customer experience

Bobbi Brown Checkout Issue | Brand Experience Project

by Jamie Sanford on April 7, 2022

Click here for all posts in the Brand Experience Project.

First up, a general shopping tip. Sephora is currently having a sitewide sale, offering 10% off on everything. This sounds great, and I considered picking up some Bobbi Brown face base, a product I now see as one I cannot be without. However, it occurred to me that I should check to see if Bobbi Brown has their own e-commerce website, and I am so glad I did.

Bobbi Brown’s site is offering 25% off on everything during the Sephora sale! In addition, Rakuten will give you 4% cash back on purchases. Remember to check the manufacturer websites!

Having said that, I did run into a small issue during checkout on the Bobbi Brown site, and wanted to share it.

It was promoted prominently on the website that if you spent over $75 that you would get to create your own 4-piece set. I didn’t know what this meant exactly but I was excited to find out later that it would be 2 full-size makeup products from a selected group, a miniature skincare item and a makeup bag. How fun! (Also a great effort to increase the cart value and to make the shipping costs that have to be paid a bit less painful on the part of the brand.)

Let’s take a look at the page where you were sent to create your set.

The color names are unfortunately cut off. It’s very helpful that the colors are prominent in the product images, because I could find no way to reveal the color names peeking out underneath.

I also struggled with the select sample buttons over the covered text, which I suspect is related. Lower on the page (not shown here) where I was choosing the skincare, no color information was needed and the buttons worked immediately.

This is obviously a small issue, but I personally don’t like to see ANY issues. This added bonus set is such a great offer but is marred by the issues with choosing your items in checkout.

The rest of my Bobbi Brown shopping experience was quite good, so I look forward to continuing to shop there.

{ Comments on this entry are closed }

Click here for all posts in the Brand Experience Project.

I am back again, unfortunately having had another issue with a Colourpop promotional email. Their products are generally really great, so I don’t want to dump all over this brand. However, this issue I have today is a real miss and would be very simple to fix.

Let’s look at the email.

The rest of the email talks about other products in the Xtra Celestial collection, but the look is the same. Lots of product images like what you see here, showing the products in their packaging.

None of these images show me anything about “holographic hues” or “multi-dimensional looks.” I scrolled through the whole email looking for images of these products on a real human, and there weren’t any!

I clicked through to the website to see if I would find some. There they are!

In the eyeshadow products, you get to see this image (apparently from @emmas__eye).

SIDE NOTE: The image notes “emmas_eye” with what appears to be a single underscore. The actual person responsible for these images is “emmas__eye” with 2 underscores. Did no one check this?

Anyway, all 3 shadow palettes have an image showing the product on Emma’s eye, and they are great.

I really get to see the sparkle and color in these images. This content should be in the email somewhere! I find myself much more interested now that I can see the shadow on actual skin. I’m sure that someone at Colourpop is analyzing their emails and perhaps just showing products in packaging gets more people to the website, hoping like myself to see images of the product in use. Maybe I am fretting about this being a fail when it is actually a HUGE win for them. I would absolutely love to find out.

It is a miss that there is not more skin tone representation here. They do have swatches of shadows on multiple skin tones, which is great (and should be the standard), but I find it hard to believe they could not have partnered with a few other makeup/beauty influencers with a variety of skin tones. If they know enough to create the images of swatches on arms, they should know enough to present looks on more skin tones as well.

{ Comments on this entry are closed }

ColourPop Promotional Fail | Brand Experience Project

by Jamie Sanford on December 10, 2021

Click here for all posts in the Brand Experience Project.

While I have largely reduced makeup purchases over the course of the last few years, I have kept myself on the mailing lists of brands I enjoy because I like to keep up with new product launches and also to see sales when they are happening.

One of the few makeup purchases I made in 2020 was the RawBeautiKristi and ColourPop palette because I have been watching her on YouTube for years and the palette and the eyeliners were right up my alley.

Cut to December 10, 2021, and obviously I open an email from ColourPop with the subject line “20% off RawBeautyKristi fave Colourmom Products.”

I’ve dropped the email below, and I’ll continue below the image.

Oh ColourPop, why. Why did you create a sneaky and confusing email?

