Hi and thanks for coming by our forum and asking for opinions of others! This is a great place to get feedback.
I like your logo and overall theme of the site. You have a toll-free number in the header, which is great for building confidence. Also, you have testimonials in your shell- that is a fantastic feature to have. I also really like that you have your signatures on your homepage-- you have a lot of consumer confidence building on your site.
The issues I see really have to do with navigation and usability. Your item pages are little confusing and jumbled, and do not use best practices. JAM also mentioned this, about important things being below the fold. For example, when I clicked on this link:
The Humanity Bracelet® - Pewter, Sterling Silver, or 14 Karat Gold
... at first I thought I was on a section page because there were a few pictures. When I clicked on the first image, the picture enlarged- I was expected to be taken to an item page. A better way to use multiple images would be like at
www.moleskines.com- this is the Solid Cactus click-to-enlarge, which allows for mulitple images. I think it's great that you show various angles and the box it comes in-- I think it could just be displayed better. Also, the default Yahoo click-to-enlarge is dangerous-- people are used to clicking the 'x' to get out of a click-to-enlarge- with the version you are using, folks have to remember to hit "Back" or else they will accidentally leave your site.
But- your conversions would increase if you had the item page laid out with best practices in mind, with the price and details to the left of the item picture, with the "Add to Cart" button right there. You have a lot of great content within your descriptions, but with some reworking of the item page- maybe Tabbed Prodcut Info and a Product Info Table could take care of this.
I also think that on your homepage, you should consider putting your universal links, like About Us, in the header. Online shoppers look for it there, while they look to navigate through your items on your left navigation- those two types of information should be seperated.
I think that you have some great products and a great concept- With a few tweaks, I think you can see higher conversion rates...
What are some of the issues you are having now, and what prompted you to ask for feedback. I could certainly talk to you offline if you'd like about the SC Click-to-Enlarge.
Thanks again for stopping by and best wishes!
Donna