These next two posts are going to be about a couple of retail sites selling wigs and prom dresses, and how BWI’s usability analysis could help them out a lot.

Today’s site is e-Wigs.com. Their most popular product/page they have is Raquel Welch Wigs. Looking at a screenshot of the page two things stand out to me immediately.

Looking at the top and left menu you can see both are difficult to read. If their visitors don’t find a Raquel Welch wig they may just leave. Opportunity lost on showing off the rest of their product line. Having easy to read, and easy to skim content is essential. Web surfers move lightning fast, and Google Search to another site is often just a click a way.

The other item is the general appearance of the home page. If you are spending any money marketing a site, bounce rate has to be in contronl first. A key to making online sales is to have a professional appearing site. It’s ads to the sites trust factor. A first appearance to this site would reveal content that is not vertically aligned, and a background that wraps poorly on the right. All of this could be fix in just a few minutes  because overall the template of the site is good. A quick margin adjustment for the alignments, and if this were my site, removal of the wrapping background. I would simply make the background of the content white, and the text black. Easy reading, and immediately a more professional look. It could also help make the menus more visible.

So taking just two items from BWI’s analysis, appearance of home page and scannability of text, reveals two easy fixes. A half hour of work, and this site could reduce their bounce rate of new visitors, increase page views, and most importantly increase sales.

analysis, wigs