New tricks for Old Pueblo

AMY AFRICA

Whether we like it or not, users like Websites that have structure. That's why the most successful e-commerce sites all look the same. Users want Websites to be like grocery stores.

When I go into a supermarket anywhere in the country, I know that the milk is going to be near the eggs, I know the flour is going to be near the sugar, and I know that the bananas are going to be near the apples. Sure, some things may be different, but for the most part there's a logic to grocery stores that users can understand and follow.

Old Pueblo Traders is a prime example of a Website that needs help with the logic.

Don't get me wrong — the site starts things out on the right foot: It employs three columns and it uses right-hand plugs (non-animated banners) to get people to drill deeper into the site, but its navigation leaves a lot to be desired.

Let's look at Old Pueblo's left-hand navigation. The headings, in order, are New Items, Dresses, Jacket Dresses, Jumper, Suits, Pant Sets, Outerwear, Tops, Jackets & Vests, Pants & Playwear, Skirts & Split-Skirts, Coordinates, Fashion Accessories, Swimwear, Intimate, Loungewear, and Footwear.

Where would I find a sweater? The site has a plug for “Comfy, cozy cardigans in every color” on the right-hand side, but where would I find it on the left?

If you said “tops,” you'd be right. But if it's important enough to have its own feature banner, why isn't it important enough to showcase on the left? And what's the difference between Outerwear and Jackets & Vests? Hmmmm… Seems that Outerwear is coats and pant coats, and Jackets & Vests are, well, jackets and vests.

What's a coordinate? (Besides a magnitude to define the position of a point?) Turns out that coordinates are shells, T-tops, and blouses. Now, wait just a minute, aren't those things tops? How is Playwear different from Loungewear? I could go on and on about this, but you get the point. Unless you know exactly what you're looking for on this site, you should probably just call for a catalog.

I know, that's harsh. But look at the text search. It seems like a logical choice, but go to it and type in “dresses.” I dare you.

Typing in dresses yields 92 items, the first of which is a knit turtleneck. The second is a ruffled blouse and the third item is a tulip skirt. Not until the fourth item do we actually see a “dress.”

Maybe that's just one example? Nope. Pant sets as two words yield 15 results. Pantsets as one word yields two results. Bras yields 841, the first page of which shows anything — and everything — but bras.

Typing in sweaters gets you 33 finds, some of which are pants. Typing in cardigans gets you nine, the first two of which are dresses. Bathing suits yields 30, most of which are two-piece dress suits that you'd wear to the office, not the pool.

Old Pueblo Traders, owned by Arizona Mail Order Co., has a defined user base and it sells apparel, one of the most predictable items you can sell on the Web. There is a magic formula to success with selling women's clothes, and this site could have it. It has products that people want, deals to entice them to buy, and so on, but there is no logic to the site.

So, what could Old Pueblo Traders do to improve its site besides fixing the navigation and the shopping cart that you need a GPS to maneuver through?

First, the company should fix its entry page. It needs a solid action bar at the top. An action bar serves one purpose and one purpose only — to tell the user what they are supposed to do on the site they are visiting.

Old Pueblo Traders has too much irrelevant stuff at the top — it needs to simplify this and make it easier for the user to understand. It should have a top tier of five to eight tabs of bestselling products or brands, a bar of five or so items that the user should look at — new items, bestselling items, catalog quick order, overstock, and clearance, and a free e-newsletter could all be considered. Then it should have a second line of two drop-down problem-solution items.

The navigation at the top should be repeated at the bottom, except for the problem/solution navigation, as it's difficult for the users to employ drop-downs on the bottom of the page from a usability perspective.

At the top, bottom, and in the right-hand column, there should be links to a perpetual shopping cart — a cart that stays with you all the time. It includes a shopping cart icon, the number of items in the cart, the order total, and the statement, “100% secure shopping guaranteed,” if you have it (which you should).

The left-hand navigation should be an e-mail sign-up, the text search box, a highlight section and the index of its store. The index should be carefully considered to make it as intuitive as possible. Users have neither the impetus nor the inclination to learn your navigation, so it's imperative that you make it as clear, concise and comprehensive as you possibly can.