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Savvy Merchant Challenge Round 1 – Little Supply

Submit your best suggestion and you could win an iPad!

Today’s Hot Seat Merchant: Little Supply
Click here to open the Hot Seat Product Page in a new window.

We are giving away an iPad twice a week for the next month . Play along every Monday and Thursday for more chances to win.

How to Play:

  1. Take a look at the featured page.
  2. Think about what would make you more likely to purchase from this page.
  3. Submit your best suggestion as a comment at the bottom of this post.
  4. Take a look at what others are saying and feel free to discuss.

Imagine you are the Purchaser for your company’s office supplies…. you’ve landed on the page, and what do you see? Are you immediately engaged?

Some questions to help get you started:

  • Did you find the “Great Alternatives” to be pertinent?
  • Were you influenced by the McAfee Trustmark?
  • What did you notice about the way things are added to the cart? What did you/didn’t you like? What would you change?
  • What would make you most likely to purchase the item listed on the page?

This site uses AspDotNetStorefront 9.2.  We’ve divided the page into sections that you can reference in your suggestion:

Submit your ONE BEST suggestion using the comments below. If the Hot Seat Merchant thinks it’s the best, you’ll win an iPad!  THIS CHALLENGE ENDS TUESDAY, APRIL 17th at 5 PM (PST).

How can AspDotNetStorefront improve your product pages?
  • Smart Mini-Cart makes it easy for customers to track the items in their cart, keep an eye on their subtotal, and check out when they’re ready. All without taking them off the product page.
  • Page Layout Templates are easy to customize and instantly enhance your product display options, making browsing easier with added product page functionality.
  • McAfee Site Secure. The McAfee Trustmark is a proven way to boost shopper confidence and increase conversions.
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Posted in Contests, The Challenges | 66 Comments

66 Responses to Savvy Merchant Challenge Round 1 – Little Supply

  1. Jason Reigh says:

    Too many ads on the right side. The product page is cluttered and needs more white space. I would remove the “About this Product” image and eliminate a few ads on the right side.

  2. Ken Gharibian says:

    I would put only one offer on the right side. I think there are too many offers.
    I also think the product image should be larger. There is too much white space around it.
    May be the “add to wishlist” should not be a button but just a link.
    There is also too much red colored links. I think red should be used scarcely for the most important action on the page.
    The page is clear and well designed to entice a purchase.

  3. Rob says:

    Section 2: Increase description. Green banner tells me little about how this product contributes to a better environment

  4. Paul Roy says:

    I would use a Drop down Variant XML package preferably with a tab view so you could add the Dimensions weight SKU etc in a tab and any other options. – This would allow you take out the “Multiple Purchase Option” graphic with the dog who looks like he is giving me the middle finger. The 1 Each – Pack – Case seem a bit over whelming when this could be solved with a simple drop down choice. A graphic of the dog could be made so it was pointing to the multiple option drop down list. He could even have small thought bubble saying “Let’s choose an option” or something cute.

  5. Brian Gustwiller says:

    For a product page, the sidebar is over whelming and distracting. I would move these banners to the left or bottom and give more weight to the “add to cart” options. These were below the fold on my monitor. I’m using Firefox 11 and when “add to cart” was selected there was no visual que that something was added other than the qty. () changing in the mini-cart.

    Overall, the page just seems very busy. Keep it Simple.

  6. Chris says:

    Overall, I believe the layout is a good start. I do think that the sidebar is a little busy. I think spacing between each section would help with the “busyness.”

    I would suggest putting you product variants in a drop-down instead of listing them on the page. I feel this is a more convenient way to display the product to the customer. Not only does it look better, but the customer doesn’t have to scroll down to see the details for each item.

    I did not get any sort of confirmation that I had added an item to my cart. I think a nice little ajax message box when the item is added to the cart would be a great addition. This could even be used when adding items to the wishlist.

    The add to cart button is great. I might suggest making the Add to Wish List button a bit smaller or even just text. I feel it may take away from the user seeing the add button as it is the same size.

  7. Josh Meckel says:

    The Mcafee Security logo seems to cover over the website on smaller screens. I would recommend trying out the site on a tablet and see if you have issues. I would recommend having it push out of the screen if there is a issue with narrow width. I agree with others, ay too many ads on the left side. The mini cart did not function for me. I am not sure if it is on the site, but the page just reloaded. I am guessing some customers will not notice that there is a small one in their shopping cart. I would either install a mini cart or force them to see the main cart after something is added.
    The dog is cute. I like having him in multiple spots on the page.

    Overall, i don’t know why, but i don’t like viewing the page. Maybe the colors are not good. It just feels like a mess and i don’t feel directed at all. I do like the top navigation area. If “section 3 was removed, it might be easier to go through.
    Good luck :)

  8. The highest priority item on this page should be the “Add to Cart” button, so it should stand out accordingly. The “add to cart” button is too low on the page (I couldn’t see it above the fold on a laptop screen) and the color does not stand out. Though red would traditionally be a good selection for such a button, it competes with the red in the logo, product name and several graphics on the page.

  9. Tom Cox says:

    Yes, I agree with the comments above, my eye was immediately drawn to the colorful ads on the right and away from everything else. I found myself trying to figure out what was going on over there in Section 3 Sidebar and not looking at the product.

    A little more descriptive info would be nice. I’d be interested in knowing approximate numbe of uses/applications in the 10 oz can and by the way, I don’t need to know it’s 10.000 oz. I’d round to one decimal place at the most.

