Site review: camasi.com.ro (usability)

Hello, in this message I analyze, concerning SEO, the web site camasi.com.ro.

Contents:

A. General web site analysis (elements that can be applied to many pages)
A1. Copywriting
A2. Design
A3. Structure of Information
A4. Usability
B. Analysis of the main elements in the homepage (cutting the homepage into pieces)
B1. The logo
B2. The menu from the very top of the page
B3. The slider
B4. The categories menu
B5. Registration, search and shopping cart
B6. Sidebar
B7. Main content
B8. Footer
C. Analysis of web site pages (the most important pages of the web site, analyzed separately)
C1. About us
C2. Services
C3. General information
C4. Clients’ feedback
C5. Contact
C6. Registration form and user information
C7. A page of a random category – 1 and 2
C8. A random product page – 1 and 2
C9. Shopping process
C10. Search function
D. Conclusions
D1. Idea generation
D2. Important issues, to be implemented immediately
D3. Bottom line

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A. General web site analysis (elements that can be applied to many pages)

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A1. Copywriting

+I like the fact that you use “lei”, instead of the more usual term “RON”; you do this very correctly, “lei” is the national currency in Romania, not “RON”;
1. (+important) You have this problem on a lot of items on the web site; in Romanian, the correct version of:
“32 lei”
is:
“32 de lei” (with a preposition in front of the currency);
You should read more (see a Guide on numbers) on how to use numbers in articles;
2. I see you don’t use diacritics, which a bit of a shame;
3. Why do you use decimal points, if all the products are rounded prices?
“32.00”;
Also, in Romanian the decimal points are written like this (different separator):
“32,00”;
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A2. Design

+The colors in your web site are generally relaxing, which is fine;

1. (+important) Your web site has a very big design problem: if everything is important, then nothing is important; what do I mean by that? Look on the homepage – the categories menu is very contrasting (white on green), the registration box is also in contrasting colors, the Facebook and Twitter buttons are huge and ask me to click on them, you use a lot of colors on the homepage, you use normal text, bolded text, bolded and italics texts, different font sizes; it’s too much; make the web site a bit more blunt and only emphasize some things which you really like; your current problem is described above: if everything is important, then nothing is important;
2. Everything seems to be crowded, very little use of white spaces;
3. Although you don’t have a lot of products, you give the impression of having everything crowded, I would look for solutions to make the interface simpler;
4. Too many colors, fonts and font sizes;
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A3. Structure of Information

+You use the contact page last in the menu from above, well done;
1. (+important) The menus from above are not repeated at the bottom of the page; very bad decision;
2. (+important) I really don’t like the URLs of the categories; they look like this:
www.camasi.com.ro/categorie.php?scid=3,
when they should properly look like this:
www.camasi.com.ro/camasi/regular-fit-maneca-scurta/;
You use parameters in the URL and you don’t use any keywords; poor solution;
The same goes for the URLs of the articles:
www.camasi.com.ro/produs.php?pid=224
should be:
www.camasi.com.ro/camasi/botany-bay-marimea-14/
3. You lack a sitemap in HTML format;
4. The footer is really too simple;
5. You lack a page dedicated to Terms and conditions, and one to Copyright issues; Data privacy? Would be nice to have;
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A4. Usability

+The search box is (somewhat) in the upper-right area, good! A study by Liviu TALOI would agree with you;
1. I don’t like your URL at all; who, in Romania, uses “.com.ro” as a Top-Level Domain (TLD)? Very poor choice:
camasi.com.ro
It would have been much better to have:
camasi.ro
or even:
camasi.com;
Your current option is very less desirable;
2. Big problems with the shopping cart (see below), I’d solve them all;
3. You don’t give me options to print the details of a product or of a page on your web site; that’s a pity;
4. It’s not clear what on your web site are links and what not;
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B. Analysis of the main elements in the homepage (cutting the homepage into pieces)

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B1. The logo

+The logo is very scalable, you can easily put the logo on printed materials, that’s a very nice thing!

1. (+important) Scenario: someone enters the web site by typing:
camasi.com.ro
in the URL bar;
That person is lead to the homepage; the person clicks on the logo, and gets to:
camasi.com.ro/index.php
Scenario #2: someone else enters the web site by typing:
www.camasi.com.ro
in the URL bar;
That person is lead to the homepage; the person clicks on the logo, and gets to:
www.camasi.com.ro/index.php
The two persons above just got to four versions of your homepage; I showed you above four links with the same content; you have a huge problem with the duplicate content in the web site (any page of your web site can be accessed via www. or non-www. versions of your homepage, and the homepage itself also has the problem of duplicate content due to the index.php file; big problem!
2. I think it would be best to at least use a different font for the logo; your logo just says the URL of the web site, no name, no special fonts, no special colors; while this simplicity may also be perceived as a positive thing, my suggestion would be for you to use a different font for the logo or at least different colors;
3. I don’t think that you have correctly positioned your brand in the logo; your brand is not, in my opinion, www.camasi.com.ro, but something like “Camasi”; your brand is a name, not a URL;
4. I am sorry, but I don’t know what “Condra” is; if I were you, on mouseover, I’d show a little box of what Condra is; so, whenever I put my mouse over “Condra”, it would be interesting to be able to see what “Condra” is about;
5. You say that your web site name is “www.camasi.com.ro”; on the other hand, I can visit the web site like this: “camasi.com.ro” (no www.); what do you have to say about that?
6. (+idea) Your logo is very blunt; no idea, no name, no motto; if I were you, I’d look for a solution to make it more attractive – you can either put a motto to the logo, or a title of the logo, or a small image attached to the logo; right now, the logo “says” nothing to me; it transmits me no message; give me a picture, a name or a motto; either of these would help me get to a better decision about purchasing on your web site or not;
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B2. The menu from the very top of the page

+You have the Contact page as the last item in the menu, great;

