30 Minute Reviews: Straps Co

In 30 minute reviews, I’ll set the timer for 30 minutes and go through one site. What I’m looking for are items that can impact conversion rate. I’ll mainly be looking at the home page, a category page, a product page, cart, and checkout pages.

Disclaimer! Since I only have 30 minutes to go through the site, and don’t have any additional research information or access to their analytics, these suggestions should all be taken with a grain of salt. Yes, they’re my opinion, but there are many suggestions I’ll make that have been tested on other sites and have provided an improvement in conversions. 

Site: Strapsco.com
Industry: Watch Straps


  • Slider should be removed. Pick one image and keep it.
  • Need a CTA. What’s the most wanted action on this page? I don’t know
  • No value proposition! Tell me who you are and why I should buy (Preferably above the fold)
  • I like the categories below the slider. Best sellers is a good fit. Should look at analytics to see if new arrivals and women’s bands are really that popular that they should be called out on the homepage.
Categories on the home page- Is women’s bands really that popular?


  • Make these category image buttons look more like buttons
  • Email sign up offer is weak
  • Footer provides important links that are easy to find


  • Navigation has too many links (Click maps can help determine which are clicked and which aren’t)
Navigation has a lot of links, are they all necessary? Content menu above also has unnecessary links


  • Why have shop and then all the category pages also?
  • Test which category is most popular and put that first
  • Can’t click the overall category page
  • The content menu page has irrelevant links (Blog, gallery, size, FAQ)
  • Cart button does a good job of notifying user when item added to cart
  • Buttons on cart are easy to understand, checkout or view cart


  • No live chat, there should be something so people can ask quick questions
  • Search bar should be made more visible

Shop Page

  • Default sorting on page seems like A-Z, wasting space by not showing best-selling items
  • Page seems like it’s more for browsing, but doesn’t do a good job of allowing for discovery
  • Filters on the side are mixed with product categories

Leather Watch Bands

  • Left column includes filters and product categories, should just include filters
Product categories and filters are mixed on the left column
  • Test which sorting option is best
  • All prices on first page show a clearance, visitor may not believe that every product is clearanced and distrust the prices

Product Page

  • Adding an item to cart shows a notification, but the notification doesn’t go away
  • Copy is not benefit-rich


  • Don’t offer drop downs for size and color when there are less than 5 options for each
  • Clicking the color option shows the wrong colored strap in the thumbnails
  • No repeat of shipping, return, warranty info in description or near add to cart

Cart page

  • Price doesn’t update automatically with quantity change
  • Shows shipping costs (yay!)
Cart page


  • Update cart button stands out more than checkout button
  • Update cart should be lower in the visual hierarchy
  • No info about returns or warranty
  • Checkout button should stand out more
  • Coupon area is nicely hidden


  • One step checkout- Should test about using multi step because one step can appear overwhelming
  • Test making credit card area look like a credit card
  • Paypal is made the default payment, should be credit card
Payment area of checkout: Paypal shouldn’t be default. CC logos are distracting. Might be hard to see that Credit Card payment is an option.


  • Move the payment logos lower down
  • Labels are inside the fields, they should be on top
  • Make name all one field
  • Phone number should be optional or removed (unless you absolutely need it)
  • Add “Opt in to newsletter” underneath email address
  • Try geolocation using IP to input visitor’s country and state
  • Card Code should offer more info (in case people are confused as to what this is)
  • Test hiding the second Address line, people who need it will find it, people who don’t need it may be confused by it
  • Clicked checkout and input only 1 number into credit card field. Only saw an error on the credit card page, none of the other required fields that I hadn’t even filled out
  • Error messages pop up only after clicking checkout (ie. Entered a bad email with no @ and saw a pop up error, but it went away)


DoorDash Review

I don’t see DoorDash lasting for a long time, my prediction is that the company fails within the next 2 years. We’ve used the service a few times. The first time we had a coupon for free delivery so we figured why not try it out. The food was correct and the driver came on time. The next time, my girlfriend used it while I was away. The driver took two hours, even though the restaurant is less than 10 minutes from our place, and the food was cold. The driver also couldn’t follow the instructions to find our apartment and blamed that (although the other driver found us just fine) and she didn’t follow the instruction to not ring the doorbell (we have a loud dog and wrote for the driver to knock and not use the doorbell). The doorbell issue was made worse because the driver made a comment that sounded like she did read the instructions.

My girlfriend wrote to the company to ask for a refund. They gave her the refund as well as DoorDash credit. So yesterday we decide to use up the credit since it was enough to pay for two meals. If we didn’t have this credit, I would not have placed an order because the site was so buggy. The site was so bad, we couldn’t order on desktop at all.

Here are a few screenshots of what happened.

