Web Site Analysis

http://www.replacements.com/
http://www.classicreplacements.com/
Homer Laughlin Eggshell Nautilus Ferndale
http://pinterest.com/pin/256001560039265338/
http://www.replacements.com/webquote/HLCFER.htm
This website is used by people looking to replace pieces of their china, crystal, or silverware, usually antique or hard to find items that are no longer being produced. The content does support the audience. However, it could be clearer and less wordy. It took me hours and hours to find the china pattern that I was looking for even after I knew who the manufacturer was. It would have been better if there was a mechanism to scan in an image and have it search for similar patterns. I did contact them but never got a response. I do think the audience understands the content but I think people stop reading and glaze over before they get to what they are looking for. I believe that someone hired their nephew or son to put together the website and then had a typist put in the info. I'm sure they just took their current inventory and method of categorizing and set it up exactly as that. Better would have been something like a Google image search with great zoom in photos so the person who is looking for a piece can see the images first and then get the info on how many available, if there are chips, what are the prizes, and order info. There are many times that I've gotten lost but it is pretty easy to get back to home to start over. There are times where it has bumped me out and I've had to research my item. I think many customers get confused and overwhelmed by the search if it took me hours to find what I was looking for and I had most of the info I needed! Initial navigation is across the top and then directs you vertically to the left side. It keeps you there until you order. I believe that the format is very straight-laced and old-world typing style. Very Excel based. I believe that they could make more out of their visuals. Having access to so many beautiful pieces of antique china and crystal wear the visuals seem stingy. Why not show some enticing table settings complete with table clothes and lit candles? Who cares what the front of the store looks like? No one is ever going to drive there until they live in the same city or state. The typography seems boring but effective. The sentences are too close together and the font could be a larger size. The block of information about the chosen china pattern is not very visually appealing. I think people order what they want and never go back.