1. I think the very first item in the menu from the top should be “Home”; you jump right to “About us”, while I think it would be best to show “Home” (“Acasă” in Romanian) as the first menu item;
2. What does “General information” (“Informații generale”) meant to be? Information about what? Don’t show me “General information”, be more specific (about what?); don’t force me to click on that menu item to find out what it says; be more descriptive;
3. You say “Feedback from clients”; hey! I’m right here, on your web site, visiting it; don’t tell me as a third persons “from clients”; speak to me! “Feedback from you” / “Give us your feedback” / “We’d love to hear your opinion”; find a solution to directly address the client, if you want his feedback; speak to me, not to “others”; involve me!
4. The menu has a smaller space above it than below it; I’d focus on making that space equal;
5. There is no element in the upper menu about products; I can understand that you’ve put more emphasis on the store and general information, but still, it would be nice to see a link to “Our store” or “All our products”; right now it’s just about the store itself;
6. Light gray text on white background? Pretty hard to read; and we are talking about a menu; I’d put more contrasting colors;
7. How can I tell the links are clickable and that is a menu? It looks no different than other parts of the web site which are not clickable; it’s just a colored text in the upper side of your web site;
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B3. The slider

+The slider itself is a very good solution and idea; I like it a lot, interactive and interesting;

1. 32 slides? Way too much; you have the same problem as on the rest of the web site – trying to make everything very important, you get to have nothing as important; 32 important products on your web site? It’s too much; show me 5; show me 10, but not 30;
2. The buttons with the number of the slide are way too small; I can barely click right on that button; it’s hard to click on a small button;
3. (+idea) You have mixed things in the slider:
a. Promotions (free transportation);
b. Pictures with objects (a violin, for example);
c. Pictures with shirts (various products on your web site);
Why would I click on something like that? A list of promotions? OK, what’s the use for me? A list of pictures with objects – I don’t see the purpose of such a thing; finally, the pictures with shirts are not that relevant either (see my explanation below);
Why would I say that your 20+ pictures of shirts on the homepage are not relevant? It’s a web site with shirts after all; well, things are a bit more complicated; let’s say you enter a hypermarket; what products do you see advertised and promoted mostly?
a. Products which are cheaper and are a good deal to me, the client (yes!);
b. Products that are almost expired, with poorer quality, or with a hidden failure, sold at a discount (no!, I don’t want that!);
Let’s say you enter a store; which products will you see the seller trying to convince you to buy?
a. Products from which the client will benefit most (let’s say, clothes that really fit, some electronic which the client really needs), no matter the price and profit is for the seller;
b. Products from which the seller will benefit most (expensive products, with a high profit margin);
So, when entering a store, the client has two mindsets:
a. For one he wants a good recommendation from the seller;
b. On the other hand, he’s a bit scared he might get a bad business from the seller;
Now comes your web site; you show on the scroll bar a lot of products; are they the cheapest? I can’t tell; are the products with a promotion? Nope, can’t tell that either; do you want me to know that they are the most sold products on your web site? Can’t tell this; so, basically, I can’t know any good information – they aren’t the top sold, with smallest price, with a promotion, with a good value for the money; I know very little information on the products;
What I would do better if I were you?
a. I’d create a smaller list of products shown on the slider;
b. For the promotions (like no transportation cost), I’d put a banner somewhere on the web site listing that promotions;
c. On the slider I’d only put products which are:
α. Most bought by the clients (top sales); or
β. At a price reduction right now (bargain); or
γ. Offer a best-value-for-the-price ratio (efficient); or
δ. Are top products for their niche (quality); or
ζ. Are new additions to the web site (novelty); or
ε. You personally recommend (team recommended);
4. On the homepage, you don’t have enough space to properly display 32 items; anyhow, it’s a bit too much (see the point above);
5. The slider moves too fast, it isn’t enough time to properly see what the current item is about;
6. The text for fast sending an item via courier is not displayed properly;
7. You have this problem on a lot of items on the web site; in Romanian, the correct version of:
“32 lei”
is:
“32 de lei” (with a preposition in front of the currency);
You should read more (see a Guide on numbers) on how to use numbers in articles;
8. It isn’t clear that I can click on an item to have more details on it; you show me the list of articles in the slideshow, but I can’t really tell if I can click on that or not;
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B4. The categories menu

+I love the positioning of the categories menu, very clear and nice, easy to understand;

1. I don’t understand why you need the underscore “_” sign for;
2. I would avoid using CAPS LOCK on the texts on the web site;
3. The “Lichidări stoc” menu should be written with a preposition: “Lichidări de stoc”;
Also, unlike the other menu elements, it’s a one-row element, and it doesn’t look that good, compared to the other elements on the menu;
4. I would try to translate all the elements in the menu into Romanian;
5. I really don’t like the URLs of the categories; they look like this:
www.camasi.com.ro/categorie.php?scid=3,
when they should properly look like this:
www.camasi.com.ro/camasi/regular-fit-maneca-scurta/;
You use parameters in the URL and you don’t use any keywords; poor solution;
The same goes for the URLs of the articles:
www.camasi.com.ro/produs.php?pid=224
should be:
www.camasi.com.ro/camasi/botany-bay-marimea-14/
6. I don’t think that “Lichidări de stoc” fits very well with the rest of the menu; you show me first a list of various sizes and forms of a shirt, and then you switch to promotional sales; not a very good idea;
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B5. Registration, search and shopping cart

+I like the fact that the search box is (somewhat) in the top-right corner;

1. You say it like this:
“Nu ai cont, inregistreaza-te!”;
Your correct affirmation should be:
“Don’t you have an account? Create one!”;
Right now, you actually inform me that I don’t have an account, rather than asking me;
Also, if I were you, I’d just leave “Create an account”, most people know that they only need to do this if they don’t have one already;
2. The register function should be a link, not a button;
3. I don’t like a login form which is on a row; if I were you, I’d look for a solution to put “Email / Password / Login” fields on three different rows, rather than one single long row;
4. On the shopping basket, you don’t show me how many products I have, you just say:
“produse”;
5. Unlike the rest of the web site, you use “RON” for the currency; so, I buy a blouse for 50 lei, and I have to pay 50 RON; confusing;
6. You use “situation” as a term to describe the shopping cart:
“Situatie cos”;
This is a rather unusual way of saying things; I’d say, more bluntly,
“Shopping cart”;
That’s it, it’s just a shopping cart;
7. The search box and the shopping cart are crowded one into the other; on the other hand, there is plenty of space between the login box and the search box; I’d try to make those spaces equal;
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B6. Sidebar

+I like the fact that you have integrated methods to be very active with the visitors – Twitter, Facebook, and Newsletter;