The checkout on desktop would not let us delete items in the cart or show the correct items. This is showing that 4 items is costing over $13. 

In this first screenshot, this is the desktop checkout menu on the right hand side. We couldn’t see what we put in the cart, and it kept showing the wrong items. We’d click remove and the items would go away and come back. Sometimes the cart showed 4 items, sometimes 0, and sometimes it showed an order price that didn’t match those items. We tried a Windows computer, a Mac, Safari, Chrome, Firefox, and incognito modes. I deleted my cookies as well. Nothing worked!

It took a good 30 minutes trying to get the site to work and finally I messaged them on Twitter although they didn’t have an answer.


DoorDash checkout. The subtotal is correct but the summary of items is completely wrong

We tried clicking checkout to see what would show up. Of course, the incorrect items in the checkout were the ones we couldn’t delete. But the subtotal was the right amount for the items we actually wanted. We didn’t feel confident placing the order on the desktop.

Now, feeling frustrated by this buggy site, I download the app as a last ditch effort. Luckily the app didn’t port over the desktop cart items. I went through and ordered. One issues was that the service fee on the desktop showed $0.39 and on the app it showed over $1.

Suffice to say, we won’t used DoorDash again. I’d rather go out and get the food than deal with annoyances like this.

I also don’t like that you tip the “Dasher” before they show up. My girlfriend gave her driver a tip through the checkout, and she showed up late and acted upset that she didn’t understand the instructions to find the apartment. The app/desktop should allow you to tip after a driver has arrived. We tipped the driver in cash for yesterday’s order because he followed the instructions and arrived really fast.

I’ve read a ton of reviews where people place orders and it went through, but nobody ever picked up the order and they never received a notification. The whole model relies too heavily on contractors who don’t feel connected to the company. Therefore you end up with some bad apples that ruin the experience for people that order. We’ve already had 2 bad experiences, and that’s enough for us to stop using the app.


Productive vs. Efficient vs. Effective

Since starting my new job, I’m at a great new company doing conversion optimization for eCommerce sites, I’ve been learning a lot about productivity and efficiency. But I’ve also learned about effectiveness. Yes, these are all just different words covering similar topics, but it was important for me to learn about what they mean.

Productive vs. Efficient vs. Effective

Everyone talks about wanting to be productive. They want to get stuff done.

If you’re being efficient, you’re getting stuff done in a limited amount of time with limited resources.

When you’re effective, you’re being efficient in getting the right stuff done.

See the differences? It took me a while.

Efficiency is what we want to be striving for. It’s about getting the right things done in limited amounts of time.

If you’re productive, you could have done a ton of things in one day and felt happy about it. Maybe you mowed the lawn, spent 2 hours learning how to fix the broken window, and spent 2 hours cleaning. But was that stuff really the most important to get done?

Effectiveness is about getting the important things done. Sure, cleaning, mowing the lawn, answering emails are all stuff that needs to get done eventually. But maybe it’s not the most important or worthwhile thing to get done right now.

5 Hour Workdays

At my new job, we have 5 hour workdays with no lunch break. That 5 hours is pure work. When you’re given a limited amount of time to work, you figure out what’s really important and what needs to get done. Rather than check email all day, I check it once in the morning and once before I finish.

It’s nice to have the restraints because then you can really use the 80/20 principle to get the right things done. When I had 8 hours to work, I felt like I had way too much time. Sure, there were some days when 8 hours didn’t feel like enough time. But I’m sure I could have been just as effective at my job if I were provided just 25 hours a week. I wouldn’t have gotten 100% of things done, but I would have gotten the most important things done.

Of course, there are some times where I need to do more work because I just get a lot of tasks all in one week. It’s more about spending the right amount of time to tackle a project or task, rather than trying to fill up a full day just because you can.

Tools & Tips

Tomato Timer
A simple 25 minute timer I use for Pomodoro. I do 10 of these blocks each workday.

Taking Breaks
It’s important to take a break if you’re stuck on something. Getting out of your work environment can help you think of new solutions.

This Chrome extension helps block distracting sites.

No Email
Don’t have email open all the time! Check it at certain times of the day.

This isn’t a tool you can use daily, but it’s something you should do once or twice a year. This is travel where you get out of your comfort zone or go to a new culture. Having these experiences can really help motivate you or change the way you think and view things.

Sleep More
In US culture, it’s cool to not sleep. I don’t understand why, but you always hear people talking about how they only slept 4 hours or something crazy like that. Sure, there are times where you will run on little sleep due to an emergency or something out of your control. But when you can control it, have a set sleep schedule. I always go to bed between 10 and 10:30 PM and wake up around 5:30-6 AM. On weekends I go to bed around 10-11 PM and wake up at 7 or 8 AM. I find that sleeping in too much makes me more tired, but having a set schedule leads to a more optimal day.