Site
Review for http://emp.culb.net
Hi
Howard,
This
report is written with the assumption in mind that you have already read the "77
Ways .." ebook. I would simply apply these principles to your website
and see how we can improve your conversion rate. (This is not the time to be sensitive
- remember 'no pain, no gain.')
1.
On arriving at your site I was impressed that your site was professionally designed.
The message is still what sells on the Internet and not just the medium.
Speaking
of the message, there is a lack of sales copy on your home page. There is simply
an invitation to sign up for the site without giving much incentive for signing
up. Your form requires a lot of information and this can scare some people away.
If you are 'preselling' the website and this is just a sign-up site then that's
no big deal, but if this is the primary sales site I would suggest that you include
some salescopy on your home page. Tell me why I should sign up ...sell the benefits!
2.
I think that the major problem with your site is the navigation system. A navigation
system should be simple, intuitive and consistent.
A.
Simple - Your navigation should follow an hierarchical structure. You need
a few primary links which lead to the secondary links. For example all the links
below "Change Password" could be under one PRIMARY link of "My
Account Info" or something similar. You may have another that says
"Tools" and have listed below - Dictionary, Grammar Reference, Calendar
..ect. These are just suggestive as you will know your customers better
than I do.
B.
Intuitive - Your navigation links do not say "Click Here". In
other words they do not 'look like' links that are clickable. The most common
and intuitive links are blue underlined text
. Your text are neither blue nor underlined. You have to actually hover the mouse
over them to realize that they are links. "Make it simple and don't make
me think" is the idea here.
C.
Consistent - When I click on a link and go to another page your navigation
suddenly changes! So now I have to look for the home page or use the back button.
It's best to keep the same navigation system at the same location throughout your
site.
3. The
Users guide is locked inside the website that explains how to sign up! This means
that I have to first sign up to find the instructions on how to sign up. You may
want to adjust this.
4.
There is a lack of testimonials on your site. This would of course be a
part of your sales copy but testimonials are a very powerful selling tool. You
can solicit these from your customers and place at least one on your home page.
5.
As shown below the green text against the green background is a little difficult
on the eyes. There is not enough contrast. You may want to change the font colors
or the background as the case may be.
.
So
Howard you have a great website and I'm confident that if you make the changes
as suggested in this review you'll increase your sales. On the Internet you are
NEVER finished with your website - it's always test, test and test again. Your
customers will eventually give you the BEST advice because they are the ones you
are trying to satisfy and they are not afraid to tell you when you fail. :)
Success!
