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mike_allen
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You need to work on that ‘Call to Action’ so that you know what it is! I did notice that your web site is more of a brochure than a store. When you click ‘Buy Online’ it takes you to a page where the ‘Buy Now’ button is ‘below the fold’ and not readily visible. Then another click and you finally can see the top bit of the store beneath the flash graphic.

I think two clicks to get to the store, is two clicks too many, and that flash graphic gets in the way. I’d get your products onto the front page and visible.

Sorry, I’m a bit biased against too much flash, flashing away.

You could think about better stats as well like Google Analytics (I couldn’t see it on a quick glance at the source).

The good news is: you have room for improvement!

And of course don’t forget SEO.