I recommend a site wide consistency for styling elements:
• rounded corners or straight;
• buttons should have the same style. Your checkout button style (gloss over which is quite dated) differs from other buttons which have heavy gradients (also sort of dated, you can make gradient more subtle);
• sale badges (round circle with 15%off) have different treatments throughout the site. On home page it's circle, on other pages it's a flag;
• I've counted 6 varieties of fonts just on a home page. It's way to much. Start with choosing two families (san and serif) and play with bold, regular, size, color to create accents and draw attention.
Usability issue. Grey links on top, below the checkout: links and static text look the same.
Good choice of the 5-column grid. It works well for e-commerce sites and allows to present variety of info in organized way. However try to follow your grid more diligently to reinforce that sense of structure and order which translates into ease of scanning. Wherever it make sense align your elements to the grid lines. See screenshot attached to the review.
Good start on the colors. Fuchsia and dark grey support the logo colors and work well to create elegant and fresh look. The background blue adds a bit of fun and casual touch. Green for small highlights also works in small dosages. However, after that you start throwing into mix all kinds of not-related shades and colors that in my opinion hurt the overall look. E.g. grey of the cart background feels out of sync. The same with orange checkout button. I understand the cart and checkout is common for both sites but you have to find a color that works for both.
I understand that this site is targeting mainly Indian population, am I right? If it is so I am not very familar with behavioral specifics of indian online shoppers. I am sure there are a few. However I tend to believe that basic usability guidelines should apply the same way. In that light I'd like to mention few usability and interaction issues:
1.Shopping Cart pop-up
When you scroll to the bottom and click add to cart the page scrolls up for you to view a pop-up with a cart. While it's a great idea to give a visual feedback it is very annoying and disrupting to be pushed to the top of the page. As a user I've lost a place where I've just been. As a business owner you've just distracted a user from his/her shopping path.
I'd suggest keeping a pop-up but displaying it in a small lightbox, so when users close it they are still on the same place on a page. Also the design of that pop-up needs some "love" and maybe "checkout now" button.
A couple of things:
• "Buy Now", though you scream it out load is lost because of it's location and color . First, give all shopping related buttons (add to cart, checkout) the same treatment. Second, make the labels consistent: if you use word cart repeat it in other places. "Add to Cart" instead "Buy Now".
And third: location, location, location. Your "Add to Cart" button is most effective when on top.
• "Rollover image to magnify"covers the information on the right side. Plus sometimes the magnifying effect is so little that I question the value of this feature. Though it is a "cool" feature to have I find it rather distracting. And you don't want to distract your user from "Add to cart" action.
3.Checkout > Login screen
This screen is quite critical in shopping path. And you've got a major issue here.
1- You ask new customers to fill that complex looking form while they are contemplating to go through with the purchase. I bet you're loosing a good percentage of shoppers right here. Let user go through checkout as a guest with option to save their information later in the process. Usually it's done on the payment page.
2 - swap login and checkout as a guest: checkout as a guest on the left and login on the right. After all you're interested in acquiring new customers, don't you? Then make it easy and painless for them to checkout and by that you'll gain a trust and commitment.
and let me know if you have any questions
The upper left tabs confused me at first. I went to the main domain and expect to get to the homepage. Yet I end up at the SECOND tab... Feels strange to me.
The way the tabs are presented, I looks to me as if clicking would result in another part of the website, not a totally different one. I did notice the small .com icons, but these are really small.
What are these RS numbers and why are some of them red/strikethrough? Is this a currency? In that case you might consider using euros or dollars to appeal to a more international audience. If these are product numbers I guess you could leave them out. Unless you have visitors that are very familiar with these numbers, otherwise just show them in the product details section, but certainly not on the home page.
The design looks good: clean & professional and fits the products on the website.
Besides the discounts, I'm missing really convincing arguments to buy here though. I see no form of social proof, no authority claim, no free stuff (downloads, test packages, etc.)... Tell me what makes your site special and why I shouldn't even think about buying on another website.
You have some great opportunities to drive a high sales conversion rate for this site - if you explore changing a few things. Some important research findings for you to consider:
Research Fact:The first 2-5 seconds is the most important in terms of “capture” of potential buyers` attention. Use clear pictures and clear titles for this purpose. Explore: Focus on strengthening the primary banner - specifically with a goal of ensuring that the users eyes are drawn to the image and message of the banner. Research indicates that people are hard-wired to look at people photos. In the example you've provided, the Ad is too busy. If you want to get people to "shop now" - you need to re-engineer the message of banner to a more emotional message (subconscious level message) "If you buy Lotus Herbal Products - you will look and feel like this model". Sometimes you don't even need to show the product - it's more about triggering an emotion...
Research Fact:Make a landing page corresponding to a visitors task. The user should see everything he/she expects to see on a landing page. Explore: apply some best practice guidelines. Notice in the examples I've provided (in the best practices link), the focus is the relationship between the primary banner (triggering the buying/shopping emotion) and the product grid arranging the needs for emotional fulfillment.
Research Fact:Product pages should not be too long or too short. Give only information which helps a user to decide to buy on a product page. Explore: Simplifying the "featured products" on the landing page - by eliminating 50-75% of the products. When you offer too choices - people tend not to choose (Too many choices can tax the brain, research shows)
Research Fact:You will increase conversion rates if you make your visitors confident that you care about them.Explore: Providing maximum information about the company, the company leadership and demonstrate readiness to keep confidentiality of user data on the site.
It's all about designing trust markers into the site.
Some item images under Featured deals are not seen centrally aligned.Color used for links like Free Shipping,Facebook etc is seen faint.It's good if if you try other color may be.Overall the image of homepage now looks smarter,modern,nice and better than before.
Overall design seems bit too blocky, but its not super crowded which i find good! Good big product preview yet i feel the use of space seems bit short.. the logo is very playful .. but the overall design seems bit dull.. to many fonts going on.. its all in the details :)