Simplicity Sofas – Unique Products, Unique Marketing, Unique Results

42 thoughts on “Simplicity Sofas – Unique Products, Unique Marketing, Unique Results”

1. Feedback sought:
    

   Are there too many details listed in the detailed description? Which ones would you take out?

   Yes.  Way too much.  I describe below in the bothersome section what to keep and what to take out.

   Is the detailed description believable? If no, what don’t you believe?

   Detailed descriptions should not be on the homepage.  The believability is not the issue here.  Your brand credibility and if you can deliver is the issue.  Currently, the over abundance of textual information is not only overwhelming, but I believe it displays that you did not put a professional looking site up, and you need to seriously streamline your homepage down.  If you get your brand credibility up, then you can say much less and it will be more believable.

   Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?

   The site is about sofas that can be built by a 8 year old boy in 5 minutes.

   Now go back to the site and comment on various elements of the site.

   I do believe I cover the various elements in the “bothersome” section and in the actionable sections at very bottom.

   What do you find bothersome? What do you like?

   Bothersome – The text running together.  Too much info.  Your youtube video of the boy assembling in 5 minutes or less needs to be in a media section of the site and not on the homepage.  Or you should put the boy assembling the furniture where the woman is in the top right going through the 5 steps.

   I do like the opening picture on the top center and left.  That looks like a quality picture.  Free Shipping advertisment is not bad either.

   You need to get out one sheet of paper and list essential items to keep on the homepage, and scratch the rest or move it to another page and make sure the text looks professional.  As is, it does not look professional.

   Only thing that needs to be on your homepage (other than your logo and your link tabs and opening picture:  select one video (either boy or scrolling pic of woman going through 5 steps), then talk about why your product is needed – these are your selling points, and put short testimonials of 1-2 short sentences from several sources on your homepage.  Remove the rest of the text.  You don’t need it.  It is actually hurting your brand.

   I do like how your site is accredited and you have the logo at the bottom of your homepage.

   How do you feel about having full access to the site without having to sign up?

   Full access to the site is a non-issue right now.  Your site homepage does not give the impression that it is premium.  It actualy looks like your are a runaway train.  You tell us a lot of stuff, way too much in fact.  You need to simply sell your product/brand on your homepage.  All this content and info should not be on the homepage.  Way way way too much.

   Can you easily see how to order a free catalog or free fabric swatches?

   Yes I can easily find where to order your products, but I don’t feel that you did an excellent job selling.  You did an ok job.  The first picture that your site opens up to is not bad.  But if a person starts scrolling down – oh wow, then it starts to get scary.  It does not look top-notch or professional.

   How do you think the site compares to other similar sites/competitors?

   The very first time I opened your website it took almost a full minute to just load at DSL speed.  That suggests that you have too much on your homepage (which requires a lot of bandwidth to load).  This load time needs to be optimized, and you need to try opening it on several test computers are varying internet speeds, just to see what potential visitors have to wait through.  I can tell you that most people coming to your site for the first time will not wait the length of time I waited.  They will simply x out and go somewhere else.

   Aside from the load time, your homepage alone suffers from information overload.  There is way way way too much on your homepage.  You have to sell your product/brand on just the space “above the fold” alone – anything else needs to be moved to other pages.  To compare your site to La Z Boy or other sites would not do your site justice at this point, because it is clear they pay top dollar to have their site in professional looking quality.

   But just for comparison, go to https://www.la-z-boy.com/ and see how much content they have below the fold, as I was describing above.  All of their content is where the eyes hit it when the site first opens.

   Please share any additional feedback/comments you might have.

   Actionable Suggestions: First, there is a “Tell-a-friend” link directly below the links to your other pages/content.  Shouldn’t this be at the bottom of the homepage.  Why would anyone tell their friends before you have actually sold them on the idea.  Alternatively, a lot of pro websites have simply a Facebook/Twitter logo at the top right hand corner of the page, and people simply click on it to give your site a referral.  I think you need to reclaim this precious space, because it is above the fold.

   Second, on your homepage alone, there are numerous examples of where your text runs together.  There is little or no space between the words of paragraphs on the lines above and below.  This does not look good – it looks tacky.
   Site Errors/Glitches:  On the homepage, upper right hand corner, the word sleeper sofas is not contained within the tab link border.  I would fix this ASAP, because it makes your site less credible.

   Need to immediatedly remove any sentences that run together because it just makes your site look less quality.  Too much textual information on your homepage.  Either move it to a different section (Frequently Asked Questions, or About us, or a blog section) or delete it altogether.  This also detracts from your site credibility.

   Legend:  Above the fold = When you first open a website, the area of the screen that is at the top-most of the website.  This is before you even start to scroll down.  Studies show that websites get a glance over and the first impression (10-15 sec.) upon opening a website will determine if a visitor will stay or leave immediately.  Below the fold (when a person starts scrolling down) needs to be concise and essentially  provide supporting credibility to your brand and needs to “wrap it up”.  If your website was a salesman, above the fold would be selling your brand/product, and below the fold would be your final statements to either close the deal or make any final points.

2. Are there too many details listed in the detailed description? Which ones would you take out?

   There are far too many details in text in the description, not to mention the rest of the site.  Website users only take 5-10 seconds to find out what your site is about.  If this info isn’t instantly accessible, more than likely they won’t delve any deeper into the site to find out.

   I would suggest breaking down the description info as follows:

   “Small sofas, apartment sofas, sectionals or small couches for small spaces” — Rotate the large main site image with this information.  Better yet, convert it to a tag line: “SimplicitySofas: Small Sofas for Small Spaces”

   “… order online at Simplicity Sofas!” — Is this necessary?  If we can see this, we’re already online to order!

   “Or give us a call toll-free at 800.813.2889 and we’ll help you create your dream room with many options from which to choose.” — Just list the 800 number somewhere that’s readily visible on the site.

   Is the detailed description believable? If no, what don’t you believe?

   It’s definitely believable, but I don’t know if the type of description offered on the home page fits the product being sold.  Furniture should be luxurious and comforting and, when trying to sell that furniture, the sales pitch should have the same “tone”.  I was bombarded with “Click here to see the FOX TV INTERVIEW!” and a YouTube video when that information would be better suited for the site’s blog or “how it works” page – not on the home page.  I think the animated image at the top going through the assembly steps sells the product much better.  Perhaps that could be maximized instead of providing so much overwhelming information.
   Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?

   I think it is about sofas that can be taken apart to get through small doorways and then easily reassembled, though this is solely because of the animated gif image towards the top of the page.  There is no other tag line to indicate this is the case.
   Now go back to the site and comment on various elements of the site.

   I’d just like to point out three areas that need improvement.  First, much of the text should be converted to images or styled css links with a 3 – 5 word description the user can click on to get more information on the subject.  For example, this paragraph…

   “So many of our customers are already enjoying their Simplicity Sofas purchase right now. If you are one of them, then the time is right to create a new look within your home for Spring! Add some fitted slipcovers with more than 100 fabric options available. You can change the look of your Simplicity Sofas furniture by adding our fitted slipcovers and receive FREE SHIPPING on them too.”

   …could easily be converted to two graphical information buttons called “Reviews” and “Free Shipping on Fitted Slipcovers”.  To cover the fact that you have more than 100 fabric options available, make the large main image rotate 3-4 images and put up a picture of some slipcovers with the words “100 fabric options available”.  Simple sells.

   Second, allocate a media, blog or “how it works” page for all the videos and selling points instead of cramming them all into the home page.  Visitors will see a better organized site as more professional, secure and safe.  They will not take the time to read information when it’s jumbled together on one page.

   Finally, I have a problem with the way the product page is laid out.  The image of the product should be on top – not the description!  Also, the color scheme on the fabric swatch pop up does not match the rest of the site and looks unprofessional.
   What do you find bothersome? What do you like?

   The most bothersome part of the site is the excessive wordiness and disorganization of content (mentioned above).  I do like the swatch picker on the product page.
   How do you feel about having full access to the site without having to sign up?

