Why I love 3WiseMen

One of the key aspects I love about this website is its minimalistic design combined with a strategic above-the-line fold layout. Upon landing on the homepage, the first thing that grabs your attention is the clear and uncluttered presentation of the content. The website uses simple visuals — like neatly stacked shirts and trousers in the image above — allowing the product to shine without distraction.

The above-the-line fold, which refers to the portion of the website visible to the user before they need to scroll, is carefully designed to present essential information immediately. It introduces the new Summer Collection with a prominent, bold header saying "JUST LANDED: Summer Collection" — clearly informing customers about the latest arrivals. The use of large, readable typography draws the eye straight to the message, giving users what they need to know at first glance.

What makes this design so effective is the visible call to action — the "SHOP NOW" button. Positioned strategically within the fold, it invites users to take immediate action without being overwhelmed by too much content. The simple, clean background allows this button to stand out and be easy to click on, enhancing the overall user experience.

The combination of minimalism and smart design creates an intuitive browsing experience. Users can quickly focus on the products they want to see, and the clear call to action guides them toward making a purchase. This design philosophy ensures that visitors are not distracted or confused by excessive content, but instead are gently guided toward conversion.

Unbeatable Bundle Deals: Always More for Less

One of the standout features I love about this website is their "Always On Bundle Deals" — a clever way to encourage shopping by offering incredible savings when you buy in bundles. This promotion is simple, attractive, and really highlights the brand’s commitment to delivering great value.

How It Works:

1. Three for $333Mix and match any three items from a select range (Shirts, Knitwear, Trousers, and Denim) for just $333. This bundle saves you up to $117, making it a smart choice for those looking to refresh their wardrobe without breaking the bank.

2. Two for $333For footwear lovers, this deal is a real winner. Choose any two pairs of shoes or boots for only $333, saving you $167. This is a great way to upgrade your shoe collection with minimal cost.

Why I Love This Deal:

The promotion is incredibly straightforward, offering clear value right up front with no hidden catches. Each bundle encourages customers to mix and match, allowing for personalization and choice, while the price point ensures that shoppers get more for their money.

Additionally, the call to action button — "SHOP NOW" — is prominently placed, making it easy for customers to take advantage of the promotion immediately. This minimalistic yet highly functional design allows shoppers to focus on the most important information: the savings and the offers.

These bundle deals aren't just about saving money — they also simplify the shopping experience, giving customers an incentive to buy more without feeling overwhelmed by too many options. Plus, it’s always nice to walk away from a shopping spree knowing you’ve gotten great value.

What I Love About This Product Page:

1. Simple and Clear Layout: The product images are clear, well-lit, and allow users to see the shirt from different angles. This is essential for online shopping, as customers can’t physically touch or try on the product.

2. Effective Bundle Offer: The "3 for $333" bundle deal is clearly presented. Shoppers can easily see that they can mix and match three items and save money. This kind of promotion is a great way to incentivize customers to purchase more.

3. Easy to Navigate: The page is easy to navigate, with clearly labeled size options and a visible "Add to Bag" button. Customers can quickly make decisions without being distracted by clutter.

Opportunities for Improvement:

1. Price Visibility:

   • What works: The price is displayed right next to the product, making it easy to see.

   • Improvement Suggestion: The price could be made more prominent. Consider using a larger font size, bolding the price, or using a color that stands out (such as red or green) to draw attention. This will help the price catch the shopper's eye immediately, especially with the discounted price.

2. Call to Action (CTA) Button:

   • What works: The "Add to Bag" button is easy to find.

   • Improvement Suggestion: While the button is visible, making it larger or using a more contrasting color could make it even more inviting. For example, switching to a bright color like orange or blue would encourage customers to click. The "Check In-Store Availability" button could also use more contrast to stand out and encourage action.

3. Highlighting the Bundle Offer:

   • What works: The bundle offer is clearly displayed below the price.

   • Improvement Suggestion: The text of the bundle deal could be more eye-catching. Consider using larger or bolder text, or presenting the bundle offer in a button style to match the CTA button's attention-grabbing quality. A small "SALE" icon could also help grab attention.

4. Improving User Engagement:

   • What works: The page provides clear information about product size and availability.

   • Improvement Suggestion: To further engage users, consider adding a customer review section higher up on the page (if it's not already there), with star ratings and testimonials. Seeing real experiences can help boost consumer confidence and encourage purchases. Alternatively, using hover effects on the product images to show more details (e.g., a zoom-in effect or alternate views) could improve the interactivity of the page.

   
   

   

   
   

   

   
   

Site Speed Analysis and Its Impact on User Experience

One of the most crucial factors for eCommerce websites, like 3 Wise Men, is the site speed. A smooth and fast-loading website not only improves the user experience but also plays a significant role in conversion rates and search engine rankings. After running a Core Web Vitals assessment, it's clear that while the site performs well in some areas, improvements are needed in Cumulative Layout Shift (CLS) and Load Speed.

Key Metrics and What They Mean:

1. Largest Contentful Paint (LCP):

   • Current Score: 1 second (Mobile: 1.1 seconds, Desktop: 1 second)

   • Ideal Range: 2.5 seconds or less

   • Observation: The LCP score is good, indicating that the largest elements (like product images and banners) are loading quickly. However, improving it further can enhance user satisfaction.

2. Interaction to Next Paint (INP):

   • Current Score: 54 ms (Desktop), 130 ms (Mobile)

   • Ideal Range: ≤200 ms

   • Observation: The interaction to next paint is performing excellently in both mobile and desktop versions, as users can quickly interact with the page without delay.

