CRO Site of the Week: Crooked Tongues


This week High Position’s Head of CRO, James Root, takes a look at Crooked Tongues. As ever, winners of this prestigious award will receive something from the HP CRO Drawer. All winners will be notified via Twitter. Nominations can also be tweeted so please share and get involved!

What does the site do?

Online retailer of trainers, mainly old school re-issues.

What does the site say they do?

Erm… it doesn’t say. There’s no About page.

What does the site do well?

crooked tongues homepage

  • Stunning imagery - something a lot of e-commerce sites seem to get wrong time and again. Not here though as products are beautifully showcased
  • Good use of content chunking on homepage, using the images of the sneakers to draw the eye
  • Clear and user-friendly top-level navigation, with simple drop down menus, giving the user enough options, but not too many as to over complicate

What else does the site do well?

Inspiring site search function whereby the Free Delivery Worldwide USP image transforms to a search box once the user clicks the search icon:

crooked tongues site search

crooked tongues site search reveal

Try for yourself; it’s slick. A great use of space via innovative, uncomplicated design (hat tip to the designer!).

  • Effective use of tabs on the homepage, below the fold. Showcases products clearly, with clear options: New Shoes, Best Sellers, Sale.

crooked tongues tabs

Product Pages

  • Price, size and add to cart all bundled together and are easily readable so user runs through the cognitive buying process quickly and easily: can I afford it / is it value for money? Do they have my size? How do I add to cart and buy?

crooked tongues product page

  • Again, excellent imagery, with plenty of different pictures. Nice zoom feature with flickable images
  • Add To Wishlist capability is attractive to today’s online shopper so good to see that function as well as Tags, a familiar function adopted from blogs and Social Media, namely Twitter (hashtags) and Pinterest.

Basket and Checkout

  • Cart is cleanly designed with clear CTAs
  • A 15 minute timer is set, used as a persuasion tactic by many online retailers.

crooked tongues cart

  • The checkout has also been well thought out, with clearly defined steps
  • Sage Pay logo and the word ‘secure’ are prominent and helps to alleviate any user anxieties regarding fraud
  • Checkout As Guest feature also allows quick checkout. Users are often put off (myself included) when you have to register prior to checkout

crooked tongues checkout

What could the site do better?

  1. Would shopping cart abandonment improve if there was further instruction to put users at ease? Common anxieties at this stage of the buying process are ease and quickness of checkout, payment security and shipping costs. TEST IT!
  2. There are six steps during the checkout process; this is far too many and could easily be simplified (I have run many tests on this area for different e-commerce clients to great effect). One page checkouts often have lower abandonment rates from my experience. TEST IT!
  3. CTAs on buttons. Whilst, in my humble opinion, the buttons site-wide are effective, have the CTAs been tested? Are you doing all you can to help customers add to bag? TEST IT!

As the winner of this week’s CRO Site of the Week, Crooked Tongues win some [email protected] from the CRO drawer – look out for a package in the post!

Drawer Crap




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