Big picture of Kristi at the top, from her product launch in 2020, which is fine. I’m going to get 20% off on her faves with their code, great!

Then the only product that they show is her makeup palette from last year’s collaboration which is back in stock! GREAT!

…until I see the fine print.

*Offer excludes RawBeautyKristi x ColourPop Collection.

Get the entire hell out of here ColourPop! This is shady at best. When you click the email, the first thing on the page is the palette that isn’t included in the sale!!!

I create sale emails on a regular basis, and one of the things I’m SO deeply committed to is trying to make my messaging clear. This feels like the opposite of that. Sure, ColourPop can point to the tiny disclaimer on the palette, but to only feature one product in the email and have it be the one that isn’t included in the sale they are touting frankly sucks.

My ideas for improving this:

  • Keep the subject line and keep the top of the email. However, add a huge indicator of “This one is not on sale, but you can also take advantage of the restock of this palette.” (Something along these lines.)
  • Keep the subject line and the top of the email, but show other products that are actually included in the sale with a “shop now” button, and have that link only show items on sale. At the bottom of that email, promote the re-stock of the eyeshadow palette, and perhaps be a bit more generous with the font size on the messaging that the palette is not included in the previously-mentioned sale.
  • Make 2 emails, one promoting the sale and one promoting the restock. I understand the interest in limiting to one email, but I doubt that ColourPop would regret a separate email promoting an item that was so popular that they are restocking it an entire year later.

I will now be keeping a closer eye on the ColourPop emails to see if this is a regular occurrence or if they simply got it wrong this time.

{ Comments on this entry are closed }

Click here for all posts in the Brand Experience Project.

As previously mentioned, I am a Frank Lloyd Wright person. (You likely know at least one of us but you might not find out until he gets brought up in some way and then we won’t shut up about it!)

Click here for all mentions of Frank Lloyd Wright in the history of this website. These range from a series of posts from when I visited Florida Southern College to see so many FLW buildings at once to random mentions of products I would like and more.

However, that’s not the point of today’s post. I previously reviewed a ShopWright.org email I received with suggestions on how I would edit it, and mentioned then that I would come back to write about the website itself. Here we go!

I’m not sure why, but all of the homepage banners on my screen appeared blurry, as if created at a smaller size than the window allows. This should be an easy enough fix.

I navigated to the tabletop sculptures page, and while I see the challenges with these items, I highly suggest that all of the product images be resized into a consistent size. This presentation is hard to shop and the overall scale of things is jarring.

The landing page for Office items is fairly straightforward, but I do struggle with the text presentation at the top. Great for SEO purposes, but I think the font could be bigger, especially for those on a desktop like I was using here. I checked this page on my phone and it is a better experience, but that should be able to be adjusted so that it is accessible and readable on multiple devices.

On to Garden Sculptures! My main issue here is the same as before, the inconsistent sizing of images making for a staggered look to the images and the text underneath them. I do think the inclusion of the garden journal here is nice, but the image is very blurry, which for an item that is presumably small is very strange. I am also reminded here of the product naming issue I was having in my post about the ShopWright.org email. Product names = page titles on this website, so either that needs to be addressed in the actual product names, or the page titles need to be created separately from the short-form product name.

I’ve pasted 2 screenshots here to show differences in how the text content looks on product pages. This is definitely another area that should be consistent and appear the same. A specific format for how this text is created and presented should be developed and used throughout the site.

Consistent pieces of information should certainly be placed underneath the descriptive text at the top of this content section. Measurements should be presented clearly and consistently throughout, as should information on where the item is produced.

I’ve added two views of the footer here as the first is a bit small. I had this same issue with the email content. The “about us” appears to be this and only this. I have a problem with the first sentence, as I think that starting with the word “trusted” is odd. It should probably say:

ShopWright.org is your trusted source for design-inspired and Frank Lloyd Wright licensed products.

I also believe that there are some incorrect capitalizations in that sentence, which I have edited in my rewritten version. I very much appreciate the next sentence about the proceeds and where they go, but there is no link to get more information on the Trust and what it does! There is a website for the trust, so this is possibly the easiest thing to fix on all of ShopWright.org.