3. Cumulative Layout Shift (CLS):

   • Current Score: 0.37 (Desktop), 0.34 (Mobile)

   • Ideal Range: ≤0.1

   • Observation: This score is in the red zone, indicating that users may experience unexpected layout shifts while interacting with the page. This can be particularly frustrating on an eCommerce site where buttons, images, or text may shift while the page loads, potentially leading to misclicks or poor user experience.

Suggestions for Improving Site Speed:

1. Optimize Cumulative Layout Shift (CLS):

   • Problem: High CLS means that visual elements on the page are shifting while the page is loading.

   • Solution:

     • Set size for images and videos: Always define width and height for images, especially for product images and ads. This will prevent shifts when the content loads.

     • Avoid inserting content dynamically: Avoid loading additional content (like ads) that pushes the content down or causes shifts. Consider lazy loading for non-critical elements.

     • Use font-display: swap for web fonts: This ensures text is visible while web fonts are loading, preventing layout shifts caused by fonts rendering late.

2. Reduce Page Load Time (LCP):

   • Problem: The LCP score, while good, could still be improved for even better user experience and performance.

   • Solution:

     • Image Compression: Large product images can significantly slow down the load time. Compress images without compromising quality using modern formats like WebP.

     • Lazy Loading: Use lazy loading for images that are not immediately visible above the fold, so they only load when the user scrolls down.

     • Server Optimization: Ensure your server is optimized to handle more traffic and serve content faster. Consider using a Content Delivery Network (CDN) to distribute static content like images, reducing load times.

     • Minimize JavaScript: Excessive JavaScript can delay the loading of critical content. Review and minify JavaScript files and remove unnecessary scripts that are not essential for the first page load.

3. Improve Mobile Performance:

   • Observation: Mobile load speed is particularly important for eCommerce websites, as mobile shoppers make up a large portion of online purchases.

   • Solution:

     • Responsive Design: Ensure all content adapts seamlessly to various screen sizes. Large images or non-optimized content can slow down mobile load times.

     • Prioritize Mobile-Friendly Features: Mobile users expect fast load times, so use tools like AMP (Accelerated Mobile Pages) to deliver content quickly.

4. Optimize Fonts and CSS:

   • Problem: Heavy fonts and unoptimized CSS can add extra load time.

   • Solution:

     • Use system fonts where possible or font subsets to minimize the size of the font files.

     • Combine CSS files to reduce the number of requests needed to load the page.

Observing a Sudden Drop in Organic Traffic

The SEO performance of the 3 Wise Men website appears to be experiencing some challenges, particularly with a sudden drop in organic traffic, as shown in the recent data analysis. While the site has a strong backlink profile with a Domain Rating (DR) of 31 and over 1.2K backlinks, it seems that something may have affected its search engine visibility in recent months.

Key Observations:

1. Traffic Overview:

   • Organic traffic peaked at over 13K visits but has recently seen a noticeable decline, dropping back to around 8K visits in the past few months. This decline could be attributed to various factors, including algorithm updates, content quality issues, or technical SEO challenges.

2. Referring Domains and Backlink Profile:

   • The website has 486 referring domains, which is a positive sign. However, a large portion of backlinks (61.7%) are "followed" links, which contribute positively to the site’s search rankings.

   • The remaining 38.3% of backlinks are "no-follow" links, which have limited SEO value in terms of boosting domain authority.

3. Organic Keywords:

   • The site ranks for 8.3K keywords, with 4.9K of them coming from New Zealand, which aligns with the business's primary market. However, there is a noticeable decrease in the number of top-ranking keywords, which could have a direct impact on overall organic traffic.

4. Traffic by Location:

   • New Zealand still drives the majority of the organic traffic (92.6%), but there is a visible drop in traffic share, with Nigeria, the United States, India, and Australia accounting for smaller portions of traffic. A targeted SEO strategy could help improve performance in other regions as well.

Potential Reasons for the Traffic Drop:

1. Algorithm Updates:

   • Google frequently rolls out algorithm updates, which can affect website rankings, especially if the content quality, site structure, or technical aspects are not in alignment with the latest ranking factors. A Core Web Vitals issue or content relevance could be influencing this drop.

2. Technical SEO Issues:

   • Site speed issues, crawl errors, or broken links could be limiting search engine crawlers' access to important content. This can result in poor indexing and ranking, especially if product pages or high-priority landing pages are impacted.

3. Content Quality and Competitor Activity:

   • The market could have become more competitive, or existing content may no longer be as relevant or optimized as newer content from competitors. It's important to update old content, add new targeted keywords, and refresh product descriptions to stay competitive.

Recommendations to Address the Traffic Drop:

1. Technical SEO Audit:

   • Conduct a comprehensive SEO audit to ensure that there are no technical issues, such as slow load times, broken links, or crawl errors. Addressing Core Web Vitals, improving site speed, and optimizing mobile usability will have a positive impact on organic traffic.

2. Keyword Optimization:

   • Revisit the site’s target keywords. Make sure the keywords are up to date, relevant, and competitive. You may need to expand keyword targeting to capture new search intents and align with the evolving needs of your target audience.

3. Content Revamp:

   • Refresh your product pages, blog posts, and landing pages by adding new content, updating product information, and including targeted SEO keywords. Adding multimedia content (such as videos or interactive product showcases) can also enhance engagement and rankings.

4. Backlink Strategy:

   • Evaluate the backlink profile and ensure that quality backlinks are acquired from authoritative, relevant sources. Consider outreach campaigns to build high-quality referring domains and do-follow links that will positively influence your search engine rankings.

5. Monitor SEO Performance Regularly:

   • Set up ongoing monitoring of organic search performance using tools like Google Search Console and SEMrush. Track keyword rankings, organic traffic, and click-through rates (CTR) regularly to identify early signs of issues and areas for improvement.