Checkout process and design

Have already reviewed this and put very detailed notes on the image but the image has been removed from that concept now so all my notes are gone :(

Basically - Act Now! Your have... is too pushy and also needs to read You have. Design wise it would be better ranged left rather than centred - it jars being centred. Further the wording focusses on the negative. I would more likely say You're one step closer to more blemish free skin.

Then in the body copy not mention that it's not the cheapest and focus on the positives - leave the user to decide on if it's expensive or worth the money etc. Basically just bullet point.

• Doctor approved
• Only product guaranteed to work in one 15 minute application or your money back
• Limited Time offer

The line height in the body copy could be increased to help the type breathe and then more space through the pricing and the Place order button as this all feels a bit cramped.

The home page needs some serious work on the design of the banner. The red underlined bold copy and the repeated elements and the image being unlinked to the sell copy. She looks great but the typography on her is really not good.

I would look at trying to get a similar feel to smiley girl in full width with one nice headline on the image with a good single sell line under. The as featured in in a block at the bottom nice and small and the navigation on the image but more integrated into the image block.

The product packaging is great and the colours of the site link in well with it.

The typography on your Step 1, secure checkout etc works really well and this is nice and clear.

Hope this all helps

Hi Andrew,

I must say I'm not surprised you have low conversions and that your extra popup form is not working. The reason is simple: LACK OF CREDIBILITY

Elements killing your credibility (in random order):

1. Hard claiming of miraculous results - It just looks too good to be true, and let's be honest, we are talking about warts caused by very nasty viruses which are very hard to eradicate.

2. Overloading with PIZZAZ - too much screaming elements distracts and also looks suspicious.

3. Screaming huge sound-bites are fishy

4. Suspicious 'testimonials' from doctors - nobody believes in them any more as 95% of testimonials on internet are false.

5. Constant repetitions of the same basic messages give the impression you don't have anything important to say and fill the space again and again with generic claims.

6. Overloading with not meaningful pictures showing happines is a cheap and not working strategy. Not mentioning that it distracts from important stuff.

7. Data harvesting popup is a deal-breaker. The only way to make people fill it with data is by putting the gun to their head :) You want them to give you email so you can spam them until they will buy it. Not only you don't get the data but people also break their visit at this point.

8. Site gives the impression your are pushing too hard - just like a paddler with the foot in a doorstep. People don't like when somebody is trying to sell them something, but they love to buy if this is their own decision.

9. Not showing price makes people very suspicious.

10. You don't look like 'respectable' research and pharma company. Just like somebody selling instant hair growing mixture of his own recipe.

11. Not having other products is a strong indication that you are not respectable research & pharma company

12. not telling what the company name is does not help ether.

13. Mixture content is not mentioned on this page apart of note of being 100% natural. Natural substances can be as harmful as the chemical stuff.

14. Different url then product name looks fishy

I'm sorry for showing you only problems and not indicating solutions. I can't do it because there is no silver bullet which would magically solve your problem. The only way to change it is to rethink whole internet sale strategy and design your business in the way which will make it look respectable because in sale of medical things credibility is everything.

Hope this helps.

Michael

(user experience designer & strategist)

Site web

There are few issues I see with the pop-up window:

1.Its position in the workflow. Studies show that pop-up window appearing where user does not expect it scares them away immediately. Here is an example of thoughts and emotions pattern of a user: When I click “Place Order” button I expect to go to the regular and familiar check out page (meeting users expectations and stereotypes is one of the keystones of persuasion). I am not ready to commit yet. I still have few doubts: can I trust this site? And at this point I am forced to fill a pop-up. Plus it has an alert symbol. My old brain sends “alert – possible scam” message through my systems and I flee.

2.By forcing user to fill out the pop-up you take away the control from user. And you do it at the wrong place – place where user is not persuaded enough to ignore the warning signs and fill the form.

3.Look and feel of the pop-up window. Using the lightbox (if you must have pop-up) and styling the form would help.

I would suggest to re-think the strategy here. For example you can take the reciprocation route: give something (like 10% off) and user will give back more willingly (filling the form).

How about :

Placing the form in the end (or even middle) of checkout process. And not in the pop-up window, just part of a regular page. You can say something like “to receive additional 10% off” please fill in your e-mail address. Then I know that I sell you my email for the 10% off and I can make a choice to do it or not.

If all you need is just an e-mail address can’t you incorporate that as a required field in the check-out form? Most checkout pages do and people are used to it because they get the order confirmation this way.

To SUMMARIZE: You ask people to give you something (fill the form) way too early and too aggressively.

i must say- this is a very busy layout- a few comments:

• the first thing i see is the set of flags on top, that is important but i don't think more important than the company name etc.

• the top band should be redesigned to place the logo, flags, contact us information etc in a more arranged manner.

• contact us information - phone number and chat with a specialist should be grouped together and be placed somewhere at more prominent place (on the top right)- also, please make sure you don't use the georgia/times type font for top phone number.

