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Peer Review of Ruthie's Music
By Michael Holguin
Contributing Writer
Article Date: 11.21.02
I took a look at the website http://ruthiesmusic.com,
and I have some observations to make. Please keep in mind my
perspective stems from my experience as a Web Designer rather
than a programmer.
Many times when I visit a web site for the first time, it takes a few
moments to get acquainted with who they are, their product and/or service,
the navigation system, and how to make contact with the proprietors in case
I am interested in what they offer. Ruthie's Music makes known who they are
and it's apparent they offer a vast assortment of musical instruments, but I
can't help but wonder if there are a few items that need to be placed front
and center. If I was designing this site, I would want to know 3 things -
1)what is the biggest seller, 2)what item is the most profitable, and 3)what
item has the most associated accessories. Knowing this
may help in developing a hierarchy of what items to spotlight, versus those
items that don't need much attention. I am sure that you would love to sell
100 of each item every month, but reality has it that certain items move
better than others.
Within the first few seconds of visiting the site, it's apparent that
Ruthie's Music sells many items, so it's not imperative to show a picture of
many instruments all at once. What if you showed your best seller - let's
say it's the Hohner Special 20 Harmonica. Next to the picture you could have
the description you currently have, "Whether you're looking for your first
professional harp or your last, the Hohner Special 20 offers a winning
combination. That's why it's the first choice of demanding players like
Blues Traveller's John Popper." Now is there any reason you couldn't have a
picture of John Popper using the Harmonica? If you ever have notables visit
the store or purchase your products, I would be touting that fact like
there's no tomorrow.
The Site Branding/identity is very good - It's memorable and can have
expanded use on other things like shipping containers, guitar picks, and
instrument cases, and such. Don't change it - it's great.
Organization of the instruments needs some help. There are over 25+ links on
the left hand column. Could these not be categorized in such as way to
funnel a visitor to what they are really looking for? As an example, what
if you made categories like String Instruments, Woodwinds, Brass, and
Percussion - then you can really granulate instruments that make up those
categories. Example; String Instruments > Guitars > Electric Guitars > JB
Player. This can give you room to expand your line of products if you ever
decide to add other products without having to change your navigation
system.
I would have to ask this question: Which method of product purchasing works
best for your store today? Those customers that call your store and make an
order, or those that make online orders? The reason I ask that is that it
does not look to me like ecommerce is being promoted nor highly suggested by
the merchant. I see a graphic of a shopping cart atop each page, but I am
not enticed to shop online even though the tools are in place, nor can I
find a 1-800 number for me to call and place an order. I need to be put at
ease that I can shop online without any worries - maybe place a commerce
logo (Verisign or Paypal, whatever you use) somewhere on the site. The "Free
Shipping" text is good, but tell me something that motivates me like "We'll
get it to you before Christmas", or some other course of action. I would
suggest that the merchant make it clear to the prospective customer that you
can accommodate their needs ASAP.
Lastly, You need to give customers a reason to keep coming back. After they
make their purchase, what incentive do they have to visit your site the
following month? The "Ruthies How To" is nice - great information that I
stumbled across that really needs to be a link off the Home Page. Another
thing you have that many other music store may not is something I found way
at the bottom of your web site - Musicians Spotlight. That's a niche, and
even though you don't have many or any acts listed - start milking it for
all it's worth. If you know of musical acts coming to your area, why not be
pro-active and list their appearance on your site? Get the word out to
local bands that you can list their gigs on your site for free (at least for
time being) - that way you can build a local audience that can consistently
check your site for the latest performances. Is there any reason you could
not post a brief interview of a musician? Their musical habits, instrument
preferences, and even links to their personal web site? That would give
your web site another direction in which it can grow. Don't paint yourself
in a corner by just sell instruments - provide a service that others don't.
Looks like you're on the right track. If you ever need any help,
please contact me at mholguin1@satx.rr.com
About the Author:
Michael Holguin
Senior Web Designer
Securelogix Corporation
www.securelogix.com |
