Butter London is a makeup company start-up in Washington State founded in 2005. Their original line focused mainly on nail polish and they have since branched out from just polish into other cosmetics.
Firstly the lighboxed pop-up you get upon visiting there homepage is unpleasant. Mostly because it is essentially an ad for a website/brand you are already visiting. As a consumer I click right through these, if I wanted to sign up to win something I would seek it out on my own. This pop-up is giving your consumers a click through, you already have one click you have to administer as visitor to their site and you aren’t even shopping yet.
As with most e-commerce sites you fall upon a wall of promotions and new products. Its basic, maybe a bit too basic. They have selected Georgia as the typeface for their body copy, which is bland, I think a sans serif would have suited them better, but that is more of a design choice than a critique of their website functionality.
Clicking on any of the selections at the top primary menu you get to another menu selection screen. Instead of seeing all the inventory of their cosmetics you see a left side menu selection to go further into the site and a visual menu breakdown. This is a click that is separating me from the actual purchasing page, sort of a mild annoyance. When you get to to the actual inventory pages it is very old school. It actually kind of feels like the site was built in 2005 and they never bothered to change it.
Clicking on any other products name will get you to an additional page with very little information about the product, a list of ingredients, and below the “fold” you can add it to your cart. You also will find a review section that they recently launched and only the ability to “Pin It” as your social sharing options.
Upon further review it looks like the site is super confused. The nail polish page looks like it is trying to catch up with the times. With hover selections and tabled products this is a little more 2013. The treatment page gets to you the full inventory of the treatment selections.
Important Info (FAQ’s and Returns)
The help page isn’t super helpful. Essentially their help page is a contact list, nothing more. The FAQ’s page houses two questions and answers. One is about returns, one is about placing international orders.
The site is bare bones and like previously stated it feels like it was created in 2005 and they never updated it. The recent offering of housing consumer reviews is a good one but… it will not make up for their site lacking important and helpful content. As a consumer I think they need:
- A better more detailed FAQ’s page. Answer questions about products, shipping times, shipping methods, etc.
- A Help Page that is actually helpful. Separate your contact page from your help page, link the help page to the FAQ’s as most people visiting the help page of the site really should be visiting FAQ’s as well.
- A better menu system with drop downs, only being able to access further selections of the menu by clicking through is kind of frustrating.
- Less patchy in terms of the site layout, make ever “fall page” upon menu selection laid out the same to mitigate any consumer confusion or fatigue.