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Landing Page Audit: Harris Teeter Express Lane

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One of my least favorite adulthood chores is the weekly trip to the grocery store– the picking through vegetables, the dodging shopping cart NASCAR racers, the trying to find that one item that’s not where I think it should be, the waiting in line behind a guy with two carts full of weird produce that has to be rung up individually. Siiigh. So that’s why I got excited about Harris Teeter’s Express Lane, a service that allows you to buy your groceries online and then pick them up at your local Harris Teeter.

This week, our conversion experts are looking at the sign-up process for the Express Lane service.

THE GOOD

The Offer: We like that there’s a deal right up at the top: “Shop online for $1.95 all summer long.”

The Form: It’s great that you can do a search right away to see if there’s an Express Lane store near you. The form auto-populates a choice of City and Store once you select the State, which helps keep things neat and easy.

The Funnel: It only takes two screens to actually start shopping– that’s really smart. Generally, the fewer screens someone has to go through to get where they want to go, the fewer people will drop out of your conversion funnel.

The Shopping: The groceries themselves are organized into easy categories to navigate, much like an actual grocery store, and the addition of a search bar at the top helps people (like me) who can never quite figure out what aisle stuff should be on.

AREAS FOR IMPROVEMENT

The Copy: The copy at the top of the first page in the sign-up process is great: It shows that Harris Teeter really understands why you might want to use the Express Lane service. However, it’s just a big block of tiny text, and most people probably aren’t going to read it. We suggest shortening it, adding some bullet points, and making that special “no service fee for first-time buyers” offer really pop.

The Funnel: On the second screen, the fact that there’s a banner ad in the sidebar for the Express Lane is confusing. We’re already here! No need to advertise it to us again!

“Generally, it’s always best to remove any distractions like outside links once your customer is in your conversion path. It keeps them focused.” –Gregory Ng, Chief Experience Officer

The Design: The whole funnel could benefit from some reskinning to help it match the Harris Teeter brand a little more closely. The stores are upscale and modern-looking, but this sales funnel isn’t!

The Bullets: On the shopping page, we think those little grocery cart bullet point graphics at the bottom really need to go. It makes the bullet points too cluttered and hard to read. We’d also re-write the copy of the bullets to make them more concise and helpful.

So, tell us what you think! Do you agree with our conversion experts?

As always, these are our ideas based on best practices, which don’t necessarily mean they’re the best ideas, period. In testing an idea, sometimes what you think will work better just… doesn’t. Test, test, test!