   I like it very much.  Have to sign up in order to view products is a hassle for most people until they’ve decided to make a purchase and can lead to site abandonment.
   Can you easily see how to order a free catalog or free fabric swatches?

   Yes, it’s very noticeable on the main page.  The description below each link, however, should be on the page where you actually order the catalog/swatches.
   How do you think the site compares to other similar sites/competitors?

   I checked out https://www.clubfurniture.com/sofstsifaupf.html and, while still a bit wordy in places, I found this site’s information much more organized and easy to access.  I would actually feel safer buying from that site, but I do like the unique quality of the Simplicity Sofa products better.  Thus, if the Simplicity Sofa website were more optimized for the user’s experience, I would be much more likely to purchase Simplicity Sofa products.
   Please share any additional feedback/comments you might have.

   I do like the general layout and color scheme of the site, I just wish the information were better organized and less confusing to the customer.  I would also recommend using a blog for information on promotions, special offers, videos and features on the news and television.

    

3. Are there too many details listed in the detailed description? Which ones would you take out?

   Yes!! Way to much!!!  The description should be a brief description of what your service provides.  A lot of the description you stated needs to be under a tab or link “About Us”.

   Is the detailed description believable? If no, what don’t you believe?

   You stated good information which leads it to be believable but..there is way to much information and it starts making a person feel like you are pushing your service on them which leads a lot of people to believe that it’s not believable. 

   Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?

   It is a site where you can buy sofas which are easy to put together.
   Now go back to the site and comment on various elements of the site.  What do you find bothersome?

   All the information provided on the homepage is very overwelming and bothersome.  The site looks unprofessional.  You need to decide whats important and whats not.

   When you look at a homepage, you feel you need to read everything.  When people see to much information and feel overwelmed, they are turned off from the site and the products.  A homepage is there for you to provide a brief description of your service and the products you provide.  You need to decide what information you want people to know right off the top and move the rest of the information to the link “about us”.  A lot of the information in your description people don’t care about and it has nothing to do with people wanting to buy your products or not. 

   One of the reasons why your homepage has to much information is because you state the same things more then once and there is no need for that.  Example..on the right middle part of your homepage it has two links which are “Order free catalog” and “Order free fabric samples”.  You have those same links at the top of the homepage.  There is no need to repeat yourself.  Again, it feels like you are being pushy.

   You have a link in the middle of the page which is “So many of our customers…..” and then you have a link at the bottom of our page “Read more customer reviews”.  Both of those links lead to the same page.  There is no need for two links to the same page.

   All the links in green in the middle of the page is not needed and should not be capitalized.  The capitalization makes the page look very unprofessional. 

   Some of the words on your homepage are hard to read due to the letters being to close together which is caused by the “font” and the “size” of the words.  It causes the letters and words to over lap each other.  This also makes your page look unprofessional. 

   The “customer reviews” should have a link and not on the homepage. 

   What do you like?

   I like all the links at the top and at the bottom of the homepage. 

   I really like the steps video on the top right side of the page.

   How do you feel about having full access to the site without having to sign up?

   I think it’s a great idea.  People want to know about the products and your company before signing up.

   Can you easily see how to order a free catalog or free fabric swatches?

   Yes.  It is easy to understand and easy to navigate.

   How do you think the site compares to other similar sites/competitors?

   Your service is the same as other competitors but their sites look more professional and is not overcrowded. 

   Please share any additional feedback/comments you might have.

   Overall, the site is a great idea!!  It is easy to understand and navigate.  There are just some things that need to be changed in which I stated above. 

    

4. Are there too many details listed in the detailed description? Which ones would you take out?
   Yes, I think so.  Here’s what I think should be moved off the homepage:
    
   –The two green links about free delivery and delivery service including professional assembly should be under Shipping Info.  However, if you wanted, you could add, “Assembly only $150” as a bold, bulleted point underneath the all-caps headline about free delivery right above.
   –The link to the FOX interview belongs somewhere under About Us.
   –The YouTube video is ok but should be smaller with an option to enlarge.
   –The paragraph about slipcovers is too much.  Either create a tab for slipcovers and shift this info there.  Or, if you really want to push sales of this on the homepage, try maybe a bold link right under the main image at the top of the page.
   –The next section of bulleted points is good info for a homepage, but I would reframe these as statements instead of questions and move them higher on the page, right up under the main image at the top.  I would also change the font to something larger and more stylish.  These are your selling points, so you want them to stand out.
   –The next section after that (under “Simplicity Sofas is your answer to furniture…”) is info that should be found under your About Us and Furniture sections.
   –Showroom address and phone number should be in the upper right corner of the page instead of all the way down here.
   –It’s okay to have testimonials at the bottom, but the set-up here isn’t eye-catching.  I would have several revolving testimonials–just one quotable quote from each–appearing at the bottom.  All would be clickable and would lead to your Customer Service Philosophy page or a separate page for customer reviews.
    
   My overall feeling about your homepage is that it contains too much info and that the font looks sort of unprofessional, more like a blog than a business homepage.  The green links, especially, have an unprofessional look, and the text font needs to be larger and more elegant.
    
   Is the detailed description believable? If no, what don’t you believe?
   Most of it seems entirely believable.  The only thing I don’t really believe is that assembly is so simple, even an 8-year-old can do it.  I suspect that 8-year-old had plenty of rehearsals before he was filmed!  In my experience, there’s no furniture that takes 15 minutes flat to assemble unless you’re skilled at that and/or have done it a million times and know the furniture really well.
    
   Spend no more than 5-10 seconds on the home page. What do you think the site is about?
   In 5-10 seconds, what I understand is that you sell small-scale furniture.  A short glance like this doesn’t communicate to me that it’s also high-end or that you pride yourself on unusually excellent customer service.
    
   Now go back to the site and comment on various elements of the site.
   I hardly know where to start because your site is large, so it could really take hours to look through it.  Therefore, I decided to visit some pages that I thought were probably representative.  My first stop was Collections/Pricing, and then I went to Apartment Sofas.  One of the first things I noticed on both pages was that you start off with big, solid chunks of copy.  That’s a no-no for web copy.  You should break this into smaller paragraphs (no more than three or four lines each) and bulleted points.  You should also move the copy below the images.  Your product is very visually oriented, so you want those beautiful sofas and chairs to be the first thing your customers lay eyes on.  These images, especially under Sofas, need to be bigger.  I would start with some kind of rotating visual at top, then add some introductory copy under it, and finally have the individual product photos, larger than they currently are, with copy beneath.  Also, fabric swatches on the right margin took a long time to load.
    
   My next stop was your About Us section.  On the Company Information page, my first thought was, “What’s with all the different fonts?”  My second thought was that it was quite a long page.  Finally, I started reading it and just felt like it was a mess.  There were sentence fragments, inappropriate capitalizations, and just a lot of randomly ordered information coming at me.  For instance, do I need to know that your furniture is patented in the very first sentence?  Nope, not anywhere close to my first concern.  And a lot of the info here would seem to fit the Customer Service Philosophy page much better.  The Company Information should really be just an overview–your history, your founder or owner, and a little about what makes your furniture special.  When I actually moved on to your Customer Service Philosophy, I was surprised to see that it was much better written–simple, on-topic, effective.  Finally, I visited your FAQ page.  Again, there are some font and spacing inconsistency issues and more information overload.
    
   My next stop was your Shipping Info section, which was really just one page, Shipping Charges.  My first thought, again, was that it was so long.  Is there no way to rephrase some of this more succinctly?  The chart at the bottom was helpful.
    
   Next, I had a look at your Assembly Section.  Now this is a pretty good page!  It’s concise, on-point, and tells me what I want to know.  I would’ve liked to see larger images, though, and the YouTube video should’ve been embedded at the bottom instead of linked with that rather unprofessional link text.
    
   Finally, I decided to check out a few of the links in the right margin that appeared to be articles, and so they were.  These are nice.  I think customers always like free information; it helps to establish credibility and trust.  The articles I skimmed were well written enough (although they had the same problem with long, unbroken paragraphs that I saw elsewhere in the site), and links were nicely interwoven.
    
