Design and checkout process

Hi Jeff,

I like the concept of having only one insurance instead of some extra cover plans offered during each purchase.

Unfortunately the way you present it problematic which will * effect your conversions big time*. I will not comment in details on graphical elements as I'm not a designer and will concentrate on user experience and usability instead. Issues are listed in random order:

1. Too much going on - everything is screaming for attention, everything looks important but in the same time page looks quite messy. There is no clear order.

2. There are too many focal points (ten) which is very distracting. User does not know where to look first. Again there is no clear order.

3. Our brains are hard-wired to notice and recognize faces. That is why lady's face is the first thing which user pays attention to. The problem is that this face not only brings no meaning to the message but also disturbs the viewing flow.

4. Using questions instead of statements is weakening the message. We should tell users why something is better not ask them why having few insurances is worse than one.

5. Message is spread all around the page in chunks instead of being presented in one place with careful wording.

6. Why 2 next steps - what is the difference, which one should I choose?

7. Hidden Login will be problematic for the repetitive users. It is squeezed into a non typical place.

8. Registration is a conversion killer. You are asking users to give a lot of personal data, 'Submit Requests', set passwords, tell who was their favourite teacher, and the worst part: give credit card number. All this at the beginning when user is still not fully convinced to user your services. Small comparison: Imagine prospect customer coming into your office and asking questions about your service. Would you expect him to give you all those details after seeing only a small flyer with your offer and before you address their questions?

9. Critical error during registration process is typically a deal breaker. It hurt's your credibility and scares users off. I got a system error message (2 screens of code).

10. Design looks dated and cheap. Text is squeezed and randomly placed. There is not enough white-space. Arrows are used as bullets but indicate links in the other places.

IMHO this site should be completely redesigned. A careful design of a new-user experience should take place. Let's hook them first, give instant gratification and ask about money at the end, after they invested time and are convinced.

Hope this helps.

Cheers!

Michael

(user experience designer & strategist)

I recently have been through two webinars that talked about converting ppc's.

• One of the things mentioned was a cluttered landing page doesn't convert very well.
• Test your landing page in the following areas: content, copy and call to action.
• The number one mistake that was mention is sending your ppc to your home page. You should have a separate landing page for your ppcs.
• They stated that you will get better conversion on organic searches vs. ppc ads.
• Use landing pages with SEO for organic searches.

I think overall you have nice looking design, but just too much. To many things to distract a consumer before getting to the "Get Started". If you decide to create a landing page for your ppcs, then I would go with the top half of the design and leave the bottom off.

I would include your phones in the product list at the top.

As mentioned by the other reviews already, there is way too much going on with the homepage. So what does this mean and what is causing it?

When you hear "too much going on" in regards to a design it generally means that there is no clear flow of focal points. Designing a clear path of focal points is all about, as a designer, saying "OK, I want the user to FIRST look at this, then look at this, then this and then click on this button.", and using the elements of graphic design ( color, size, contrast, proximity etc) to create this path. When a website lacks a clear focal path the user does not now where to start, where to finish and what information on this page is important for them to proceed to the next step.

So why are there too many focal points? Basically, there are a lot of things that are demanding an equal amount of attention. There does not seem to be a clear hierarchy of h1 -> h2 -> h3 -> whatever depth is required. I had a look at the source code of the page and this was confirmed.

Another reason why people are reporting that there is too much going on is that you have a lot of filler text which basically says the same thing. A user may read:

"Why buy multiple protection plans for your new electronics, computers & appliances... when you only need one?" and then read "one plan protects multiple products for one low price!" and then read "protect all your new electronics, computers, appliances and more!"

They have read three things which basically say the same thing in different words. This also makes the type seem like desperate marketing spam.

So my recommendation is:

1.Get DRY!

D. DONT R. REPEAT Y. YOURSELF

2.Get a piece of paper, and write down the elements of your page in order of importance (it is ok for things to be equally important). Then based on this list apply appropriate styles to the type which clearly illustrates this hierarchy.

On a side note I am really not a fan of the center aligned text. It makes the page seemed very cluttered and without any margins.

• Kristian