Join us as we explore what DTC brand Equal Parts are doing well and where they may have some opportunities for greater conversions and revenue.

1. Equal Parts
A critical analysis of the ecommerce site: equalparts.com
1
Customer Experience Teardown

2. Here’s what we’ll be covering:
A customer experience (CX)
teardown is an in-depth
analysis of a brand’s
customer experience that
moves beyond just
complaining about bad
website design.
What’s a CX teardown?
2
Homepage
Categories Page
Product Detail Page
Checkout Process
Final Recommendations

3. Homepage
Directional Guidance
01
33
A/B TESTING IDEA
Implement a Drop-Down
Navigation Menu
UX DESIGN TIP
Remove Unnecessary
Distractions
Equal Parts offers a very limited
selection of products. It could be
valuable to test a drop-down menu
for product categories, giving users
the option to quickly jump to a
product if they’ve come to site
already knowing what they want to
buy.
Displaying a discount pop-up
immediately when a new user
enters the site is a great way to
distract users. Additionally, offering
a promotional discount at the
beginning of the customer journey
will likely hurt your retention rate -
as soon as a customer uses the
discount, they’re gone. Sell users on
the experience, not the discount.

4. Categories Page
Directional Guidance
02
44
A/B TESTING IDEA
Add a ‘Quick View’ Popup
UX DESIGN TIP
Focus on Social Proof
Instead of showing a button that
takes users directly to the product
detail page, it might be worth
testing a ‘Quick View’ popup, so
users can get a glimpse of the
product without having to move to
another page.
Displaying customer reviews on
the category page lets customers
know what the ‘best-seller’
products are, and can influence
their perceived value of products.

5. Product Detail Page03
55
Expanding Available
Color Options
For a company that only sells a
limited-selection of non-stick
cookware, there should be more
color options available. Competitors
like Great Jones and Le Creuset are
known for their colorful cookware,
but the plain black feels more like
something you’d buy on Amazon.
CUSTOMER EXPERIENCE HIGHLIGHT
60-Day Risk Free Trial
Offering a 60-day risk free trial of products is an excellent
way of eliminating any hesitations users may feel about
spending $90 on a non-stick pot. This is a value-add that
should emphasized on the product page.
TESTING IDEA

6. Product Detail Page Continued...03
66
Directional Guidance
A/B TESTING IDEA
Focus on Unique Features
Instead of speaking to what makes
their non-toxic ceramic coating
unique, they dedicated a large
section of the PDP to calling out the
curvature and texture of the handle.
This image should focus on
highlighting the unique features of
this product.

7. Checkout Page04
77
CX HIGHLIGHT
Always Have a Mini-Cart
Utilizing a mini-cart is a great way to lead visitors onto
the checkout page, and acts as a reminder for users
that may have forgotten about products in their cart.
We’ve found mini-carts to be a consistently effective
method for reducing cart abandonment.
UX DESIGN TIP
Remove Discount Code Field
Opting for a one-page checkout is an effective method
for reducing cart abandonment and streamlining the
checkout process. You can see that Equal Parts uses
the standard Shopify checkout page, but they’ve
included elements of their company’s branding.

8. Final Recommendations05
88
Emphasize social proof.
Optimize the product detail page.
We’d recommend running a test that displays
customer reviews on the homepage, and including
reviews on the categories page of the site. Social
proof plays an essential role in building trust and
credibility with prospective customers—especially for
a new-to-market brand like Equal Parts
● Create a product comparison chart
● Focus on features that make Equal Parts
products unique.
● Cross-sell complementary products on the
product page to help increase average-order
value

9. Final Recommendations Continued...05
99
Add options for customization.
Develop a style guide for brand imagery.
From the consumer’s perspective, not providing the
opportunity for product customization brings these
products a slightly above something you may find on
Amazon for half the price.
Product imagery is often one of the defining elements
of an ecommerce website. Equal Parts should
consider establishing stricter guidelines for how they
visually represent their brand.

10. Read the full teardown:
thegood.com/insights/cx-teardown-equal-parts/
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