Problem, opportunity, impact
Core Problem
The website has strong products and music history, but the experience feels outdated, cluttered, and difficult to navigate, with no clear primary conversion goal.
Main Oppurtunity
Rebuild the website around clearer navigation, stronger music and merch funnels, artist storytelling, category filtering, product discovery, and trust-building conversion paths.
Estimated Impact
Improved usability, stronger product discovery, higher music and merchandise sales, better artist engagement, and increased conversion potential.
Core Problem
This audit found that Quinn Records has strong underlying assets, including a long history, quality music, unique records, merchandise, artists, and cultural credibility. However, the current website does not present these strengths in a conversion-focused way.
The biggest issue is usability. The navigation is cluttered, difficult to use, and overwhelming. Visitors are not clearly guided toward a primary conversion goal such as shopping music, buying merchandise, listening live, or exploring artists.
The website also feels visually outdated, with too much text, low readability, competing calls to action, and weak product discovery. Users have to work too hard to find music, merchandise, artists, genres, or specific products.
The recommendation is to restructure the site around clear user paths: shop music, buy gear, browse artists, listen live, and explore genres. Artist pages, shop pages, and category pages should be redesigned with stronger hierarchy, filtering, product cards, storytelling, trust signals, and clearer purchase options.
Problems Identified
Cluttered Navigation
The navigation is difficult to use, overly crowded, and makes it hard for users to click or reach the pages they want.
Outdated Website Feel
The website feels like an early 2000s site with too much information placed on the page without enough structure or hierarchy.
No Clear Primary Conversion Goal
The site does not clearly prioritize whether users should buy music, purchase merchandise, listen to radio, browse artists, or subscribe.
Too Many Competing CTAs
Multiple calls to action compete for attention without one clear primary path for users to follow.
Weak Above-The-Fold Experience
The top area of the homepage does not create enough interest, authority, or direction for visitors to continue exploring.
Newsletter CTA Is Overprioritized
The first major action asks users to subscribe to the newsletter instead of guiding them toward music, merchandise, or core conversion goals.
Large Amounts Of Hard-To-Read Text
Text-heavy sections and poor contrast make content difficult to scan and reduce user engagement.
No Clear Conversion Funnel
Users are not guided from one step to the next based on their intent, such as music, gear, artists, genres, or radio.
Missing Testimonials And Social Proof
The site does not show enough customer, listener, or artist testimonials to build trust and credibility.
Weak Purchase Confidence
The website does not provide enough reassurance that Quinn Records is legitimate, trustworthy, and easy to buy from.
Difficult Product Discovery
Finding music, gear, artists, genres, or specific products requires too much effort from the user.
No Search Or Filtering Experience
Users cannot easily filter products by category, genre, product type, mood, style, or artist.
No Dedicated Product Detail Experience
Products are listed in grids with add-to-cart actions, but there is not enough product detail, storytelling, or purchase support.
No Cross-Sell Or Upsell Strategy
The site does not encourage users to buy related merchandise, music formats, artist collections, bundles, or add-on products.
Artist Pages Lack Depth
Artist pages do not provide enough story, timeline, legacy, highlights, music, and related content to fully engage users.
Category Pages Are Hard To Navigate
Music category pages do not provide clear filtering, sorting, featured releases, editor picks, or guided browsing.
Recommendations
Simplify The Navigation
Rebuild the navigation around clear paths such as Shop Music, Buy Gear, Browse Artists, Radio, Spotlights, News, and Contact.
Create A Clear Primary CTA
Use Shop Music as the primary call to action while keeping secondary paths such as Listen Live and Buy Gear available.
Modernize The Visual Design
Reduce noise, improve contrast, remove clutter, and create a cleaner music-label experience that feels current and trustworthy.
Lead With Quinn Records' History
Show authority immediately by highlighting that the label has been active since 1971, with decades of history, artists, and releases.
State The Brand Mission Clearly
Position Quinn Records around preserving the sound of St. Louis instead of only selling records or merchandise.
Create Clear Music And Gear Funnels
Separate the main user paths for shopping music, buying merchandise, listening live, and exploring artists.
Feature New Releases
Show new releases with clear product cards, format options, tags, prices, and calls to action.
Add Music Preview Options
Allow users to preview tracks or listen to samples before purchasing digital downloads, CDs, or vinyl.
Promote QRTM Radio
Use the radio station as a major brand asset and conversion path, not just a secondary page.
Add Genre-Based Browsing
Let users shop by genre such as blues, soul, jazz, gospel, rock, or other relevant categories.
Add Product Filtering
Allow users to filter gear by apparel, footwear, accessories, and other product types.
Improve Shop Product Cards
Use cleaner product cards with clear pricing, product tags, format details, and add-to-cart actions.
Build Strong Artist Pages
Redesign artist pages with artist story, lifespan, genre, timeline, highlights, featured tracks, video archives, related artists, and purchase links.
Improve Music Category Pages
Create category pages with a strong heading, featured item, editor picks, full listings, recommended artists, and clear purchase formats.
Add Dedicated Record Detail Pages
Create pages where users can choose between digital download, CD, vinyl, or other formats with clear stock and shipping information.
Add Testimonials From Listeners And Artists
Use testimonials to build trust and show the cultural value of Quinn Records.
Give Users A Reason To Subscribe
Frame newsletter signup around benefits such as new releases, exclusive artist stories, radio updates, limited promotions, and rare archival releases.
Add Cross-Sells And Upsells
Recommend related artists, records, merchandise, bundles, and format upgrades to increase average order value.
The short version
- Quinn Records has strong products, music history, and cultural value.
- The current website is difficult to navigate and feels outdated.
- There is no clear primary conversion goal.
- The navigation should be simplified around music, gear, artists, and radio.
- The homepage should lead with Quinn Records' history and mission.
- Product discovery needs search, filters, genres, and clearer category pages.
- Artist pages should tell deeper stories and showcase legacy.
- Music pages should support digital downloads, CDs, vinyl, and previews.
- Testimonials and listener proof can build trust.
- Cross-sells and upsells can increase merchandise and music sales.
Before
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After
Before
After
(Free CRO audit)
See what's quietly
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Where attention leaks and buyers hesitate.
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The signals that make first-time buyers convert.
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