   What do you find bothersome? What do you like?
   What I find bothersome is the information overload on many pages, the inconsistent fonts that look very unprofessional, and the copy in overwhelmingly large blocks of text.  What I like is the top half of the homepage, which does look very professional, your articles, and your shorter, more straightforward pages. I also have to say that I like your furniture!  It’s very attractive.  Your customer service philosophy is appealing, too.  I’m just not sure if potential customers will want to wade through the site to find out about it!
    
   How do you feel about having full access to the site without having to sign up?
   I love, love, love having full access to a site without having to sign up.  I find registration processes annoying and a turn-off if I’m not even sure yet whether or not I want to buy anything.  I am always happier when I don’t have to register.
    
   Can you easily see how to order a free catalog or free fabric swatches?
   Yes, definitely.  It’s one of the first things I noticed in the right margin on the homepage.
    
   How do you think the site compares to other similar sites/competitors?
   I wish you would’ve listed some of these competitors for more accurate comparison.  I figured IKEA would be one, so I visited their site.  You will notice that they have bigger, bolder images and less copy, which is typical for online furniture and home retailers.
    
   Please share any additional feedback/comments you might have.
   I think what your site really needs is a better copywriter, someone who can condense a lot of this wordy information into highlights and short, snappy selling points.  The big, chunky blocks of text are off-putting, and there’s too much poorly organized, random information slopped together.  As I said before, after a quick glance, I wouldn’t have known that two of your major selling points are your upscale quality and your customer service.  You need a copywriter who can quickly and effectively communicate this.  In addition, you need to make the most of your visually appealing products with larger images that really stand out.  This is, after all, what’s primarily going to attract customers.
    

5. Feedback sought:

   Are there too many details listed in the detailed description? Which ones would you take out?

   Yes, there are far too many details listed. Honestly, I would remove or relocate all the text below the statement about free shipping on the sofas. There is simply way too much clutter for anybody to really go through and read everything. It’s almost like reading a giant newspaper filled with information. I would move the youtube video into the sidebar column as a smaller thumbnail that would expand into a large video when clicked. I would move the customer reviews into a single line scrolling or flash image that would change to various quotes in 10 second intervals— or I would just move the reviews and testimonials into a separate tab that can be clicked by interested consumers. I would move information about locations into the bottom footer of the page… this should be on every single page… either that or append it to the ABOUT US tab where you can consolidate much of the information about company info, locations, and mission statement.

   Is the detailed description believable? If no, what don’t you believe?

   Yes, the detailed description is perfectly believable.

   Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?

   In that brief amount of time, I think the site is about selling a simple, clean, affordable product—that product being limited to sofas. The use of the word simple in various formats, and in multiple instances in the home page make me think that the primary selling point of your product must be related to simple design and construction. That some aspect of simple, clean design is integral to the identity of your product and brand.

   Now go back to the site and comment on various elements of the site.

   – font and colors: WAY too boring. Please change the font to something aside from Times New Roman, AND something that is more modern, simple, and sleek. Something like Tahoma or Arial would be far more impressive and cleaner in my opinion. Also use graphic such as a background that the text would be on rather than a plain beige background for the entire website.
   – Remove the slight 2 cm tall beige line that is part of your website header. It doesn’t look like it belongs there and seems more of a lazy mistake than contrived design. The header is the first thing that people look at, and if the header gives of an impression of ill-design, then that will automatically turn off the customer.
   – I really like the “its easy as 123” interactive graphic on the right side column. That immediately grabs my attention, and I couldn’t help but watch it a few times. The contrast of the blue color and the refreshing interface are what draws in readers and potential customers. Unfortunately, the main image of the Loreil sofa only has one image… I think you should rotate between 5 images of your products with these professionally done photos to really perk your readers interest.
   – The tabs system is very simple, WHICH IS EXACTLY WHAT YOU SHOULD BE AIMING FOR!!!! Unlike the homepage, I feel that your tabs showing off each of your products is clean, simple, and easy to browse. Unfortunately, the home page turns me off immediately with the amateurish web design and over flooding of text. Luckily, the rest of the site is very simple and easy to use. Good work on that.

   What do you find bothersome? What do you like?

   The font color and appearance of the website is rather annoying. Times New Roman, font size ten or twelve is more suited for newspaper articles and term papers. For a website based on appearance and unique, beautiful, furniture, you would think that the website would present more eye-catching and fantastic design. I think this should be the MOST important part of your business. If you expect the customer to believe in the uniqueness and simple-beauty of your product, than your website (which serves as the face of your business) needs to exemplify that same mantra. For example, in the bottom right, “SofaStudio – All about appearance”, the Sofa text is green, yet is NOT a link. This is very confusing to a user, because we would likely be confused and overwhelmed by the sheer amount of green text (links), especially when even non-links are colored green. These minor quirks need to be fixed, and a whole lot of text needs to be reorganized into specific tabs (Customer reviews need to be put in its own section, not being crammed at the bottom of the page) in order to present a visually pleasing and easily-interactive experience.
   The overall website, especially the home page is way too cluttered with information; there is text everywhere, youtube video embedded, customer reviews, descriptions, etc. All of this adds to a visually displeasing and confusing experience.

   How do you feel about having full access to the site without having to sign up?

   I think this would be best. Most, if not all, people do not like having to commit to a website by having to give up their personal information and register, UNLESS they are at the point of committal and want to purchase an item. Likewise, I would feel more comfortable perusing an entire website and its products without having to register at first, but would have no problem registering for an account when I decide to reach the checkout point. Having a requirement for signing up just adds another disincentive for a potential customer to explore your website and understand your product.

   Can you easily see how to order a free catalog or free fabric swatches?

   Yes, it is quite easy to see how to order a free catalog and free fabric swatches. I can see the green links and text on the right side column of the main page. HOWEVER, I would change these links and graphical options into eye-catching or pleasant graphics rather than simple embedded text in Arial font. Although I can easily see them, it would be far better to see them in an attractive, visually pleasing format. Even though I can see them, I am not compelled to click on them, whereas if the link had an image of fabric swatches/catalogs and was in the shape of a clickable button, I would be more likely to click it to explore further.

   How do you think the site compares to other similar sites/competitors?

   The site compares well with other furniture sites, especially independent retailers, in every way EXCEPT for the homepage. I cannot stress this enough, that first impressions are the most important thing. Even if you have an incredible product; if the first thing I see is sloppiness, disorganization, and immense amounts of clumped text… I will automatically be suspicious of the quality of the product you sell and the business you run. Other sites maintain the clean front home page, even sites that sell thousands of products like Ethan Allen. Their organization is much better, and even though they have a mass of information, they make it so that everything is accessible in a simple & clean format.

   Please share any additional feedback/comments you might have.

   Please reconsider the formatting of the text/font colors/and background graphics. Change the header banner into one without a random sliver of beige on the top. Also, maybe improve on the header banner with logo integration. It seems like something I could make in photoshop in 2 minutes right now. Putting thought into the visualization of the site will do wonders in terms of attracting an audience; especially when your product is graphically and design oriented.

6. Are there too many details listed in the detailed description? Which ones would you take out?
   Yes there are way to many words in the detailed description area. Its seems like your companies ogjective is to prove your furniture is worthing buying rather than verbally showcasing your product. I don’t think a detailed description of that magnitude needs to be put on the home page. If you want to keep the information above then it needs to be on a page that talks about the company.
   Is the detailed description believable? If no, what don’t you believe?
   Yes the information is believe but again it’s way to much information.  It seems your working hard to convience people of the prices. If people can afford it, it fits there need, then they will buy it. People don’t need to be verbally pushed quality speaks for itself.
   Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
   It’s clear that your selling furniture that is easy to assemble.
   Now go back to the site and comment on various elements of the site.
   Your site packs alot of information on the first page that is it daunting to look at. I will go into detail in the next question.

