Question

Topic: Website Critique

Ok, What Now?

Posted by Anonymous on 8/28/2007 at 4:53 PM ET 250 Points
Well I have implemented most if not all of your previous suggestions and also lightened up the site and produced a new home page etc,....

The sales per visit however have not increased. Hmmm.... I really need more suggestions as to what I need to do. I am not yet hitting the "Magic 1%" sales target.

I'm wondering if there is anything else I can do or if there is something basic I am getting wrong?

The site is www.prooz.com .

Thanks.
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RESPONSES

  • Posted by terri on 8/28/2007 at 5:09 PM Accepted
    If you really want to make a difference, you might invest in a good Internet marketing consultant. They will help you with search engine optimization and e-commerce.
  • Posted by Jay Hamilton-Roth on 8/28/2007 at 5:42 PM Accepted
    Are you trying to increase traffic or conversion of traffic (into sales)?

    If it's conversion, have you tracked (via analytics) what pages people are visiting and where they leave your site (bounce)? Did they not find what they were looking for or did they find it, and had trouble completing the transaction?

    Another thought: which country is your traffic coming from? If it's outside the UK, then showing prices in pounds is unclear to someone from the US, for example. People will no doubt want to compare price of your products with others online. If they can't compare "apples to apples" (because of pricing), then they'll simply leave your site w/o a purchase.

    FYI: Your graphics and pictures are great.
  • Posted on 8/28/2007 at 5:50 PM Author
    >Are you trying to increase traffic or conversion of >traffic (into sales)?

    Both.

    >If it's conversion, have you tracked (via analytics) >what pages people are visiting and where they leave >your site (bounce)? Did they not find what they were >looking for or did they find it, and had trouble >completing the transaction?

    I use analytics, but it doesn't tell me much to be honest. I can see for instance that someone might type "silver bag with clasp by xxx maker" and they will get the exact page in google and go to my site and then leave???? What's it all about?? Or for example, another site advertises our products with the exact price etc,.. with a button that states "buy now". They then click through and then leave..


    >Another thought: which country is your traffic coming >from? If it's outside the UK, then showing prices in >pounds is unclear to someone from the US, for >example. People will no doubt want to compare price >of your products with others online. If they can't >compare "apples to apples" (because of pricing), then >they'll simply leave your site w/o a purchase.

    Most of the traffic is UK traffic, so the pounds value is right for the traffic.

    >FYI: Your graphics and pictures are great.

    Thanks. Good to know.
  • Posted by Jay Hamilton-Roth on 8/28/2007 at 11:53 PM Member
    Given what you responded, I'll refer you to Steve's comment.

    If you're not getting traffic, then you need to ensure your SEO strategy is reflecting what people are looking for (are people searching for your products online?). Other organic forms of traffic building is through social media - getting the word that people can find your products online and that you have what's hot/unique at a great price (if that's true).

    If you're not getting conversions, then you could try to have proozers fill out a form if they leave your site with something in their cart but without a purchase. Offer them a one-time discount in exchange for the completed form, etc.

    How is foot traffic in your store? You might simply be seeing a mirror of the in-store shopping slowdown.

    Does your store advertise the website? Try offering an in-store coupon for first-time orders to build awareness.

    Also, how long has your site been up? Despite our fondest wishes, it takes time for people to discover you, come back, and then purchase.
  • Posted by Harry Hallman on 8/29/2007 at 9:31 AM Accepted
    How much are you spending on driving traffic to your site and is this traffic driver targeted? I know a lot of people talk about serach engines and that is a great way to get traffic and everyone knows it. That makes it harder to get top rankings.

    Are you using other techniques to get well targeted traffic to your site?
  • Posted on 8/29/2007 at 2:49 PM Accepted
    Focusing my answers on conversions (not traffic)...

    What % of your traffic arrives at the home page? If it's not above 20% ignore these next three comments:

    1) While the cartoons of the women are striking, it does nothing to build any momentum about your products. If it was me, i'd use those four boxes to showcase ACTUAL PRODUCTS. Get people excited about buying - you are an e-commerce site and "brand building" is not a good use of space.
    2) Even when I click on bags on the home page, the second page doesn't show me any product except under the fold. I'd swap the search drill down and product positions. Same reason as above - showcase the product (not the navigation!).
    3) Finally use some real estate on the home page for periodic promotions - x% off by 5 PM today, free x with the purchase of 200 pounds etc etc.

    Now, for those who arrive direct to a product page...
    1) The "more info" write-ups are very thorough but very booooooring. Get a copywriter to spice them up. "this is the handbag seen at the xyz event worn by so and so!!!" or "this bag will make you stand out in a crowd" blah blah. Right now it reads like a computer accessories web site.

    2) Here's something you could test and determine value in 5 days. Put a more prominent "want to ask us more questions about this product?" on each product detail page. Not sure how many people who bail are doing so because they had a simple question but couldnt find the tiny contact us/help links over on the left nav bar.

    My five pence. Best of luck...it is a really good site otherwise. I especially like how you photograph some of the goods to show what they look like open, room inside etc. ALTHO again, a lot of this is below the fold and might be missed!!!
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