    I’d put the part number and upc each on a separate line with some white space below the description

    I’d like the Add to Cart button the right in it’s section. Put the explanation about buying 1 can or 1 carton left of the button.

    Finally near the bottom, it says “compare to others.” When I see a verb, I expect a link or action button.

    The “green product” bar is a nice touch but it seems to be in wrong place. If it had more information or use it would be OK where it is, but to just announce it as a green product it’s too big or too prominent I think.

  10. william michals says:

    The issue is simply said but difficultly done: clean it up. I find the page to be incredibly busy to the point that it significantly distracts from the product being featured.

    The entire sidebar, Section 3, I think can be eliminated. In-site advertising is mostly a distraction and the customer service number is available at the top in Section 1 already. When my eyes scan it, it thinks that it’s standard outside banner-style advertising, which I think most savy internet users have been trained to ignore at this point. It’s not engaging – is there really the turnaround on it to justify it? If the analytics justify it, them who am I to argue, but I think an experiment might go in the favor or my argument. The elimination of Section 3 will allow Section 2 to be more centered, which will focus the viewer’s attention more on the product and its description rather than everything else. Because as it stands now, my eye doesn’t know where to settle, ending up somewhere around the “About this Product” green banner and the “Multiple Purchase Options” Banner, both in Section 2. You want your page to guide the customer to your product in a smooth and easy way. Right now it’s cluttered and they have to fight through everything else to get to it which I think doesn’t help you any. I would also eliminate the “About this Product” banner altogether. Its color scheme being opposite of everything else, it pulls my attention and I find it to be a little suspect in truth. Then, give just a little more space between the pack and single purchase options so that it’s less overwhelming overall. (See a theme here?).

  11. Andrew Otoo says:

    This Featured product definitely works but this is what i think would drive up sales as well as maintain interest.

    1) Have a customer review product page. Majority of items i’ve bought online i’ve seeked some sort of second opinion.
    2) Have the product buy options before my description. Case of 12 or buy by each with a definite red button “BUY NOW” or “ADD TO CART”
    3) After that will like to see shipping especially if dimensions and weight influence the shipping price.
    4) Just from strictly maintenance point of view you should consider having part numbers and/or have a system to allow to sell by eachs or by case quantity. This will prevent creating a lot of part numbers.
    5) Checkout Button should probably be different from the prominet Red and Grey color to make it it stand out more.
    6) Lastly, some sort of social icons like facebook, twitter or google plus to share with other or to give product a thumbs up.

    That’s my take on it. Thanks.

  12. Casey says:

    Get rid of Error on page when using IE 8
    Webpage error details
    User Agent: Mozilla/4.0 (compatible; MSIE 8.0; Windows NT 5.1; Trident/4.0; .NET CLR 1.1.4322; .NET CLR 2.0.50727; .NET CLR 3.0.4506.2152; .NET CLR 3.5.30729)
    Timestamp: Mon, 16 Apr 2012 19:11:32 UTC

    Message: Object expected
    Line: 5
    Char: 32749
    Code: 0
    URI: http://www.littlesupply.com/ScriptResource.axd?d=dc1_fsyvNPkQ6hBKKFtCZ2Y0SOUQ71Eqbu_jcFEjAOs1sspRpfEeSGiMekb_D0Zv1_L_dn-t6K1fLSfQxZ-o0urXRDUkefEwqL09ki7L2RV1HtS9zUxVcw4ZmjzZG-tYPThWl-0ydXlTW_ZFY269_MYypuY1&t=fffffffff9d85fa6

    IE 7 also generates an error

    • Brian Cruz says:

      Maybe you can share this information with us on how to do this. I can use a bit of it too in, what I believe has to do with permissions and the specific IIS User that has to access files…

  13. Ankit says:

    The selected color scheme is overwhelming on eyes. The red color should be used for a “Call to Action” as used in the “Add to Cart” button, but not on the overall theme on the website. And if the “Add to Cart” column moved to last and description in table format, it will be more presentable.

    And in order to sell a product in cartons, the price per unit should be presented in that variant description. It will entice to buy a carton instead of purchasing a single unit. The customer should not be the one calculating the price per unit.

  14. Ankit says:

    The selected color scheme is overwhelming on eyes. The red color should be used for a “Call to Action” as used in the “Add to Cart” button, but not on the overall theme on the website. And if the “Add to Cart” column moved to last and description in table format, it will be more presentable.
    Also, in order to sell a product in carton, the price per unit should be presented in that variant description. It will entice to buy a carton instead of purchasing a unit. The customer should not be the one calculating the price per unit.

  15. Brian Cruz says:

    What I can recommend is removing the McAfee off of the MasterPage because, I’m not sure how long you have had them for but, every single time that / any page refreshes on your site, you will get charged. So what I recmmend is that you put it on your Security policy page and just mention somehow that you use them on the MasterPage. That’ll be for your Webmaster to figure out ;) Once you get the bill, you will definitely say that this is the best recommendation you’ve got, lol… Been there, done that mistake.

    The images are good, white background, and your dropdown table menu displays behind your scrolling homepage Flash banner in Safari. The adds on the right, blah… Open the page wrapper width a bit to accomadate those adds.

