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    24 Replies Latest reply on Jan 11, 2008 9:28 PM by Expressions

    Anyone want to critique

    Expressions Wayfarer
      I have a jewelry sight, can anyone help me make it better. How are my prices, any complaints etc. I am currently working on a way to gauge the items and their size,
        • Re: Anyone want to critique
          NetworkGuru Wayfarer
          It's a decent site, though, I would recommend making a few changes.

          1) The logo on the top of the page looks like your trying to use it as your logo. I would move that where you have the rest of the site logos, i.e. BBBOnline, etc

          2) The About Us page doesn't say anything about you. You should put for information as far as your company address and phone. This page should be just as full as your Terms of Use page. Having this information makes you seem more legit.

          3) Your missing an image beside Free Gift Box.

          Hope this helps.
          1 of 1 people found this helpful
          • Re: Anyone want to critique
            Well, I may not win popularity points, but here goes:

            1. overall, site is boring. No visual interest, and lack of logo is a real yawn. Not saying you need flashing bling and moving images, but a little more style (color, visual texture, design elements) would be welcome. If the design is boring, then the jewelry design is boring (making the connection in the shopper's mind)
            2. Needs more whitespace between elements - let the stuff breath! Too crowded, all the product details. Also, related, tiny fonts - maybe I'm getting old, but a point or two larger would be welcome
            3. If this is all custom or hand-made, then why 'our price:' ? - As opposed to someone else's? Are we Amazon with discount pricing? Perhaps the product name, followed by price would suffice (no label/text between)
            4. Jewelry has technical specs? Or Volusion was not fully customized, too much 'out of the box' perhaps.
            5. I encountered 3 separate styles of buttons - on product category page, orange (add to cart), but on product details, it becomes larger, gray and 'add to basket'. Then, we also have 'larger/email friend' buttons, different style. Plus, add to wishlist (4th style?) doesn't look like a button at all.
            6. Just noticed at bottom of page, yet another style/look - Recent History: garish header/font, blue theme and yet more button styles.
            7. Return policy - no comment (I have none, surprise) on policy itself, that's your decision. But formatting is hard to read - one big run-on. Does the editor not allow for a bulleted list (like this one?)
            8. Contact us - why if you have your own domain, are you using hotmail and yahoo for email? Credibility extends to the email account you use, which should be something like
            9. Product shots are completely inconsistent - some are white back, some are gray, or gradient, or black, or a variety of other distracting elements. And different sizes, too!
            10. Do jewelry stores today really sell product without a nice box? The free gift box seems kind of obvious, in that it should be included, no? This one I am more guessing at - you can tell I don't buy jewelry much.
            OK, let's stop at 10, as it's late, I'm tired, and I don't want any more rocks thrown at me.

            All my observations are about the presentation and consistency of the website - making people feel comfortable that this is a reputable, custom design, not-going-to-steal-my-money online store. When you have all these little twinges of 'that's not right' or 'something is off here', concious or unconcious, people shy away, and hesitate to order/give you credit card info. It's like walking into a brick and mortar, and the place is a mess, floor dirty, product strewn about, and the carpet changes every few feet, with obvious patching. (grin).

            Think, would I shop here if I wasn't the owner...then, go look at the major ecommerce giants, and see how they do it - clean, consistent, easy to follow, easy to read, plenty of whitespace: everyone from Amazon to Old Navy. Look at your jewelry store competition online (not the local shops, but the biggies) and follow their lead. Not copy, but learn and be inspired. Tiffany, here I come. (the store, not the 90's teen singing sensation)

            1 of 1 people found this helpful
              • Re: Anyone want to critique
                Expressions Wayfarer
                Wow, a lot to work with thank you so much. The good news.... your not going to get any rocks thrown, I am the one that asked for a critique. :) I will work on that thank you so much
                  • Re: Anyone want to critique
                    NatOnline Tracker
                    Hello Expressions,

                    Ok I will try to help you.

                    • You really need a logo or something representing what you sell on your top left index

                    • The search box shouldn't be there because Search Engines will not crawl the important information first or your menu.

