This week, we're off to Spain! (...this one goes out to the PrestaShop soccer team!)
We're taking a play-by-play look at Futbolcienporcien.com, an online store from Madrid focused on customized soccer products.
The Futbolcienporcien logo very clearly indicates what their business is. The home page welcomes visitors into a clean, uncluttered store with high-quality images. It makes an excellent first impression!
Additionally, the store is fully responsive and adapted to all web users. It's great for mobile SEO.
Areas for improvement:
- A highly visible search bar
Currently the site's search feature is only displayed when hovering over the magnifying glass.
The search bar is an essential element of any online store carrying a large number of products, like this one does.
Econsultancy.com released a study showing that 30% of visitors use a site's search feature. The conversion rate of visitors who use search typically increases by 48%!
In addition to increasing your conversion rate, an effective search feature gives you a great deal of information about what your visitors want. This can help you rework your keywords to optimize your search rankings, order the most-searched for products so you can meet expectations and improve customer satisfaction.
All data can be found in Google Analytics (Behavior / Site Search / Search Terms).
You can look term by term to see how conversion rates improve for each word.
- Very clear action buttons
When you hover over a product, you see 4 different icons: an eye, a magnifying glass with a "+", and below the image, a heart and a double arrow.
The problem with having just icons is that their purpose is not always clear. And that leads to a major problem—having to think while shopping, "What icon should I be clicking on?"
Make the icons in your store as clear as possible. You can add explanatory text, or guide your visitors with different colors depending on the actions you want to encourage.
- Site loading speed
As soon as you click on a product, the site takes several long seconds to pull up the page you're waiting for. During my test – and this could of course change – page loading time was 4.57 seconds. There's a major risk of losing visitors who were interested in your products, i.e. potential buyers.
57% of Internet users leave a website if it takes longer than 3 seconds to load. Out of those, 80% will never return. Optimizing your page load time makes it easier to convert visitors on your site and improve your organic search rankings!
You can use browser caching. To activate it, go to the Advanced Parameters / Performance tab:
There, you can configure all the tools: caching, combinations, compression, media servers, and more. For more advice, I also highly recommend that you check out PrestaShop's documentation for optimizing your online store's performance.
Still not enough? There are several cache management modules that will help you display your pages twice as quickly, and reduce the load on your server. Go right ahead: lots of e-merchants use these additional modules!
If the solutions above are not enough for your store, you can also contact your web host, who can advise you on the type of server that is best suited to your needs.
Most of the text (category names, product titles, descriptions) is in all caps. Lowercase letters are far more legible. Web users don't have to make an effort to read them (as they do with capital letters).
Use lowercase letters for all your site content to make it easier to read, and if you must use capital letters, save them for a few action buttons. This will set them apart from the rest of the site.
Additionally, the image is very clear in the example below, and it's easy to see the sign-up field for the newsletter. However, the Twitter link and the RSS subscription link are hidden:
When you use a background image, choose a color for your text and action buttons that is legible on every part of the image. Otherwise, use an image at less than 100% opacity (try 60% - 70%), with dark text.
- Cart: number of products or total?
The cart is very clear and easy to access.
However, it constantly displays the price to pay, even when collapsed.
The same issue is present in the add-to-cart confirmation window:
Even the shipping cost is listed in this window. Seeing the total price and shipping fees could turn your customers away from finalizing their purchases. Let them browse through your different products stress-free!
In this modal window, you can focus on additional one-click product suggestions to add to the cart, a feature offered in the Cross Selling on Cart module.
If possible, in the cart link and in the add-to-cart confirmation window, display only the number of products in the cart, and not the total purchase amount. This way, you can reassure your visitors without stressing them out about the overall amount. You can manage that step in the purchasing funnel.
The site has a very professional look. The tagline, "Expertos Futboleros desde 1999," [Soccer Experts since 1999] is reassuring, especially with the date.
The store's address and phone number are also very reassuring.
In the cart, the option for instant payment by PayPal also helps conversion rates.
Finally, when ordering from Spain, there are two delivery options: one for customers in a hurry, and the other for those who want to save money.
Areas for improvement:
- A reassuring footer
The current footer shows the credit cards that (I imagine) are the ones accepted. However, the store's selling points are not promoted. You should display them clearly, and add icons to make them more attractive!
What are some ways to reassure visitors? You could:
- - add a padlock with text saying "100% secure payment"
- - say "Satisfaction guaranteed or your money back," or "Customize your gear," since that's a service offered
- - mention that customer service is available, and list store hours
- - offer free shipping starting at a certain amount, or advertise "fast delivery"
Turn what you're offering into advantages for your customers!
Reassure your visitors to build their trust in your online store. To make this information visible on every page, it's typically placed in the footer.
You can make it highly visual using icons, trust seals, services that are recognized in your local market (payment and delivery), specific information (product return information, secure payment, etc.) and customer reviews.
The title tags and meta description on the homepage and product pages have been filled in.
Areas for improvement:
- H1, H2 tags on the right elements
Currently if you look at the source HTML of the home page or a product page, you can see that the H2 tags, in particular, are often placed around the price or number of articles in the cart.
This problem can be fixed by going directly into the theme and putting H2 tags around the right elements. A front-end developer would know exactly how to help you with this.
By placing tags on the most important elements of each page (such as product name, brand, and subcategories), it's easier to improve rankings for the content of your catalog.
Titles on all web pages must be surrounded by tags, from H1 to H6. H1 is the most important. These tags let you organize and rank the information on each page of your site.
Imagine a book. H1 tags would be the chapter titles, H2 tags would be subtitles, H3 tags would be paragraph titles, and so on.
These tags can help web crawlers read the page and improve your rankings, by indicating what the most important information is for each page in your store.
- Content on product pages
The product pages have relatively little text:
You could add content, which would reassure your visitors and improve your search rankings.
For example, the same product on Amazon has much more text:
- - the team who played with this kind of ball (and the season when they played with it)
- - the dimensions
- - the outer material
- - ball weight
- - if the product is shipped inflated or not
... and above all, the product's selling points: how is it going to win over potential purchasers? Does it bounce better than other soccer balls? Is it more accurate, or pleasant to handle?
Each page of your e-commerce site is a chance to convince your visitors.
Use 100% of each page. Make visitors want to choose your products by giving them as much information as possible and using an energetic tone that will win over future customers. This will improve your rankings and your conversion rate!
Your store offers high-quality products, great images, and is sure to interest soccer fans in other countries! Once you've optimized your store, you should translate it into English, offer international delivery, and list your products on Google Shopping to optimize your traffic and sales.
Our whole team wishes you well on your journey!