  16. This page looks very busy to me – The customer service # is lost in all the ads – I feel like the “Little Suply/Big Difference” in the bottom right has awesome selling points (i.e. recyclable and Made in the USA) but it is also hiding in the ads so you don’t know it has to do with theta products and people will over look it. Also, when purchasing a product I have never purchased before I like to check out customer reviews and more product description – Maybe this can be done through tabs. Also, the “save money and buy in bulk” link is hidden– People love to buy in bulk and see the discounts! Maybe you could add an attractive QTY discount table. Also – I think a drop down menu or bulk ordering grid would be beneficial. The ‘Share with a Friend’ icon is just floating in space and not really lined up with anything – this may seem small but making this icon in line with the “View large image” may help out a lot. LIve Chat – I think this would be a great add on – I really dislike calling people and would be more inclined to stay on this page and not go to another if I could ask questions I had through live chat.

    Cart: I like how it stayed on the current page when the items were added to cart but I think there should be a drop down when scrolling over ‘Shopping Cart’ that shows you the items in the cart so you do not have to steer away from the page when checking out the items in your cart.

    McAfee Logo: The McAfee Secure does help but I had a 27″ Mac and when I opened the web browser it was way to the left and not even close to the center where all the product info is – may be easy to miss – but only for a small percentage of people.

  17. Shelby says:

    Change the add to cart button to green as this is the action you want the user to take and it is lost in all of the red and clutter. I know someone had already mentioned moving it up and a different color scheme but simply changing it to green would help tremendously I think! I have some other ideas but I know we are only supposed to list one. So a simple color change of the add to cart/action button is my one. Good Luck!

  18. A lot of good suggestions. I would say making it a tabbed view would clean the page up. Get rid of the right side area, put it in a tab if you must have it.Call it “special discounts” tab, The Save money buy in bulk is good, make that a tab. The web developer discount should be everyday.

  19. Jennifer Dowling says:

    Too much red. Only use RED for your Add to Cart button. Reduce the Wishlist button.

  20. Justin Williams says:

    If you remove as much red as possible from the page and secondary graphics, you should be able to leave the “Add to Cart” buttons red thus increasing conversions with a more stand-out call to action.

  21. Ray C says:

    A single, primary call to action is needed (buy me now!!!) – so there should be just one “add to cart” button; and it needs to be the largest/most visible button on the entire page (perhaps even a different color, such as green, to help it stand out). At the same time, the product/order options should be in a drop-down or other simple menu. Keeping the purchase area of the page’s body (section 2) integrated in one boxed section is helpful. Just keep it simple: The customer should be able to easily see and choose any required product options, add item to cart, and proceed to checkout (or keep shopping on your site, if that’s what they want to do).

  22. OVERALL: The page is suffering from a bit of visual insanity – my eyes don’t know where to look, where to click and I lose interest very quickly – also the adds on the left are pulling my focus away from the product, and since you want the conversion and the sale I would suggest the following:
    1. Put the SIDEBAR ON THE LEFT
    A. Each add is a nugget of information – a bite size piece – you need to create some negative space around them – maybe seperate them by 20pixels vertically so I can see each seperate bite on the plate – also maybe reduce the size of each button and maybe add a hairline border around each in med dark grey
    B. Customer Service and your “Big Difference” are the most important info and need to go at the top – Consumer Confidence branding materials that let me know you are committed to the success of our transaction.
    C. Mute the color of the adds a bit so I am not distracted from purchasing – yellow is the first color I see followed by green – and now I can’t focus – this design is a bit like having A.D.D
    2. SECTION 2 – BODY:
    A. Move this column to the right – Put the product pic on the right and the text on the left – now the buttons ADD TO CART and ADD TO WISH line up with the image of the product –
    B Make Add to wishlist smaller so that the add to cart is prominent
    C. Center “Share” under product – the button can be smaller
    D Just icon and text on the green product button – again too many competing graphics
    E Group the innovera logo with the product instead of two different graphics -
    F Item # can be first line of the description – that will clean it up too
    G When I press add to cart can a pop up window come up that shows the cart – so I know that the system has registered my interaction? right now the page refreshes and I can see at the top I have another item in my cart but it could be confusing

    A. Maybe a small graphic to go with the callus we’re glad to help – a friendly face maybe

    A. no underline on links and smaller font – maybe all caps?
    B. Smaller on the copyright – nice and tight
    C. Linke up buttons on the website protect and upfront merchange they are uneven

    OVERALL – it is in progress – you have put all the info you possibly could into the design – now you need to eedit and take away that which is absolutely not important – IF YOU CONFUSE THE SHOPPER with too much information they will lose interest or get discouraged and leave.

    Good Luck! Marc

  23. Abdul says:

    Here are my suggestions.

    1-Use a small phone icon with bolder text for phone number above the search box.
    2-Display Total Amount of cart with cart total item counts.
    3-Try a slightly more height for checkout graphic, which leads to larger text.

    Section3: Sidebar
    1-Replace the Customer Service section with Login/Registration (you already have support numer at top in Header this is just duplication).
    2-Reduce the Ads, give some more white space.
    3-Try some facebook social plugin : http://developers.facebook.com/docs/plugins/

    Section2: Body
    1-Try some fancy jquery plugin for product images on mouse hover (instead view large image text)
    2-Share with friends plugin need sone variation and alignment.

    I hope my suggestion helps

  24. Diana says:

    I think the sidebar is cluttered, I didn’t like that! I think the description needs to be larger making it easier to read. I did like how the different puchase options were displayed. I didn’t even notice the “Great Alternatives” until I read the top of this page! The categories do not show up well – maybe a different color scheme would help. Also, the “office supplies” and “technology” categories are too large and overwhelming. I could not get off “office supplies” to get to “technology”. The Mcafee needs to be put towards the bottom not “ontop” of the page. Having the Mcafee logo there does NOT make me feel more secure.