• content is all over.. "100% satisfaction.." is repeated twice- please have it once and have it prominent.

• the home starts with checkout process, which is too aggressive- i think you need to have an about page as homepage with product info and then user should choose to add the product into the cart- this is too much forceful.

  • overall the product with this design is still not 'trustworthy' - the current price for the product '$49" should be bigger and bolder than the regularly '$97' (also see the spelling for regularly)

I am concerned that you (client) are missing the point when it comes to promotional selling. People will forage for the lowest price available regardless of brand loyalty or retail location.

What it the primary message: Act now? Limited time? Price? Place Order? Or, Chat now? You have too many institutional messages fighting for attention. Focus on one primary message with one or two supporting messages.

For example: If the product is the primary message then split-test Pricing with Act now/Limited time to see which is most affective. If the Pricing is the primary then split-test whether making that the bigger voice on the page and Place order or Act now/Limited time are the supporting messages.

Finally, keep a consistent navigation schema. You have global at the top then you introduce a right hand navigation. People are not accustomed to right hand navigations unless this is an Asian or Middle Eastern website.

My two cents.

models are good on your site even the lady i would chat with.

Sure its busy but you still make it feel fresh. I wont go into and analyzing your text much but i definitely think "Act Now! should be left align and "Now" should be "now"

Also make the language selection to smaller. It can be where it is, but make it smaller.

(I get so daunted, because so many of these designs "look" better than what I would come up with... but since it is easier to edit and critique than it is to create, I'll give you my "visitor's perspective.")

OK, I like everything above the "Step 1/2/3" and "Chat with a specialist" line, inclusive of that line. And the stuff just above the fold, "Don't be fooled by..." is good too, and in the right place. It's the stuff sandwiched in the middle that turns me off.

You're either too insistent or too desperate-sounding for me. You call me to action before you've really convinced me of the benefit of your product.

Big text: "Stop wasting your money on 'bargain' wart removers that don't work. Nature's Cure removes your warts, moles, and skin tags in one 15-minute treatment, or your money back."

Small text: "You've tried inexpensive solutions and found that you get what you pay for. Our product is doctor-approved, and we back it with a 100% money-back guarantee. Act now and take advantage of limited-time special pricing, and finally be free of your unwanted warts, moles, and skin tags."

Something like that. Now, about this pop-up that people don't like... meh, it seems totally unnecessary. As I place my order, I'm going to have to give you name, email, shipping address (and whether it's home or office), and CC info (with billing address) in a form, right? So, make a separate "guarantee info" area on the form -- non-optional, even, if that's what you need -- and have me indicate type and location of skin blemish. That's easy for you to do, and as the customer it's not hard for me to trust that you "need" that information in case I wish to invoke the guarantee later.

Yeah, the popup just makes me feel like you're a huckster. Snake-oil salesmen need to shout. People selling legitimate products just use tried-and-true methods for collecting the minimum of information that they need from me in order to complete the transaction. Try it without all the exclamation points.

Hi. I've visited that url you gave and even before I clicked in Buy Now button I could see the main problem of your website... I don't think it's trustworthy and I will explain why. You have too many elements and it looks like spam.. Like those websites with a miraculous formula to solve all our problems. Here's some tips to improve your layout in order to become a website user friendly. Notice that I'm making this review based on this url http://www.instantwartmoleremover.com/wartremoval/

1. First you should avoid big red underline titles! It looks live massive publicity. This titles with sentences like "Works in 15-Minutes or Your Money Back!" looks like a TV-Shop product. Simplify all your texts with sentences straight to the point.. but always keep in mind that users don't have to feel pushed to do nothing.... they shoud be guided!
2. You have 4 buttons with Buy Now! this should be avoided.. instead you can use a larger button with something like "Buy this Product" (Now is a little pushy) and place it in top and/or in the bottom of the page.
3. Images are good.. but avoid using too many images! Sometimes a little white space does wonders.. and it'll give the feeling of sobriety and seriousness.
4. Avoid using too many bold sentences.
5. Remove the dermatologist recommendation. People ignore that kind of content and the image of a dermatologist is not helping.. Media Reviews are not bad but why are you giving so much attention to that? that text is bigger that it should.
6. Also one of the main problems of this website is the lack of consistency. You have too many different titles and content has at least 2 different fonts. Avoid using Times New Roman and although a proper line height should be considered, too much height is bad. You have to balance everything. Also the text in blue is not helping.. try using more neutral colors, especially in text.
7. That pop up window should be avoided. Why not a call to action button transmitting this idea: "Give us your e-mail and We'll give special promotions" or something like that. Always guide the user to do what you want and make users feel like they gain something by clicking where you want to them to click.

Hoping my review helps you. Follow some tips and then submit again to see how is that going.

When I managed a site like this, 40% of all sales came through the phone number. We also found that the less professional it looked the better the sales were. Finally, these type of customers like long sell pages.