Question

Topic: Website Critique

Comments Sought On New Site.

Posted by timberboxes on 8/3/2015 at 12:27 PM ET 2000 Points
Feedback needed for new site of a 15-year old company.

CURRENTLY:
On-page SEO has just begun
Newsletter not available
Blog not developed
No Facebook page exists

Comments solicited on navigation, communication, branding, site logic, product descriptions, omissions of any kind. And other ideas for site not doing yet.
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RESPONSES

  • Posted by mgoodman on 8/3/2015 at 12:42 PM Moderator
    Can you post the URL?
  • Posted by timberboxes on 8/3/2015 at 1:05 PM Author
    https://dev.brookbend.com/

    If someone knows how to add this to orig post pls do it or tell me how. Instead of this reply. Thanx.
  • Posted by dalcid on 8/3/2015 at 2:07 PM Accepted
    i've just spent 5 min on it...

    1) the word "furniture" in the logo isn't linked to the home page... although the rest of the fairly large logo IS linked. that seems odd to me

    2) the CART text - white on neon green - is a major clash of colors. very difficult to read until you interact with it

    3) i think putting breadcrumbs in the image headers of each section is redundant (if not ugly)

    4) you should post your email policy in the Newsletter reg page

    5) in some section's fly-out/drop menu, there are other choices (ex. ABOUT has three choices). you should have a link to the other choices with the page (i.e. at the bottom of the About page, there should be a link to Designer Bio and Furniture Details). people are going to forget that these choices existed and where they reside. tl;dr... you're hiding some key elements of information

    6) i see no reasons to separate furniture pages from their relative cushions pages, especially if: (1) the selection is few, (2) it takes a few clicks (hidden, again) to get back to where you could actually select CUSHION, and (3) when you click on the section itself (ex. click on section header LOUNGE) you'd think you get the entire LOUNGE section (furn and cushion, and whatever else really) but it's just furniture

    7) the Search Results page and the true product pages should be the same size. I say this because I did a search for LOUNGE. One search result (which in and of itself seemed weird to me since you have an entire section called lounge - maybe look into your taxonomy) - and the description text in the search result does not align the same as the READ MORE product page. The text shifts a bit and the visitor has no idea if it's the same search hit. My suggestion - no text in the Search Results except title, and then READ MORE

    8) Patio Storage > (menu) > Cabinets... erroneously brings you to Accessories

    9) Let's take a look at STORAGE SHELVES at https://dev.brookbend.com/product-category/box-accessories/

    9a) the pop-ups for SELECT OPTIONS and for QUICK VIEW are unnecessary. The visitor just wants to go to the true page

    9b) no different pics showed up when I tried to select one of the many choices for this piece. people need confidence in what they are purchasing - they need to see it

    10) every product page should explicitly link to your Guarantee right there in the description, maybe even right after Made in America. The guarantee is huge

    11) what's your shipping policy / costs? that's a big question mark for e-commerce and you will lose customers if you have to fill in order info at CHECKOUT in order to see shipping costs

    12) now i see that you have redundant search fields on the site - the mag glass at the top right (by the section headers which turns into a flyout to the right, and then the mag glass and search field in the mid-right column... reduce the number of steps and stick to a field.

    13) ABOUT - people want to know about your heritage, and a HUGE part of "Made in America" provenance is Where? You don't say where you are. I found a better ABOUT piece googling the tel number (hit #1)... use this one. including the FAQ. [PS. for those interested, it's in Massachusetts]

    14) i gotta head out to a meeting, but you need pictures at https://dev.brookbend.com/furniture-details/ --- you don't want to leave this stuff to a prospective customer (same goes for the product pages.. show the differences)

    and i'm out

    cheers/dom
  • Posted by modza on 8/3/2015 at 2:48 PM Member
    Dom did an amazing roundup in just a few minutes. I would add only that the text is wordy and in places ungrammatical. Compare the original (first) and a quick edit (following):

    Original:
    "The Brookbend collection is unique in offering a selection of two different price levels for the same designs. This is achieved with real teak and less costly premium western red cedar stained a teak color. We are the only supplier of cedar furniture made in fine designs and neither the cedar nor teak product is available elsewhere."
    Edited:
    "Only the Brookbend Collection offers you two different levels for the same designs: real teak or a less-expensive but still finest quality red cedar carefully stained to match the teak."

