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David Ellis's review of inexpensivescrubs.com
By David Ellis
Contributing Writer
Article Date: 12.10.02
The home page has pics of the scrubs and the color choices, but none of these are links. You should be providing as many paths possible for the customer to get to your product order pages. Reduce the amount of text and move the price info higher on the page. I mean - if price point is your attention-getter, make sure it gets noticed! On the table of navigation links, make your product links the top row. Also, to help make navigation clearer, consider making these links buttons rather than hyper linked text.
When looking at the actual products available online, the link
for Size and Shipping opens a new browser window. This does
not allow the shopper to go back to the preceding screen. They
would either have to close the window or switch to the previous
browser window. However the Availability window (while plain
ugly) does include a "Close This Window" button. Adding this
to the both Size and Shipping windows would help user navigation.
The products have a drop down selection for the color choice.
It is relatively standard to design this dropdown with a blank
top choice, so that it looks empty when shoppers see it. However,
a suggested tip is to make the top choice to read **please select**
or **which one?** or something like that to encourage shoppers
to see it and not forget to choose the color. Many online orders
are made without the customer specifying things like this, which
then requires manual follow up to contact them and get their
selection. You should be trying as much as possible to minimise
the amount of manual touches that are necessary for product
ordering. But also, if they do miss making the color selection,
this tip will make you notice the shopper's omission as soon
as their order arrives, allowing you to get back with them super
quick. This alone will impress them - knowing your business
has an eye on the details.
Once in the Shopping Cart System, there is almost zilch to tell the shopper they are still involved with your website business. See if you can work with the Cart service provider to get your web name and branding on the Cart page. It will make your customer feel happier about spending their money online.
Overall, Inexpensive Scrubs looks more like "inexpensive web design budget". Some simple work on neatness, alignment, simplification of text and navigation, will work wonders on usability.
Best of luck
David Ellis
http://www.ozeyarn.com
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