1. I would avoid using abbreviations in the sidebar.
“L-V”;
2. Here:
“08:00 – 17:00”
it’s best that you don’t leave any spaces:
“08:00-17:00”;
3. (+idea) You have three icons in the sidebar; the Twitter and Facebook are clickable, the phone is not; very confusing!
If I were you, I’d make the phone clickable; you can create a function to have a popup and ask the visitors for a phone number and then call the visitor on that phone number; very useful;
4. The Twitter, Facebook and phone buttons are way too big; very large and space-consuming; make them smaller, please!
5. You can better format the phone:
“0728 926.408”
like this:
“0728-926.408”
or like this:
“(+4) 0728-926.408” (if you get international calls);
6. For this text:
“Pentru cei ce fac din fiecare zi o zi importanta,
Pentru cei care acorda atentie fiecarui detaliu,
CONDRA ii asigura ca nimic nu a fost uitat”
I wouldn’t format it as a poem, but rather:
“Pentru cei ce fac din fiecare zi o zi importanta, pentru cei care acorda atentie fiecarui detaliu, CONDRA ii asigura ca nimic nu a fost uitat”;
Also, the text makes little sense; first you tell me that you address to those make each day an important day, and then you assure me that nothing was forgotten; what’s the logic with that? Little sense;
7. I love that you have a text as a motto; but you should either use that in the header or in the About us page; not in the sidebar!
8. Regarding the text for the newsletter:
“Aici gasesti periodic informatii despre promotii, modele recente, noutati.”;
Does this sound logical to you?
“You will find here periodically information about news”?
Because that’s what you say;
9. (+idea) Regarding the newsletter box – if I were you, I’d create a page dedicated to the newsletter, instead of having the option right in the sidebar; why the need for a dedicated page?
a. In the sidebar you give me no warranties – what will you do with my email address, how will I unsubscribe, how often you will send me emails, in what purposes you will use my email address; in a dedicated page, my advice would be to have all those details;
b. Also, a tip to you would be to register to Data Protection Romania, and get an official act which allows you to use email forms;
c. Right now I can’t see any of the previous newsletters; this would be an important function – I would like to know, prior to subscribing to a web site, what other newsletters have you sent; have a list of previous newsletters in a dedicated page;
d. Also interesting to have would be the option of displaying the current number of subscribers;
e. Also, still about the newsletter box, I would include the options to subscribe via:
– classic newsletter (email);
– RSS feed (you can specify this for a specific section in your web site);
– Twitter / Facebook / LinkedIn / other social network account in which to announce the most important events; you have to be where I, your visitor, already am;
10. The “Send” button is not aligned with the rest of the newsletter form;
11. You tell me in the newsletter box that you find information in here:
“Aici gasesti periodic informatii”;
Well, I don’t agree; the newsletter will send the information on my email, so I don’t find the information on your web site; therefore, it’s not a correct way of saying things;
12. I would put the boxes for ShopMania & the others in the footer;
13. The Twitter & Facebook icons look different than the icon for the phone; look at the margins, 3D effects, shadings;
14. You say this:
“Pentru cei ce fac din fiecare zi o zi importanta,
Pentru cei care acorda atentie fiecarui detaliu,
CONDRA ii asigura ca nimic nu a fost uitat”,
and you forget to end the sentence with a point; so much for not forgetting anything and attention to details;
15. The phone is written in a very small font; the place of the phone should be in the header area, with a very large font; next to it, a box with a “Call me back” function and the hours on which I can call;
16. It’s killing to see how many fonts, font sizes, and colors you can use just in the sidebar; this is clearly an exaggeration;
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B7. Main content

+I love the list with new products, makes me come back again and again to your web site; great job!

1. (+important) Scenario: you create a web site, work on it, work really hard to make it good, and launch it; the first visitors comes; he sees your header area, and skips directly to the content; and then he sees it; the most unforgettable part of your web site; the most incredible part; the don’t-try-this-at-home part: you link to other web sites right at the beginning of your content area, right on the homepage; hey! I entered your web site to read about Cămăși; if you don’t have this, OK, fine, I’ll leave; but, please, if you do care about your web site, if you do care about your visitors, don’t create a web site on which you have real value and then put, on the very homepage, on the very first lines of content, not one, not two, but 8 (!?) links to other web sites; right there; 8 (!?) links to the exterior; eight votes that your web site is not ready for its visitors; really frustrating thing;
2. And then, as if the above point was not enough, you give me 3 points of information about transportation; you really want me to know that if I order 5 shirts on your web site I get a not-that-great service from Romanian Post? Or if I order 10 products (which is quite a lot for a first-time comer on your web site) I get free transportation? Do you think that this is the important part of your web site? That if I order 5 or 10 shirts, I won’t pay for transportation? Show me the products! Give me something to buy! That’s why I’m on your web site – to buy stuff, not to visit other web site or worry about transportation of the goods;
3. Very cool stuff; incredibly cool; the first link you open the content on the very homepage with, doesn’t work; check it out; cool stuff, huh?
4. The second link is on AskMen.com; problems:
a. I visit the web site, it shows me an ad; I click Skip the ad;
b. I am then shown an overlayer with an email subscription form; close the overlayer;
c. I am then lead to an article in English; huh? This is the second link on your web site? An article in English on AskMen.com? What? Show me content in Romanian; write some original articles yourselves; don’t link me to Wikipedia or other English articles; show me what I’m on the web site for – products;
d. The article is multi-paginated; yet one more click; yey!
5. You give me a lot of advice on how to iron a shirt, how to wear it, store it, etc.; that’s fine, but this shouldn’t be main links; put them in a dedicated article somewhere on your web site (call that article “External Resources”); make a blog; tweet about those articles; but don’t put them as main articles on the web site; you have more external links than your own articles on the blog;
6. You use CAPS LOCK for the name of the products; bad solution;
7. In the header, you write:
“lei”;
On the name of the products in the content, you write:
“Lei”;
Why the change?
8. I’m on the homepage, see a product I like; why can’t I add the product in the shopping cart right from the homepage? Why must I visit the page of the product first? I don’t like this solution;
9. You tell me that there are new products; well, why don’t just specify the date when that product was added?
10. I’m not very fond of pictures in which the heads of the models are just cut off; not-that-great of a solution;
11. You write the price of the product with more emphasized characters than the name of the product; this is more important? The price of the product, instead of it name?
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B8. Footer

