Question

Topic: Website Critique

Close It Down? Or Resuscitate??

Posted by jk99 on 10/26/2008 at 7:31 AM ET 125 Points
Would appreciate any thoughts on what is wrong/right with this site: www.missorganised.com.au

After 2 years of online trading, sales have been disappointing. My client is thinking of closing it down, but I think it still could have life in it.

My view is that there is no significant point of difference in the concept - lots of sites offer glam girly stuff. Her target is too niche and too demanding of the latest - single F 18-30, and the site could instead focus on psychographic differentiation: the closet diva in all females.

She hasn't updated the copy for a while, products are not available and/or too varied (how does an orchid fit the concept of 'miss organised'), the brand is unfamiliar and therefore not trusted, photos are not great (and not enough of them).

From a tech perspective, I'm not sure if it is well coded.

Do you think it is worth resuscitating?
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RESPONSES

  • Posted by Frank Hurtte on 10/26/2008 at 10:52 AM Accepted
    the concept may have some merrit, but to say the least the site needs to be restructured. It took me a while to understand the focus of her product lines - dispite the name.


    lets start off with improving the tag line.. to something like, " who says organized is ordinary"

    then put a stronger message on the organized part. Otherwise it looks like you are selling a collection of blingy junk.
  • Posted by darcy.moen on 10/26/2008 at 11:36 AM Accepted
    jk99, you are pretty hard on yourself, but obviously you already have some insider knowledge of some of what needs to be fixed.

    The real issue is: driving sales.

    Without that magic word 'Profits', its just another ecommerce web site waiting for sales to happen.

    I'm about to embark on a new project with a local client (www.nailtrixx.net). I don't want to get into the details too much in a public forum, but we are about to start marketing non-competing products to a very select groups of customers similar to your target market (but on different sides of the planet). I'd like to have a check and balance in place to compare results, meaning, would you be interested in using the same marketing techniques to drive customers to your online store? It would be interesting to see how the same technique works for you and your business. Contact me via my profile to let me know.

    Darcy Moen
    Customer Loyalty Network
  • Posted on 10/26/2008 at 12:48 PM Accepted
    The key to understanding a web business is not in the look and feel but in the data. Your Website Grader report shows you score 41/100. See the full report here: https://www.websitegrader.com/wsgid/1737969/default.aspx

    Other facts from the report:
    - You only have 8 links into your website (very few)
    - Your alexa rank is almost 10 million (you get very little traffic)
    - You only have 83 pages indexed by Google (not many)
    - You also have only published 2 blog articles (barely worth it)

    Overall, I don't know how much time you have put into the business, but the data shows you have not done much to make your website get found by people online. You are basically starting from scratch in terms of your online presence. If you really want to spend some time and find out if the business can work, you should start publishing more content (blog articles, photos, videos) and then get active in social media and do a better job of basic SEO from your website. All of this will help more people find your website and build more links into it.

    Right now you have a "billboard in the desert" and you are wondering why no one sees it. You need to make your website more like downtown Sydney, and have lots of people visiting it.

    For some tips about how to do these things, you might try some of these articles:
    - Shortest Tutorial Ever on SEO Search Engine Optimization
    - 6 Reasons Every Small Business Should Be Blogging - Are You Missing the Boat?
    - Social Media Marketing Highlights
  • Posted by jk99 on 10/27/2008 at 10:08 PM Author
    Thanks very much for your advice.

    You've confirmed my belief that the site needed to be restructured, improve its navigation and keep focused on one concept.

    No point moving forward with any campaigns until the site was fixed, so first steps will be to do this, then move the 'billboard' from the Simpson Desert to Downtown Sydney!
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