   What do you find bothersome? What do you like?
   There are say to many tabs. You should put items that are similar together and provide a drop down box so that people see there are various selection of sofas, chairs and the like. 

   The color usage and font choices are mundane and boring to say the least. Your 1-2-3-4 box features the color blue (very eye catching) but know where on the page is this color detailed.  There are text that are in bold, underlined, medium and small. There seems to be no consistantcy in the flow of sight. Most sights wants to visually guide the reader but your site makes a person just pick anything to read with no direct focal point.

   The addition of a video is nice, however I felt like I was at a rock concert. Then when it’s finished there are other featured video for someone to click on leading them right from site on to something else. I can’t say that I liked the video much. The concept is great, it’s so easy an eight year old can do it, but again it lacked that professional touch.

   The studio information needs to be taken off the homepage and given it’s on page to profile that information. On that page I would also add the information about visting the showroom.

   The information in this section, “Simplicity Sofas is your answer to furniture for small spaces… is clearly information that should be on a about page.

   There doesn’t need to be a full detail on the homepage about buyingsamples and ordering a catalog. You clearly have a section that can be easily clicked on so that information needs to be eliminated.
   How do you feel about having full access to the site without having to sign up?
   Can you easily see how to order a free catalog or free fabric swatches?
   How do you think the site compares to other similar sites/competitors?
   Please share any additional feedback/comments you might have.

7. Thank you for the review.  When the website was first set up it had many more pictures and far less copy.  I was told, however, that search engines track by copy and do not search pictures, so I was advised to add more copy to the website.  From what I am seeing in these reviews that is no longer the case.
   Concerning the 15 minute assembly time — that is completely real.  If you take the time to read through our customer reviews you will see statement after statement about how it really took only 15 minutes (or less) and also how sturdy and well-built the product is.
   The 8 year old did have practice.  He put the sofa together and took it apart by himself 5 or 6 times before the video was shot (in 1 take.)

8. sorry that my post got cut off
   
    I don’t under the color usage on the page. When you put the curser on the a highlighted word it turns pinkisk purple but that color is featured no where else on your page. If your going to use the color it should be featured as a main color on your page

   How do you feel about having full access to the site without having to sign up?
   I like being able to access all the vast information on your page without signing up but when it comes to paying for items then I would like to see a sign up area. I did a mock buy and I wasn’t to pleased to see that your sight doesn’t feature any protective purchase measures. You really need to make your customers feel safe entering trusted information.

   Can you easily see how to order a free catalog or free fabric swatches?
   It was really easy to order a catalog but some might find that other questions to be a bit much on the page. Ex. Asking about sales calls, swatches and where you saw the information.

   Picking the swatches to me was the best page as far as organization. The page gave you exactly what you clicked on it for. There was no added information just swatches. I like that the paragraph at the top was short, simple but precise. That’s the way all your pages should be with text and organization. I also liked that the swatches popped out for better viewing of the designs.
   
   How do you think the site compares to other similar sites/competitors?
   I went to a site called Home Reserves and it looked like a slightly more professional site. You could look at some of the short page designs. Product wise your furniture looked far superior to there’s.

   Please share any additional feedback/comments you might have.
   Maybe you should look at other furniture sites in general and see how they layour there pages. You have a professional looking product but the website does not clearly express that. I read from your site that you stand by your product but it needs to be stepped up ten fold. Revamp, organize and add some color.

9. Are there too many details listed in the detailed description? Which ones would you take out?
   There is far too much information on the homepage.  It takes away from the professionalism and image you want to portray to visitors. 

   If I were to take away a few of the details, I would suggest removing everything below the main picture.  I know – it seems harsh, but, this is what secondary pages are for.  You might include links to social media, or contact info – but I wouldn’t even read that information because it’s too dense.  I want to know what I’m reading (hence, what tabs are for) – a big bunch of text is too much. 
   Is the detailed description believable? If no, what don’t you believe?
   Actually, it’s all believable – and much of it is great.  It’s just that most is not necessary to have on the homepage - and some on the website at all.  For instance – I don’t need to know that you have a patent and more pending – it’s irrelevant to me as the consumer. 
   Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
   I would think the site is about basic furniture – nothing over the top, special, or extra. 
   Now go back to the site and comment on various elements of the site.
   I love the homepage set up (minus all the extra text).  the main picture scroll and navigation system look very professional.  The tabs are clear and easy to follow.   You seem to have a lot to offer – I’m not sure that everythign is being read, though.  Everything below the main picture scroll (all the extra text) is lost.  You may be missing opportunities to have viewers order catalogues, or connect through social media, because they have to scroll so far to access it.
   What do you find bothersome? What do you like?
   I don’t know anything about the company from the tab system.  Add in a tab that is “about us”, and place all the text from the bottom in there in an organized fashion.  Also, fix the font, it looks cheap and the green bold is just not working!
   How do you feel about having full access to the site without having to sign up?
   I LOVE that.  I hate having to sign up to view products – oftentimes that’s the difference between me shopping at a site and not.
   Can you easily see how to order a free catalog or free fabric swatches?
   Yes, but only because I was told to scroll.  Otherwise, as a random visitor, I might not even realize that I could scroll on the home page and miss this completely.

   How do you think the site compares to other similar sites/competitors?
   It’s good, looks similar.  However, you need to personalize the site.  Tell me why it’s called simplicity sofa, where did that come from, how can I learn more about the founders and the company.  I want to know what makes you human, and real.   Stories go a long way with consumers. 

   Please share any additional feedback/comments you might have.
   You have a great concept, and a really solid sight.  You’ve asked some good questions to help further site development.  You offer a high end product, and you want to make sure that everything on your site, from font size and color, to layout, to pictures, to the copy text reflects that stature.  Best of luck to you!

10. 
    Are there too many details listed in the detailed description? Which ones would you take out?
    
    Yes, you need to be more direct, no body will read through all of that information they will either move on or just not read it leaving any information you wanted to convey wasted. I would move everything below the you tube clip to a new page indicating pros for the Simplicity Sofa
    
    Is the detailed description believable? If no, what don’t you believe?
    
    Believable yes but like I listed above who will read through all that type.
    
    Visit
    https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
    No problems here you are definetly selling furniture and you are right on the money there.
    
    Now go back to the site and comment on various elements of the site.
    
    First of all I would change the furniture colletion pictures, put them on a slide show so my eye is draw to that, if I see something I like come across the screen that will keep me interested.
    Second, I am aware that these are high qaulity items but a couch for $800 is a little steep, if you are trying to attract families in smaller and older homes odds are they are not weathly. I personally live in an older farm house with narrow doorways and awkward corners but to drop $800 on a couch that comes in a box is not goint to be up my alley, get them to fall in love with the couch first and then get them to the pricing.
    I again go back the the amount of text on the screen, put in little bits of information about your shipping and assembly options but leave the fine print to the check out page.
    When I look at the pictures dispaying your furniture none of the homes you are diplaying seem to be very small or older, I would think if this is a selling point for your product you should try to sho that off.
    Instead of a list of prices under the collections you could add a drop down menu so your customer can pick the size and type of furniture they need with out having to look at all of the options.
    
    What do you find bothersome? What do you like?
    
    I do not find anything truely bothersome just a little busy. The home page is very nicely laid out at least on the top half, you have very nice pirtures available so your customer really knows what they are getting.
    
    How do you feel about having full access to the site without having to sign up?
    
    I think that is a great option, alot of people no longer want to give out information on the web of any kind because of spam and identity theft so to allow them access to find something they want is a great option.
    
    Can you easily see how to order a free catalog or free fabric swatches?
    
    Yes, these items stand out on the home page bery well
    
    How do you think the site compares to other similar sites/competitors?
    
    I think it is better in some ways that it is easy to navigate but it is also a little more cluttered that others.
    
    Please share any additional feedback/comments you might have.
    
    This is a well thought out site that contains the needed information and is easily navigated, I would however remove some of the extra content to down size the clutter.

