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E-commerce Web site evaluation - Essay Example

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As the URL http://www.lookers-ice.co.uk resolves and presents the homepage of the Lookers Moving Sounds website, the User is left facing an unknown entity. At first glance, there is absolutely no clue that the website deals with automobile audio systems and other accessories…
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E-commerce Web site evaluation
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Download file to see previous pages The words car and audio do not figure independently within the meta tags for keywords. This site would hardly be picked up by search engines if someone is looking for something as specific as ‘car audio systems in Lancashire’. Google did not. At least not in the first three pages of the search results. The basic point is that the homepage fails to convey instantaneously what it is all about, a major lapse in presentation. Not a good first impression. But let us take things one at a time, and try to evaluate the website from the perspective of the most important features that any worthwhile e-Commerce website should possess.
The concept of usability, which is concerned with making software systems easy to learn and easy to use, has recently gained increased attention with the development and wide diffusion of end-user interactive software applications (Dray 1995, p. 18).
Navigation, hyperlink positioning, clear demarcation of advertisement area from content area, use of colour codes and continuity in design are some of aspects on which the usability of a website depends. The website under evaluation does not distinguish in anyway between hypertext and ordinary text. Though underlining of the hyperlinks is not necessary as they are placed in the conventional left hand navigation bar, the font and colour of the hyperlinks are exactly the same as other text used in the site resulting in the impression that the address of the firm are also hyperlinks. There is also no difference between visited and unvisited links. This goes against the basics of website navigability:
The way the website displays its products looks very much like the advertisements or company logo that it carries. Advertisement area and content areas are not demarcated. The danger in this case lies in how users tend to scan web pages:
‘Most famously, users exhibit incredibly powerful "banner blindness." Eye-tracking studies have recorded microseconds-long ...Download file to see next pagesRead More
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