Check out this site: The Diffusery

Here is a great looking site at first impression. Clear on what they do, sell reed oil supplies, and clear on how to navigate. Within just two clicks you can be viewing product details of any items on their site. Ready to sell? I would say yes. The problem I have with this site is that they are hiding valuable information below the fold.

A great selling technique is to improve customer knowledge. To credit The Diffusery they did include it some. Unfortunately though, the site is designed in a way that it gives no indication that there is content below the main menu. In fact it even indicates that it ends with the two bottom corner brackets.  I had viewed half the pages on the site before I noticed it.

So what do you do? Well you could redesign the home page to lead the visitors down into the additional content, but what I would do is  make that mouse button work, not the scroll button. Looking at the screen shot I took of one of their pages you can see the green highlighted box I made. This would be a perfect spot to add random or product specific tips, and faqs. The page would become more keyword rich, will give the visitor “on the spot” product knowledge, and be in plain site for everyone to see. No scrolling required.

On this site they did have a FAQ, but typically in a store environement FAQ’s are for ordering information, not product information. I didn’t find any ordering information at all on the site so this would be an excellent quick fix. Improved customer knowledge of products, and improved customer knowledge on ordering policies.