+Very simple footer; I can appreciate that;

1. The menus from above are not repeated at the bottom of the page; very bad decision;
2. You say that the prices are producer prices; could you tell me more about this? Some links to compare with? Why would I trust you when you say that your 20 dollars shirt is of a better quality than other store’s 20 dollars shirt? For this yes, I would appreciate some links, testimonials, studies, comparisons;
3. (+idea) I reach the footer area; give me something to do; scenario: I visit your homepage, read what it is to be read, I reach the footer area; here there are more options:
(i.) I can click one of the links in the footer, if there are any;
(ii.) I may leave the web site;
For (ii.) scenario not to happen, you should have some interesting links in the footer; top pages on your web site would be a good place to start;
4. (+idea) Right now you have almost nothing on the footer, very bad; put some information in there:
a. Contact data;
b. Links to top visited pages/products; or most sold products; or cheapest products; newest products? etc.;
c. Pictures with your employees / store / map location – helps me build trust;
d. Link to a sitemap of your web site (which you lack);
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C. Analysis of web site pages (the most important pages of the web site, analyzed separately)

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C1. About us

+It’s very good that the page exists and it’s linked to from both the top menu and the motto in the sidebar;

1. On the about page you show me a picture of a person without a head and with a partial unbuttoned shirt; is this attractive to you? A person with no head? No full shirt? Should I trust such a company?
2. (+idea) What answers I’d love to receive from the web site:
a. Value Selling Proposition (VSP) – answer me the question: “What value does the web site bring? What are the benefits of using it?”; you should have a dedicated page the answers to these questions; tell me why your business field is good;
b. Unique Selling Proposition (USP) – this question is “What do you have and others in the same field don’t have”; what makes you different? Why you, instead of others? This is a key-question, which deserves to have an answer;
c. Guarantees – let’s say I buy from you, I don’t like your service; what happens then? Tell me what my guarantees of using the services you provide are;
d. Testimonials – what others clients who bought from you said; a long page, with name of persons, photographs and company names assigns you a lot of trust; do you have a lot of clients? Let me see them;
e. Case studies – this one is even better: you take one person and present the whole process; he was looking for a service in your field; he did a little research, he got to you eventually, and picked you because …; the result was that …; six months later he’s still satisfied because …; after he has recommended you to others, they reported him that …;
I would love to see all of these been linked-to on the “About us” page;
3. (+idea) I’d love to see on the About us page:
a. The company history;
b. Financial data about your company, which I could find out myself from the Finance Minister web site, or some extra data;
c. Data about the web site traffic (I should feel that I am part of a community);
d. The USP and VSP from above;
e. Mission, values, objectives, aim, motto; I would advise you to see a video by Guy KAWASAKI, or, if nothing better, read one of his articles;
f. Details on the structure of the company;
g. (cool!) Videos with the company from the exterior, interior, with the employees, with your clients; give me some videos and I will love you;
h. CVs of the management;
i. A press release section (it helps the visitor trust you);
j. How do you care about the planet? Ecology and your company; Amazon.com’s example;
k. Why, if I buy your products, I support Romania and the Romanians?
l. Clients testimonials (you can also put less-than-pleasant impressions);
m. Case studies – detail me, how miss X, from Y town, with Z job, wanted to renew its wardrobe; she first went to the town’s mall where … (important!), but she decided to buy online because … (important!); she studied the market, and picked you because …; 3 months after the acquisitions been done, her impressions are …; if she were to recommend another friend to buy clothes, she would tell her …; the study should better contain some before & after pictures;
4. I think that in here:
“CONDRA este o societate cu capital integral privat romanesc.”
it’s best to mention the whole name of the company:
SC CONDRA SRL;
5. I think it’s best to speak about “Cămăși”, instead of “Products”:
“In prezent productia medie este de 40.000 produse / luna.”;
6. What does this mean?
“Spatiile de productie sunt utilate cu tehnologie de ultima generatie”;
What is the latest generation technology? What year? What company produces your equipment; if in 2 months time it will not be the latest technology, will you update your web site?
7. I think that something is specialized “in”, not “for”:
“specializata pentru confectionarea”;
8. Comma missing:
“camasa incepand”;
9. This:
“Experienta acumulata , in cei 16 ani de lucru cu firme de prestigiu din Europa , reprezinta”
should be:
“Experienta acumulata in cei 16 ani de lucru cu firme de prestigiu din Europa reprezinta”;
10. How do you know what my criteria are?
“Indeplinim toate criteriile pentru a deveni partenerul dvs.:”;
Perhaps I want to have a Serbian shirt producer; are you Serbian?
11. “promtitudine” => “promptitudine“;
12. You should get into details at least with this:
“pret promotional”,
if not with all the qualities you claim to have; tell me more – how do you justify your claims? Let me know, don’t just say you’re the best, say why you’re the best; prove me; I have time to listen, I’m on the Net;
13. (+idea) Give me some information about your clients; let me know what your portfolio is;
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C2. Services

+You list all of your products in a clear manner;

1. (+idea) I would love to see a video presenting all of your services;
Also interesting to see would also be pictures for each of your services;
2. (+important) You list your services, but don’t provide me with a call-to-action; what do you want me to do after I read your services? Contact you? Order a service? Help me with this decision by giving me a call-to-action;
3. I’m not sure about this, but when I type “croire” at dexonline, I am advised to go to “croit”; a bit strange, are you sure you use the right noun?
4. This:
“Servicii proiectare”
lacks the proper preposition:
“Servicii de proiectare”;
5. I would love to read more about the services you offer; tell me how you do it, in how much time, what do you need of me, what previous works have you done, what did the previous clients tell about you;
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C3. General information

+Very detailed information, well done;

