Guaging Overall Site Effectiveness

theoart · #1 (**permalink**) 11-07-2007, 10:21 PM

I might not be looking just for review on appearance but also looking for a review in effectiveness in turning visitors into sales. I manage the maintenance of a print on demand web site called FinerWorks.com that caters to artists and photographers who want to have prints made of their work. We even have a community of over 3000 artists and photographers that participate in a members gallery used to help them sell their work. Its nothing new and we have been around for a while but lately we have had to focus on the quality of our traffic more as business has declined.

Usually over the fall months our business experiences a noticeable increase in sales and general traffic. I have always attributed this as a result of a number of different factors, primarily the type of customer base we have as well as the time of year. This year however, I have noticed a shift starting in September. Sales have dropped compared to the previous year even though our search engine placement has improved for certain key words and phrases and overall traffic has also decreased.

I do have to admit that we did cut back on some of our PPC campaign expenses due to conversions being very poor on certain words and phrases. In addition the cost of marketing within our niche had increased as more competitors setup and started similar web sites.

Anyway, aside from the standard SEO techniques we try to follow, I am wondering what we might want to do that will encourage more sales. As the lead designer and someone familiar with our site, I would not be surprised if I am overlooking obvious things that might turn away the customer

Any tips or ideas would be greatly appreciated.

FinerWorks.com

Clicken · #2 (**permalink**) 11-09-2007, 04:04 PM

Hi theoart,

Have you always used java scripts? When I clicked to check pricing for Gloss Canvas nothing happened. Then I remembered that scripts are disabled, Normaly I wouldn’t enable them, I would leave, unless I am comfortable with the site.

I decided to enable them to see if the link would work and the time counter at the bottom of the browser reached 56 seconds before the scripts were enabled. I really only waited to see how long it would take so that I could tell you but normally I am not that patient. Are others going to be so patient?

johngroup · #3 (**permalink**) 11-10-2007, 01:05 PM

I'd like to see the first 3-4 rows a little less broken-up (less sectional).

cw1865 · #4 (**permalink**) 11-10-2007, 05:35 PM

When I open the website and maximize it in the screen, the toll free number is cut off. You have to use the bottom slider bar to see the entire number. Make sure that is prominent because at the end of the day I believe this site is going to generate telephone leads.

The hours that you post would give me pause. It would make me wonder if you're actually working.

Dcrux · #5 (**permalink**) 11-12-2007, 05:53 PM

Quote:

I am wondering what we might want to do that will encourage more sales. As the lead designer and someone familiar with our site, I would not be surprised if I am overlooking obvious things that might turn away the customer

What you need is definitely not a superficial look-see from a forum post. First you need to observe how users are moving through the site and find out what the users want the site (and quite possibly competitors) are not giving them.

I'd be much more interested in any comments customers made than about how a glossy Web 2.0 look would be "cool."

Were you to test, you might get some surprises. Like the thumbnails and descriptions for frames are practically worthless. Most of the frames look like the exact same picture.

User testing and putting a well thought out customer feedback mechanism is what gives you actionable information. Forum reviews tend towards what's popular, not what's effective.