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  1. #1
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    Review/Critique For A New E-Commerce Website

    Hello,

    I recently started up an online e-commerce website (thats all I will say for now) and I am looking for advice on any improvements that I can make.

    Currently, the website is at a 53% bounce rate and is targeted for the UK market only - Google Analytics shows about 50% of my traffic from outside of the UK so this could be the reason but would like to check with you guys first!

    Thanks in advance!

    iworldelectronics

    P.S. You can be as brutal as you like - even if it is the smallest thing.

  2. #2
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    Personally, I think the site needs some kind of introduction, to put it in context. I get no sense of a UK target—apart from the pounds sign, of course, but that just leads to more confusion, TBH. The site is a sea of products with no context. I'd like to see a header message that introduces the company, like "We are a friendly UK store specialising in electronics accessories" or whatever. Then provide a link to a fuller description of who you are, where you are, what your aim is and why we should trust you, how to contact you directly to ask a question (including Twitter) etc. For all I know, this could be some scam site that just takes money and doesn't deliver. You've got to make people feel they've come to something trustworthy and reliable, just like when you walk into a friendly brick-and-mortar store.

    The Buy from Hong Kong only adds to the confusion for me—another reason why you need to be really clear about who you are and what this is all about.

    Even if I found what I was looking for here (and were from the UK), I'd hesitate to make a purchase from the site, as I don't really know who I'm buying from.

    Also, the logo area looks a bit tacky, like it was thrown together without a design. That also takes away some confidence that this is a serious affair and not something thrown together to get my money.

    Another thing I didn't like was that the pages are slow to load, using unnecessary JS. The site can't load at all with JS off, either, which is a real design fail in the eyes of many. Use JS as an enhancement rather than making the content depend on it.

  3. #3
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    Sorry but page load time almost unacceptable. After first 3 seconds of blank screen site, visitor starts to loses focus on whatever he wanted to do. After 5 bounce rate is approximately 25%. And after 10 seconds (for Ukraine your site takes 10+ seconds even on second load) bounce rate is around 100% Visitor thinks that site is malfunctioning or will lag on each his\her action. Your "can i help" makes it even worse. - it's google statistics from numerous Google IO talks.

  4. #4
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    For some reason now it's loading fast. I even flushed cache and it still fast. Looks like you have some issue with hosting ( i have stable 100/5 connection)

  5. #5
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    I think everything looks good, however, as mentioned earlier, it takes a little bit of time to load the different pages. Other than that, keep up the good work

  6. #6
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    Thank you very much for your responses.

    In particular, ralph.m, I totally agree with his point regarding the confusion for customers with items coming from Hong Kong and only selling to the UK market. I would be grateful for any tips on how I can improve this - I would like to try to avoid adding an introductory paragraph on the homepage. My thought was to do some kind of a slogan actually incorporated in with the logo so that it can be seen on every page. But I am not sure whether it would look any good this way. The second thought that came to me was to and a mini-sentence in the header somewhere. Although, I welcome any other suggestions.

    I would be grateful for some follow-up/new responses on the changes I have made so far, taking on board many of the points raised above:

    1. I have since vastly improved the page loading time - minifying all javascript etc. and it is now 2-3 times quicker.
    2. Updated the logo with a crisper, fresher look.
    3. Completely redesigned the about-us page

    Happy New Year all!

  7. #7
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    ralph.m's Avatar
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    I would recommend adding more to the About page, as it doesn't explain some of what you've told us here. That's an important place to reassure people of who you are and what you do. It doesn't really mention about selling direct to the UK or anything. I would just assume it's a Hong Kong-based business selling to anywhere in the world.

    The logo tag line is a good idea, though. An example that inspires me is something like A Book Apart, whose tag line is "Brief books for people who make websites"—which perfectly encapsulates what the site is for and what it offers.

    If you can make some dot points here of what your site is for and what makes it special, we can suggest something appropriate for you. At the moment, I don't have a clear enough idea of what your site is for.

  8. #8
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    Thank you for your prompt response and for helping me ralph.m.

    The services that the website provides are as follows:

    1. Discounted electronics and accessories - due to them being sourced straight from the supplier/manufacturer.
    2. All products shipped from Hong Kong - 1st class airmail with tracking number.
    3. Exclusively for UK customers. (for the time being anyway).
    4. Also want to incorporate a 'Find me a...' service, whereby a customer is looking for a particular product, which is not listed and would like to see if we can source it.

    I hope this is what you were asking for, but if you would like me to elaborate on any of the points, just ask =)

  9. #9
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    For the tag line, I'd go with something like

    Discounted electronics and accessories for UK customers
    or perhaps

    Electronics and accessories for UK customers
    I know it's a bit bland, but it has to be short and to the point under a logo.

    TBH, the emphasis on Hong Kong seems misplaced to me. It's better to focus on the customer's location than on yours. Customers just want a good product. Mentioning Hong Kong a lot seems like a red herring to me and a bit counterproductive, as it's a bit confusing.

  10. #10
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    Whole thing looks a bit messed up and lacking a design touch a huge square with stars and items flying in the air.. it could use a bit of work
    Top banners are too big, i would put a list of categories to the left and make banners a bit smaller.
    If you showcase some flash drives on big banner put prices on it as well.