1. You should name the page “The process of buying” or “Buying guide” or “Tips for buying”;
2. The page is too long, split it into two pages, or use some sort of content, like I use in the current blog post;
3. Don’t do this:
“Presupunem ca in prealabil ati selectat, dupa caz, marimea, culoarea si numarul de produse pe care doriti sa le comandati.”;
Tell me the process step by step, don’t tell me “We supposed that you previously done that”; tell me in the order the thing do happen;
4. Comma missing:
“comanda completati”;
“autentificat incepe”;
“livrare se stabileste”;
5. Don’t put a comma in here:
“Comenzile primite dupa aceasta ora, pleaca a doua zi.”;
6. Rather than just say:
“prin e-mail la info@camasi.com.ro”,
you should give me the name of a contact person on your web site;
7. I’d format the phone:
“(+4) 0728-926.408.”,
rather than:
“0728 926408.”;
8. I would avoid abbreviations:
“dvs.”;
9. To me this phrase is not clear:
“Metoda de plata preferata de catre clientii cu personalitate juridica.”;
Let me know in simple terms what you mean with that;
10. This:
“sau in cazul in care adresa de livrare nu este in aria acoperita de serviciul de curierat rapid, cu”
should be either:
“sau, in cazul in care adresa de livrare nu este in aria acoperita de serviciul de curierat rapid, cu”
or:
“sau in cazul in care adresa de livrare nu este in aria acoperita de serviciul de curierat rapid cu”;
I recommend the first option;
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C4. Clients’ feedback

+I love the fact that the page is there; the comments seem sincere and nice; great!

1. I’m quite amazed that you use this form of quoting a person:
“Radu, BUCURESTI”;
Is Radu from Bucharest a star? I should know who Radu is just by his surname? Is he a manele star? (Radu de la București?) If not, why do you use this form of saying? If the people wish to remain anonymous, then don’t post them on your web site; how does this look like:
“Look, this really great guy recommended me; he’s so cool; oh, I can’t tell you who he is, but, trust me, he’s cool;”;
Why would I care for an anonymous recommendation;
Tips:
a. Use full name;
b. Use the company name and position within the company;
c. (if possible) Provide a web site;
d. Show me a picture of the person;
e. (if possible) Show me a picture of the person using your products;
Now this, yes, I would buy; show me a video with a person and I don’t require all the above affirmations; give a shirt for free to someone, let it wear for 2 months, then come back to that person and ask for a video interview, with full name included on your web site; this, yes, I would like; right now, the comments lack credibility;
2. Quotes within quotes, rather than like this:
“criza usoara”!”””,
looks better like this:
“criza usoara«!»””;
3. You produce 40,000 products per month and have 8 testimonials, most of them one-liners? Quite a ratio!
4. You should link to the testimonials page from the “About us” page; even the “Shopping cart” can have a link;
5. (+idea) How about naming “Feedback from the clients” as “What do others say about us?”; right now, your page title makes me think that I have to leave a feed-back on that page; by the way, why can’t I do that? Why, while visiting the page, can’t I leave a feed-back to you?
6. It would be interesting to see what products have the customers ordered;
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C5. Contact

+I love the fact that you use fiscal data on the contact page; you’re legal!

1. I would also put a bank account on the page;
2. I’d give a name for a contact person, not just a phone number;
3. (+idea) What else would I expect to see on the contact page?
a. I would love to see on the Contact page also an outside photo of your building; there are also some 3D maps (see Norc, for example) which could help me get to you faster;
b. Also interesting to see on the Contact page would be some photos of your employees, it would make me get a better understanding with whom I communicate;
c. You give me a form to fill-in on the Contact page; yet you give me nothing about the protection of my data, how will you use my email address, when will you phone me if I leave a phone number, what do you do with the list of persons who contact you? Help me get a glimpse on what’s behind a contact form;
d. Wouldn’t it be nice if on the Contact page there was also a link to a Frequently Asked Questions page? I would love to see such a page;
4. I don’t understand why you don’t also ask for a phone number, not only email and name in the contact form;
5. What’s with these words?
“Acest magazin este operat”;
“This store is operated …”; please, communicate with me, don’t use bureaucratic words;
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C6. Registration form and user information

+The registration form is very clear, I can easily understand what I need to fill in;

1. You ask for CNP, very sensitive personal information, and give no assurance on how you will use the data? Very wrong; don’t ask this field right now, but when I fill in the data for the delivery; don’t force me to have CNP stored in my account; very very sensitive data; link right next to it with a text that says “Why do we need this data?”;
2. It was very difficult for me to pick out my birth date; clumsy methods, very difficult to understand; some issues:
a. Why don’t you put a text in which I can just type “1.1.1901”? Or some dropdowns?
b. Why does the birthday starts with today? Do you think I was born today? Or, as a Romanian quote says, do you think I was born yesterday?
c. Why do you need the birthday at all? Skip it if you don’t need it; where does, in accounting, says that I have to provide my age?
d. If you ask the age for legal reasons, why don’t you just put a checkbox with “I am 18 years of age or above”?
e. Can’t you tell my birthday from the CNP?
3. (+important) Your registration form doesn’t specify which of the fields are mandatory and which not;
4. (+important) You send me an email after I register; this is good; what is less-than-good (much less, actually)?
a. The sender is (unknown sender); great way to personalize my experience;
b. The subject line seems to be important to your business, but not to me:
“camasi.com.ro – inscriere membru”;
So, it seems like the kind of email important to a person in your company, not to me;
c. You send me all of my registration data via email; including password; including CNP; this is one of the worst things I’ve seen on your web site; very big problem; do not send my personal data via email; don’t let me think that your web site security is as low as it is my email; think of it this way – do you think that on an online store over the Internet I would register with a “good” address? Or with a very poor one, I don’t care about? Well, would you like me to receive in that email my personal data? Is this logical? At all?
d. Why do you send me all this data? Do you think I don’t know my data? If you want me to check them out after I add them, create a step on you registration process designated for review (I don’t recommend this either, but it’s better than the current situation); don’t send me an email with my personal data; all of them;
e. Your mail has no introductory formula – you just give my data, and say “with respect”;
f. How can a single email be send with the respects of all of your team? Have they collaborated in writing that email?
h. Here you use too many “:”:
“CNP::”;
5. This is how the page looks like after I create my account:

To me, this is an unfinished product; no footer, no nothing; I can wait for the page to load for hours; in vain;
6. In my account you write this:
“Produsele FABRICATe IN ROMANIA creeaza locuri de munca”;
see the small “e” in “FABRICATe”;
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C7. A page of a random category – 1 and 2

+You use multiple pages for lots of results, good!