  25. Dan says:

    I am completely overwhelmed by the ads in the sidebar. They are so distracting to me that I can’t even begin to focus on the product being sold.

    The product description is all plain text with no style. It would be easier to understand what this product did if you began with a sentence or two to give an overview of the product, then went into bullet points or similar to point out the key features of the product. You should also consider bolding important key words/features. Finally, the part numbers and UPC have nothing to do with the description of the products. I would move this to a different area on the page (if it’s necessary to show at all).

    When I added the item to my wish list the page refreshed but I have no idea what it did. Where is my wish list located? Same goes for adding the product to my cart; the page refreshed but nothing happened except for a small (1) in the upper right corner next to Shopping Cart. In my opinion, it would be 1000% more effective if you took my to a checkout summary page after each item was added to my cart. On that page give me the option to complete my purchase (checkout) or continue shopping and redirect me to where I was before. On the same page you can recommend products that go along with this item or that others purchased with this item.

    You have so much red on the page and it seems to me like that is your main color to use for call to actions. By using red everywhere, you have just made it more difficult to make me click where you want me to. You should consider adding more white space to the page and trying out different color schemes in your ad bars, checkout buttons, text, etc…

    The things that I do like are the McAfee sign in the corner of the page (makes me feel secure on the site), I love that you show your phone number at the top of the page and in the sidebar; to me that shows confidence that I can call you anytime for a quick answer. I also like the banner directly above the footer that tells me WHEN it will be delivered (1-2 days) and that you stock items. I would consider a different word than CHEAP in this banner though as cheap to me means your items are inferior. AFFORDABLE might be a better word to use here.

    You have a long way to go here, but strip the pages down and think about leading me (your customer) through your site the way you want me to. If you want me to visit this page and then add the product to my cart then show me the way! Don’t overwhelm me with 6 other offers, a lot of mostly unreadable text and the Add to Cart button at the bottom of the page. By placing the Add to Cart button at the bottom it shows me you could care less if I add that product to my cart. Move it to the top instead and make that the first thing I see after I view the product image/description.

    Hope this feedback helps and good luck!

  26. Mike Cat says:

    * Place the ‘price’, ‘stock level’, ‘add to cart’ and ‘add to wishlist’ buttons above the product description.

    * Break up the product description from one long paragraph. Bullets would be nice for product specs/attributes.

    * Add the ability to compare related products. I searched the site for ‘dymo’ and the first 3 results were similar-looking card scanners.

  27. Jason Hollis says:

    The best single comment I can leave you with is stop trying to do SOOO much on one page. You have Personification with the dog next to a branded logo. Pick one so you can feature the identity more and also create some white space. Then, you have some duplicate items, like the credit cards you accept, for example. You really never have to repeat yourself if you’re clear the first time, so just pick a spot and leave ample white space and use the surrounding content to create a draw in the important information’s direction. Your product descriptions are SOOOOOO wordy.

    Two words will help your site more than anything else: whitespace and simplicity.

    Hope this helps. Make it a great day.

  28. Jeff Conklin says:

    Some very good suggestions preceding mine – so I won’t re-comment on those. What I would suggest is to set up A/B testing to test many of these suggestions – you will probably be very surprised at the difference they can make to results like conversions and site interaction.

    Some additional suggestions:
    1) In header – I would eliminate the colored circle background to right of logo – it is too distracting, especially the red circle behind the “Checkout Now button in the above example.
    2) Also in header – move or eliminate the payment options – they are already at the bottom and not necessary.
    3) The navigation bar should be simplified – the choices are a bit overwhelming
    4) Consider moving section 3 to left side, removing ads and adding some simplified navigation, testimonials, or reasons to buy
    5) Pricing offered for single and bulk, with focus on bulk savings, but, bulk pricing is no cheaper than buying 12 singles. Either make carton pricing more attractive, remove price incentive marketing towards carton pricing or simplify pricing.

  29. When I added the product to the cart, I noticed that there was a “TODAY ONLY” discount. Score! So I click on it and it takes me out of the cart. Okay, not the best to have a customer leave the cart, but hey I’m going to be rewarded with a coupon code. So I see the coupon code and my next move is to select the text so I can copy and paste it into the appropriate place in the shopping cart that I just left. FAIL. It’s an image. No worries, It’s easy enough to remember, so I go back to the cart. Doh! I must have remembered it wrong. Dang, where was that code at? Back button, back button back button. Okay there it is. Write it down on a peice of paper. Go back to cart.

    So, here’s my armchair quarterback suggestion: Why not display the coupon code on the right bar ad? Why make me leave the cart to to get it? Maybe you’re trying to upsell me on that long list of products below the coupon code offer? Okay, I can see some value in it as a merchant. As a shopper…a little annoying, but at least you’re throwing a coupon code my way, so I can’t be too upset about it.

  30. Jo says:

    A word of warning – this contest is going to be repeated a number of times. If “Bob” posts ten ideas today, then we will simply choose his first one as the competition entry and guess what – people will borrow the other nine for the next contest. Can I please, therefore, urge you all to just post one, really valuable idea, for your own sakes?

  31. Kellie says:

    Too many colorful ads on the sidebar distract me. Maybe more white space between them would help, but I think taking ads off of the product pages would be the best.

    McAfee doesn’t sway me one way or the other. I didn’t even notice the icon down there on the left until I read the prompts.

    “Fast Stocked Cheap” look clickable but aren’t. Page is too busy for my taste, then when I hover over the main navigation there is even MORE to look at and aaagh! it’s too much. At this point I start to not like the cute little doggy in the main section, which is too bad.