Regardless of the issues as I see as a brand experience enthusiast and longtime e-commerce professional, I do love the items available on ShopWright.org. I am (unsurprisingly) partial to the bird feeders, but I also really love the idea of getting the house numbers as well.

I hope to see ShopWright.org updating their site content soon.

{ Comments on this entry are closed }

Shop Wright Promo Email | Brand Experience Project

by Jamie Sanford on March 19, 2021

Click here for all posts in the Brand Experience Project.

I am definitely a bit of a Frank Lloyd Wright-ophile. I have visited a few of his most famous buildings, most recently having made the journey to Spring Green, Wisconsin, to see Taliesin, his personal home for many years. (Unrelated to this specific post—Frank had a bit of a scandalous existence, but also went through some unimaginable horrors. I really enjoyed the Ken Burns documentary about him, which clocks in at around two and a half hours.)

My interest in Frank Lloyd Wright has led to me being signed up for many different relevant mailing lists. One of them is the Frank Lloyd Wright e-commerce destination ShopWright.org.

I received an email from them recently and opened it to see what items were featured. Let’s get into it.

I have issues with a few things here.

  • I don’t like the names of the plates here. I would like to see the size name at the front, and then an actual measurement so that I can get a better idea of scale here in the email.
    • Small Ginkgo Leaves Plate, 4.25″
    • Large Ginkgo Leaves Plates, 8.75″
  • There is a lack of grammatical consistency, particularly with punctuation marks. There are variable amounts of spacing around dashes and an oddly-placed period after “origami chair.” Here’s how I would re-write these:
    • Barista 12-Hour Tree of Life Travel Mug
    • Limited-Edition Taliesin West Origami Chair
    • Ginkgo Leaves Napkin Rings, Set of 4

Right off the bat here, you can see a promo for “all face masks are 12.99” with a floating image of a mask, but it is behind the image of the mailbox? It’s possible that this is just an error with this email in Gmail, but something there is awry. Clicking the image of the mailbox takes you to the face mask page. Something isn’t right.

The mailbox is very lovely but I would prefer to see the “back in stock” messaging on the image instead of in the text. Additionally, the text is a different font and size than the other product names, and the mailbox listing doesn’t have a “buy now” button, which is inconsistent.

I also have similar issues with the product naming here. Here are my suggestions for these:

  • Beachy House Locking Steel Mailbox
  • Deluxe Patinated Copper and White Birdhouse
  • Floral Bird Feeder in Slate Blue
    • Although I struggle with the inclusion of the color here since a click through lets you see that this bird feeder is only available in that one color. (UPDATE: shopping later on this site led me to discover other color options, but they aren’t grouped onto one product page! That is something to be fixed as well.)

Finally, I discovered another issue here that bothered me – the images for these items don’t link to the item! I clicked the bird feeder and got this:

I am kind of obsessed with this feeder, but if I click the image, I want to go to the page where I can buy the item, not just a giant version of the image in the email.

Let’s continue.

I have similar issues here with the product naming, so let’s get those fixes out of the way.

  • Pagoda Lantern Sandstone Outdoor Sculpture
  • Healing Gong Wind Chime
  • Midway Gardens Sandstone Sprite with Scepter, 64″
    • This last one is a bit long but since the Midway Gardens was such an important project for FLW, it seems appropriate to mention it in the name. Another version may also want to include the word “reproduction” in the product name in this email, but I’m leaving it out for the time being since it is clearly indicated on the product page this information links to.

The link to shop all outdoor accessories is a smart choice, given that the subject line of this email refers to spring and it is prime time to buy outdoor decor.

I make it down to the footer message about what my purchases support, and I see it as a missed opportunity for links. I see below that I can link directly to flwright.org, but a direct link to the “education and preservation programs” that I would be supporting might really engage me to want to justify buying more things.

All in all, this email did do the basic job of showing me some things that I might want to purchase to get my home into the spring spirit. The issues I ran across are easily fixable.

This post is about the email, so I won’t go further than that for now, but I also definitely noticed some issues within the actual shopwright.org e-commerce shop as well, but that is for another day.

{ Comments on this entry are closed }