1. (+important) In the category page, I can’t sort the products; I wish to sort the products by:
a. Order in which the product added;
b. Number of views;
c. Number of the times bought;
d. How many times was a product shared to others;
e. Price;
f. Title/name of the product;
g. Colors;
h. Style;
2. (+important) In the category page, I can’t filter the products; I wish to filter the products by:
a. Availability of a certain size;
b. Price range;
c. Date added;
d. Colors;
e. Style;
3. (+idea) I would love to see more details about the products, right from the category view; information like:
a. Number of views;
b. Number of times an item has been bought;
c. Number of times an item has been returned to you;
d. When was it added;
e. Colors available;
f. Style;
4. Perhaps it would be nice to have an option to print all the products from a category;
5. You seem to favor pictures with persons with no head; I don’t like this;
6. For the special offers in limited quantity page, you should specify the current quantity of a certain product; also, if it’s a price discount, name that discount in percentage and as an absolute value;
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C8. A random product page – 1 and 2

+A lot of information on the product page;

1. The share button opens the share window in a not-that-typical position; it should open right near the place where I click on the “Share” button;
2. (+idea) I recommend you this video:
E-Commerce SEO: Making Product Pages into Great Content – Whiteboard Friday
for details on how to increase the value of a product page;
Ideas:
– Use comments from the users;
– Use titles which are optimized for the search engines;
– Make your own photos of the products;
– Give statistical data about the products (sales, number of visits);
– Make a news section for the products;
– Make a graph with the historical data of buying that product;
3. (+important) You should have a drop-down menu with the quantity, with the smallest number being 1; right now, I can’t just push “Add to basket”, I have to first input “1” or whichever quantity I wish; make my life easier, let me have 1 as a quantity by default;
4. In my opinion, there is a problem with the Add to shopping cart button on your web site;
You already have a menu which is white color on green background; how can you make the button be more preeminent?
a. You can either use different colors for the button itself; or
b. You can make the products menu with different colors;
Are you sure that white on green is the right selection for you? Have a look on these articles:
The Power of Colors: How Colors Are Used in (e-)Commerce to Influence You
How does colour affect purchases?
How do colors affect purchases?
To get a few ideas on what other color options are available;
5. If I don’t add a quantity or pick a size, I get one (or two) error messages as pop-up, warning me about my errors; very disturbing; I’d make the process much less intrusive; also, you use JavaScript for this, and if I disable JavaScript, I can’t order anything on your web site; problem;
6. If I open an image in full-screen, I have no link to close the current window and return to the web site; this is bad;
7. Some zoomed-in images are too large: 1,200px × 1,728px in this case; too much; most monitors can’t display this properly;
8. The Share function si placed too close to the “Add to shopping cart” button;
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C9. Shopping process

+Very good information about the products and delivery;

1. After I add a product to the cart, I expect to find a link to the cart, if not to be directly be sent to the cart itself; right now, nothing like this happens, I have to see the cart in the upper-right corner; not a very good functionality;
2. (+important) You have a very big problem with shopping cart duration; if I add a product to the shopping cart, it should stay in there for weeks; I don’t have to order right away, and you shouldn’t allow your cookies to expire very fast; right now, on your web site the shopping cart empties itself in less than 30 minutes; this is a big problem; you don’t have to force me to order that fast, I can add a product to the cart today and I should be able to return to the web site and add a product to the shopping cart later;
3. Let’s say I add a product to the shopping cart of size M, then 2 of size L, then two of size M; I should have in the shopping cart:
a. Three size M products;
b. Two size L products;
Oops, what I do have is this:
a. One size M product;
b. Two size L products;
c. Two size M products;
You should be able to detect the fact that it’s the same product on a. and c., and combine the two;
3. You don’t ask for payment information on the order process; you should do this;
4. If I put a punctuation point in the name field, you give me this error:
“* Campul `Nume si prenume` contine caractere invalide!”
What is this “invalid character”? Do you think I am a web programmer to know what an invalid character for the name is?
5. You have no validation in place for CNP, email address (I was able to send a form using a@b as an email address), postal code (only two digits? That’s fine!), county (you should have a drop-down for this;
6. I ordered a product on your web site, clicked on back button, used different data and sent the order; you gave me no error message, and yet when I received the order via email, I got an empty bill; that’s a bad solution, you should have checked this and not allow me to send an order without any products in it;
7. Again, even after I send an order, you don’t ask me for payment information; why, in this case, is CNP so important, but you don’t ask for payment details? Bad thinking;
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C10. Search function

+Each product has an attached image, which is just fine!

1. You don’t have multipagination for the results; so if I search for “camasa” or “nasturi”, I only get a page of results, not all the pages on your web site;
2. You offer me no options to sort the results; see my suggestion for sorting results on category pages;
3. As above, see my suggestions for filtering the results;
4. I would love to be able to subscribe, via email and RSS to results on your search; for example, I might do a search on “Dave” and receive a notification each time you add a shirt with that name on your web site;
5. I don’t understand the order after which you sort the results on the page;
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D. Conclusions