    The header has relevant information but is cramped. Fewer images would work for me.

  32. CPC_Andrew says:

    The product callout menu needs to be cleaned up (see attached image), there’s some weird glitches going on with the number and the loading box on the lower right corner of it. http://i.imgur.com/QvdZI.jpg

    Also test inserting an image there, a static one, that is a direct call to action to sign up for your newsletter, with some sort of sweepstakes. Most users won’t find what they’re looking for if they go to your home page and see those three promotions, but all can resonate with a free giveaway each month.

    Test that static promotion vs your 3 that cycle through to see which one gets the best ROI. For example, “We give a $100 Little Supply gift card away each month to a lucky subscriber to our newsletter! Sign up now for your chance to win and also get special offers and promotions only for those on our newsletter list.”

    Hope this helps.


  33. Ryan Stutzman says:

    There are too many distractions on the page. The ads on the right side take the customer’s focus away from the product that they are interested in purchasing. I would recommend moving the ads to the bottom of the page just above the footer in a horizontal fashion.

    The ultimate goal is to have the customer add the product to their cart. In my opinion, the customer should be able to add the product to their cart without having to scroll at all. I have a high resolution screen and the add to cart button barely shows up at the bottom of the screen.

    Like some other have stated, there is too much red on the page. Red is a color that really stands out, however if a lot of red is on the page it defeats the purpose of standing out and things just blend together. I would recommend possibly keeping the add to cart button red so that it stands out when the customers view the product page, but changing some other colors like the background of the product title, the search button, and shopping cart items.

    About the McAfee trustmark, I would change that color to green instead of red. That will cut down more on the red color on the web page. Also when there is an invalid certificate, Internet Explorer will change the address bar to a red color. This could cause some customers to think negatively when they see a security lock combined with a prominent and large red color. Something like green is what I would recommend.

  34. Sophia Jones says:

    Wow! There are some great nuggets of knowledge being shared here. Keep the comments and discussion going!

  35. Ken says:

    Section 1: For the header I would recommend removing most of the background circles, it would clean up the area nicely. I would also move the shopping cart and checkout now options to the Global Navigation next to the login link. The dropdown navigation is difficult to read and should be cleaned up to break up the sections.

    Section 2: I’d also recommend using the tabs add in. The “About This Product” is confusing because it shows that you can purchase 1, Pack, or Carton- but I only see 1 or carton options below. So I would remove the Multiple Purchase Options banner and just show the customer what options there are. Overall spacing and layout should be cleaned up.

    Section 3: Removing this section may be a good idea. If you are going to keep it, I’d have the mini-cart and maybe one deal and related products / most popular. The current promotions are unrelated to what the customer is looking for, but you sell several other air dusters that would be great to promote and help the user find exactly what they’re looking for. I’d also add some padding between these ads so they don’t blur together.

    Sidenote: Great brand name! There are some spelling errors (i.e. on the About page) that could deter business and are easy to fix. Wish you all the best!

  36. Ann Thariani says:

    There is way too much going on in this page. I didn’t know what to look at first and it took me a few seconds to even figure out what was for sale.

    The dog in the header is cute – and so are the floating bubbles, but it’s a real mismatch with the rest of the site – which reads as very industrial. Also – all the buying options are pretty standard – I would remove those and just have the checkout now button fill that space.

    I’d prefer to see an F shape on the page – with the categories dropping to the left side when you open the page. Right now if you open them they cover the whole page.

    I have no idea what the multiple purchase options means, but it must be really important because it is huge! But there’s no way to know, because there’s no link under it.

    I was surprised that the ads on the right are for other products on the site – they look like ads that would take me off the site. They are too bright, too intense, and very distracting, and don’t even appear to be particularly related to the product on the page.

    The McAfee Secure button is persuasive, but is covering up a pretty large amount of the page. Why not add a smaller button down at the bottom with the other security buttons?

    The SKU number is very prominent and the first thing I’m going to do is jump on Amazon.com and see if I can find it cheaper.

    I am also baffled by the description and it’s millions of numbers and letters. Item numbers, and UPC Codes and part #s? It’s too much. I’d rather see them do a list or some kind of a table form with a check mark or Yes beside the items, like:

    Refillable: Yes
    Ozone Free: Yes
    UPC: 686024515012

    The way they’ve done a unit price buy button and a case price buy button is really confusing, and it’s the same price whether you buy one or a case. Why not use attributes and set one option of buying one at $3.67 or a case at $44.04? Maybe you could say “Save on Shipping when you buy a case!” or something like that in the description.

    When I clicked on the Save Money, Buy in Bulk link, there was no explanation of when or how a discount is offered when you buy in bulk. I added both versions of products to my shopping cart and there was no change in the price.

    As a consumer, the price really matters to me, and if someone is promising volume discounts, I assume the price is better on volume. When I did the math and realized they were the same price, I felt surprised and disappointed. Frankly, when you already have great pricing, why push volume discounts, and then not deliver?

    I did check on Amazon.com and their price is really much better. Why they don’t emphasize that? It’s a really big selling point, and the only thing tells me that information on this page is a big CHEAPER button down way at the bottom of the page. (I like the red buttons down at the bottom of the page- Fast, Stocked and Cheap, although I would change Cheap to Best Prices or some other positive way to state that. It looks like a designer was involved in the header and in the bottom, and the rest was just piled on.

    I think I would remove the customer service number at the right (it’s already at the top) and put in something like “Best Prices – Great Service” or something like that, with a link to a topic page that explains how amazing their prices are and how hard they work to give the customer the best quality at great prices, etc.

