research on ecommerce optimization. I would highly recommend it

Best Regards! Good luck!