One of the biggest problems was the general structure and amount of information on the website. Most clients were confused and didn’t want to go through walls of text which were dispatched on several sub pages. Instead, a lot of users were calling via phone to get a recommendation which product suits their habits and goals the best.
Moreover many users got lost just before the checkout because they had problems to find the delivery dates for their region.
Since I believe that headlines and a tone of voice are important parts of an overall layout I also included relevant copy that would help us in the final steps with the briefing of a copywriter as well as shaping the webdesign and story.