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Okay, to recap. I discussed some flaws on Biggestbook.com, a great internet portal that offers over 40,000 office supplies in my last blog. When I left off, I was ready to search for a useful, uncomplicated papershredder.
So I’ve arrived at the homepage and am looking at the top navigational options:
They also have a search option which I will test later. Every time I move my mouse on top of the navigation bar, a box appears.
I’m not an expert at knowing which category I would find paper shredder. But I naturally thought office supplies for sure.
On the right were Big Seller options, which was a nice touch. I quickly realized I may have chosen the wrong option! I couldn’t find my paper shredder. I got a little frustrated because I clicked on office accessories and cutting and measuring devices, but got nowhere.
I used the search option:
YAAAY! I also like the option of sorting by best match, price, brand, or top sellers. The call to action button is interesting though, it asks me to select one with the words COMPARE next to the box, and then the CTA button also says “compare.” The idea being that they give you all the specs and you compare those specs with that of another shredder. I don’t know how effective that approach is.
BiggestBook.com has many competitors, which is why finding the best ways to get the customers quickly in and out of the site is essential. That’s why I’ve compiled a list of things they can do to improve this site:
1. Lose or limit the offers displayed on first page. The first thing one should understand from the site is what it offers and how it can help them.
2. Place some type of a value proposition under the logo like “The Biggest Office Supplies Portal on the Web” or something to that effect. Again, this is helping the visitor understand where they are.
3. Make the selection process easier. Maybe allow each item such as office supplies expand at the click of a mouse with the selections under that particular category.
4. Make the call to action button clearer. Include text on the CTA button that will help your visitor take the desired action which is BUY the item. You can still take them to the screen where it confirms and compares the specs, but “COMPARE” on a CTA button is not pushing the visitor to move forward with the purchase.
5. Finally, the site has wonderful potential. It’s neat and looks appealing. The product selection is great, so Biggest book has only the potential to grow. I felt the site was lacking optimization, which is very achievable.
A lot of sites like Biggestbook.com have tons of potential. Do you have a site that needs optimization? Our conversion optimization series offers great tips!
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