Every year, Subscription Site Insider hosts a Webinar with live site critiques. This year, we were fortunate enough to have WhichTestWon‘s Editor Justin Rondeau as a guest critic and include a subscription eCommerce site — Omega Via.

As Justin told the Insider audience, Omega Via has a decent homepage in terms of color and design. His main critique was to create more compelling button copy and move the order button up to the white area. (Did you know that the human eye tends to pay more attention to lighter areas than darker ones? Make sure your most important copy is in the lighter spaces of your pages!)

But then we examined the actual order page (While the small size below is not great for reading, it is great for getting a better sense of what stands out on the page and where the eye naturally tends towards).

Justin liked the horizontal design, but as I pointed out, a lot of the page’s real estate is being used up for one-off sales (either one, two or three-bottle orders of OmegaVia’s fish oil pills). Instead, it would be better to make the one-off orders have a drop-down order count box and move the subscription offer (called AutoShip here) up.

In addition, the benefit copy should invite regular users of fish oil to simplify their lives with regular deliveries, according to their use of the pills. Subscription eCommerce sites can get creative with helping subscribers determine how much they need and how often — just look at Sir Richard’s fun and engaging assessment tool for condom usage.

To learn from the six other sites Justin and I critiqued (all very different in nature and niche), join Subscription Site Insider and watch the on-demand recording today!