    Overall, the first impression is very elegant -- the white space shows off the beautiful furniture well!
  • Posted by Jay Hamilton-Roth on 8/3/2015 at 5:09 PM Member
    Add analytics to understand more about your website visitors.
    The website's theme isn't fully responsive - it looks a bit odd on smaller windows.
    Get rid of the post/comment on your home page - it doesn't fit in.
    I'm not a fan of animated banners (at least you can't pause or they don't auto-stop) - they distract the eye from reading the copy.
    Link to your Blog appears to be broken
    Confusing to click "Download Catalog" to be taken to a form, that when filled out, doesn't email the catalog immediately, nor download the catalog (only see "Your message was sent successfully. Thanks.").
  • Posted by Gary Bloomer on 8/3/2015 at 7:49 PM Accepted
    The quote from ~ SARA DAWSON, SAN FRANCISCO. in white text on a wood background is illegible. Likewise the white type on the green background.

    The typography on your sub title and log is doing you few favors.

    You'd do well to have a stronger positioning statement that telegraphs what you do and who you do it for.

    The Flash banner that breaks up into slivers is distracting.

    Add a blog.

    Use social media to drive traffic to blog articles. Use articles to convert attention into sales. Use video on your home page as opposed to the revolving banner.

    Give visitors something to aspire to.

    Message to people's compulsions.
  • Posted by Deremiah *CPE on 8/5/2015 at 8:34 PM Member
    Heeey Timberboxes,

    Thanks for giving us the Opportunity to share our ideas...and from what I've read...you have a lot of Great input coming from our team.

    What I'd like to add are some Simple but Powerful ways to consider how you can ramp up your website for your new audience. After going to your site I immediately went to three other sites…Why?

    ...because there are no rules that say you can't "Leverage" the Simplicity and Boldness of companies that are Succeeding in the online space already. And while your overall business is different from their's "it's not Different" in what you're trying to accomplish...and that is the idea that you want your Ideal Customer to do these three things…

    1. LOVE what you have to Share with them…

    2. Have an AMAZING online Experience and finally

    3. Spend Money like Crazy!


    Now that we've got those important matters out on the table…three important things that will keep you from leaving money on the table…here are the three sites I recommend you spend a little time on…

    https://www.walmart.com

    https://www.ikea.com/us/en/

    https://www.amazon.com


    Yeah I know you're business isn't where there's is at this moment but there are one or two simple things you could borrow from them that are working for them…that could possibly work for you as well.

    There are some obvious things that jump out at you…and these are things you should consider adjusting in your site.

    Study the design of the sites.

    Notice how Clean all the sites are...and in particular the Walmart and Ikea site.

    These design features are:

    * Simple
    * Clean
    * Clear
    * Fresh

    * Fonts are noticeably Clean, Simple & Crisp (like a fresh head of lettuce in a 5 star restaurant salad)

    * Images Pop
    (and look at the quality in the contrast qualities…(these are things your web designer needs to be sensitive to…Why…because Amazon, Walmart and Ikea have already tested and proven they work.)

    *Photographs have great Lighting because you're buying the quality of what the photograph is demonstrating.

    And remember most of your shoppers are going to be women…so how are you catering to the Wonderful Qualities in Women…how are you appealing to the Sensitive, Loving, Intuitive qualities that are important to a woman.

    You need to really consider this as you're developing the Emotional Impact they desire in their shopping experience. And there are way so many other Emotional Qualities we truly have to consider and I'd love to share more with you but time won't permit me tonight as I have to go and deliver a similar message to a new client of mine.

    In the mean time take full advantage of what you still have time to gain from truly looking at your idea...like you're Benjamin Franklin Excited about the New glasses you just created (Bifocals)…that allow you to look "Near and Far".

    Your mission is to look "Near and Far" at those who have already created their online Success…with just a Simple Website. Wishing you the Best…KEEP SMILING!!!

    How else May I SERVE You Timberboxes?


    Your Servant,

    Lovingly Deremiah *CPE, (Customer Passion Expert)
  • Posted by timberboxes on 8/8/2015 at 3:32 PM Author
    Thanx all! As usual the feedback is exceptional.
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