11. Feedback sought:

    Are there too many details listed in the detailed description? Which ones would you take out? I think people like to see detail, especially if they are purchasing a high quality product.  However, your product is the first thing you want them to see and the conversion is a purchase, this process needs to be reversed and detailed descriptions can be added as a button link, as should customer reviews of the product.
    Is the detailed description believable? If no, what don’t you believe? Yes it is.  You can tell this is a young company, the descriptions mirror the amount of effort it takes to produce each item, shorten the descriptions, you are making me work to get to the conversion.
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about? I’m concluding furniture but I see too much text and not enought of what I was after to locate which happens to be too close to the bottom fold of the page…again seems like the conversion is me reading your material, not picking and purchasing a product.  (I think the products are great by the way).
    Now go back to the site and comment on various elements of the site. Banner heading needs a way for me to call the company, I will be a more secure shopper if I see I can do that and when I can do that.  The product headings are good. the right hand navigation for various cool things are good but I’d take the things your reader can use like “Ideas for Small Sunroom” and feature that, that is something your customer can use….I’d also add to this upper section of the right navigation the new products and sale items.
    What do you find bothersome? What do you like? I like the clean look and feel, I like what seems to be easy main bar navigation.  I don’t like the fact that I cannot just look to the upper right hand corner and see what types of payment you receive, how to contact you and how many items are in my cart.  There should be customer reviews for each item when I’m at the “add item to cart” section.  I would like to see you add a side and back view to the pieces, and let me zoom in to see the fabric more clearly.  Again, show me the item, the cost, let me see it in detail if I choose and let me see customer reviews of that item.
    How do you feel about having full access to the site without having to sign up? Love it!  I don’t really stay on sites that want to collect my information up front, it feels cheezy…I want to give my information to sites that I want to hear from, and you have one of those sites here.
    Can you easily see how to order a free catalog or free fabric swatches? I an easily see how to get to order a catalog or free fabric, but again, you are making me read something then the information I have to give you is partially below the fold making me work to get it…it’s already work entering info…The fabric swatches, I look at the page and see blank squares and the fabric swatches look like there are only a few because what I want to see is below the fold…also, I have to read AGAIN!
    How do you think the site compares to other similar sites/competitors? When I did a competitive search for similar custom furniture I came up with over 40 million results so your competition is out there.  Then I looked at those sites that pay the most for e-real estate and I looked at how http://www.furniture-for-small-spaces.com approached it’s customers and if you take a look, their home page is all about the conversion, and providing quality contact information, solutions etc…I think our missing the mark and making your conversion about the client knowing the quality and reading…what about the sale?  Really, if I’m going to spend upwards of 100.00 on the web, I’ll read about the company, and the reviews after I’ve decided I like the item and after I’ve decided it’s easy to make a purchase from the company.
    Please share any additional feedback/comments you might have. Is there a reason you offer slip covers right away?  Makes me think that there is something wrong with the quality of the fabric.
    The product is great, especially love the sleeper sofa idea, I really think you have something here, just make it easier for me to open my cc.

12. Hi,
     
    Search engines do search images, although you’re right that copy usually weighs much more heavily in rankings.  The trick is to place the copy appropriately.  Specifically, as everyone here has been saying, the homepage is not the right place.
     
    The key is to build a lot of good content pages, each focused around a relevant keyword, as you’ve been doing with your articles.  Over time, some of these articles should start ranking in the engines.
     
    Sales pages can have copy too, but it should be shorter, more visually appealing, and better organized than what is currently on the site now.  That’s why I suggested you hire a copywriter, someone who understands how to keep the copy both user-friendly and Google-friendly.
     
    Hope that helps!  Good luck!

13. 1. Are there too many details listed in the detailed description? Which ones would you take out?
    
    It is a bit busy, not to the point to be suffocanting but while the paragraphs do have room to breath, the lines and other texts don’t.

    2. Is the detailed description believable? If no, what don’t you believe?

    It just doesn’t look like it is written for buyers. Too repetive, unnecessarily long and promotional in excess.
    Sorry to say it like this and it may sound a bit harsh but it is with the best of intentions.
    
    3. Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
    It looks like an online store for sofas.

    4. Now go back to the site and comment on various elements of the site.

    the logo is nice and clean and the general feel of the layout is good. I would like a bit more of room between the photo and the top menu because it does look a bit too tight there.
    The font is a bit too boring and slightly small. Yet, the copyright is the worst. It just looks like desperate to sell and to get top ranking in Google… The word sofas is repeated over and over. The links are Ok but the pink color when you hover them doesn’t really go with the rest of the theme.

    But even worse is the HTML going behind the page… I can see lots of HTTP request that are unnecessary and abuse of classes.

    5. What do you find bothersome? What do you like?

    The design is clean and it will work but while the top does look professional as you go to the bottom starts to feel boring and dull.

    I understand that high amount of text to try to attrack the search engines but it does look like the user is forgotten. It is just too much to read and nothing really useful for the user.

    The video is just not right and the music is just killer (don’t misunderstand me, I like it but using a rock song for this is just too noisy. This is supposed to be relaxing and easy, something that you can do in a breeze but the music gets the opposite effect)

    Basically, the site looks as a draft, not finished and everything but directed to a possible buyer.

    The font should be bigger, there should be more room between lines, less text.

    6. How do you feel about having full access to the site without having to sign up?
    That’s simply what I should expect from a site like this. After all, I expect to be able to search for my sofa without having to log in. On the contrary, I would n’t understand if I had to do that. If I do have to sign up, I would expect other type of services, such as a discount for being a customer, a special offer or maybe videos with extra content (such as how to make the most of the light or small spaces so the decoration doesn’t seem crowded)
    
    7. Can you easily see how to order a free catalog or free fabric swatches?

    Yes, on the right. But I had to look for it. It should be highlighted somehow. Maybe a slightly darker background could help here.

    There is a link on the top too, but that also gets a bit lost. Too close to the menu.

    8. How do you think the site compares to other similar sites/competitors?

    I would say that it is somewhere in the middle. There are sites that are much worse than this, but there are also others that look better. There is room for improvement, design-wise and coding-wise. But it is a good starting point.
    
    9. Please share any additional feedback/comments you might have.

    Hopefully, I haven’t forgotten anything. I have to say that the pictures are very nice and do give style to the page.

14. Sorry, I haven’t completed question 1. Basically, all the information needs to be rearranged
    I would take most of it and just leave a basic, stylish page with just a few details. The free shipping is good, the photos are good too. The customer review could stay although it is a bit long. It should be obvious that it is not part of the main text.
    The links on the right with decoration ideas could be good (just a few links, not that many). All the rest, I think I would take it out and place in other sections.

15. Are there too many details listed in the detailed description? Which ones would you take out?
    Yes. There are way to many details listed in the description. A browser would take one look at the over usage of words and skim through it, or skip reading it all together. I would take out all of paragraph three, let your customers make this decision and sing your praises. Paragraph four would serve no purpose for me as I do not know the people who got to use your furniture for free. The second paragraph after the three niches can possibly be seen as you putting down others in your industry, doesn’t make a good impression. Keep it positive. You state that your product is the highest quality and in parenthesis (the highest price) makes your sofas sound overly expensive.
    Is the detailed description believable? If no, what don’t you believe?
    The description is believable once you get through all the unnecessary wording.
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about
    Initially it looks like a store, then I am quickly overwhelmed by all the information. The browser can easily get lost in all the information and forget to shop the site, instead will just move on to another site that is more focused.
    Now go back to the site and comment on various elements of the site.
    I love the color of the site, the blue is very calming and relaxing. The top half could stand alone as being the first page, as it would invite your potential buyer the opportunity to fall in love with your product. Free Delivery should be more prominent on the page, possibly as a running banner. The rest of the information on the page should be indexed under the appropriate headings at the bottom of the page. Just needs to be cleaned up in order to avoid information.
    What do you find bothersome? What do you like?
    Information overload. I like that the lay out of the site minus all the information looks very professional.
    Can you easily see how to order a free catalog or free fabric swatches?
    Yes, although I feel placement should be indexed.
    How do you feel about having full access to the site without having to sign up?
    It is a great idea to give full access at this stage in your growth due to the fact that you are still introducing your product. Once you are a household name, go for it.
    How do you think the site compares to other similar sites/competitors?
    The site has the potential to compete with comparable sites, just need to have a cleaner, crisp feel to it.
     
