This site has a 'splash' page that most probably appeals to its target customers... I am not one of them however so I wouldn't know :o) The logo in the store itself is quite good.

Once entering the store this site is BUSY. It loaded well on a 600x800 screen, but it was very hectic. The colors are aggressive (which is not necessarily bad) and the page is completely packed with links and products (which is). Categories were not immediately apparent since the site uses drop down menus to sort the products. This is a useful feature, but only if the customer can't help but notice them. Their location on the page is perhaps technically good (they are at the top of the navigation bar) but with everything else happening on the page I did not see them right off the bat.

The store footer has a less than professional look to it with various logos, the company address, telephone and a variety of links. The address, URL, and telephone number should be removed from this location. The toll free number should be moved to the top of the page and there is a contact us page for the rest of the information if the customer is interested. The logos for the credit cards and such should also be removed since this information is contained in the 'shipping/ordering' page and the link to it is available on every page. This page is clear and gives answers to important questions about shipping, returns, payment info, etc. The privacy policy link is clearly visible on every page.

Once entering the category the page is much calmer and the products are layed out in a rows of three. The page titles are a bit too large, but there is no way to be confused as to what section you are in.

The product list page should be indented from the edges and would do well to have alternating colors (white and very light grey?) to break the monotony. The next button gets lost a bit at the bottom. Uploading a contrasting image might be a good idea for the "next", "previous", and "continue" buttons.

The small and large product images are a very good size considering that most customers will be buying based on what the product contains and not on how it looks. The descriptions seem to be well detailed and the product pages make good use of product attributes to assist in selecting the right product. Nice use of the "perpetual basket" module.

Clicking on the newsletter link at the top takes you to a page that allows you to sign up for the "mailing list" Is it a content newsletter, or a promotional mailing list? The customer comments section has obviously not been updated for a while. This should be updated to include at least a few from 2003 to avoid the site looking abandoned.

While checking out the logo image is broken. Nice numbering at the top to let customers know where they are in the checkout process- good brief instructions. The default on shipping is "<select one>" which leaves no room for the customer claiming that they didn't really want the Overnight Express shipping. The sign up for newsletter is defaulted. Not sure this is a good idea although the font is bold AND red so the customer has to be pretty oblivious not to notice it. The bottom of the second checkout page has a nice estimated shipping time chart to help with selecting the proper shipping method. However a dash with a notation of estimated delivery time after each option would work just as well.