                    • Under your main menu on your index, your links contact us and return policy could be placed on your top navigation with About Us | View Cart |
                    My Account | Help

                    • I will create another column on the right to display gift box, Visa/MC, BBB, SSL logos so your left column will be only for your products

                    • The pictures on your index are too big in my opinion, and the more info link are too small. The first thing visitors will do if they are interested in your product is going on the description link.

                    • The abous us page need to be reworked

                    • The pages urls need to SEO friendly

                    Ask the member Biz Online in this forum he is web designer, perhaps he can help you to design your website, you really need something more attractive.

                    Good luck
                      • Re: Anyone want to critique
                        Expressions Wayfarer
                        k, I have been working on it - What do you guys think ??
                          • Re: Anyone want to critique
                            Lighthouse24 Ranger

                            Nothing technical here, Danielle -- all just a business owner's and shopper's perceptions.

                            I like the header. I really like the organization of the product pages. Very easy to shop. (I'm not sure about some of the "related product" choices that appear, but then I don't know jewelry that well either.)

                            The "About You" section mentions Swarovski. Does that mean you are using their actual luxury brand leaded crystal glass? If so, I wonder if you might add the Swarovski swan logo and some info about that company's history and work. In fact, I might even put that on your Welcome page. I think it would create "exclusivity" for your product if a potential customer saw more about that right off (for instance, that fact that Swarovski made the chandelier for the Phantom of the Opera as well as the 550 pound star atop the Rockefeller Center Christmas tree).

                            This is just my personal preference (so you may not want to do it), but rather than the Welcome page displaying eight random products with photos, prices, and descriptions I would have a smaller photo of something from each of the eight product categories that is itself a link to that page group (for instance, a photo of a necklace set, the text "Necklace Sets", and when I click on it I navigate to the Necklace Sets). This would give me a faster, more visual (and more engaging) idea of what you have to offer overall, and allow me to follow that visual link to get to what I want.

                            The "About Us" and "Contact Us" pages are essentially the same information (especially if you relocate the Swarovski details). I add something about yourself to the "About Us" page (let your customer connect with you), and place (or repeat) your Guarantee and Return Policy on the "About Us" page, as well (all that appears in the Help section, but they're positive selling points, and it takes too much digging to find them).

                            You refer to your website as a "web sight" in a few places (on the "Custom Order" page, for example). I'm not sure if this is an intentional play on words or not (if so, it needs to be highlighted and explained on the Welcome page - if not, corrected).

                            Hope this helps. Best wishes.
                    • Re: Anyone want to critique
                      LUCKIEST Guide
                      Maybe this will help, LUCKIEST

                      h3. 6 Steps to Small Business Success

                      1. Start Smart
                      2. Plan Ahead
                      3. Set up Systems
                      4. Seek out Sales
                      5. Aim for Growth
                      6. Leverage Opportunities



                      1. Start Smart.
                      Identify a niche. Don't compete to be the lowest cost provider. Look
                      for what makes your product or service unique and adds a special value
                      for the client and charge for that value. Every business has many
                      facets. Start with what you know and like; start a business that has
                      meaning to you. Keep in mind that we don't know what the future holds,
                      many of the jobs and businesses of tomorrow don't exist today. You can
                      create your own success.


                      Now is the time to dream. To start smart, you should like the idea of
                      the business. The way to earn a good income and build wealth is by
                      serving clients well, making their life better in some way-it's more
                      than filling a need in the marketplace. To succeed you want to test the
                      idea to make sure your potential clients like the idea too. Test your

                      2. Plan Ahead.
                      People often ask me why bother with a business plan? Look at the
                      lottery as an example. You may get lucky and get the winning ticket,
                      but the odds are against you when you rely on random chance. I'm a risk
                      taker...but not that much, minimize the risk of going into business and
                      maximize your potential for success. Take the time to write a plan of
                      how you get from point A to point B. A plan gives you a clear future
                      focus and increases your chances of success.


                      The first rule of a start-up is put some of your own money in the
                      business. As the owner you must be willing to capitalize the business.
                      The second rule is put as little of your own money as possible in the
                      business. Prepare your plan and look for funding for your business from
                      multiple sources, which can include a business loan or business line of


                      Don't go it alone. Plan ahead now to build your team. Your team may
                      include a CPA and an attorney that you work with as needed. Add a
                      mentor from your industry and get a SCORE mentor to help you plan for
                      success. No one has all the answers. You get more ideas and information
                      by building a success, support team that can help you plan ahead.