     
     

16. Great pictures!  Easy to move around on website.  I’d prefer the webpage to be a little less wordy though.  The products look great!  Most people enjoy more pictures and less words to read.  Like if I went to a paint store to buy paint, the colors would sell itself.  Just a few catchy phrases might encourage a sale.  Sometimes advertisers are excited about their products, and they should be, so they try to tell a story about it.  It’s really not a great sales hook when a person has to read alot.  Just my opinion.  Other then that.  I like the website!  Just less words. :O)

17. $5 awarded to zeke2100.

18. $5 awarded to jessicafry.

19. $5 awarded to greatfeedback4u.

20. $5 awarded to Roy.

21. $5 awarded to Latasha.

22. $5 awarded to sm3.

23. $5 awarded to kah321.

24. $5 awarded to Nuria.

25. $5 awarded to Sierra12346.

26. $5 awarded to burgassoc.

27. 1. Are there too many details listed in the detailed description? Which ones would you take out?
    Yes, there are too many detailed descriptions, and the layout is a cumbersome flow. Lots of information is good, but it needs to be presented in a more streamlined and organized fashion. I would delete virtually everything on the right-hand side.

    2. Is the detailed description believable? If no, what don’t you believe?
    Yes, the detailed description is believable.

    3. Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
    This site is about sofas that fit in tight spaces, easy to assemble, and comes in a variety of durable fabric choices

    4. Now go back to the site and comment on various elements of the site.
    The homepage is overwhelming and difficult to read through because there is so much information presented, and not in a clear, concise and organized way. I get that it’s about sofas, but you have to scroll down to find out why this furniture is different, which is that it fits into small spaces. The site makes me work too hard to immediately get to their selling point.

    5. What do you find bothersome? What do you like?
    As mentioned previously, the site’s homepage is extremely overwhelming with way too much infomation presented in an unorganized fashion. I have to work way to hard and look in too many places to figure out what’s going on and to understand that this funiture is designed for small spaces. The actual details are great, but these need to be presented in a different area of the website after grabbing my attention and making me curious to learn more about the furniture. I love that specific dimensions aer given, and I like that there is so much specific information about where it’s made, the fabric choices, the durability of the fabric, I also like the “all about” links, but again, this information shouldn’t be on the homepage, but accessed through a link at the top, perhaps. The video is unnecessary, especially on the homepage.

    6. How do you feel about having full access to the site without having to sign up?
    That’s a great feature, and quick frankly, if I had to sign up in order to have full access to the site, I simply wouldn’t proceed any farther, and I would navigate away to another site to continue shopping and searching for what I need. I think it’s fine if a site wants to offer an optional “newsletter” signup, but not to have full access to the site.

    
    7. Can you easily see how to order a free catalog or free fabric swatches?
    Yes, that’s easy to see and important to be able to access this information when making wanting to make a sofa purchase through an online retailer.

    8. How do you think the site compares to other similar sites/competitors?
    As mentioned before, it has a very overwhelming homepage with way too much information upfront, and not presented in an organized and catchy way, so this makes it seem very unprofessionally done, and it gives the impression that this is a new company without knowledge of how to have a strong and organized Web presence. It seems that all the information is there, but there’s much room for improvement of the overall site (overall look, feel and navigation) from a marketing standpoint with the user in mind.

    9. Please share any additional feedback/comments you might have.
    Pages in the site (such as the “Collections” page have a run-on crude layout but the information there is good. My impression of the overall product is very favorable, but navigating through the site is difficult, and the homepage doesn’t do too much in the way of strong marketing geared towards the user to make a stellar first impression. Nice sofas, though!

28. Feedback sought:

    Are there too many details listed in the detailed description? Which ones would you take out?
    The problem is not the quantity of the information as much as the quality. Ideas seem repetitive and mixed up. Details should be simpler. Do not write a whole paragraph for one description, one sentence should be enough.
    Is the detailed description believable? If no, what don’t you believe?
    The video and “Simplicity Sofas’ customers are so enthusiastic about the products and the service they receive that they enthusiastically spread their experiences through word of mouth and internet reviews and blogs”. It makes you seem like you are trying too hard to sell me something and that makes me think your product is not as good.

    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
    About sofas.
    Now go back to the site and comment on various elements of the site.
    The interphase is amazing. I can truly say that this is one of the best selling sites I’ve seen in a while. The colors make you feel comfortable which is very good since the whole point is to sell a sofa.
    What do you find bothersome? What do you like?
    The only thing I found bothersome was the video of the little kid. Does it really matter if a kid can assemble a product when the tarfet audience is 35-70 years old?
    How do you feel about having full access to the site without having to sign up?
    I reallu liked it. It shows that you have nothing to hide.
    Can you easily see how to order a free catalog or free fabric swatches?
    Yes.
    How do you think the site compares to other similar sites/competitors?
    The site can compete with most of the big retailers out there. It is actually easier to navigate and it has better colors.
    Please share any additional feedback/comments you might have.
    The descriptions need a lot of work but the site should stay the same.

29. Feedback sought:

    Are there too many details listed in the detailed description? I found that the descriptions were informative, but somewhat redundant. I would list the dimension options in a specifications portion of the description – I also found that the fabric samples (Fabric Grades) did not provide any detail as to what makes a Fabric grade 1-5 is it textural/material, or both. Which ones would you take out?  Some of the details around the other collections w/in the description or minimize them at least

    Is the detailed description believable? A. Yes. If no, what don’t you believe? There is nothing about it that is unbelievable
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about? Its easy to understand that the site is about sofas, however it is not very clear that this is a specialty furniture store that provides custom furnishing for those that have entry or dimensional limitations that does not allow for traditional or standard sized furnishings
    Now go back to the site and comment on various elements of the site.  The lower part of the landing page is a bit busy and verbose. The assembly video and easy as 1-4 should be listed on the right pane of the page together. Customer reviews probably should not be at the very bottom of the page, but dynamic and rotate out similar to the assembly steps (they would probably be applicable to the product pages that the review is written about. I also noticed that the page loads are not as fast as you’d like (some loads took several seconds).
    What do you find bothersome? The sleeper sofa tab was underneath the Collections tab at the top of the page. The “Furniture that Fits” messaging seemed to be an afterthought. What do you like? I like the picture of the collection on the landing page, it would probably do the page more justice to feature additional collections in a similar fashion (the featured collection had a warm feel, but perhaps rotating through various collections to allow customers to visually see the potential)
    How do you feel about having full access to the site without having to sign up? I like it, as I don’t want to have to register to a site to browse before making the decision to buy
    Can you easily see how to order a free catalog or free fabric swatches? Yes
    How do you think the site compares to other similar sites/competitors? Some of the other sites are a bit cleaner, their layouts aren’t as busy
    Please share any additional feedback/comments you might have. I am impressed with the overall quality of the products being offered/sold. I feel that the website should reflect the same, the company’s commitment to exceeding expectations, being more clear and upfront in their specialty products, and perhaps the option to chat with a specialist while making a purchase.

30. Are there too many details listed in the detailed description? Which ones would you take out?

    When I did a very quick browse of the site, I felt that there was a good ratio of text to images to whitespace. However, when I read over the page carefully, there is too much text. There are a few ideas on how you could reduce space used but still have enough information to be useful (without being overwhelming).
    1. Text boxes, text size, text wrapping – In the large, “splash” image on the front page, try a java/jquery slider like on JavaScriptKit. That way, instead of 4 large paragraphs of text, you have 4 visually appealing images with the option for customers to click on the image and get more information.
    2. Unnecessary Details – Your TV interview, Youtube video, and customer testimonials could all be in the same section of the page, delegated to PR/Customer Testimonials.
    3. Text Wrapping – If you have as much text as you do on the left column, there should be at least 1 image every 2 paragraphs to break up the extra text. Additionally, since you have a blog-style layout on the front page, you should caption images.
    4. Details to cut: The more I think about it, most of the text is just not necessary. Look, for a comparison, at the Hon Furniture website. Their splash page is small enough that scrolling is not necessary, it is based mostly on product images, and is based on a clear navigation system. Imagine the slider I mentioned in 1. in the center, detailing some of your selling points, with a key phrase like “Fits in Tight Spaces”, etc, under the logo.