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D1. Idea generation

1. Your logo is very blunt; no idea, no name, no motto; if I were you, I’d look for a solution to make it more attractive – you can either put a motto to the logo, or a title of the logo, or a small image attached to the logo; right now, the logo “says” nothing to me; it transmits me no message; give me a picture, a name or a motto; either of these would help me get to a better decision about purchasing on your web site or not;
2. You have mixed things in the slider:
a. Promotions (free transportation);
b. Pictures with objects (a violin, for example);
c. Pictures with shirts (various products on your web site);
Why would I click on something like that? A list of promotions? OK, what’s the use for me? A list of pictures with objects – I don’t see the purpose of such a thing; finally, the pictures with shirts are not that relevant either (see my explanation below);
Why would I say that your 20+ pictures of shirts on the homepage are not relevant? It’s a web site with shirts after all; well, things are a bit more complicated; let’s say you enter a hypermarket; what products do you see advertised and promoted mostly?
a. Products which are cheaper and are a good deal to me, the client (yes!);
b. Products that are almost expired, with poorer quality, or with a hidden failure, sold at a discount (no!, I don’t want that!);
Let’s say you enter a store; which products will you see the seller trying to convince you to buy?
a. Products from which the client will benefit most (let’s say, clothes that really fit, some electronic which the client really needs), no matter the price and profit is for the seller;
b. Products from which the seller will benefit most (expensive products, with a high profit margin);
So, when entering a store, the client has two mindsets:
a. For one he wants a good recommendation from the seller;
b. On the other hand, he’s a bit scared he might get a bad business from the seller;
Now comes your web site; you show on the scroll bar a lot of products; are they the cheapest? I can’t tell; are the products with a promotion? Nope, can’t tell that either; do you want me to know that they are the most sold products on your web site? Can’t tell this; so, basically, I can’t know any good information – they aren’t the top sold, with smallest price, with a promotion, with a good value for the money; I know very little information on the products;
What I would do better if I were you?
a. I’d create a smaller list of products shown on the slider;
b. For the promotions (like no transportation cost), I’d put a banner somewhere on the web site listing that promotions;
c. On the slider I’d only put products which are:
α. Most bought by the clients (top sales); or
β. At a price reduction right now (bargain); or
γ. Offer a best-value-for-the-price ratio (efficient); or
δ. Are top products for their niche (quality); or
ζ. Are new additions to the web site (novelty); or
ε. You personally recommend (team recommended);
3. You have three icons in the sidebar; the Twitter and Facebook are clickable, the phone is not; very confusing!
If I were you, I’d make the phone clickable; you can create a function to have a popup and ask the visitors for a phone number and then call the visitor on that phone number; very useful;
4. Regarding the newsletter box – if I were you, I’d create a page dedicated to the newsletter, instead of having the option right in the sidebar; why the need for a dedicated page?
a. In the sidebar you give me no warranties – what will you do with my email address, how will I unsubscribe, how often you will send me emails, in what purposes you will use my email address; in a dedicated page, my advice would be to have all those details;
b. Also, a tip to you would be to register to Data Protection Romania, and get an official act which allows you to use email forms;
c. Right now I can’t see any of the previous newsletters; this would be an important function – I would like to know, prior to subscribing to a web site, what other newsletters have you sent; have a list of previous newsletters in a dedicated page;
d. Also interesting to have would be the option of displaying the current number of subscribers;
e. Also, still about the newsletter box, I would include the options to subscribe via:
– classic newsletter (email);
– RSS feed (you can specify this for a specific section in your web site);
– Twitter / Facebook / LinkedIn / other social network account in which to announce the most important events; you have to be where I, your visitor, already am;
5. I reach the footer area; give me something to do; scenario: I visit your homepage, read what it is to be read, I reach the footer area; here there are more options:
(i.) I can click one of the links in the footer, if there are any;
(ii.) I may leave the web site;
For (ii.) scenario not to happen, you should have some interesting links in the footer; top pages on your web site would be a good place to start;
6. Right now you have almost nothing on the footer, very bad; put some information in there:
a. Contact data;
b. Links to top visited pages/products; or most sold products; or cheapest products; newest products? etc.;
c. Pictures with your employees / store / map location – helps me build trust;
d. Link to a sitemap of your web site (which you lack);
7. What answers I’d love to receive from the web site:
a. Value Selling Proposition (VSP) – answer me the question: “What value does the web site bring? What are the benefits of using it?”; you should have a dedicated page the answers to these questions; tell me why your business field is good;
b. Unique Selling Proposition (USP) – this question is “What do you have and others in the same field don’t have”; what makes you different? Why you, instead of others? This is a key-question, which deserves to have an answer;
c. Guarantees – let’s say I buy from you, I don’t like your service; what happens then? Tell me what my guarantees of using the services you provide are;
d. Testimonials – what others clients who bought from you said; a long page, with name of persons, photographs and company names assigns you a lot of trust; do you have a lot of clients? Let me see them;
e. Case studies – this one is even better: you take one person and present the whole process; he was looking for a service in your field; he did a little research, he got to you eventually, and picked you because …; the result was that …; six months later he’s still satisfied because …; after he has recommended you to others, they reported him that …;
I would love to see all of these been linked-to on the “About us” page;
8. I’d love to see on the About us page:
a. The company history;
b. Financial data about your company, which I could find out myself from the Finance Minister web site, or some extra data;
c. Data about the web site traffic (I should feel that I am part of a community);
d. The USP and VSP from above;
e. Mission, values, objectives, aim, motto; I would advise you to see a video by Guy KAWASAKI, or, if nothing better, read one of his articles;
f. Details on the structure of the company;
g. (cool!) Videos with the company from the exterior, interior, with the employees, with your clients; give me some videos and I will love you;
h. CVs of the management;
i. A press release section (it helps the visitor trust you);
j. How do you care about the planet? Ecology and your company; Amazon.com’s example;
k. Why, if I buy your products, I support Romania and the Romanians?
l. Clients testimonials (you can also put less-than-pleasant impressions);
m. Case studies – detail me, how miss X, from Y town, with Z job, wanted to renew its wardrobe; she first went to the town’s mall where … (important!), but she decided to buy online because … (important!); she studied the market, and picked you because …; 3 months after the acquisitions been done, her impressions are …; if she were to recommend another friend to buy clothes, she would tell her …; the study should better contain some before & after pictures;
9. Give me some information about your clients; let me know what your portfolio is;
10. I would love to see a video presenting all of your services;
Also interesting to see would also be pictures for each of your services;
11. How about naming “Feedback from the clients” as “What do others say about us?”; right now, your page title makes me think that I have to leave a feed-back on that page; by the way, why can’t I do that? Why, while visiting the page, can’t I leave a feed-back to you?
12. What else would I expect to see on the contact page?
a. I would love to see on the Contact page also an outside photo of your building; there are also some 3D maps (see Norc, for example) which could help me get to you faster;
b. Also interesting to see on the Contact page would be some photos of your employees, it would make me get a better understanding with whom I communicate;
c. You give me a form to fill-in on the Contact page; yet you give me nothing about the protection of my data, how will you use my email address, when will you phone me if I leave a phone number, what do you do with the list of persons who contact you? Help me get a glimpse on what’s behind a contact form;
d. Wouldn’t it be nice if on the Contact page there was also a link to a Frequently Asked Questions page? I would love to see such a page;
13. I would love to see more details about the products, right from the category view; information like:
a. Number of views;
b. Number of times an item has been bought;
c. Number of times an item has been returned to you;
d. When was it added;
e. Colors available;
f. Style;
14. I recommend you this video:
E-Commerce SEO: Making Product Pages into Great Content – Whiteboard Friday
for details on how to increase the value of a product page;
Ideas:
– Use comments from the users;
– Use titles which are optimized for the search engines;
– Make your own photos of the products;
– Give statistical data about the products (sales, number of visits);
– Make a news section for the products;
– Make a graph with the historical data of buying that product;
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D2. Important issues, to be implemented immediately

