Website usability

[tfpumps]

We have just re-launched one of our websites, but we are looking at ideas to create it more usable. The website is aimed at engineers and aimed at getting more inquiries for the products with high value - and create more sales for products with a relatively low value.

In terms of the design of the site, this is something we are open to, we also know the page speed is not the greatest and we are looking at improving this in the meantime.

https://aropumpshop.com/

Any suggestions for usability and SEO would be greatly appreciated.

Cheers

[Smileworks_Liverpool]

Hey you're from Derby!

We have probably raved together at the mighty Progress back in the day.

OK so this is some complicated stuff.  But do not despair.  You need to think about who is going to be buying your complicated stuff.  Is it procurement people on instruction from engineers? Or Engineers?  People who just need a pump for something?  That's your first job.  I know it sounds bone-headed and I hate doing it but put together some of those dumb 'buyer profiles' that they use in retail - with your whole team and a whiteboard.  Model your best clients. Ask them why they use you.

Don't be afraid to use complex words for complex people and if it's lay people reading then you're gonna have to dumb it down.  There are lots of big images of (quite frankly terrifying-looking) pieces of equipment on there and that might be great or not depending on who's reading and possibly buying.  Have you thought of vectors to simplify or possibly videos to just show what they do?  Close-ups of shiny things are great and can be shot on a phone.

Although it's B2B you still need to focus on the desired end result and get a little emotional.  B2B people are obsessed with features but in reality if I'm buying a pump I still want something - could be the best one, most reliable (so I don't have to keep calling out engineers or being embarrassed by my colleagues) or whatever.  Do these people want the cheapest or the most reliable?  What does your customer want?  Service?  you need to find out.  But the website looks ok if not a little complex.  But it's a complex thing you do.  I still think you can better order things though.  Think about structuring it in an elegant way and google will reward you for that.

But this site seems (with the greatest respect) a little all over the place. Look at the JCB website (believe they're down the road from you) it's more simple and modern looking and the technology and quality of what they're doing is better reflected in their site.

I used to build rockets and loved really techy sites where I could browse all the parts and o-rings and nozzles and telemetry units and recovery systems and engine grains but I look at those sites now and cringe.  And they don't rank anymore either.   You need to communicate a desired end result to the consumer whether you're B2B or B2C.

Look how the JCB site is similar to a B2C luxury car site - I believe that's the way things are going.  Also update the imagery.  Some of the pumps are exactly the same pictures. That's just lazy.  Take beautiful close up images of their parts and make videos of them doing what they do. I'll bet some of the stuff you have is really, really cool.  So show it off.

That would excite me.  And pumps can be exciting - anything can. I'm a freakin' dentist - so I feel your pain - no pun intended.

Good luck - this is pretty non-specific observations but ask away and let's all get it fixed.

[Smileworks_Liverpool]

Another thought - you've got a bunch of engineers.  So you have all the knowledge you need here.  You need to start getting them to write about the products on your blog.  Why they're good. Or great even.  I can make dental implantology sound exciting.  We're drilling holes 1/14 inches from people's cerebellum and they are literally queuing out the door for it.  Become authors.  You are not just a catalogue of pumps.  that's what this website it.  It's a catalogue like the argos catalogue.  You need to be more than that.  Reviews, technology behind the systems, development, challenges etc.  These will get people reading.   And then buying. Because they'll know you're interested in your products and interested in doing a good job and not just buying something for £900 and selling it for £1,500 - which is what anyone can do.

[tfpumps]

Ha - I'm quite new to Derby personally actually but im sure some of the team would of been there!!!

The design notes are very valid, the initial design was a lot cleaner, very similar to the JCB site in actual fact, however, I was asked to revise and got a result others liked but I personally wasn't quite happy with. This is something I will re-visit and discuss with the team.

In terms of content, I am looking at ways of creating more dynamic information, the imagery too will be updated, I was not a fan of the product range on the home page due to duplicate images - but they are our best sellers so I am required to display these prominently - I was thinking of tweaking with the image angle and backgrounds on these (scenic shots in the peak district). The resource section is quite thin, just comprised of manuals and guides, I will be looking at creating some videos for product range intros and pump maintenance.

With buyer profile, it is a mix, more recently we have noticed procurement people, more than engineers, and these tend to be all about the pricing - and with pricing, we are only allowed to discount to a certain level online, so the inquiries are crucial to conversion. To help inquiries I have included the chat feature and it has increased the number of inquiries, and our customer service levels have been greatly appreciated by clients and led to repeat orders, but I still feel we could do more.

Cheers

Rob

[Smileworks_Liverpool]

Yeah pricing customised things is difficult.  I tell my patients getting a smile makeover is like buying a car.  And they say 'what sort of car' and I say - 'well you've just answered the price question - it's up to you not me'

Remember manuals and technical content will be duplicated from the manufacturers sites so will harm not help. Also can you get links from the manufacturers like in their 'find a supplier' pages.

Also find everyone in the office with a degree and get them to join their university alumni and write a piece about your company and how they've done well in their careers.  Universities will publish these in their blogs and blast your DA into outer space.