Hello Devin!
Thanks for stopping by our forums! Pam and Liz gave some really good suggestions.
First off, I really like your logo- and also that you have a toll-free number and free shipping- those are good for building value and trust.
A few things- your header has a lot of white space- the header is very valuable real estate, as it is universal- it stays with the shopper all the time. Like Liz and Pam I think mentioned, your free shipping message should be there, as well as a more prominent display of your 800#. Solid Cactus could do a header design for you- incorporate those trust and value elements with a little more design, and you can have a great header.
I also agree with Pam-- the BBB logo is good to have, but it should be with your other icons at the bottom of your left-hand nav. Where it is now, I would suggest moving your search box. People naturally gravitate to the left-hand nav for the search-- Best practices would be to have your search box, then your navigation directly below. Almost half your online shoppers will use your search, so having it where the heat map studies say people look for it would be very valuable. Then, in the body you can put more emphasis on your featured items.
When I clicked on an item page, I was little distracted by the font size- it's huge! Is there a reason you have the text set to be so big? The item name took up three lines. I'd consider making the font smaller.
Another thing, that I mentioned to someone else recently in the forum, is the default Yahoo click-to-enlarge-- this is bad. It takes people in the same window to a page with a white background. People are so acustom now to pop-in windows that they go to "x" out of the enlarged picture-- with the default, it would accidently close your whole site. CHeck out
Moleskines.com - Moleskine Notebooks, Planners, Journals and Sketchbooks to see what a more advance version can do to keep the branding, and keep users on your site, as well as show multiple images if you needed to... in your case, maybe the actual size of the pill, the pill box and maybe the back of the box or something...
All in all, your site is clean and easy to navigate-- and I congratulate you on your high conversion rate. That is great since you are still using a Yahoo template. With some positive changes to your site, either with extra features, or a custom design, it can only go up from here!
If you wanted to contact me offline, I could help you look into implementing these features/ideas if you feel you wanted to investigate them a little more!
Thanks again for coming by!
DOnna