OroLatina.com seeking review and web design services for a "face lift".

[OroLatina]

Hello. We are a 14 karat gold jewelry firm based on the Internet. We launched our website, OroLatina.com, in September of 2005. In that period of time we have managed to refine our site more and more and have found, after collecting data and answering hundreds of phone calls from less than computer literate customers, that we can significantly increase our conversion rate by giving our website a much needed face lift. One of our principal partners is a brilliant developer, however Web Design, graphics work and HCI are not his forte so much as PHP, SQL, Perl etc. We also have a designer, but her forte is photography (which she has done an excellent job on) and flash (which we use very little of). We are seeking an honest review from one or more web professionals and are accepting proposals. In essence we are looking to make our website idiot proof. Many of our customers do not know that they can click on an image (as an example) to get more details on an item. We would also like to shorten the checkout process AND customize the checkout process (particularly the Billing/Shipping address sections) to accomodate persons of any nationality (not everyone uses the standard USA format and in places such as the UK, additional fields are required).

We will gladly accept reviews from people of all experiece levels and tastes (We want to know what you think!) However, for those who wish to submit a proposal to us: Experienced professionals only please. It is a BIG plus if you have read the book Call to Action.

Thank you for your time and attention.
cs@orolatina.com

[imsickofwebpro]

I checked out your website. I like the colours! It is a typical open-source design; OScommerce clone. The site doesn't really do much to enhance your photography/product.

The website is nice if you are selling discounted jewellery, but i bet you could raise your RSP by re-branding to a high-end look and feel. (high-definition for flash/after effects). Especially if you have an in-house photographer. Rich photographs are the key to a high-end website.

If you want to go high-end, you should look at a custom built system. Open-source systems like OScommerce and ZenCart have their limitations when designing a unique layout. By the time you customize those systems, you could have built your own.

I, in my full-time position, put together a quick projections plan for a couple jewellery and diamond companies who were in the same predicament. The situation was whether they should compete at the high-end of the market, or focus on 'asset turnover' and lower prices. In both cases, raising RSP and competiting at the high-end was more lucrative.

Just a quick thought... Your website and product are interesting.

[imsickofwebpro]

Oh ya... and your website has way too much stuff on it. Simplify it!

Checkout Ikea, Aldo, and Guess. That's what you should mimic.

[Tubby]

OroLatina said
"Many of our customers do not know that they can click on an image (as an example) to get more details on an item."

Yes, This can be a huge problem that is often totally overlooked by web professionals. (web designers)
there are millions of would be buyers out there that have not even a clue of how to use a website. Thousand are too scared to fill out a form. 'Cut and paste' are no more than confusing words. There is a huge illiterate population out there. smart people, just lack non verbal communications skills, and they have spending money. . Just not Intuative . . when it comes to the Internet..

You will need to implement a little psychology. but this is not easy, making new users feel comfortable and at ease with all the hype about scams and tricksters is a huge problem for new users and you do not want your site to look silly to experienced users.


This is a Big topic. . It does need looking at. (not every user is a web pro)

[johngroup]

The links in your copy can't be distinguished from the text.

[iany]

I agree that the site is too cluttered and the addition of some high quality photographs would go a long way to enhancing the offering. Although not a great fan of Flash, high quality version of yours would certainly ratchet you up a notch or too.
I don't agree that using an open source cart is a limitation although you do need to understand how it all comes together.
So saying having had a quick look on Google, your site is as good looking as many in the market.
Check Jewelry & Gifts from Links of London’s US Online Store which is upmarket and, frankly, not that exciting, but appears to have have high rankings.

Good luck

[OroLatina]

Thank you all for your input. I admit that when it comes to website creation, SEO and website promotion I am still a bit of a novice (my specialty is high end, high availability server solutions). What I am trying to figure out is how to get the look & feel of a high end site, without sacrificing our SEO efforts in the process (all the text etc). I am also wondering if my listing OroLatina.com in all the worlds directories (usually Shopping>>Jewelry category) will be a benefit or detract from our ability to show up on the first page of Google and others?

I understand and appreciate the need for some "psychology" work on the site. We are looking to somehow strike a balance between the following

1) Achieving a high end look & feel that sets us clearly apart from our competitors (search for 14k gold chains for a look at our competitors).

2) Avoid sacrificing our SEO efforts (all the keywording etc)

3) Increase our conversion rate by applying strategies found in the book Call to Action as well as implementing an easy-to-buy / impulse-buy design, much like Amazon.com and other sites like them.

So my question is, how do I accomplish this? Do it ourselves? Is there a firm out there that can accomplish all of this for us at a reasonable price? Any recommendations from this forum are greatly appreciated.

One other thing we would like to do is somehow increase the number of sites that subscribe to our news feed. This would greatly assist our marketing efforts, such as when we add new items or issue a newsletter. Any ideas on how to best accomplish this?

Thanks again everyone who has (and will) responded! Happy New Year to you all!

cheers,

[Tubby]

OraLatina asked
"Is there a firm out there that can accomplish all of this for us at a reasonable price?"

yes. there will be one somewhere. The one huge problem is. Mostly they are totally blind, it is extremely hard to get a site built to your own specifications. Once a web designer finds for example a shopping cart they like. . you might as well talk to a brick wall when it comes to implementing a different system.

Even asking a web designer to design a page where new users are confronted with a blue underlined text, to click on. will get hails of laughter and derision, and a ton of correspondence about "Design"

getting a submit or enquire form that a user does not need to include an email address? (try that one with a beb designer)

Do the bloody thing yourself. It might look less pretty. . But you could probably sell more...

[iany]

Once a web designer finds for example a shopping cart they like. . you might as well talk to a brick wall when it comes to implementing a different system.

We have done both. Sure, I would rather use an off the shelf package as why re invent the wheel but it depends on what is being sold. The important part of any shopping cart is the back end and how easy it is to change price/product/parameters/stock. Need I go on? The front end should be limited only by the designer's creativity (although I agree there are some dogs out there). Same with CMS. Trick is to make the template look bespoke.

getting a submit or enquire form that a user does not need to include an email address? ..

And the problem is? A submit form can be made anyway you like if you don't need to confirm the details by e-mail. Have to say as a user, it is kind of important to have a copy of the transaction that is not just the web page.

[Tubby]

lany said
" The important part of any shopping cart is the back end and how easy it is to change price/product/parameters/stock."

lany. The important part of any shopping cart is to take the order, Make the sale.