    Is the detailed description believable? If no, what don’t you believe?

    Yes, I believe that your sofas are very easy to assemble, made to fit in small spaces, and made from premium quality materials. However, I would be leery of buying from you, for some of the reasons presented above; the website simply isn’t professional, and reads more like a page redirect splash than a professional furniture website.
    Again, part of how you can create credibility is not going to come from the sheer volume of information; it’s going to come from clarity, clean presentation, and simple access to the information that a customer would want (without being overwhelming).
    Additionally, the formatting/syntax of some of the statements made make it hard to trust your company as credible, as well as some web design things. First, from the top of the page – Why is your logo so grainy? Make sure that the jpg image you use is saved @ 100% quality and is saved at the same size/resolution it is originally created in to prevent any warping. Also, is “made in North Carolina” really your company byline? Shouldn’t it be something about fitting in tight spaces, or being amazingly easy to assemble? Maybe something like “Elegant Furniture for Modern Families” or something like that. That way, you can also gear all of your information and value statement back to that single point, which really highlights both of your key selling points.

    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?

    From very initial impressions, I can’t tell if this is a blog, if it’s an ecommerce website, or if it’s a testimonial to an amazingly easy to assemble couch. Your header is “mostly” beautiful – however, the main navigation bar (the one outlined in brown) needs to be set as variable width so it doesn’t get messed up on different browsers/resolutions – my page doesn’t load like the screen shot posted here.

    Now go back to the site and comment on various elements of the site.

    I already commented on a good deal of this, but I’ll just make some other points.
    1. HTML Title Bar – First, there needs to be a Favicon. This is just standard issue. Second, really think about whether “Apartment Sofas” is really what you’re trying to market to ABOVE ALL ELSE. If it isn’t, then change the HTML title tag to the company Byline. The branding value and repetition of page text is more valuable than using keywords not being used elsewhere. If you ARE trying to market to “apartment sofas” above all else, then focus your page content (mostly your text content) on similar keyword phrases.
    2. Text/Color/Images – I really, really like the color and use of font size, spacing, and CSS in your header. It is very simple, very complimenting, and looks modern – I almost didn’t notice the gradient in the nav bar at first. However, there should be a search bar in your header – it could easily fit right below the “free shipping” promo. Second, there should be some sort of graphical element (think like a fractal, floral, or something similar in a complimenting color) on the header in the white space under the logo and above the nav bar.
    3. CSS/Page Elements – When I get off the home page (and I start looking at your catalog), I noticed that your div elements (the color blocking, mostly) is overlapping on my browser. This again leads me to believe that whoever set your site up is either using a template and didn’t redefine page elements, or is using all fixed-width elements instead of variable elements. Actually, from a perusal of your source (sorry, I’m not going to validate the whole source), you’re using both tables and div elements as layout tools – use one or the other for layout, but not both.

    What do you find bothersome? What do you like?

    I mentioned above what I like, but there are a couple other things that I like. I enjoy the fact that you have used CSS a:hover effects to give different colors and text decorations. I like your use of color in the site. I like that you have the BBB badge on all of your pages, as it’s embedded in your footer. I also like, that if I click a color, the sample image changes on the couch, and the option changes on the drop-down.
    I don’t like, however, that your phone # is on your footer, and not on your header. I don’t like the overlapping page elements. I don’t like the lack of a clear navigation element on the left or right hand of the page; think of an e-commerce site like a C or an inverted C – the page content should be in the “inside” of the C, with the navigation and static content forming the letter. You could also do a D or O (two column setup) or an = (no column, header and footer only); but if you do an =, make sure that there’s only enough content to fill the screen with minimal scrolling.
    I am want to point out that, if you have “three levels” of fabric and color options, there should be an explanation right on the page on what that means (java tooltip). I also don’t like the “stock” add to cart button – use an image (you can define it in your stylesheet). Finally, I’m not crazy about the way prices are broken down. Most of this comes from the fact that the different levels of “fabric” are defined, so there’s no way to justify the value of the extra price for the more expensive fabric options.
    Finally; I don’t like being redirected when I add an item to my cart. I’m not sure if you’re using a custom-designed ecommerce solution or a bundled/packaged solution, but if you’re using a custom solution, switch your add-to-cart effect as an AJAX or jQuery effect; there’s no reason to pull the customer away from shopping to confirm that they decided to buy something.

    How do you feel about having full access to the site without having to sign up?

    I love it! No ecommerce site should require sign-in to view pricing, unless they’re operating on a wholesale basis. I like that I can see furniture pricing, get the rough idea for shipping, etc, etc, without creating an account. Your pages (info page, cart page, initial checkout, etc) does not drive a customer toward action, however. I think it would be extremely helpful if you defined page elements like “price”, “model #”, “product name”, “quantity”, “color”, etc, etc, etc. Additionally, I would like to see something like the expected life span of the furniture, to evaluate my average cost of ownership/yr, or a basic depreciated value.

    Can you easily see how to order a free catalog or free fabric swatches?

    Yes; both are simple. Again, though, for the swatches, you should really define the different levels of fabrics. Also, again, your catalog request has all sorts of bad formatting – most of the text gets blown into the right column of your formatting. I would strongly suggest using a Google Docs contact/spreadsheet form for the catalog request, or finding a way to clean up your formatting.

    How do you think the site compares to other similar sites/competitors?

    I mentioned the comparison to HON, which is really the KEY competitor out there. The site is not very polished, with numerous layout/formatting errors, and other little things that keep it from looking authoritative (all mentioned above). I think a cleaner layout, less “overwhelming” information, more dynamic content, a clear company byline, a cleaner logo, directed marketing, and better on-page definitions would really make this site shine! (I know that’s a lot of things, but believe it or not, since everything is all dynamic content, all it will take is cleaning up your “containers”)

    Please share any additional feedback/comments you might have.

    Consider using a packaged ecommerce solution, like X-Cart. This way, the hard parts of layout are already done, you have your CMS, the site is already well set up for internal SEO efforts, and visual updates down the line could really be simple. Otherwise, whenever possible, use Java tooltips and HTML title-tags to give clear explanations of page elements and everything else mentioned above.

31. Are there too many details listed in the detailed description? Which ones would you take out? I don’t feel there are too many. I need details.
    Is the detailed description believable? If no, what don’t you believe? I believe it. Made smaller, you can put it together with a few tools. Fabric sounds great.
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about? Furniture that comes in smaller sizes and can be taken apart. Great for apartments or people who move a lot.
    Now go back to the site and comment on various elements of the site. I like the photograph. The furniture looks high class. I like the videos – how quick and easy it is to put together. I like the details. I don’t know why you would need a news letter. Seems like you would either buy it or not.
    What do you find bothersome? What do you like? I like the colors and fonts. I like the way it is set up on the page. I like the tabs on the top. Looks easy to order. You can get a catalog, email to a friend and also free shipping.
    How do you feel about having full access to the site without having to sign up? I love it. I hate signing up. If I have to sign up, I usually leave the page.
    Can you easily see how to order a free catalog or free fabric swatches? Yes, its in several places.
    How do you think the site compares to other similar sites/competitors? This one gives you all the information you need to make the decision without putting on pressure. You don’t have to share your personal information and there are no annoying floating “chat with us” salesmen on the site.
    Please share any additional feedback/comments you might have. I would definitely forward this to anyone I knew who was purchasing furniture.

