So I decided to go a bit out of character, and do reviews back to back, instead of my usual 1-3 days delay.
Yes, I took a peek through the veil at the site and this review is about what I found and how SapphireVeils can step things up a notch.
And it’s nice to see an e-commerce site come up for a review, after one too many forum sites.
It’s a welcome break from the forums (no offence intended).
Now, without further senrenre, let’s get into this review…
The SapphireVeils Site Review
It’s an interesting niche you’ve chosen for your e-commerce business.
I haven’t seen too many e-commerce businesses dabble in that. You found your target customer (who I’m guessing is female, within the ages of 20 – 40, of the Islamic faith, and earns a good income) so I salute you on that one.
Now, let’s get technical:
I. Design And Layout
Your design is clean, simple yet catchy. I love it. Good one.
(i) Site Title
It’s visible and tells us early that we’re in the right place.
Plus it’s beautifully mixed into your logo. Nice move.
(ii) Your tagline has traveled overseas or gone AWOL or has been kidnapped.
That is not good.
Fine, it’s obvious from your product categories what your site is about.
But (and a huge fat one) you need to still make it clear to the visitor what you provide and what the benefit to him or her (I’m guessing more her) is.
The tagline is your chance to instantly capture your customer’s attention and tell her “I have what you need.”
So, you’ll be doing yourself a huge disservice if you decide not to use one.
Don’t do that to your business.
(iii) Your Primary Navigation Menu And Header Section.
That whole header section seems a bit boxed together.
But it doesn’t have to be that way.
Your primary nav menu ends up being squeezed into the area, like say space scarce.
Move that menu with your product categories to your left side bar and arrange them vertically. Then bring your primary navigation menu a bit lower so there’s more space to show all the elements without having to squeeze them together.
As for the elements, I think they’re okay.
If you’re using WordPress though, you might want to consider the Woocommerce plugin. That would arrange the elements better for you, plus include a “Shop” page in your primary nav menu.
(iv) Main Content Section
Here, you only have two categories of products showing. Not good.
Fine, the “Latest” section is not bad, and although the “Specials” section has only one item, it’s okay but you should also display a few of the other items for sale on your site.
Now, don’t go overboard with this, but at least give your visitors an idea of more things to buy from your site.
Also, add in a “Show more” link at the end of each section that allows your visitor to browse items in each section just by one click i.e. the “Show more” link in each category would take the visitor to a page that shows her the items in the category.
(v) Your Footer Section is bare.
This could be a great place to do some beautiful things like have a secondary menu that gives us something to do besides scroll back to the top of the page.
Also, I don’t understand that slider at the bottom of the page. At all.
It just sits there and doesn’t do anything. If you’re trying to say you also feature products from those brands, say so. Don’t just let that slider be there dulling.
A slider is usually much better at the top of the home page than in the footer.
One, because it can capture attention of visitors early when placed there. Two, when the visitor gets to the bottom of your home page, they’re not looking for a slider, they’re looking for products.
So either move that slider to the area above the fold, or remove it. Because right now it’s not doing anything for you.
The Whatsapp link at the bottom right corner is cool, but I think it might just be easier to place that in your Contact Us page and leave it there.
That’s my opinion though. If it’s getting you leads where it is, then just leave it there.
For an e-commerce site, in most cases, creating content in the form of product descriptions is something most people won’t do.
As a result, all we do is just go there to look at things and then bounce if we don’t like it or buy if we do.
I looked through your site and noticed you either have one line product descriptions or no descriptions at all.
We could argue on and off about people not reading product descriptions, but for the particular audience you’ve chosen, you could really bring an element of “Wow” to your site with interesting product descriptions.
And since everybody isn’t doing it, you’ll stand out.
That aside, I looked at your About Us and Contact Us pages…
About Us Page
This page is supposed to excite us about doing business with you, and not make us feel like we’re reading a newspaper (which it currently is doing now).
I’m not saying ramble on and on about your history and all. But, at least, when your target customers read your About Us Page, it should intrigue them and hold their attention in an interesting way.
See my About Us page for an idea of what I mean by personality.
Also, try to keep the paragraphs at 1-3 sentences each, instead of squeezing everything together like you currently are.
Spacing them out makes it easier to scan through or read (for those of us who still do).
Contact Us Page
It looks okay, I just have beef with you about that Comments section.
That doesn’t belong there. You could simply “cut” that, create a Frequently Asked Questions (FAQ) page (which I noticed you don’t have) and “paste” that information there.
Also make sure to remember to provide enough white space between different paragraphs (which should consist of 1-3 sentences each).
By the way, I love the zoom feature you have on the Product images that automatically zooms in when the mouse hovers over an image. It’s also good to see you give users the options to share your products on Facebook, Twitter and Pinterest.
Now, let’s step it up a notch…
The Golden Nuggets
I noticed you do not have any social media profile links on your site.
Bad, for business. Very bad.
I know it’s overwhelming to think about which social media you should use, how often to post, etc.
Let’s make it simple.
Considering your business requires loads and loads of images, I would suggest you use platforms that are more about images, namely Pinterest, Instagram and Snapchat… yes, Snapchat!
With a bit of experimentation with these platforms, you’ll start building a following which you can then convert to paying customers.
I also think your business would benefit from Pay Per Click (PPC) Advertising using Google Adwords. With a little bit of keyword research and targeting, your ads could quickly be shown to potential customers and increase traffic to your site.
More traffic = more visitors to convert to customers
I think you can see the benefit from that.
(ii) Create a Shop on Jumia or Konga
It might seem a bit funny. I mean, you already have your own e-commerce site, so why should you have a shop on Jumia?
Well, two reasons.
One, Jumia and Konga have the traffic you need so it’s a smart decision to put your product on there and let them help you promote it. This way, you build awareness about your products through them.
Two, it gives you a chance to test and figure out what products that majority of your customers want. That way, you know which products sell like wildfire and you can concentrate more on those ones.
(iii) Too Many Fields Decrease Conversions
I tried to place an order through your site just to see the process of placing an order.
Then I got to this point, and saw a minefield of scary options.
This right here. This is one of the biggest things that holds back a sale.
Your customer is ready to order, and then sees the Atlantic ocean of a form to fill. Bad. Very, bad.
Every single time your customer is typing one thing into one field, she’s asking herself “Why do they need this information?”
And if you’ve followed my reviews, you know the last thing you should be doing is making your customer think a lot or become confused.
I’m not saying remove everything. But look through those fields. If there’s any one that is unnecessary and that won’t affect your fulfillment of an order if you remove it, then remove it.
You want to make the fields as few as possible because any careless senrenre right before the customer places an order could be the very thing that makes her not buy.
And that is the opposite of what you’re trying to achieve.
Well, that’s my 2 kobos on your site. Hope this helps.
If you have any questions, let me know in the comments section. And if you’d like me to work with you on this, let me know here.
And with that, this review is over.
P.S. If you’re reading this review, and you want me to review your site, post it here. The queue there is a tad long but I’ll get to your site in time. If you however would like to skip the queue, contact me here.
Author: Tomi Joshua
Tomi is a case.
A bit brash, at first blush. But ultimately, he means well. There are very few things he won’t say or do in the presence of tolerant company (especially when it could make for a good story later).
Tomi is a Doctor, writer, certified inbound marketer (Shout Out to HubSpot), Digital Hustler, and online business addict.
He is most likely to be found dancing to the beat of his own drum, even in accapella.