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Please find below a sample website critique [text] prepared by an Ecommerce Expert at Rock Paper Copy, for our client - Bondi Coffee.
Thank you for your interest in our critique, please find your full website review below:
Your header area and the featured image look great - good mix of colors and accents and it compliments your branding. You feature your product on your homepage, and inform about the benefits - perfect.
The featured image promo below shows slim ladies, which further builds your branding, as a slimming coffee - perfect.
Your button [Take the Bondi Challenge “Start Now”] in the image promo takes a visitor to your collection page, so it would be much better to have a dedicated page with the challenge details, as you seem to be leaving a customer hanging halfway when they wanted to find out more about the challenge. Make sure to improve it and to have a strong customer journey. The challenge is a fantastic idea, as it can keep visitors on your website for longer, and entertain them. If you entertain your visitors, they are more likely to buy from you.
Instagram feed - looks absolutely professional and one of the best ones I’ve seen - perfect!
The featured photo and a welcome text look great too. You have plenty of written content on your homepage, which is great for SEO. Add few internal links in order to improve your Google rank. Please watch this video to see why internal links matter: https://www.youtube.com/watch?v=nJgWhKZpFjA
The Story page - it’s an amazing story and I love that you have put your personal journey here and what inspired you to start this business. It builds trust for your brand and adds authenticity. Consider adding a photo of your team here as well; people love to see who’s behind the brand and it can significantly boost your conversion rate. Also optimize this page for the search engines: add internal links, H tags and bolded key phrases to target your specific keywords. Learn more: How to completely SEO your Shopify pages.
Support - consider renaming it to “How to Use” or “Instructions” as it’s more straightforward this way.
Shipping & returns - make sure to add this page as well. Specify your delivery rates, dispatch time, shipping time, whether you ship worldwide and so on. Your returns policy is important as it’s a vital trust signal. Consider having a unique returns policy, instead of Shopify generated policy.
For me there is still too little visual content, with the weight loss claims, consider posting multi layer content when it comes to customer feedback, video reviews of your product, before and after photos, day in the life of a user who shows how to use this coffee [how it easily fits with their daily routine, and they don’t need to diet]. You can outsource this kind of content easily on Fiverr: https://www.fiverr.com/categories/video-animation/promotional-brand-videos?source=category_tree
Pipeline theme link in your footer opens in the same tab [consider opening it in a new tab, so you don’t lose traffic of your own website if someone clicks it]. Consider implementing this code: https://help.shopify.com/themes/customization/navigation/open-external-links-in-new-browser#sectioned-themes
Blog - consider blogging regularly. It’s a great way to bring the most relevant traffic to your store and create a rapport with the potential shoppers. People buy from people, not from brands, so showing your personality and an expertise through the blog posts will have a major impact on your conversion rate [sales per visits].
Instagram link in your footer opens in a 404 page - make sure to update it.
SEO score: 55/100
Update your meta title and description - these values appear in the Google search results and are the first thing people see when they come across your site. Your website meta title is "Bondi Coffee Weight Loss Coffee Sachets”, and meta description is “Lose weight fast with Bondi Coffee Weight Loss Coffee Sachets, containing green coffee extract, guarana, spirulina and Siberian ginseng”. Make sure to update these, and add CTA [call to action] and USP [unique selling point] to give visitors a good reason to click your store, and not your competitor’s, when they see your site in the search results. Consider also adding your best-performing keywords.
Tell about your product values for the customer in the meta description, as people will react stronger to the tagline “Get Summer Ready while Sipping Coffee” than to the ingredients list. The meta title and meta description appear in the Google search results and are the first thing people see when they come across your site.
H tags - you are currently using H1, H4 and H5 tags in a mixed order within your content. Make sure to use them in the right order [H1-H2-H3-H4-H5] and include your key phrases within the tags to tell Google what each page is about. Make sure to use your key phrases when adding the H tags and other SEO elements - using your best performing keywords within these tags will help you drive more relevant traffic.
There are few dead links [Instagram related], please make sure to fix these: http://www.deadlinkchecker.com/website-dead-link-checker.asp
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people