    The Green product Environment banner is huge and should be a link to explain why this product qualifies as a green product. The dog is again cute, but this link is really huge and doesn’t make sense to me.

    I also question how many people really use the wishlist on this type of item. It’s such a huge button – even bigger than the buy button. I’d eliminate it.

    I would also remove the Innovera Logo from the description area. I don’t think it adds anything, and anyway, it’s a broken link.

    Basically, there’s a too much going on in this page, and the product is lost. They’ve got some great elements, but there’s just too, too much.

  37. Ann Thariani says:

    Oops – sorry! I just read Jo’s request for one really good idea – and I really gave it a more thorough going over! Sorry, Jo.

  38. Bob Wert says:

    In Section 2, main body, I would eliminate the dog image so as to get the “add to cart” and price information above the fold (below the fold in Firefox). Make the price information and buy button obvious.

  39. Ken says:

    Section 3: If you are going to keep it, I’d have the mini-cart, maybe one promo, and related products / most popular. The current promotions are unrelated to what your user is looking for, but you sell several other air dusters that would be great to promote and help the user compare products without going to a competitor.

    SIDENOTE: Great Brand Name! There are some spelling errors (i.e. on the About page) that could deter customers and are easy to fix. Wishing you the best!

  40. Scott Squire says:

    Your product name appears twice above your product, I would eliminate the red banner product name and just bold the product name in your breadcrumb, maybe increase a font size if needed. This should help reduce the distracting red on the page as well.

  41. Adarsh says:

    Sub category navigation is not noticeable. Ideally in dropdown menu it should expand to right to show sub-categories so can get to where you want in a single click. Other option would be to show pictures just below or above the sub-category listings which right now have small font and don’t catch the eye.

  42. Michael says:

    I would have to agree with most all of the comments above, some great learning tips here, but my main comment about the product page is that it is too busy, the ads on the right draw my eyes to it away from the product information. It is like I have to search the page to find the product information and then I am looking for the “add to cart” button and see that they are below with the options. I find the overall page to be to monotone with too much grays and red… Change the colors and leave the red for the ‘add to cart’ button only.

  43. Trish Holder says:

    When I first hit the page I was overwhelmed with the amount of content vying for my attention. The attention should be squarely on the product you are trying to sell. Eliminate the right hand graphics and focus on the product

  44. You want me to buy a case of 12 for $44.04 compared to a single one for $3.67. Great idea to upsell me and increase sales. But tell me why? Do I get a discount? Is there a shipping break? I did the math and I see no compelling reason to spend more. Sell me the case for a shipping discount or give me 10% off and all of a sudden you’re getting a $40+ sale rather than a $3 sale.

  45. Sean says:

    Page is overall, too busy. Too many prime colors, in other words, your eyes do not know where to focus first.

    - Split the page into target columns (ie. right side, center etc.) and concentrate on the middle column for focus.
    - Pick a parent font and use it throughout body text, do not mix and match font styles for similar areas.
    - Darken font for product specific areas
    - REDUCE right hand side clutter!
    - Pick a few main colors for your template, not bright red or dull gray. Pick “pleasing” colors: orange, light green, adobe dust, salmon orange, forest green etc. etc. If you pick prime colors for main areas, such as RED. Use it wisely so it does not overpower the viewer.
    - Organize your content for the main area in TABs perhaps

    - Less contrasting font colors
    - Stay away from “dotted” lines outlining footer
    - Middle icons / images should be same height

    Good Luck!

  46. Ryan Curtis says:

    Here is a mock up of what I think would suggest: http://screencast.com/t/OunrRdLeu

  47. Sean says:

    Page is overall, too busy. Too many prime colors, in other words, your eyes do not know where to focus first.

    - Split the page into target columns (ie. right side, center etc.) and concentrate on the middle column for focus.
    - Pick a parent font and use it throughout body text, do not mix and match font styles for similar areas.
    - Darken font for product specific areas
    - REDUCE right hand side clutter!
    - Pick a few main colors for your template, not bright red or dull gray. Pick “pleasing” colors: orange, light green, adobe dust, salmon orange, forest green etc. etc. If you pick prime colors for main areas, such as RED. Use it wisely so it does not overpower the viewer.
    - Organize your content for the main area in TABs perhaps

    - Less contrasting font colors
    - Stay away from “dotted” lines outlining footer
    - Middle icons / images should be same height

    Good Luck!!

  48. Ryan Curtis says:

    Here is a mock up of my suggestion: http://screencast.com/t/OunrRdLeu

  49. I would suggest several things:
    1) Firstly it is hard to read things, but not entirely sure that you are looking at design issues. Ensure that you space out things a bit more, otherwise it is hard to read. I am an usability expert and we usually think that less clutter is usually better and allows for more sales to convert.
    2) McAfee secure is very good as it is always present even if scrolling, definitely gives confidence.
    3) Image popup should be in existing window (ajax modal popup recommended) as not everyone allows for these to open due to their browser settings.
    4) The fact that you have two products bellow seems that you are adding different products to the kart (also no image), it simply makes it confusing. I would suggest adding the button ‘Add to Cart’ next to the main product description picture, as then the person will have the feeling of adding the product (picture) to the kart and not have to choose more details.
    5) the next page would then be product options instead, having two products just makes it confusing, especially without images. People most times don’t read the text, images are around 3.5 times faster to deduct meaning from. Another way around this is by having a product option by explaining how much you save by buying in bulk, but the product is almost repeated once in the main view and then further below.
    6) If you choose not to implement 4 and 5, at least write product options just before the list of products (the one item or bulk).
    7) Like the fact that you mention the ‘No worries’ add, gives confidence that you will get the right thing, definitely will improve conversion rate.
    8) Shopping cart is good, although so many methods of payment makes it confusing, would recommend realigning these or simply add one button for all Google Checkout/Paypal/Amazon and then let the user choose on an extra screen.
    9) If regular payment is chosen, then the buttons are all misalligned, not easy to read, make them aligned so that people can understand that e.g. the two options for the email preference are related. Almost like grouping options together, it just makes it easier for the eye and faster to process it, remember the faster the user processes a form, the less likely it is for he/she to drop before converting.
    10) Customer service links are a good way to give confidence (Shipping info, return policy,etc)
    11) One page checkout is a winner! Keep it!

