Know-How Exchange : Website Critique

Many possibilities.

First, how do people find your site? What are they looking for when they stumble upon your site? What expectations have you set?

Second, you don't give people much of a positioning benefit. WHY should they even considering buying what you're selling? What's in it for them? (Most of your copy seems to be offering discounts, not benefits.)

Third, you don't ask for the order. There's no call to action, or if there is it's well hidden.

Finally, you have 14 sales out of about 12,000 visits. That's about 0.1%. What conversion rate do you think you should be getting? Do you know what others in your category are experiencing?

Michael's asked the right questions. Some more thoughts:

- Your welcome text is clearly placeholder, which would make me think your website is under construction and not ready for orders.

- You have a mix of Norwegian and English text on your home page. Be consistent. Offer a second language option for your visitors (as appropriate).

- You offer products, but it isn't clear if your products are better than the competition, cheaper than the competition, or anything. It's a basic catalog site, so you're asking people to do their own work. So people look and leave.

- Your homepage banner is too large - you're asking people to spend time to figure out what you offer.

Also, the thing takes far too long to load. And when you click on the banner it takes you nowhere. Well, not precisely nowhere...it takes you to a page that looks broken, as if content is missing.

I'd say you're biggest issue is navigation. I could spend a fair amount of time wandering around your site figuring out what's where and how to order, but by the time I do that, I don't really want to order anything because I'm frustrated with just learning the site.

You might also do well to highlight some of the products on the home page that have a good price point comparison with the same product from other locations or in-store. If you're selling your Bare Escentuals for 15% less than they can buy it in the store...that's a benefit to your customers.

But the moderator and Jay are right. Right now...you haven't given them any reason to purchase from your site instead of another one. If anything, the language and navigation is more likely to drive the end-user to another site for the final purchase.

Would it be too much trouble to post a link?

Do some multivariate testing on different aspects of your online store to help funnel down to what is the leading cause of the site's inefficiency. Multivariate testing will help you determine if the problem is functional (not user friendly), selling verbage, etc.

Check this out for more info on multivariate testing:

https://emarketingfreak.com/what-is-multivariate-testing/

-John Grey
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