Thank you to everyone who responded to our free website evaluation post. It was difficult to choose one example from among so many great stores, but we hope our advice will help everyone who reads the analysis.
The first store to receive a free evaluation sells a pretty irresistible product: Minions! I'm sure many of my PrestaShop colleagues are already rushing to find the link to the store.
Let's take a closer look at how this French e-commerce store could optimize navigation and indexing. While there is no magic potion, the tips and best practices we suggest for each element can often be applied to other online stores too.
So why not try them yourself?
Boutiqueminions.fr has created a captivating retail universe that we plunge happily into as soon as we land on the homepage: the world of the Minions from the animated film “Despicable Me.” You can practically hear them singing Banana…
Most of the menu tabs on the homepage are clear and the “Promotional Pack!” tab is attention-grabbing. We can't wait to see the products!
Areas for improvement:
To show the full variety of products on offer, the categories are broken down into sub-categories.
However, the “Miscellaneous” category (whose name could be improved) says “No product in this category,” when in fact there are plenty - the products are simply divided into the sub-categories of the “Miscellaneous” section.
- Pop-up (or lightbox)
A lightbox pop-up appears on every page, which disrupts browsing. These pop-ups don't advertise a flash sale or special offer, they simply tell the viewer that the store sells toys from the film.
Pop-ups are a great way of promoting a special offer, flash sale or clearance sale, as they encourage purchasing. But use them sparingly, otherwise they may have the opposite effect.
- Action buttons
The most visible call-to-action buttons should be those for finalizing an order
At present, the “Share on Facebook” button (to receive a discount) is the most visible element on the product page and the sign-up page - at the expense of the “Add to cart” button.
Using a Facebook Fan Coupon is a great way of growing your community, but the “Add to cart” button must still be the biggest button on the page. Changing the Facebook Fan Coupon layout will resolve the problem.
On the order summary page (and other pages in the conversion funnel), the same amount of space is allocated to two different actions: continue shopping and place order.
Make buttons such as “Next,” “Place Order,” “Process Payment,” etc. larger. I suggest using a lighter color for the “Continue Shopping” button, or replacing it with a simple, more discreet hyperlink if you can access the code on your site.
A quick glance at the footer shows that free delivery is available, different payment methods are accepted and contact details are provided. The live chat option allows the user to find out more information about the products - all of which boosts conversion rate!
Areas for improvement:
Don't hesitate to display a phone number for your store if you have one (in France, companies are required to provide a non-premium phone number). Don't worry, not every user will start calling you; but displaying a phone number can increase reassurance and therefore your conversion rate.
The names of the store and the products are clear, the URLs are rewritten and the majority are properly translated. The homepage meta-description is effective and appealing, and categories are even displayed in Google search results.
Areas for improvement:
When we search for a product from the minions range on a search engine, the first results lead to a competitor's store. Here are two ideas to improve indexing:
- Indexing text on the homepage:
Add a few lines at the bottom of your homepage that will improve store indexing.
All you need is the native module “Home Text Editor.”
Install it and write a few lines about your store, making sure to use the keywords you specified as a priority for indexing (e.g. minion toy, etc.).
- Category titles
One of the main things people search for about Minions is "minion toy". Perfect: you already have a “Toy” category'! If we look more closely at search terms, it seems they are often accompanied by an adjective, such as "large minion toy."
On the website, the “Toy” category could be divided into “Small Minion Toys” and “Large Minion Toys” in addition to the existing “Minion Figurines.”
The Golden Rule: Update the customer journey regularly.
Take another look at your site: create an account, search for a product, place an order and check the after-sales emails you receive, or get a friend to do it in front of you.
You'll easily find new improvements to make day after day.
Lastly, congratulations on your website!
Did you find these tips helpful? Let us know in the comments.
Want to see your site evaluated? Send us an email at firstname.lastname@example.org