  50. Hi

    As others have mentioned above there are a few issues with the overall page and site design but we have been asked for just one, so, without doubt, you have to concentrate on the main focus and reason of the page, which simply put is making it easy and clear for someone to buy your product. It is all about usability and conversion.

    This means when someone is on this page they have to be able to see and find the relevant information quickly and easily and it must be presented in a structured way.

    There are basic rules to making this easy – present clearly at the top of the page, the product name, its price, its description and how to buy.

    As an example look at the clarity, simplicity and ease of use of this example: http://shop.myer.com.au/shop/en/myeronline/au-electrical-r-11/au-electrical-home-office-c-54/au-electrical-home-office-apple-mac-s-367/imac-27-inch-955717490c

    When you come to this page you can easily see the product name, it’s price and how to buy – your eyes are not left to search the page for how to purchase and how much the item costs, which unfortunately on your site it does.

    The number one rule we use is that customers are lazy and often act stupid (no offence intended to anyone) but they don’t like to “work” for their information and want things easy. Our golden rule: make it easy for the customer to find the product and make it even easier for them to buy it.

    So that’s my main “one” point. Yes you should look at simplifying the page, the right hand column, make better use of colour to highlight key calls to action etc but these have already been mentioned and while good points the above is more important as you want conversions!

    I would also suggest you consider removing “add to wish list” – look at your site metrics – do people really use this on your site? It would make the payment area cleaner and give more emphasis on the add to cart (your main conversion point).

    Another comment is that you are displaying a McAfee secure symbol on this page but it is clear that the page is not secure (http:) – with such a large McAfee graphic taking up so much estate on the page, this should only appear like this on secure pages. Some users may see this on this page, assume it meant that page was secure, then see it’s not secure and immediately decide not to continue with their transaction as the page, which appears to be secure, isn’t.

    Hope that helps :)


  51. Candace Kahn says:

    In my opinion the single most important objective for this page is to get the Add to Cart button in front of the customer and eliminate the confusion with all the various offers – focus on selling this product as if it is the most important product that this customer just has to have now!

  52. Ryan Dye says:

    I think the ads are too close to the product information.
    The McAfee logo is too large.
    The page seems too cluttered. I would be more likely to buy if it was cleaner looking.
    I would remove the multiple purchase option image, it seems confusing to me.
    I would have a “add to cart” button with the product and then in the cart they can select the quantity and see the price change is they order a case.
    It just seems like there is took much to look at that is not really related to the product.
    I would have the other items that a customer might buy under the add to cart button and not on the right hand side.. That way when they get to the product page all the see is what they clicked on.

  53. Michael York says:

    In a nutshell, the page is too busy (cluttered). I’m a firm believer in “simple is better”. The information in the “about this product” section likely does not add enough value to justify the screen real-estate. There are far too many adds on the right. Is the goal of this site to advertise or to sell the product on the page?

    Along the lines of this theme, consider adding a “buy now” button closer to the product image/description. This would be a single click button to add the default size (“1 each” – or – last size an authenticated customer purchased) to the shopping cart. The current add to cart functionality is too far from the product and could lose customers.

  54. Lee Newell says:

    Integrate product reviews from customers. Product reviews are fantastic for two reasons, they increase conversion rates and help with SEO.

    When a potential customer sees product reviews these generate trust that the company selling the product is genuine and the product does exactly what it says in the description.

    Here’s some links to studies about how product reviews influence conversion rates:
    Bad reviews improve conversion by 67% – by Econsultancy
    Product Reviews Increase Conversion Rates – Savvy Marketers
    Product reviews increase conversion for Argo – Bazaar Voice

    Where product pages have brief descriptions that may be very similar to other websites selling the same product, the extra content provided by product reviews helps fight against search engines seeing some product pages as thin, non unique content.

  55. Anne Benson says:

    I would first correct the misspellings on the About page. (utilize and etc.)

  56. Mike Smith says:

    1) This page needs to be BALANCED. The layout seems too slapped together, as if things were just throw in place wherever they would fit.

    2) There has not been enough consideration given to WHERE you want the visitors’ eyes drawn in order to achieve a sales conversion here.

    3) Too much graphic content confuses and dilutes the user experience on this page – it should be more about MERCHANDISING A PRODUCT than designing a webpage.

    Above are the generalities – the specifics would follow suit – i.e., removing the extraneous graphic content, improving the layout and presentation of the product area. Making things like the Price and ‘Add to Cart’ buttons more prominent and re-organizing the product information to provide what you already know the customer is looking for in the most efficient and gratifying manner. This will ultimately lead to removing the obstacles to a buying decision. Looking at this page as a customer, I’d feel overwhelmed.

