Today’s post is a little bit scandalous. Australian ecommerce retailer Hens Night Shop, an online store that sells hens and bachelorette party supplies, asked for a website review. As you can guess, this site is chock full of penis-shaped products! Looking past that though, we want to consider the usability and functionality of this site. Some areas are great while others could use some improvement. Let’s dive on in!
The home page offers a nice first impression of the site. From the top down, I like that there is an option to change the currency located in the upper right corner. Always a helpful feature! I also think the top navigation bar provides an easy way for users to browse the different categories. Below the main banner, Hens Night Shop features some new products, along with the best sellers in the “naughty” and “nice” product lines. This is a great way to give the user a taste of what lies in store, without overwhelming them with too many items at first glance.
Mainly because I love a good alliteration, I clicked on the Willy World tab in the top navigation. Viewing this category page, I noticed a few areas that I would suggest improvements to. First of all, there are two graphics on the left side showing that the site offers free shipping in Australia, and express shipping for a flat rate of $10. However, these are not clickable, so users looking to find out more information about shipping will have to navigate elsewhere to find it. In terms of the products, I would strongly suggest layered navigation on these category pages. In this section, there is a huge variety of product types, from games to lipstick to confetti. It would be great to be able to filter by product type, color, etc.
Another somewhat confusing thing I saw on this category page was for the Lipsdick product. In the image, it shows several lipsticks in various colors, with a “x 1” next to it. I didn’t really understand this, so I headed to the product detail page. Basically, this image was trying to convey that one order is for one lipstick, not 12 like in the picture. I would suggest showing a picture of just one product, and showing the other photo on the product page so people can see the additional color options. Another unfortunate issue with this product is that the shopper cannot choose the color. Instead it’s randomly selected for them. As a customer, I’d be pretty annoyed by this! People should be able to select exactly which product they want.
The product detail page does a nice job in the way of recommendations. The related products and “You May Also Love” sections are good additions here. However, these customer service icons on the right of the page again do not link anywhere. One says “return customers receive discounts,” but offers no link to a further explanation. Loyalty programs are great, and it should be easy for shoppers to find the details. I recommend linking to it from every product page. I would also suggest making the social media sharing buttons larger and more apparent to encourage social engagement.
All in all, this naughty and fun ecommerce shop has some pros and some cons. My main recommendation is to make addition information, such as shipping and loyalty details, easier to find, and to add layered navigation to allow for product filtering. This would greatly improve the user experience of Hens Night Shop.