Hi there,
Thanks for posting here. I agree with Pam-- there is so much input you could have gotten from some ecommerce professionals and successful merchants (like Pam) here before you went and signed for a redesign.
There are many, many things on your site that do not meet best practices in ecommerce. The first thing that jumps out at me is all the Google Check-Out buttons- wow. It really looks cluttered on the site-- simply an add-to-cart or buy now button would be sufficient. It looks way too loud-- and having your phone number on each item, too. You have your toll free number in the header where it belongs- that's good enough. It doesn't need to be plastered all over. Also, the flashing graphics are very busy and very "old school" web.
I think this may be because you are not on an ecommerce platform so you need to have a way for people to check out. Like Pam said, a secure shopping graphic would work. Let me ask you this- is your new store on an ecommerce platform or just a regular website with Google Check-out buttons? You should seriously consider moving your store to Yahoo or another trusted ecommerce cart-- you are missing out on a lot if you are not.
Another thing that jumps out at me is your navigation- it's very hard to see how to navigate your site- your search box should be in your left hand nav- that's where people go to look for it. Your categories look like links, not a true menu, so to me, it doesn't look like the navigation.
I do like how you show the savings- that is good. Your product descriptions could be more detailed- that's really good for SEO.
A watch site that we design is:
Welcome to TeNo-Boccia-Xemex.
Please do let us know when your redesign goes live. I am interested to see it. I hope for your success that you went with a developer that knows ecommerce -- there is a big difference between a web developer and an ecommerce developer.
Thanks again for posting and I wish you the best of luck with your site.