14. Harvey Norman Online: Communicating with customers
Category
Computers and Communication equipment
Overall impression and usability
HarveyNorman.com.au offers a comprehensive range of products. Rapidly rotating ads featured on the navigation frame is the quickest way to kick many customers out of a site--it can be a little disconcerting. Apart from this, the site is quite well designed, especially for first time buyers.
The site features the current AU$200 discount on the homepage, making it very clear the discount exists and how to get it.
Hits
- The customer gets a clean presentation of products with pictures and a brief description. This is likely to entice many browsers to make a purchase.
- Great expandable left-hand navigation bar. More sites should use this.
- The site allows easy access to several features using quick navigation drop down menus, such as databases on previously purchased products and the location of registered repairers.
- Promotional emails are sent to registered members to inform them on any current sales that may be of interest.
- The expandable left-hand navigation bar allows quick transition between content categories
- A useful feature to compare products is available.
Misses
- The updating of several links is required. For example, the "Specials and bargains" feature contained only one item, "Tweenies CD" on the day of review.
- Poor use of frame space, as features such as "Search" and "Help" were not given enough presence.
- Insufficient feedback relating to search results and product links.
- It is not obvious that the search function is on the homepage. It is unclear how this works and it therefore requires developing. When "no-results" were available the recommendation was to contact your local store.
- Product description is displayed by spawning a new window. This is undesirable as novice customers may become disorientated and start clicking on the wrong browser system.
- The colours used affect the readability of the top and LHS menu bars (e.g., white on blue, yellow on blue).
- More feedback is required for the customer using the site
Purchasing procedure
- The shopping cart is located in the navigation frame, yet more detailed information on items contained could be provided.
- After adding an item, customers are presented with "Need help? or contact us by phone" in bold large text. This does not help customers build confidence while shopping online.
- When checking out, customers are asked to choose between three different shipping methods without any assisting information to help them choose.
- Orders are placed with a local regional store.
Security
- The site uses SSL encryption.
ePharmacy currently has 3 staff members. It proves that you do not have to have a massive business structure to have a successful e-commerce business.