1. You have this problem on a lot of items on the web site; in Romanian, the correct version of:
“32 lei”
is:
“32 de lei” (with a preposition in front of the currency);
You should read more (see a Guide on numbers) on how to use numbers in articles;
2. Your web site has a very big design problem: if everything is important, then nothing is important; what do I mean by that? Look on the homepage – the categories menu is very contrasting (white on green), the registration box is also in contrasting colors, the Facebook and Twitter buttons are huge and ask me to click on them, you use a lot of colors on the homepage, you use normal text, bolded text, bolded and italics texts, different font sizes; it’s too much; make the web site a bit more blunt and only emphasize some things which you really like; your current problem is described above: if everything is important, then nothing is important;
3. The menus from above are not repeated at the bottom of the page; very bad decision;
4. I really don’t like the URLs of the categories; they look like this:
www.camasi.com.ro/categorie.php?scid=3,
when they should properly look like this:
www.camasi.com.ro/camasi/regular-fit-maneca-scurta/;
You use parameters in the URL and you don’t use any keywords; poor solution;
The same goes for the URLs of the articles:
www.camasi.com.ro/produs.php?pid=224
should be:
www.camasi.com.ro/camasi/botany-bay-marimea-14/
5. Scenario: someone enters the web site by typing:
camasi.com.ro
in the URL bar;
That person is lead to the homepage; the person clicks on the logo, and gets to:
camasi.com.ro/index.php
Scenario #2: someone else enters the web site by typing:
www.camasi.com.ro
in the URL bar;
That person is lead to the homepage; the person clicks on the logo, and gets to:
www.camasi.com.ro/index.php
The two persons above just got to four versions of your homepage; I showed you above four links with the same content; you have a huge problem with the duplicate content in the web site (any page of your web site can be accessed via www. or non-www. versions of your homepage, and the homepage itself also has the problem of duplicate content due to the index.php file; big problem!
6. Scenario: you create a web site, work on it, work really hard to make it good, and launch it; the first visitors comes; he sees your header area, and skips directly to the content; and then he sees it; the most unforgettable part of your web site; the most incredible part; the don’t-try-this-at-home part: you link to other web sites right at the beginning of your content area, right on the homepage; hey! I entered your web site to read about Cămăși; if you don’t have this, OK, fine, I’ll leave; but, please, if you do care about your web site, if you do care about your visitors, don’t create a web site on which you have real value and then put, on the very homepage, on the very first lines of content, not one, not two, but 8 (!?) links to other web sites; right there; 8 (!?) links to the exterior; eight votes that your web site is not ready for its visitors; really frustrating thing;
7. You list your services, but don’t provide me with a call-to-action; what do you want me to do after I read your services? Contact you? Order a service? Help me with this decision by giving me a call-to-action;
8. Your registration form doesn’t specify which of the fields are mandatory and which not;
9. You send me an email after I register; this is good; what is less-than-good (much less, actually)?
a. The sender is (unknown sender); great way to personalize my experience;
b. The subject line seems to be important to your business, but not to me:
“camasi.com.ro – inscriere membru”;
So, it seems like the kind of email important to a person in your company, not to me;
c. You send me all of my registration data via email; including password; including CNP; this is one of the worst things I’ve seen on your web site; very big problem; do not send my personal data via email; don’t let me think that your web site security is as low as it is my email; think of it this way – do you think that on an online store over the Internet I would register with a “good” address? Or with a very poor one, I don’t care about? Well, would you like me to receive in that email my personal data? Is this logical? At all?
d. Why do you send me all this data? Do you think I don’t know my data? If you want me to check them out after I add them, create a step on you registration process designated for review (I don’t recommend this either, but it’s better than the current situation); don’t send me an email with my personal data; all of them;
e. Your mail has no introductory formula – you just give my data, and say “with respect”;
f. How can a single email be send with the respects of all of your team? Have they collaborated in writing that email?
h. Here you use too many “:”:
“CNP::”;
10. In the category page, I can’t sort the products; I wish to sort the products by:
a. Order in which the product added;
b. Number of views;
c. Number of the times bought;
d. How many times was a product shared to others;
e. Price;
f. Title/name of the product;
g. Colors;
h. Style;
11. In the category page, I can’t filter the products; I wish to filter the products by:
a. Availability of a certain size;
b. Price range;
c. Date added;
d. Colors;
e. Style;
12. You should have a drop-down menu with the quantity, with the smallest number being 1; right now, I can’t just push “Add to basket”, I have to first input “1” or whichever quantity I wish; make my life easier, let me have 1 as a quantity by default;
13. You have a very big problem with shopping cart duration; if I add a product to the shopping cart, it should stay in there for weeks; I don’t have to order right away, and you shouldn’t allow your cookies to expire very fast; right now, on your web site the shopping cart empties itself in less than 30 minutes; this is a big problem; you don’t have to force me to order that fast, I can add a product to the cart today and I should be able to return to the web site and add a product to the shopping cart later;

Final note: if you will ever wish, in the future, to create a web site and keep certain SEO criteria, also see:
The Web Developer’s SEO Cheat Sheet.

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D3. Bottom line

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Bottom line: camasi.com.ro is a very well made web site, with very good quality products.


Note: Also see the Yahoo! Group on which I present similar issues:IMRo. To join, email imro-subscribe@yahoogroups.com and reply to the confirmation email.

I am a Freelancer. My expertise is in SEO (Search Engine Optimization) / UX (user experience) / WordPress. Co-founder of lumeaseoppc.ro (series of events on SEO & PPC) and cetd.ro (Book on branding for MDs). On a personal level, I like self-development - events, sports, healthy living, volunteering, reading. I live in London, and lots of things live in me.

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