    I like the colours and layout is ok as well.
    And ye, you need a logo. Font-based logos are perfectly fine but your name is just too long to look good as is imo.
    Open for UX career opportunities in London Portfolio

  11. #11
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    I like the colors, its bright but subtle. Not so sure about red being a good color though, red always means hold on and get on defense mode.

    I think the buy direct from hk, free delivery is over taking the navi ribbon. I didn't even know it was there.

    The loader is going to fast for me, sometimes when I see something interesting, I want to check it out all over. The loader also doesn't link to the actual product, I usually click on the banner when I see something that interest me. Maybe also put the price on the banner.

    I'm not familiar with UK marketing, but what is the -38% is that 38% off? I'm used to seeing 38% off, the negative or minus sign is very "offing" to me it means me feel like it has a negative 38 rating.

    I would make the sale price bigger than the listed striked out price and also maybe make it under the price. It makes my eyes read it easier.


    Do you have a phone number to call? I think it is important to have a phone number on every page if there is problem. Maybe a small one in your footer, sometimes I don't want to look around, and go straight for the phone number when I have a problem. Unless you have no phone number/cs yet.

    The site is kinda slow for me, maybe because of my location, but theres a study, that shows the faster the site is the more visitors and the longer people stay. slow sites will deter and frustrate users/buyers.

    Also logo, is that your logo? I think you shouldn't have to utilize the .com part and make it just the words.

  12. #12
    SitePoint Enthusiast Soapmarine's Avatar
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    Hello,
    I was desperately looking for FAQ section in the footer and found it second header section. Well, I'm not sure if it's the right place for it. You should check some sites in your area of business to see how normally they are structured. Sometimes it's better to follow the same structure people used to see to shop their products. Maybe I'm wrong.

    Also, I think you should speak more about UK and return policy, service you provide, sometimes people are very suspicious about Hong Kong quality. What is you strong point? Cheap and from China or cheap and English customer service?

    A.

  13. #13
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    As far as the construction and look of the site, wonderful! Second thing that came to my mind was wow it feels like I'm shopping on Target or Fry's Electronics website. Now the bad thing was my first thought of "Wow this site is taking days to load." As many have mentioned, your high bounce rate is probably from people with lower quality internet trying to access the site, only seeing a loading page and then when the site finally loads they have to wait again for the next page to load. As I'm quite new at coding, I'm not sure how you would be able to speed it up. Maybe getting rid of that "Can I help you?" feature. Anyways, looks good but needs some speed!

  14. #14
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    I see first time a loading button, after that all website open together. I seem this is best idea. So use can see all website after loading. All website looking good. I suggestion is only for logo. Do some more work with that. Logo should be stylish. As per your website theme

  15. #15
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    My connection is quite slow as I live in the countryside so only get about 0.5 Mb speeds and my first impression was the site was slow to load.

    Are you using compression and are the images optimised for speed?

    Overall quite nice looking though.

    The W3C validator lists 26 errors on the home page, correct those to improve SEO and cross browser/future proof the site.

    Fairly minor criticisms though, overall good job!

  16. #16
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    Not a big deal but I'm a stickler for consistency, especially in e-commerce. In your Best Sellers section, if an item has only 1 line of description instead of two the grey container box has less height and the button is offset from the rest. I would make sure they all have two lines or better yet force the styling in CSS.

    I would also move the Buy Direct..., UK Only, Deliver bit below the slider

    Load times between pages wasn't great. Not terrible, just not great.

    I like the images in the drop down menu.

    I don't like the the extra shadow lines that run behind the header at full width.

    Good luck!

  17. #17
    SitePoint Enthusiast WebOutGateway's Avatar
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    Quote Originally Posted by tman16 View Post
    Hello,

    I recently started up an online e-commerce website (thats all I will say for now) and I am looking for advice on any improvements that I can make.

    Currently, the website is at a 53% bounce rate and is targeted for the UK market only - Google Analytics shows about 50% of my traffic from outside of the UK so this could be the reason but would like to check with you guys first!

    Thanks in advance!

    iworldelectronics

    P.S. You can be as brutal as you like - even if it is the smallest thing.

    Hi,

    As a user, at first I'm a little bit confused about “Buy Direct From Hong Kong” displayed in your home page because as you said you are focusing in UK market only. In my opinion, maybe other user may also get confused about it, that's why you should clarify it if who is your target market and what is your goal.

    In your concern, I would recommend that you should read about “Targeting the right locations for you business”, you can visit this link for more informations: https://support.google.com/partners/.../1722043?hl=en

    Hope it will help.

    Regards,
    Witness how bright ideas transform into your website needs.
    Mobile Application Development requirements.

  18. #18
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    I think the design is fine. Load a bit slow for me, but I'm in asia right now so it's understandable. I would ask, what's your unique selling point? Why should I use your website over more established brands like NewEgg.com?

  19. #19
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    The quality of your content is really good, the design is simple but clear and nice. It seems to me that you need an new and attractive logo. You should add about page to your main navigation. If not then add some introduction text on the home page of your site. As well as, you might consider choosing a different domain name, it is so big! Structured and organized site, keep walking!

  20. #20
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    It's a good website with beautiful and good looking design...fast loading..I thinks it's okay..There's no serious problem with your site..
    The only my suggestion is : I think It will much better if you add more words in the description of your product ..Since google love good contents..Short description will not good for SEO..


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