Reddit reviews Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes (Ultimate Series)

I'm no expert but I would like your opinion on the following thoughts & suggestions:

• Simplify. What is the point of having a "Home" link on your menu, what does it tell me? Ditch it. Up your categories from Shop+ to the main menu, if they are hidden odds are I won't be able to find about them. In my opinion quilts are not throws and should not be bundled together.
  
  
• The search bar is so hard to find, can you make it more visible? This is not high priority since you have a small catalog, but still most e-commerce's have easy access to the search bar.
  
  
• Contacting you is hard, can you give me just an email or a direct phone together with service hours? Can you show this to customers directly on the footer or the top Nav besides cart?
  
  
• Experiment with different price points. I think free shipping is interesting, but if you are adding too much to the individual product price to offer this, consider removing it, or finding a cheaper way to ship. Key questions: Would it be fair to pay 5x the shipping for someone buying 5 products? Do you expect customers to buy only one product or multiple on one order? If just one, rid the cart option and go directly to checkout.
  
  
• Experiment limiting your product line at first to throws, it's easier to optimize and to manage for just one product instead of a hundred. Some of your products are actually the same but different color, try combining them into one and then give the option of choosing the color.
  
  
• Keep the 100 days returns policy. Make it more visible through the checkout process.
  
  
• Keep the advertising, google, pinterest, facebook etc. Try to improve the metrics for each ad, either more visitors for less money, or more conversions per money.
  
  
• Read this book on optimizing Adwords: http://amzn.to/2cNtL22 (Not sponsoring, loved it and found great results)
  
  
• Follow the potential customer journey from
  
  • "My life is so stressing and my house is so cluttered" (Potential), to
    
  • "Hey this ad for Scandinavian homewares speaks to me, let's see what they've got" (Acquisition), to
    
  • "This hoo-gah site is telling me that I can buy this sweet Scandinavian throw so I can cuddle in winter" (Landing Page), consider: Is this what I thought I would find when clicking this ad? Is this something that fills my needs? Is this product in my price range?
    
  • "Alright, this is an awesome product, GBP 100 seems affordable, free shipping is great and If I don't like it I can return it" (Pre-checkout / pre-purchase), consider: I've added a free shipping product to cart but "Excl. shipping" shows below the total, why?, What does "Cart" mean, should I click here to pay? Can I call someone to get help here?
    
• Your checkout phase is Checkout phase is simple, and straight forward, no suggestions here.
  
• "Awesome, the throw arrived on the expected time, quality is great and I would recommend this company", (Post-sale) consider: How can you invite your customers to keep buying? How can you ask them or incite them to recommend your company?
  
  
• I'm a e-commerce owner and online shopping veteran and still have problems navigating and following the check out process, try to make it as easy as possible to me, each hurdle is a customer leaving. Imagine any potential customer has the money but is completely computer illiterate (assume your grandma is trying to buy online).
  
  
• Are the 2.5k visits from actual people or search engines?

I only read 2 books on PPC and read the PPC Hero and WordStream blogs (checkout PPC university). I started my company soon after and I'm currently managing my own campaigns, spending thousands each month. Go to Amazon and get:

Ultimate Guide to Google AdWords: How to Access 1 Billion People in 10 Minutes

Advanced Google AdWords

I only read the first one, but I wish I'd read the second one by now. Instead I read Ultimate Guide to Pay-Per-Click Advertising. It's good, but there are a lot of weird little mistakes and confusing topics. YouTube is also your friend.