Hello Iias-ga,
I've thoroughly reviewed your website, and I'll focus in those aspects
for which I would suggest changes or improvements.
In the home -manin- page, the combined first photo "good vs. bad
trampoline" is not appealing. The whole image is confusing. For its
color, proximity and position (inclination with better perspective)
the ugly ruined trampoline is more visible. Also, note that for our
left to right reading culture, mind associates left-right to
before-after, and you want the one in better condition to be seen as
"after" the customer has operated with your company, be it to buy
parts and repair, or to buy a brand new one from your store.
The animation of that picture is funny, and could still be used for
the action of bouncing, a kid bouncing when you hover the mouse over
it. This could be accompanied by a text (maybe a speech globe from the
kid, why not sound, or both), saying something like "come in and
bounce", "join the fun", or whatever appealing phrase related to your
business and inviting to navigate your site.
As to navigating the site, you want to keep in mind that your goal is
the purchase. So, if you inform and or entertain, you do it trying to
show your customers the path to the product they want to buy. To
achieve that, you need to keep in mind what a person who looks for a
trampoline wants to buy, and that is mostly fun. Right next to it
comes safety. Most of your customers must be parents buying it for
their kids. Parents want their kids having fun, and since jumping
while exciting might also be risky if safety is not effectively
addressed, they will want both aspects covered, in that order. I'd
say, "I want fun for my kid, but safe fun".
Consequently, your website should highlight an image of radiant joy on
a background of sound reliability. That is the main reason why your
central image has to be a very good photograph, with a lot of
movement, and a kid radiant bouncing on it, maybe watched by mom and
dad smiling and confidently relaxed on a chair. The image of the scene
will tell the customer about fun, happiness and safety. The quality of
the image will tell about the product quality.
Instead, the photo that there is now transmits an opposite sensation.
Of course, you soon realize that this is intended to illustrate a low
quality (and price) worn out competitor's product. But before you get
to it, you've had the first impression of an ugly image, and it's
common sense the effect of a first impression. Reserve the first image
for your most cherished product, beautiful, plenty of happiness, light
and color.
In a more general sense, customers tend to identify the product with
the presentation of the product. We wouldn't believe that the diamond
of a ring is a true diamond if it is presented in poor box. In our
showroom or showcase we try to make our products look good, we care
for the decoration. But in an actual showroom the potential customer
can see it and touch it, and if our product is good, that is an
advantage.
When we sell online, the website is our showcase, but one that doesn't
let the customer touch the product, not even have an actual look at
it. Therefore, we'll want to devote an extra effort to the quality of
the site itself because, given the impossibility to directly see the
quality of the product, the quality of the website will take its
place. If we consider we have a product outstanding in its kind, we
need an outstanding website to show it, because we want the customer
to decide the purchase of a product that is absent. If they cannot
directly appreciate the making of the product, the making of the
website will take its place and influence their decision. A poor
website will tend to discourage the purchase, because it will not
suggest that the product is that good.
I wouldn't say that your website is "poor" or not well done, on the
contrary. However, I'd suggest to put a focus on its esthetic,
highlighting the idea of fun and next to it safety. You have both in
your website, but they get diffused in a not completely clear design.
I hate to tell you this but I find this Canadian competitor's website
more appealing - please have in mind that I tell you so with the only
purpose to help you better yours, which is what you ask for. It's not
that I consider their website perfect, I would tell them a couple of
things if they asked, but I'd remark a couple of things that may be
useful for our purpose. Note that the central image is a beautiful kid
jumping, caught at a moment of maximum happiness. There's not even a
trampoline - no product shown, just what the customer gets from it:
fun - or better, their kid's fun. I wouldn't suggest you such a
radical choice -- specially due to the safety issue, and also because
the thing itself has its beauty, I would keep the trampoline in the
photo. But I do remark how much the fun aspect is highlighted.
Also, I'd say that there is more focus in the esthetic. The main page
at yours has too much information, particularly text. While well
organized, the general impression gets confusing.
On another note, the article about safety is, in my opinion excellent.
Now, when I linked to the "safety tips" section, I was expecting
close-up images of the safety parts of the trampoline, with very brief
text on how they protect the person who is using it. After seeing your
text, I think that this section should also include a few bulleted
highlights for safety use. Finally, I would add a couple of
buttons/links: "read more about safety" linking to the complete
article, and "our survey on safety", both very visible.
The aspect of your website that I would more strongly encourage you to
better is the access to the "order" procedure, which should be more
ubiquitous. The commenter Trackermo-ga suggested you to include an
order button in the main menu. Besides that, I would suggest you to do
so next to every image of any product. Customers shouldn't need to
click on the photo to link to the product's details page to access the
"order" (or "buy") button, it should be already next to every small
picture. And if you link to the product detail page, it'll have to be
there too. (Again, see as an example your competitor's corresponding
page: http://www.jumpking.ca/trampolines.php?PHPSESSID=4d14d913e65af86593a15a0f03059af1
). Also, the order (buy, purchase) button has to be directly visible,
but as it is placed now you have to scroll down to see it. It can be
argued that this is no big effort, and it's true, but navigating
websites to find a product to buy is something that people usually do
very fast, maybe in a short break at work, and we want our goal - the
purchase - made as easy and direct as possible to our customer.
In the same sense, I would suggest you not to place the question
..."Not sure which trampoline is the best for your family? We want you
to be happy with your purchase. Contact Us."... before you gave the
customer the opportunity to purchase, because they may have not think
of any doubt whatsoever until the moment you suggested it. Thus, the
person may very well say "I'll think it over" instead of calling you,
and end buying from a competitor, or something else. Please have in
mind that many customers may not be looking for a trampoline in
particular, but for "some Christmas present for my son". Instead, I'd
recommend to put a simple "customer help" legend next to the toll-free
number, an maybe a small photo of a smiling face with a headset, maybe
somewhere at the top of the home page.
I believe to have covered every significant aspect of your website
that would be deserving of suggestion to better them. If you consider
that there are other aspects not taken in account, or else any doubt
about what was included in my answer, please do not hesitate to ask
for clarification.
Sincerely,
Guillermo |
