Go Pro Yeji, Nicole, Marcela, Matteo, Alonso, Sara, Julie 1.1 Website Audit Report Functionality Score: 5 As soon as the web page is clicked, the internet connection is not working properly though, the whole purchasing display immediately loads not only the text but also all images without any buffering. Also, when people click on an internal link of the product, it takes a few seconds to figure out every element. Compared to other websites, it doesn't present either severe errors or annoying pop ups that don’t allow customers to navigate smoothly. In terms of functionality, GoPro is taken as one of the best sites on the internet. Navigation/Usability Score: 4 A search tool and product categories are divided into various sections with images or emoticons to represent their meaning on the top of the website. Especially, umbrella categories break into specific lines of goods. For example, the accessories section includes protection, lighting and batteries that meet people’s demands depending on those purposes. Also, if people click to add to cart, the check out display would be popping out and then, there are only 3 steps left which are shipping info, payment and review. However, in terms of customers, it would rather see tangible products such as cameras and lifestyle gear be adjacent, and so are intangible parts such as apps or subscriptions, in order to keep a coherent vibe to navigate customers easily by aligning similar goods closely. Call to action Score: 5 By putting a bunch of vibrant images of major products with Shop now buttons, people are likely to act as Go pro expected. The website’s dominant tone and mood are white and black and black colour is used for emphasising certain parts. For instance, the background colour is white though, check out one is black, which leads customers to purchase goods spontaneously. In addition, arranging both write a review and ask a question vertically makes it possible for people to solve those curiosities by looking into the review section before people ask a question inconveniently. Multi-device friendly Score: 4 Across all platforms, the website of Go Pro seemingly manifests all relevant information, such as the technical specifications of its newest products, and is easy to access other sections like gear, accessories and applications. Therefore, its multi-device friendly circumstance makes it barrier-free for customers to identify the product they are looking for. However, in the beginning, when people open the web-page, an announcement to subscribe to those newsletter pops out, which can be frustrating for those who don’t like being interrupted with shopping and decelerate the page loading time more than it should. Image/Videos Score: 5 GoPro promises the best image quality in their portable and small products, therefore their image and video content on their webpage are coherent with what they offer. All the content that is on the website loads very quickly and the resolution is outstanding. We tested it with the internet connection that ILAC provides and our own connection in our phones and domestic internet. Moreover, every product offers you the possibility to see how the image and video are like with some samples they provide which is very helpful for customers when they are going through the purchasing process where comparing features and resolution is foremost. Check out process Score: 5 The checkout process is simple and is based on 3 steps. First of all, shipping, in this step you have to fill in general information (name, address, postal code, among others) that is necessary to be able to carry out the entire process of creating a customer account and continue with the payment process of the product people want to buy. For the following step, payment whose information is related to the payment method those are going to use. The process is quick and the page generates a security barrier to pay. Last but not least, a review is a vital step when confirming the purchase people want to check out. They can see the product and the description of what they are going to buy, which is very useful for the customer. Endorsements/Testimonials Score: 4 Go Pro websites allow customers to give a review of the products they purchased. For customers to read the reviews, they can either scroll down the page or click on the stars under the name of the product or click on the tab “reviews” under “Add to Cart”. Also in order to write one, they just need to click on “Write a Review” and submit a form. Reviews are very useful to customers since they can read real experiences from other customers. However, one downside of the reviews on the website is that anyone can post one, without even having purchased anything. Since the website doesn’t ask for anything related to a purchase made before they can post the testimony without having purchased any product. This is a flaw in the website because people can post false testimony and this generates insecurity for both customers and the brand. 1.2 Conversions Page: https://gopro.com/en/ca/shop/cameras/hero11-black/CHDHX-111-master.html Primary Conversion: Add to cart CTA Secondary Conversions: 1. Go Pro 1-year subscription coupon with saving 180 $ 2. Select option CTA 3. View the estimated delivery day by entering a postal code 4. Page scroll Assessment: The product page displays a series of images of the product that are either close-range or further and also how the product is used in real life to portray realism and let customers project their own image to goods by imagining they are using the one. Major elements on the product page are these images and emoticons to highlight and depict its function. The primary conversion is “Add to cart”, once people clicked this button, check out would have been seen though, that product comes with a bundle of products so “Order now” could be more effective to reduce the pondering time of consumers. The secondary conversions are assessed given the importance of action and the sequence of arrangement. Mostly, the sequence of action implies its value. In particular, Go Pro 1-year subscription coupon with saving 180 $ is a remarkable secondary conversion because it provokes consumers to spend more money by choosing a purchasing square box in advance. Also, there is a brief description of that below the subscription to convince those certainly. In the same context, a select option to choose extra accessories enables them to make more profit by having people think these are mandatory to buy it together compellingly. Whereas, confirming the postal code can be double-edged because if the estimated delivery day won’t take long, they are willing to buy it though, in the opposite case, they tend to be hesitant due to the distant expected delivery day. Overall, the arrangement of conversions is impeccable and encompasses all essential tools though, the last one of secondary conversion is uncertain to say good tool depending on people’s psychological condition.
