Improve User Flow to Get More Sales – Friday Website Review

Are there opportunities to increase conversions by improving the user experience on your site? In today's website review video, you'll find several examples of how you can improve your site's conversions and increase sales by understanding user flow.

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Shop on the Homepage?

In today's website review, we're looking at the dnabars.com website. It's an e-commerce site and one thing that would also be worth considering is to simply have the shop on the homepage, instead of having a separate "shop" link in the navigation.

I suspect that it would work, but I'd still keep the top section of the homepage reserved for explaining some basics about the product and the brand. Why? Because the product is unusual and visitors require some information to be able to fully appreciate its value.

If the store were selling shoes, no explanations would be needed, because everyone knows enough about shoes to make a buying decision. The same isn't true for specialized protein bars like the ones offered here.

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I hope you enjoyed this video! If you have any questions or feedback, please leave a comment below.

Shane

Author: Shane Melaugh

Shane Melaugh is a co-founder and the CEO of Thrive Themes. When he isn't plotting new ways to create awesome WordPress themes & plugins, he likes to geek out about camera equipment and medieval swords. He also writes about startups and marketing here.

  • Burnie W says:

    Some good points today … especially about the coupon. Note that WooCommerce includes that as a “feature”, so normally it would have to be removed (or displayed conditionally as you said).

    • Shane Melaugh says:

      Thanks for your comment, Burnie. Unfortunately, many shopping cart solutions show a coupon field by default. It’s a bit daft, but as you say, it’s something the store owner needs to be aware of and do some customization to hide or improve.

  • Albert F A Matthews says:

    Good review Shane, I took a look on alexa and see most people stay on the site for just over 2 minutes and look at 3 pages so they say.

    3 pages in 2 minutes to me says something and you raised some golden nuggets from improvement to take someones hand and leads them to a sale. But the site is gaining in traction so good luck to the owner. :-)

    • Shane Melaugh says:

      Thanks for your comment, Albert! I don’t know how reliable those Alexa stats are. Even GA isn’t great at telling you how long people actually stick around on your site…

  • Shane, this was insanely useful. Excellent observations and I love the brutal honesty. I especially liked the part where you talk about the coupon code and the weird cross selling layout. Keep it up!

    • Shane Melaugh says:

      Thank you very much, Paul! Glad you found this video useful!

  • Dan P says:

    IF the brand will remain “DNA Life Bars”, I’d recommend refreshing the logo to tie into the brand name by incorporating a double helix as an element that will be immediately recognizable as representing DNA and life. The tree in the logo may perhaps be a vague reference to “The Tree of Life”, but many prospects may not make that connection.

    This is the first “Friday Review” that I have seen and absolutely love it, highly helpful. Great job guys. Reminds me of the guys at http://www.marketingexperiments.com , you’d like that Shane.

    • Shane Melaugh says:

      Great points in your comment, Dan!

  • G E says:

    Nice work Shane, extremely helpful analysis. Re the tagline, I suspect “daytime nighttime anytime” is D N A but the link is not obvious (perhaps colour coding the 1st letter of each word to the text colour of the brand name would help clarify.

    • Shane Melaugh says:

      Ahhh, you’re right! That never occurred to me at all.

  • Joe G says:

    That was good, Shane, and what a wonderful service for the DNA Bars owner, as well as anyone else with an eCommerce site.

    One thing I’d do on the home page is to differentiate the DNA Bar w/ prominent competitors. Their best prospect are those who consume and therefore will be familiar w/ alternative; therefore, tell them specifically why X, Y and Z bars are inferior. Then have that call-to-action button.

    My 2 cents.

    -Joe

  • Mark W says:

    Excellent & as helpful as ever.

    You have Shane, however, revealed an issue that most of us face…

    The site is using Woocommerce and most of the “design” and “layout” issues with that plugin are pretty rigid and so, as right as your observations are, without being or having access to a coder fully conversant with WooCommerce the changes suggested cannot easily be implemented. e.g., space on right side before adding to cart etc.

    Is anyone aware of a viable alternative to Woocommerce that allows more customisation with resorting to hacking the code? Exchange, is very similar in its limitations and again, add-ons tend to significantly increase the cost.

    Any ideas?

    • Shane Melaugh says:

      Hi Mark,

      I agree that WooCommerce is far from optimal. Unfortunately, I don’t know much about e-commerce solutions, so I can’t recommend any superior alternatives either. Since WooCommerce was recently acquired by Automattic/WordPress, it has now become the de facto standard solution, which makes alternatives less attractive. One can hope that the WordPress team will make WooCommerce more customizable and flexible.

  • Charles G says:

    Great session, I am very pleased with the editor and all the information in the Thrive community. We are working on our first site – blending this editor in as we go, and we are setting up a development site using this from scratch as we build our 2.0 version.

    • Shane Melaugh says:

      Thanks for your comment, Charles! I’m glad to know that this webinar provided some good insights for you.

  • Matt says:

    A lot of these issues stem from how WooCommerce is both designed and developed.

    Many of the the issues called out would require significant development time and cost.

    Sure, there are plugins that can handle it. But for the average guy running a shop with no development or design experience it’s hard to find the right ones.

    In general WooCommerce should probably hire conversion specialists to overhaul themes and how WooCommerce functions.

    • Shane Melaugh says:

      I agree 100%. Unfortunately, WooCommerce is not ideal for conversions at all, with the default settings. It’s too bad that it’s now become the de-facto standard ecommerce solution for WordPress, but we can still hope things will improve in the future. Right now, you definitely have to do a lot of customization to fix these issues.

      • Kim K says:

        It’d be seriously bad karma for me to diss WooCommerce after all it’s done for me… Its huge set of features out of the box and relative stability, all for free, is basically what got me started in the world of e-commerce. So, kudos! But, as others have mentioned it’s unfortunately far from ‘conversion optimized’.

        I’ve gone ‘all Thrive’ and am creating a brand new version of my WooCommerce site using your Ignition theme and the magnificent Thrive Content Builder. As much as I would love to implement all of the advice given above however, that’s unfortunately tricky, mainly for two reasons:

        1. The already mentioned inherent conversion-unfriendlyness of certain parts of WooCommerce.

        2. The relative new-ness of the integration between WooCommerce and Thrive Themes. As an example there is no easy way to achieve your suggestion of a homepage with a ‘presentation’ section at the top and a shop section underneath it (as the Content Builder doesn’t handle WooCommerce shortcodes yet).

        Even though I sell physical products, and Thrive Themes was probably born out of your experience selling downloadable ones, I find your unwavering focus on conversion to be just as relevant to what I do. Hence, I’d like to take the opportunity to say I’d love to see a tighter integration between Thrive Themes and WooCommerce (as you say, fast becoming the de facto ecommerce solution for WordPress) as time goes on.

        That said, what you’ve done so far is still good enough for me to make the switch to Thrive, so you must be doing something right:)!

      • Shane Melaugh says:

        Hello Kim,

        It’s likely that we’ll revisit WooCommerce in a future theme and do some work to make it better. However, I don’t know if we’ll ever be able to wrestle WooCommerce into a platform that is actually conversion optimized…

  • Rich Newell says:

    Love the Review! This will help me design better sites for my clients.

    I have one more idea for the Website owner: Add a variety pack that the visitor can try the different flavors without spending a fortune.

    Trying a product for the first time, I don’t want to waste a lot of money when there is a chance I wont like them.

    • Shane Melaugh says:

      That’s a great suggestion, Rich! I can confirm that I’d totally go for the variety pack as well. :)

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