Question

Topic: Website Critique

Contoversal New Product Website

Posted by Anonymous on 7/24/2008 at 10:40 PM ET 25 Points
I have been working diligently on my first website with a professional marketing firm for the past 3 months. I must say that I have learned a ton about a process I was never quite familiar with. So now that I have launched about 3 days ago I'm itching to hear feedback.

Our products are truly revolutionary. I have have been testing out Jist for the past 3 months and there is nothing like it. The satisfaction can only truly be understood by actually trying them out. This is why the website is such an important marketing component. My concern is whether or not I have effectively delivered.

We are continuing with development and changes in 2 more phases and I would absolutely appreciate all feedback. I'm excited for the work thats about to come.
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RESPONSES

  • Posted by wnelson on 7/24/2008 at 10:48 PM Accepted
    alek,

    First, you probably should provide the website URL so we can see it if you want feedback. Second, you probably should have posted this in the "Website Critique" area versus the "Just for fun? to truly get good feedback from the experts.

    I hope this helps.

    Wayde
  • Posted on 7/25/2008 at 12:38 AM Author
    Jist.us.com
  • Posted by darcy.moen on 7/25/2008 at 8:26 AM Accepted
    One has to read through a lot of 'inside' thoughts to get to the base idea of your product. In short, its hard to get the jist of your idea, if you know what I mean.

    So, does this REPLACE smoking? Or does it augment it?

    Is this product safe? Tested? Hey, after 16 years of smoking (and seven years now free of the terrible tobacco), its a question I want to ask.

    Or, is this like those vaporisers they sell in California for folks to smoke medicinal mary jane?

    Or is this just a high teck flavor sprayer for the rave crowd?

    I don;t get it, you want me to stick a tube in my face and suck on it, and pay you for the priveledge? What do I get?
  • Posted by Frank Hurtte on 7/25/2008 at 8:49 AM Accepted
    alek,
    you forgot to include the website....
  • Posted by Frank Hurtte on 7/25/2008 at 8:55 AM Member
    on this post you have it....
    I like the website.... the message is clear...
    the art is done right

    it is clear how to order...
  • Posted by wnelson on 7/25/2008 at 9:14 AM Member
    Alek,

    The website is pretty good - well organized and simple. The videos are good. When I bring it up, the words come on the screen half below the window so I have to scroll down. Then, when I click to see a video, it's half above where I was. I think you should try to get all on the page in front of the visitor without scrolling up and down.

    I hope this helps.

    Wayde
  • Posted by Jay Hamilton-Roth on 7/25/2008 at 9:20 AM Accepted
    This isn't a product that people are looking for - you need to create demand (i.e., educate). Consider creating a word-of-mouth campaign in specific cities (especially those that have recently enacted anti-smoking ordinances). Also, until your product hits the mainstream, provide social cards for the "smokers" to give out to their friends (to point them to your website, since it's not easy to remember).
  • Posted by phil.wesel on 7/25/2008 at 12:53 PM Accepted
    First the goods and the bads. I like the style of the website but the interface is confusing. I think you need to think closely about your target market (male versus female) If I didn't know from looking I might think you were selling a sexual product.

    Next steps "Watch the movie.... The Man who knew too much... I only mention this because your product both depends upon education as Jay rightfully points out and also upon holding back a little. Perhaps smokers don't want to know the how's or at least as many of them and don't care about all the benefits. Pick the two or three that are fundamental to the value proposition and build the awareness campaign around inculcating those two or three into your target's mindset.

    Have fun with it. You have some interesting graphics and a little how to video with the young lady but you may need to have a little mistique in order to promote trialing.

    Speaking of which, do you have any form of product trialing campaign planned which you can help deliver via your website?

    Hope some of this helps. Bigger buttons and better layout more informative but stylistically not too bad.
    (If your target is primarily male)

    Phil
  • Posted by steven.alker on 7/29/2008 at 8:30 AM Accepted
    This is an interesting and innovative product and the website it very well laid out. I’m not sure that I like the way you handle lists – clicking to get more information then clicking to go back to the list to view a further item is a bit laborious. Having the item on drop-down when you hover the mouse over it might be more 2008.

    What worries me about this isn’t something you have asked us to comment on, but as it shouts loudly (At me, anyhow) from the existing site is, “Warning FDA regulations”, I’ve got to say something.

    I’ve been instrumental in bringing a number of products to market where we have had to investigate and comply with a number of regulations relating to any active component (chemical) or any operation which might work at the level of physiology.