                      3. Set up Systems.
                      The most basic system every business should have is a good financial
                      system. Ask yourself how am I going to generate enough income to
                      support myself and my family. Begin here. Put together a personal
                      budget, so you know what it costs you to live. Now, you can move on to
                      the business budget and sales planning, so you can see how many sales
                      you need to break even and make a profit. The start-up expense plan,
                      operating budget and your accounting software are vital to your



                      4. Seek out Sales.
                      The daunting question is how do you go about seeking out your first
                      sale. Recognize that since you don't have a big ad budget to be seen by
                      everyone, you need to target a niche and get connected in your market
                      community, be it local, regional or national. You need other people
                      selling for you-not employees-goodwill referrals. Get out and talk to
                      as many people as you can. Join organizations that would have clients
                      for your product or service. Become a visible part of your market, and
                      then ask for the sale. You begin the sales process with people that you
                      know. Yes, it's okay to start with friends and family as your first
                      customers, and then broaden from there.



                      5. Aim for Growth.
                      The basic tenant of creating a company is that you own the company. You
                      are not just creating a job for yourself. It's less risk and less
                      investment to get a job. Building a business is creating a company that
                      is more than the job itself. Think about the future. How large do you
                      want the company to be in terms of sales, net profit and employees?
                      Your answer to each of these questions will influence how you grow.
                      There are varying costs and profits associated with growth. It's
                      important to make a deliberate choice early about how you want to grow
                      your company.


                      6. Leverage Opportunities.
                      Good luck. Good fortune. Good timing. All play a part in business. As a
                      business owner, be very clear about your core focus for the business
                      and how it serves clients. Your core business is what pays the bills.
                      Then, as an entrepreneur you are about opportunity. When you see a
                      potential opportunity or stroke of luck measure it against your core
                      business focus. Good fortune is great, when it matches your vision for
                      the business. Always consider if a good opportunity is the right fit
                      for your business. If something looks great, but it's not in sync with
                      your long-term plan and budget, think carefully before committing your
                      company's resources.
                        • Re: Anyone want to critique
                          Expressions Wayfarer
                          Thanks, that list is great -
                          I have another question - am I supost to put my mission statement on the web sight?
                            • Re: Anyone want to critique
                              The United Way has a mission statement. You don't need one.

                              Feel like writing something - then put together a nice guarantee about customer satisfaction, or a brief bio that establishes your credbility and expertise. In other words, help potential buyers feel comfortable that spending THEIR money on YOUR website is safe, sane and worth doing. Update your content to reflect that notion, and you'll be a long way ahead of most competition. It's a system wide thing, not just one little page. Think about it.

                              As for the changes you made, well, the text on the home page descriptions is far too light, and while the buttons are all thematically the same, they look less than readable.

                              But progress is made - the header is much nicer.

                              Keep going - and best wishes.
                          • Re: Anyone want to critique
                            RB4711 Newbie
                            This site would not sell me for a few reasons. The template is not colorful enough and the pictures are not clear. Use more white background on the pictures and please change the template to something else. Also, there is no way to get people on a mailing list. You need to have a box at the top, middle and bottom to get people on your mailing list. Offer something like jewelry cleaning report or tip sheet. You have to provide a visitor with a reason to comeback. Mailing list would get them back and a tip sheet would keep information in front of them from you.
                            • Re: Anyone want to critique
                              sirebral Wayfarer
                              Elegance. If you are selling jewelry then you need to capture the elegance of the jewlery in your store front.

                              I didn't think the website was terrible, I do think it is a basis to start on. What I think is your failing point is the picture quality of your products. I am lost in fuzz, even with my glasses on.

                              I know some people are against flash or java, but if you wanted to add some real wow and flash or java, then you might want to add a 'zoom in' feature. I cannot see any of the details, especially in the Opals. Crystal clear pictures is a must.
                              • Re: Anyone want to critique
                                HAARKconcepts Wayfarer
                                Danielle...the only thing that I would say is "where are the people?". You may want to put a couple of graphics with just a couple of photos in your site in various places. There is an old saying in marketing: if you paint a picture for people, they will put themselves in it.

                                Good luck