Thank you for taking the time to review my site.

I am looking for suggestions regarding look and functionality - specifically for the shopping cart function on my site.

I don't know how I compare to other sites but I think that my sales per visitor or pretty low.

In a typical month I average around 70,000 sessions, 400,000 pages views overall and around 24,000 page views of the main page for my store. However, I only average around 125 sales per month.

Any and all suggestions would be greatly appreciated.

http://y-coach.com/Merchant2/merchan...&Store_Code=YS

Very few people are going to sit down, go through the order process from browse to buy, and find the bugs. However I did find one obvious one which you can experiment with.

I picked a product and added it to the cart. This step clearly showed a quantity of one. No problem, that's what it is supposed to do. Next, I proceded to the buy stage, whereupon I found the quantity as two, and the price I was prepared to pay -- of course -- was now double. I checked a second time, and sure enough a quantity of one becomes two upon checkout. Further, there is no advance notice of what shipping charges will be.

This may cause a sizaable abandonment rate as people get "shopping cart shock" upon seeing a price they didn't anticipate.

At first glance the site looks good enough. However, actually going through the various user tasks can turn up surprising information. This in contrast to issues of what looks aesthetic or what a cursory glance at the site will reveal. It seems traffic is there. Is it the right kind of traffic? Traffic likely to convert to sales? Are product descriptions compelling and descriptive enough to convert browsers into buyers? Is the product mix and customer targeting right?

These questions, it seems, gets relatively little attention in many site design considerations. The only real way to get this information is to use those test methodologies which put you into the user's shoes and try to interpret purely technical data in the way the user sees it.