    You are asking to get your ass kicked by not having a clear description of what the product does and what it contains. If the liquid it contains falls under the remit of the pharmaceutical regulations, health regulations or even the control of substances hazardous to health (COSHH), you are asking to get your but further kicked by someone who doesn’t agree with your opinion that it is safe.

    Furthermore, if it contains physiologically active chemicals (Like Nicotine for example) then it comes under about 10 different sets of regulations. If it doesn’t, then it could be classed as a lifestyle cosmetic and would be about as dangerous as inhaling Pepsi! Even here you have to watch out for people taking you to the cleaners. If they claim the product has damaged them in a given way or addicted them to it or made them suddenly turn into a sexual predator who gambles and drinks, it will be up to you to prove that their claims are the standard All-American litigious crap rather than real.

    If it doesn’t contain anything active, then you have the equivalent of an inhaler. Inhalers for even pure water need to be certified and JIST could then stand the risk of being portrayed as expensive nonsense which doesn’t do anything.

    Try not to think in cigarette or cigar terms – if either were invented today there is no way they would be licensed for the public to buy and for Government to tax.

    Sorry to bang on about something you did not ask for, but I like the product, I like the website and were it not for the fact that I’m an ex-biochemist, I’d say, “What the hell” and try it.

    Steve Alker
    [URL deleted by staff]
  • Posted on 7/29/2008 at 6:15 PM Author
    First, I would like to thank everyone for their responses. They have all showed a level of insight to our website and marketing initiative.

    Second, I would like to address some issues that you have brought up in order to help you, as well as myself on a marketing level, understand Jist.

    -darcy.moen
    You are correct for asking whether this product REPLACES or Augments smoking. This product is in fact meant to replace smoking as a healthier alternative. You also rightly asked whether it has been tested or not and it has. It may not be as clear as I like but to the bottom right hand side of the site contains very important certifications received after complete testing of the liquid component of Jist (From the liquid the smoke is created). You may not display these certificates unless fully authorized by the testing facility. The two main labs that are displayed are Rohs and LFGB (the cup and fork symbol). These labs are internationally recognized and I believe our government is implementing steps to move Rohs standards to the United States. The liquid is in fact vegetable based and contains non of the chemical surprises cigarettes contain (till today no one monitors the contents of cigarettes). LFGB is a strict German food testing facility that has also evaluated and approved Jist contents as safe for ingestion and for the environment.

    The device itself is not quite like the vaporizers the sell in California as you can’t just put anything into it and smoke it. It specially designed to be used with the refills that are provided.

    Leaving aside that there are no health risks to yourself or to people with in second hand range, the main benefit is the freedom to smoke anywhere without the guilt of harming others. This is quite a benefit considering that more and more places are restricting the use of cigarettes not only indoors but even outdoors as we see in California. The different flavors and styles can be seen as additional advantages that offer this product much versatility.

    -wnelson
    Thank you for your comments. We have been struggling with keeping the contents of our page within a certain parameter in order to limit scrolling. We have worked and cut down much to decrease scrolling. We will continue to work on this aspect.

    -Jay Hamilton-Roth
    You are infact correct, this requires much word of mouth campaigning as more and more people begin to try Jist. You have to see the reaction of people when I go around in restaurants and people just can’t understand how they can see me smoking but they just don’t smell anything. Once I have their attention I explain to people exactly what the product is. I have made up cards that I give to people on the spot that gives a short description and a discount code for additional incentive.

    -phil.wesel
    Thanks for the comments. You are right for saying that we should focus on the main advantages of our product. That is as I mentioned before the freedom to smoke anywhere. Im not familiar with product trailing campaign you mention and would love to know more about it. Please feel free to email me anytime.

    -Tim
    Thanks for the post. You are right an MD testimony would be helpful but the level of testing done through the testing facilities I have mentioned before hold much more weight than any testimony. Their rigorous testing has given us the proper certification we need to display that our product is safe, rather than a sole testimony.

    -stevea
    Thanks for you lengthy and thoughtful response. I hope that some of the above was able to help answer some of your questions.

    In regards to clicking back and forth in the advantages and FAQ page, I am in complete agreement and find it a little tedious myself. We will def be working on how to improve this feature.

