Cool Flash intro? can't remember ever seeing one.
Flash intros typically have two possible user responses:
1. find the 'skip intro' button as fast as you can
2. click the 'back' button to go back to the search results page and pick another site to shop
Why waste your time and money on something that will interfere with people seeing and buying your products?
Ok, so now that you're over the Flash intro, lets get over the frames; dave said it, I know I don't need to say it again, but I do second it. Ditch frames.
You already know you need a more professional e-mail address if you would like to collect revenue beyond the word of mouth crowd. It's a good crowd, to be sure, but if that's all you need, then you don't really need a web site, do you?
Use product names instead of 'details' under each product image, that is, unless you want to rank high in searches for the keyword 'details.' If your products don't have names, make some up. Be creative, descriptive, and use important key words. Your clients will appreciate it and so will the search engines.
Don't use graphic text for anything more than fancy buttons (if you must) or little images that say 'sale' or something that isn't really critical for search engines to see. If you must use a graphic for your logo (you are replacing that one you have there, aren't you? and why is each letter a separate image?) then use an CSS image replacement technique. Do a Yahoo or Google search on it if you don't know what I'm talking about.
You do realize that tables (as well as frames) take browsers longer to render than plain old text in <div/>s don't you?
The browser renders the table first, then, on a second pass, fills in the content. There are times when tables are appropriate to use, but don't over do it. And definitely get rid of all the junk like this, which I found no less than two times in the source code of your ring page content frame:
Code:
<tr>
<td><center> <br> <br> <br></td>
<td> </td>
<td><center> <br> <br> <br></td>
<td> </td>
<td><center> <br> <br> <br></td>
<td> </td>
<td><center> <br> <br> <br></td>
<td> </td>
<td><center> <br> <br> <br></td>
</tr>
This table is completely empty!!!
ok, so that is all the techy stuff for now; you are right, there is plenty to do, and I know you realize it. I hope that all of the things I have said were already on your list.
Now, for the user experience. What is your target? Looks to me like young adult women on a budget. Maybe even women in college or young professionals. Middle aged and grannys? maybe. You know who buys your kind of stuff, so now you need to think like them.
What kinds of things get their attention? What would be the difference between them browsing and buying? Not knowing your target demo myself, these are questions I cannot answer, but you
need to know this. If you do, let it guide your design; if you don't you had better find out before you rewrite a single line of your code.
I agree with GunRunner that a successful site would probably best be designed by a pro, but even then you have some homework to do if you want to get the most for your $$$.
Whether you decide to do it yourself or hire a pro you need to do these things first:
1. figure out who buys your wares; they are your target demographic (you probably already have some idea)
2. find out what other sites they shop on; how much time they spend browsing on the web; whether or not they are busy people, or people with time to kill
3. find out whether or not they know what PayPal is (I am thinking of your message with your credit card graphic; you probably don't need that); if they feel comfortable making purchases online, etc...
4. get Steve Krug's book "Don't Make Me Think"; it's an easy non-technical read packed with 'obvious' things that will make a lightbulb go off over your head. It's cheap, yet invaluable at the same time (I wish I made a nickel each time I recommended this book). It will make you laugh at some of the stupid things people put on their sites, when you look at your site after reading it, you realize he could have been talking about you (don't panic, happens to all of us). Steve is that guy that holds up the mirror and gives us the first awkward glimpse at our real selves.
5. And if you really want to be successful, create a fictional user persona with some of the information you have collected: Sally Smith, 24 years old works as a receptionist for a doctor's office and makes $35k per year. She is also a student of business at community college.....
Then, when you have to make tough decisions about design direction or usability of your site, ask yourself and your team, "what would be more appealing/useful/convenient/logical etc... for Sally?"
Remember, the site is NOT for you... it's for your customer. Think like them, design for them, and if you have a question about which way to go with the site and you're not sure of the answer, find a real live Sally Smith and ask her.
Finally, if you decide to do it yourself, get up to speed on HTML 4 and/or XHTML; There is really no excuse for 1995 style coding on a modern site. We're all a bit too smart for that now. If you're not, then get smart now. Just be aware that designing your own site takes time... lots of time. Remember, for some people it's a career, so if you feel you're getting in over your head, don't be afraid to seek professional help. It will be worth the $$$ in the end as long as you did your homework ahead of time and you can clearly convey your objectives and describe your target audience.
Good luck.
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