  57. Jesson Zafar says:

    Section 2: Body: Quick & simple suggestion to improve conversions would be to rearrange the experience “above the fold,” where the customer’s first impression is made:

    - Place the logo & description below the product image on the left hand side.

    - Bring price and “add to cart” button to the top right (where the description is currently).

    - Change the color of the product title bar to something less bright.

    Ultimately this brings all the things the customer cares about above the fold, thus simplifying the decision making process and improving conversions.

  58. My eye is immediately drawn down and to the bottom right hand corner. I believe this is because of the strength of the colors there as opposed to where the product is actually displayed. Even after forcing myself to look at the product, I found myself not being able to focus on the description because the colors on the sidebar kept grabbing my attention.

    There needs to be more focus on the product…after all, once they get to the product page, you want someone to buy the product. It would seem to me that the simplest changes would be (I’m a merchant too, and sometimes, there needs to be an interim idea to get moving until you can make the bigger changes):

    1. add some coding to add a box outline around the product itself (maybe a 2pt red outline to stay in keeping with the other colors on the site) or around the entire idea (the product and description in one box outline) This separation can also be achieved by adding more white space or padding to separate your product and description from the sidebar.
    2. make the item name in the options (below) a smaller font and in a color that doesn’t compete with your product (right now your options have titles in blue…but you have to sell me the product first, if I want it, I will go and look at the options)
    3. your product description is light gray #808080 while your purchase options are in a darker color #4E4F53 – switch this or make them both the same color – why?? Because, you have to sell the product description before you draw attention to the purchase options – sell me the product first!
    4. do something to keep a person’s eye on the product description – maybe bold the description (or put a box outline, make the print larger, etc.)

    I agree with the suggestions that people are making about your sideline being too busy, but that may also be because your sidebar has so many more colors (or is more vibrant) than your header (which really only has two basic colors, versions of red and black) and there’s nothing truly helping to focus my attention on the product your trying to sell. I think that if you spend some time trying to focus people’s attention on the product by adding white space, changing some font size and color, you can achieve more sales with less money out of your product in design charges.

    Hope that helps!

  59. Mario says:

    There is nothing wrong with the Visual or Code Aspect of the Website, it is Gen-Y focused and Apart from some Broken Links and Standards that does not comply to WC3 the Site at the end of the day it is only as Good as its ROI Conversions which is obviously the Key Functional Requirement. I would say well done to the Business in Investing in all of the Additional Options to make this Website both Robust in Terms of Security and also to provide the Customer with as much Product and Ad Info as possible it can only Generate Success in a Fast Paced E-Commerce Arena.

  60. Jody says:

    Everyone else has commented on the busyness of the page, the overuse of color red, etc. so I am not going to repeat those comments, although I agree with all of them. While these detract from the site they are generally aesthetic and I tend to look past them. All could be corrected by getting a professional graphics designer involved.

    However, as a potential Business Buyer, I see that there are 3 buying options offered: single, packs and carton. Yet I am only presented with 2 variants on the page: single and carton… Where is the pack? I know there is one because I found it in alternatives. Also, I want to know what I will be saving when I buy a carton vs. a single… what kind of price break am I getting. This is what a typical buyer wants to know, don’t make me do the math. As others have said, the description needs to be broken up and summarized. I see I am presented with an alternative product 51511 which is very similar to 51501 but labeled “NONFLAMABLE”, yikes, does that mean that this product is “FLAMABLE”? Otherwise what is the difference here. This needs to be explained. I think attention to detail about the products is where the most valuable time should be spent.

  61. BFG 9000 says:

    In keeping with the rules of this competition, I’m only going to post my ‘One Best’ suggestion for LittleSupply…

    They should act on the issues I’ve raised in my blog post.



  62. terry smith says:

    First of all great comments. I just noticed two different issues. I clicked the “contact us” link in the footer and it took me to the contact page but put a lot of information so far to the right of the screen that I couldn’t read it and there was no slider bar to make any navigation. Second, the product title is in caps. Just doesn’t look right.
    Good Luck and I hope you have thick skin.

  63. Tammy says:

    Thanks for the great feedback everybody! LittleSupply certainly has a tough choice to make. Good luck to everyone who participated. We’ll have another Challenge on Thursday, so stay tuned.

    This thread is now closed to new suggestions that are qualified to win the iPad, but please feel free to keep commenting.

  64. Tammy says:

    Congratulations Brian Gustwiller! Winner of the first Savvy Merchant Challenge and new iPad owner.

    Here’s what LittleSupply’s Ryan McGee had to say:
    “WOW…… this is amazing! I have to commend AspDotNetStorefront for all of the time and hard work they put into starting this contest. Great job guys, we greatly appreciate it!! We read each and every response and took an internal vote to see who had the best comment, while trying to stay within the rules of the contest. Everyone had GREAT ideas and we appreciate every single comment we received. We’re going to take every one into consideration in the coming weeks as we make numerous changes.

    In the end we chose Brian Gustwiller’s response, it abides by the rules of the contest, for the most part, and Brian realized that we may have a need to keep the, highly commented on, advertisements on our site. Brian’s suggestion to move the ads to the bottom of the webpage is helpful, because it allows us to keep fresh content on our product pages while minimizing the distraction to the consumer. Some of our customers visit these product pages day after day and it’s nice to be able to update our product pages with new content, so that our customers know that there are actual people behind the website. A Big THANK YOU to everyone for your suggestions, we will be taking every one into consideration and making many changes to our site. THANK YOU ALL! “

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