    You are right to point out that if this product does contain any chemicals that may fall under the authority of any of the regulatory authorities you have mentioned we would be in trouble, but the good news is that this product infact contains none of those hazardous chemicals and is backed by the testing that we have already completed. Plus, we have made sure of this via our FDA attorney or else we would have never brought it to the market. In regards to nicotine, this product can be found in Europe with nicotine, but we have decided to introduce it the American market without any nicotine at all. We feel that this product offers much more than just a nicotine fix. I would love to speak with you further to see if you have any more comments after what I am posting.

    AGAIN, thank you all for taking the time to take a look at my site and posting your comments. I truly appreciate your effort. If you would like to order anything I am including a 10% discount code for you all. Thanks again.
  • Posted on 7/29/2008 at 9:10 PM Author
    Had to run out of the office. Here is the code: A33003
  • Posted on 8/2/2008 at 5:14 PM Accepted
    To me this is a marketing website. The website looks professional.
    That is not such much a website to USE but rather one to look AT.

    The look and feel - erotic, sexy, "young-ish" people?
    The product itself is not at the center of the "attention".
    The jist is at the right lower corner with dark background - more hiding than showing.

    For image-oriented users the website is be interesting, for information-oriented users there is not enough, nothing to grab.
    As far as I know smoking in the US is more connoted with "coolness" (maleness, cowboy), but not so much with erotics. Is is it a more male or female product? From the form I would suggest female, from the look-and-feel of the intro it seems more dedicated to male users.

    I like the breadcrumb navigation. When you go back to the homepage, the little flash-intro starts over again, why?
    Especially in explanations, I perceive the text is being very small. White text on black background is hard to read, so it should not be to small to be still readable.
    Position consistency is important, I don't see why non-scrolling is that important (in user testing we don't see that people have problems to scroll - unless the most important information and especially the navigation is "above the fold")

    The position for the "newsletter-registering" - in the upper right corner is on a position where you would rather assume a search-field.

    Is the URL you gave us the future website that will be promoted?
    Or are you going to use a proper domain?

    Did you think of Search-Engine Optimization before starting programming the website? The website so far is what we we would call not very well readable for search engines. And therefore very difficult to optimise. If search engines are important in your marketing mix, some programming changes might be useful.

    Did you test the website with potential jist-users?
  • Posted on 8/3/2008 at 11:23 AM Accepted
    The website has credibility issues. Using a subdomain indicates a non-serious company. Jist.com is not available, but others such as JistDontSmoke.com should be available. If possible, try to have the domain name reflect what you do. You may also want to reconsider renaming the product since Jist has no descriptive value. (BTW - I don't think descriptive value in a product or domain name is necessarily required or even important, but when you need to educate the potential customer in a split second, it can be helpful).

    Your other credibility issue is from WOT (Web of Trust - mywot.com). This is a collaborative rating site and your site is rated as "Dangerous" because you inherit us.com's rating. Anyone who uses WOT will see the rating in Google searches, and gets warned and is required to click another time to see the site.

    The site provides a professional impression, but does have some issues.

    1. It is not obvious what you provide at first glance. People like me (and I'm not unusual) will move on if they don't get it right away. I like the sexy woman, but the picture on the FAQ page with the tube in the mouth is more effective. Maybe you can change the woman's picture so that the tube is in her mouth.

    2. The site seems to be based on very large flash files. I have an incredibly fast connection, but it still came up too slowly. That could be to your server not handling the load well (a real problem with even the slightest hint of success). I should mention that there is a small chance its because my computer has not been rebooted recently enough.

    3. I didn't look under the hood, but given my experience and other feedback, it seems as if the site does not graciously degrade for less capable computers, smaller screens or slow connections.
  • Posted on 8/6/2008 at 11:42 PM Accepted
    Too slow to load. Most people will leave before your home page even loads.

    Most people coming to your site will be coming based on a referral from someone else. The first thing they are wanting to see is what is Jist and how does it work. Under the title How it Works, I would have a watch video link. Some people are more visual than others when it comes to new technology.

    The first thing that caught our eye is that black leather item that is part of your navigation background. What is it? It is distracting. The weird blue smoke is also distracting and might get people thinking that Jist puts out some kind of blue smoke.

    Testimonials from users would be helpful. Scatter them throughout the site. "I can now smoke in non smoking areas like restaurants and golf courses."

    I did not like how the FAQ section worked. Too confusing.

    Since you like FLASH, you could fade out the women and fade in the guy every now and then so both audiences would be taken care of on the How It Works Page.

    I saw a product similar to this at the Texas Restaurant Show. As people came up to the booth, everyone wanted to see how it worked and they wanted to hold it. Your product photo and description needs to be clearer.

    I wish you great success with your new product.
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