Cat3Systems

Cat3 Case Studies

Matthew Charlton Slate Merchants

We were approached by Matthew Charlton and asked to do a redesign on their Ecommerce site. The site was only 1 year old and the client wasn’t happy with the look. Although they were getting between 3000 and 5000 visitors per month their conversion rate was very low – few people were actually buying from the site.

After looking at the site we felt that doing a redesign wouldn’t cure the site’s fundamental problems and wouldn’t therefore result in a return on investment for the client. Instead of a redesign we sent the client a 12 page report explaining why a re-skin wouldn’t work.

These are just some of our comments:

• The site is poorly organised
• The site is difficult to navigate
• Some of the pages are too long – important information should be above the fold
• The Contact Information is difficult to find – it’s in the footer!
• The site has no USP – we suggested that they use the fact that they offer a 75 year Guarantee as their USP
• Serious issues relating to the Postage/Shipping costs that could mislead clients and might mean that the client is in breach of the current legislation relating to selling online.
• Various elements on the site appeared to be broken
• Far too much information on the Home Page and No Products displayed here – recommended he remove all of the tabular information and place it elsewhere.
• Advised the client to remove the video from the home page and place his 4 most popular products there instead with a short introductory paragraph.

We didn’t feel that we could take on the project as specified and charge the client without giving our advice. The client really appreciated our honesty and professional advice so we got the job. The client listened to our comments and accepted our suggestions. He then asked us to continue with the redesign on the understanding that he would make the changes we recommended.

For example:

• USP Clearly stated
• Calls to Action and Contact Information clear
• Live Chat available
• Legal Information visible
• Clear and organised navigation and content
• Professional and clean look and feel

 Call us now on 0845 8386377 to find out more.