This week we take a look at QuickEatsPlus.com. As usual, we’ll use the 7W formula to quickly appraise the home page of the site, focusing on:

• Who - who the webpage is aimed at;
• What - what the visitor is supposed to do on the page;
• Why - why the visitor should take the desired action;
• How - how the visitor should perform that action;
• Where - where the visitor should perform the action;
• When - when they should perform the action; and
• Wow - what makes the visitor think “wow, this webpage has exactly what I’m looking for!”

(Click here for an explanation of the 7W formula)

1. Who

The QuickEatsPlus.com home page is clearly aimed at people looking for quick and easy recipes.

2. What

The visitor is given clear choices about what to do on the page. They can read the welcome/sales message (Phil - you should include your name at the bottom!), search for something on the site, click on the Google Adsense ads below the welcome message, or click on the recipe descriptions and links below the welcome message or in the navigation menu on the left hand side.

Very straightforward, although I’d bring the search box ‘above the fold’ (i.e. within the area of the page that’s visible to a visitor without them having to scroll). This would be better for retaining visitors who are inclined to search (rather than browse) as soon as they reach the site - they may not have the patience to scroll down to below the welcome message in order to find the search box.

Although a list of recipe descriptions/links is also below the fold, I don’t see this is as a problem, since people who want to quickly browse the site can do so using the navigation menu on the left. Meanwhile, the longer, more descriptive links below the welcome message are ideal for first time visitors who have read the welcome message and need more guidance.

Should there be a welcome message? Some say welcome messages are a waste of
space. In this case, the message not only establishes the homeliness and personality of the site, but also clearly and quickly conveys the main promise and benefit of the site: “Quick and Easy Recipes for Exciting Dishes - Table-Ready in a Half-Hour or Less”.

Welcome message is, perhaps, a misnomer – it’s really a welcome and sales message. But for the purposes of this critique I’ll continue using the phrase “welcome message”.

The only “what” I’m NOT sold on is the location of the Google Adsense ads. These are currently located below the welcome message. If the main monetization goal of the site is to earn Adsense commissions I would test placing them on the right-hand side of the page. Or perhaps test having ads in both locations.

3. Why

The “why” is answered as soon as a visitor lands on the webpage - to find quick and easy recipes! Both the name of the site (great choice) and the welcome message clearly convey this.

4. How

Again, the “how” is obvious. If someone wants a recipe, they need only click on one of the links or type in some terms in the search box.

5. Where

The recipe links are easily found in the left-hand-side navigation menu, as well as below the welcome message. As noted above, I would lift the search box above the fold for greater usability.

I would also consider widening the website. The majority of web users are now using
computers with1024 x 768 or larger screen resolutions. A site such as QuickEatsPlus could benefit from using much more of the above-the-fold, web page ‘real estate’ e.g. for Adsense ads.

6. When

Again, there is no question of ‘when’ a visitor should perform one of the available actions on the page. For first time visitors, it’s either as soon as they hit the page or after they’ve read the welcome message. For repeat visitors it’s probably as soon as they visit the page.

7. Wow

Granted, this critique focuses only on the home page, rather than the site as a whole, but it seems to me that if someone wants quick and easy recipes they’ll have no trouble finding them on this website.

The “wow” factor of QuickEatsPlus.com is the homely, folksy personality of the site, as indicated by the friendly language and the photo of Grandpa Phill with his grandsons. In contrast to slick, highly-designed recipe sites with stunning photos of food, QuickEatsPlus.com shows a picture of some happy “consumers”.

Having said that, the design of this site could be improved. I suspect that a few photos of mouth-watering dishes – in addition to the photo of Phill and his grandsons - would appeal to visitors. More importantly, I would love to see that valuable right-hand side of the page better utilized. If the main commercial goal of the site is to generate Adsense commissions, locating at least some ads here is probably warranted.

A redesign does NOT mean making this site look highly slick or professional looking. Doing so may actually detract from Adsense earnings. I am not an Adsense expert but I do know that the key to such sites is striking a balance between attracting visitors (e.g. with appealing content) and encouraging them to click on the Adsense ads. In other words, the site needs to be appealing… but not THAT appealing!

Without knowing any performance data, it may be that QuickEatsPlus.com has achieved exactly the right balance. But again, I would consider listing some Adsense ads on the right-hand side of the page.

All in all, QuickEatsPlus.com fulfills its promise of giving visitors quick and easy recipes. The site is not flashy, it won’t win any website design awards… but it may just work.

Sources: QuickEatsPlus.com, Anna Johnson, “Should You Redesign Your Site For Wider Screens?”, Kikabink News, September 3, 2008

Today we critique the webpage at Trustfm.net/ebooks/.

As usual, we’ll use the “7W formula” to evaluate the page, which you can read about here: 7W Formula

1. Who

This webpage seems to be aimed at digital product creators who are looking for a way to sell their products online.

2. What

The “what” is clear: buy the “Selling digital products with PayPal” solution.

3. Why

The “why” seems to be the ability to work from home selling digital products over the Internet. The page also lists other benefits. Assuming the target market comprises authors, photographers, musicians, etc who are NOT familiar with how to sell their wares online, the listed benefits may be sufficient. However, such benefits would not be convincing for more experienced Internet marketers.

For example, promises such as “Learn how to become No#1 digital product seller using the ‘Selling Digital Products with PayPal” method’ are, at best, difficult to believe, and the one testimonial given is rather weak.

On the whole, the copy is rather poor and probably doesn’t do the product justice.

4. How

The “how” is clear: click on the order graphic.

5. Where

The “where” is clear: there are two obvious order graphics to click on.

6. When

The “when” is now, although the video - which in its current form probably detracts from the sales message - could delay (or prevent) that.

7. Wow

What could have been the “wow” - the video - is unfortunately a major problem with this webpage.

At present the video is a rather long-winded slide show consisting of ho-hum text and an overly dramatic soundtrack. Rather than convince prospects of the merits of the product, this video may well DETER them from buying.

On the other hand, this video could be a major “wow” if it was, for example a live movie - or even a screen capture movie - of:

• how the “Selling digital products with PayPal” works;
• one or more testimonials of happy customers; or
• case studies of how the solution has worked in real life to produce incredible sales and profits for people.

To the site owner: I suggest you (1) replace the video with a video of how the solution works, testimonials, or case studies, and (2) hire a good copywriter to write better sales copy. I think you’ll see much better results from these changes alone.

Source: http://www.trustfm.net/ebooks/

I remember hearing an interview with copywriting great John Carlton talking about how he and the legendary, late Gary Halbert used to focus all their marketing and copywriting efforts on sucking money out of their customers. John called this “Operation Money Suck”.

It sounds crude, but my understanding of Operation Money Suck is that, as a marketer or copywriter, you should really focus the bulk of your time, energy and resources on activities aimed at making money. Not spending your time on activities that avoid or PREVENT you from making money. Like rearranging your desk. Sitting in time-wasting meetings. Or engaging in useless admin tasks.

In other words, it’s about time and resource management for marketers. But “Operation Money Suck” is much more provocative and engaging, don’t you think?

This also means focusing your money making activities on those that make the MOST money. For a marketer, this may mean prioritizing your marketing budget; for a copywriter it may mean cutting out any copy that detracts from your sales message. (You can see how “granular” Operation Money Suck can be!)

Frankly, everyone involved in marketing should see themselves as involved in Operation Money Suck. Perhaps you’d rather not use such in-your-face terminology - and I’m also assuming, of course, that what you sell offers HUGE value to your customers - but the principle of optimizing your time by concentrating on your biggest money makers is certainly sound.

Source: John Carlton’s Big Damn Blog