Know-How Exchange : Website Critique

What do your website analytics tell you about your visitors? How did they find your site? What did they search for? Where are they in the world? Did they put items in their cart and fail to purchase?

A few quick reactions:

1. It's not clear from the homepage who your target audience is or what you want them to do. You probably need specific landing pages for each segment of the market you serve. "Security" is a pretty broad market.

2. How does your target audience find you? What do the 500+ visitors know about you that gets them to click-through to your site? Is it possible the landing page (your homepage?) doesn't scratch the itch you've identified in whatever they click on? (That's called a "message mismatch" in post-click-marketing-speak.) If you promise them Kevlar vests in an ad, for example, they could really be confused by a page that has 19 different items on it and no obvious way to find the item they were promised in the ad.

3. Can you tell what path site visitors are taking once they land on the site? I didn't see the Google Analytics code, and you really ought to have that so you can analyze what's happening. (It's possible I missed it; I didn't do a careful search of the source code.)

When you say "Our products are well priced and sell well on ebay and amazon" - who has bought and why. Then reverse engineer all this information and use it on your website.

Do you have a newsletter to keep visitors in the loop? Purchases aren't always made on impulse.

If you want to include your phone number, you can add it in image format - computers (and bots) can't decode images of this kind, so it'll allow humans only. As KSA says, it'll improve your trustability, as will a newsletter.

The images used in a website do make a difference too! The quality and color of the products and images used will determine the perception of the website. It is especially so for e-commerce site, high-quality and well-taken photos will help in conversion.

Here are some suggestions:

1. You may like to use a human security guards instead of a cartoon drawing figure. A smart-looking security guard wearing and using your site's products will definitely increase your visitors' confidence and trust while browsing through your website. In addition, contrast the pictures with different background colors to add visual variety as current products pictures look too monochrome. Use a bigger and consistent size for all your product pictures as some product pictures when they zoom up, they are almost the same size as the thumbnail. This defeats the purpose of zooming up a picture.

2. Use a moving slider to show your promotion at your homepage. A slider can easily capture visitors' attention and you can display a few promotion without wasting too much space.

3. Last and the most important, I realized you might have selected the wrong e-commerce software for your site as it lacks many important features such as product description (weight, size or dimension, color, material used), featured products, most popular products & users review. At your product page, some products have social media feature displayed while others do not. It's good to be consistent if you want your visitors to help you to promote.

There are a lot of things need to be done if you want to sell online successfully. Re-looking at your site e-commerce functionality is one of them.