Friday Funnel Fix: Trailblazing Your Promotional Gear Site

With the outdoor season well underway and businesses gearing up to promote their brands at marathons, trail runs, and outdoor events, promotional materials are key for visibility. But what if the process of ordering these materials online was holding you back? This week, we’re taking a closer look at Probos Promotions, a site for branded promotional gear, and how optimising their site could lead to better user experiences and increased conversions.

Mobile Experience Review

1. Overwhelming CTAs

On mobile, there are four prominent CTAs: Sample Request, Request Visual, Request Quote, and Buy Now. While each of these serves a different purpose, presenting them all at once can lead to cognitive overload for users. They are essentially forced to make a decision before they’ve fully understood the product, which can stall momentum. A customer looking for custom printed gear may just want to explore options first without being pushed into so many different directions.

In an online environment, less is often more. It’s about guiding the user down a path of minimal friction. Too many CTAs can dilute the message, making it unclear what the next logical step should be.

Fix: Streamline the CTAs by combining related ones. For example, the Sample Request and Request Visual could be merged into a single action like Request a Preview. This way, you reduce cognitive load while maintaining functionality. Prioritise the Request Quote CTA, making it the primary action users are led toward. Additionally, consider adding more space between the CTAs, so they don’t appear cramped and confusing.

2. Missing Phone Number for Mobile Users

The absence of a visible phone number above the fold on mobile is a critical missed opportunity. Users, especially those browsing on mobile, are often looking for a quick and easy way to connect with a real person, especially if they have questions or are uncertain about the purchasing process. Mobile users are also more likely to call directly when they need answers fast—perhaps an event organiser trying to make a last-minute order for a promotional event.

A phone number should be easily accessible, clickable, and positioned where users don’t have to search for it.

Fix: Add a clickable phone number to the mobile header. This provides an immediate point of contact for users who prefer a direct and quick interaction. A study by Google showed that 61% of mobile searchers say they’re more likely to contact a business if they offer a click-to-call option. Given that your target audience may include event organisers and promotional coordinators with tight deadlines, this small change could significantly boost engagement.

3. Lengthy Navigation

The mobile navigation bar lists numerous product categories, causing an internal scroll. While it's important to showcase a wide product range, presenting all of these options in one long list creates unnecessary friction for the user. This long scroll forces users to process every option, which can be overwhelming, especially when they’re not sure what they’re looking for or if they just want to browse.

Research indicates that long menus on mobile can cause confusion and lead to higher bounce rates. Users may feel overwhelmed by too many choices, especially if they’re trying to access a specific product quickly.

Fix: Simplify the mobile navigation by consolidating categories or creating expandable submenus. For example, instead of listing every product type individually, group them under broader headings such as "Writing", "Bags", and "Clothing", with submenus that expand only when clicked. This approach reduces the visual clutter, making it easier for users to find what they need.

4. No Search Bar

The absence of a search bar on mobile is a significant flaw. Search is one of the most commonly used features on e-commerce sites, especially for users who already know what they’re looking for or need to find specific information quickly. Without a search bar, users are forced to scroll through potentially irrelevant categories, which can lead to frustration.

A study by eConsultancy found that 30% of visitors to e-commerce sites use the search bar, and those users are 50% more likely to convert. This makes search an essential tool for improving user experience and boosting sales.

Fix: Add a prominent search bar to the mobile version. Ensure that it is visible in the header, so it remains accessible as users scroll. This small addition can dramatically improve usability, particularly for users who are already familiar with the products and want to find them fast.

5. Quote Form Length and Detail

On mobile, the Request Quote form asks for multiple fields of information. While this is understandable for custom orders, it may discourage users who are just browsing or aren't ready to commit. Lengthy forms, especially on mobile, can be off-putting and lead to high abandonment rates.

Asking for too much information upfront can act as a barrier, particularly for mobile users who are more likely to abandon a lengthy form due to smaller screen sizes and a tendency to seek quicker interactions.

Fix: Simplify the Request Quote form by initially gathering only the most essential details—such as name, email, and the product of interest. Once the user has made initial contact, more information can be requested later in the process. Alternatively, use progressive disclosure: start with a simple, short form and follow up with additional questions once the user has engaged with you.

6. Font Size on Buttons

The font size on the navigation and CTAs seems small, particularly for the Buy Now button. Making CTAs easy to spot and click can make all the difference. Larger buttons improve usability and encourage clicks, as noted in Optimising the Invisible, “Readability is crucial. Larger buttons and clear text drive better engagement.”

Fix: Increase the font size of key CTAs like Buy Now to improve visibility and engagement.

Desktop Experience Review

1. Too Many CTAs

On desktop, just like on mobile, the user is presented with four prominent CTAs: Sample Request, Request Visual, Request Quote, and Buy Now. However, the most important CTA—Request Quote—is positioned below the fold, meaning that users have to scroll to find it. This can decrease the chances of them taking action, as most users expect critical actions to be immediately visible.

A cluttered page can confuse users and make it difficult for them to figure out what the most important next step is.

Fix: Move the Request Quote button above the fold and give it greater prominence. Reduce the number of CTAs above the fold to minimise decision fatigue. For example, keep Request Quote as the primary action, with other CTAs serving as secondary actions that can appear lower on the page.

2. Visual Overload on Desktop

The desktop version suffers from visual clutter and a disjointed flow of information. The product image, reviews, and multiple CTAs all compete for attention. Additionally, important elements like reviews and the Request Quote form are placed side by side, making it harder for users to follow a logical path from product discovery to action.

Desktop users typically scan pages in an F-shaped pattern, starting from the top left. Key information—such as product details and CTAs—should be positioned to guide users smoothly through the page, whilst secondary content like reviews can be displayed further down to provide social proof after users have engaged with the product.

Fix: Simplify the layout using an F-pattern design. Place critical elements like product images and the Request Quote button in the top section of the page to capture attention. Secondary information, like reviews and detailed product descriptions, can be displayed lower on the page. This layout will ensure users can find important information quickly and follow a logical flow through the site, improving their overall experience.

Summary

For brands seeking promotional gear, the journey from discovery to purchase needs to be seamless and intuitive. Probos Promotions offers a variety of useful options, but improving the user experience through clearer CTAs, simplified navigation, and a more structured layout could make the conversion process smoother.

Key Takeaways:

• Reduce the number of CTAs and prioritise the Request Quote button.

• Make the phone number easily accessible on mobile.

• Implement a search bar on mobile for quicker product discovery.

• Reorganise the desktop layout for clearer flow and prioritisation of key actions.

Just like in a trail run, the fewer obstacles in your path, the faster you reach the finish line.