32. Thank you for your comments.

    I am still not clear on the proper mix of pictures and copy that will be simplest for customers to view but at the same time achieve maximum visibility on the search engines.

    Originally the site had more pictures and less copy and I was advised by a very expensive SEO company that if we wanted to get high organic positioning on the search engines, we needed to drastically increase the copy. That strategy has actually worked which makes it difficult at this point to cut back on the copy to make the home page less cluttered.

    Frequently we get observers who read our customer comments and think that those comments are just too good to be true. In truth, the Simplicity Sofas primary marketing strategy is based around providing products and customer service that are better than anything ever seen before in the furniture industry.

    One small example is that every customer receives a follow-up email after they have received their furniture asking how they like it and what they think of the company’s products and customer service. No other company in the furniture industry does this.

    Customers are also invited to tell about any problems or imperfections with the furniture. When there are problems, the company quickly fixes them with a minimum level of inconvenience to the customer. Customers who experienced minor (or major) problems frequently become the company’s most enthusiastic supporters.

    This is a problem for major review sites. Yelp has refused to publish dozens of reviews from Simplicity Sofas customers since Nov. 2009. Their automated filtering system cannot comprehend that so many customers of a small company actually had great experiences that they wished to share.

    The YouTube video is actually one of the company’s most important marketing tools. When most people think about sofas that need to be assembled they think of the IKEA-type sofas with books of multi-lingual instructions, dozens of parts and 1-2 hours of assembly. Many people are unwilling to pay $1000 or more for a product that requires difficult assembly. On our website we tell people that assembly of one of our sofas takes about 15 minutes. Just as you had difficulty believing that our product and service are as good as we say it is, customers simply did not believe that a sofa could really be assembled that quickly and easily. Therefore we shot the video to prove that not only can our furniture be assembled in 15 minutes, but it can be assembled in less than 5 minutes. Using an 8 year old in the Video goes a long way towards convincing older people and single women that they really can assemble our sofas by themselves.

    One last comment — Simplicity Sofas is not really interested in attracting customers who are looking for normal sofas. It wants only those customers with a need for a Ready-to-Assemble sofa that can fit through small entrance ways and into small rooms. I am concerned when some of the reviewers on this site read quickly through the home page and decide that the site is about “furniture.” It is a very specific and unique type of furniture that is not for everybody.

33. Hi mattgsx,
     
    Thank you for your comments.  Of the 20 reviews that I have received on startup.com yours is by far the most comprehensive and informative.  Are you available for consulting or programming work?
    One of my primary concerns is that I have only limited access to modifying the website through an admin program that was set up only after everything else was finalized. I would like to have access to other parts that I cannot currently reach.
    One minor point that you brought up about the lack of explanation for the fabric grades — This topic is not as simple as you might think.  Basically the fabric grades reflect the prices that we pay for the fabrics.  Grade 1 is the cheapest and Grade 4 is the most expensive.  However, price and quality are not necessarily the same.  For example all of my Grade 1 fabrics were bought as closeouts at discounts of 50% – 80% off.
    Every Grade 1 fabric is as good or better than the Grade 2 fabrics and some are equivalent to Grade 3 fabrics. In addition some of the Grade 3 fabrics were also bought at discounted prices. If sold at their original prices these fabrics would range from Grade 4 – Grade 6.
    Please get back to me and let me know whether you are available to help improve our website.
    Jeff

34. Are there too many details listed in the detailed description? Which ones would you take out?
    
    Yes there are definitely way too many details. From the homepage, you should be so detailed about your products, you are wanting to let people want to go into your website, not provide them all that they need to know.
    As such, I would literally remove all the details and put them in another page, not in the homepage. At first site, I already understood that it was a furniture business, only from the image and top navigation bar, the rest underneath the image are not paid attention to, and I honestly skipped them over.
    I reckon your website would be much better as a Flash website, it would allow you to provide much more attraction with less wordings and more images. A slideshow would be possible and options such as hovering the house over specific part of the image would reveal what it is for, and there it is, your details about your products.
     
    Is the detailed description believable? If no, what don’t you believe?
    Yes, you detailed description is believable. I often go to IKEA and you often have to assemble your own furnitures. As such, I believe into easy assembling and that your furniture will F.I.T.S (I love that abbreviation !)
    
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
    As already explained in the first question, I immediately knew that it was about home furniture. Specially sofas, because of the company’s title and URL.
    Whether it had to be assembled or whether it came as a whole became clear with the slideshow with the woman assembling her sofa.

    Now go back to the site and comment on various elements of the site.
    The top of your website is really nice. Nice colours, balance, use of space, eyeflow, and very entertaining and relaxing. It seems to be very friendly and warming.
    On the contrary the bottom of the page is really bad. You used too much fonts, with no images at all ! That becomes boring and just makes the reader wanting to skip over. There is also the “Sofa Studio” and “Design Studio” links that mess up the whole colour scheme. The green colour should be used only to make minor contrasting, such as the border of the picture. But the use of green in the footer is good, as it diminishes it from the main part of the website.
    I also need to comment on your use of dot points, you used way too much! Dot points are used to minimise the amount of writing but you didn’t you basically wrote a lot of details in the dot points, that cancels out it’s purpose. For example, in one dot point you used:
    “Couches, sleepers and sectionals easily fit up twisting flights of narrow stairs, on small elevators or through narrow doorways.   Simplicity Sofas guarantees that their furniture will fit anywhere.”
    This is too long. Dot points shouldn’t have more than seven words ! And furthermore, a nice block of text on top of the dot points make it a more powerful tool to use. What I mean, is that if you just show dot points, no one will know what it is for. But if you have a nice block of text on top, and then finish by saying something similar to “The main points that our companies are:”, it makes the flow nicer. You also overused the same symbol, try to use different ones to create variety and thus diminish boredom.
    Last point, is that as I said before, your website would be much better as a flash website. I can see a lot of potential with the images and interaction.
    What do you find bothersome? What do you like?
    I stated my views, and thus my likes/dislikes in the post above as well.
    How do you feel about having full access to the site without having to sign up?
    Of course it’s great! I wouldn’t want to have to sign to have to buy something. Signing up should be just to follow with the updates, more like subscribing. So having full access without signing up is good ! Specially when there are a lot of people who are scared of signing up due to spams.
    
    Can you easily see how to order a free catalog or free fabric swatches?
    “Request a catalod” and “Order Fabric Samples” are pretty easy to locate.
    
    
    How do you think the site compares to other similar sites/competitors?
    The site has a lot of potential, specially in the aesthetic side. It shows great simplicity as well as easy navigation. The only problem would be the extra details and lack of organisation. If those two are  taken care of, your website would be near perfect! Again, I’m suggesting a flash website, as it would basically solve those two problems.

    Please share any additional feedback/comments you might have.
    Consider using bigger pictures and templates for your sofa images.
    For you “sofas” link, it should be clickable, and when clicked, it shows the drop down menu. This will give less room for confusion as it wouldn’t show the drop down menu at some times for me.
    A subscribing opportunity might be good as well, to show new collection, new arrivals and updates. It will also prove to be useful if you plan on opening another similar business with other items. You can refer the other website to them !
     

35. Are there too many details listed in the detailed description? Which ones would you take out?
    
    No there are not too many details in the description.

    Is the detailed description believable? If no, what don’t you believe?The description is somewhat believable. The initial look at the website does not tell you why the furniture is made for small spaces. You have to read further, the ability to break the furniture down is not readily apparent at first glance.

    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?
    It is about furniture that is made to fit is small spaces. It is custom made in NC.
    Now go back to the site and comment on various elements of the site.
    The site was easy to navigate. The buttons were clear and made sense in their location and information they offered. The site was colorful, without being too busy.
    What do you find bothersome? What do you like?
     I did not like the links to click on to see “Furniture ideas for the Sunroom” for example. It was too wordy and not enough actual photos ideas, which is what you would think would be on that link. On further investigation, all of the links were like that. Their fabric samples were pretty uneventful with not much variation.  I liked the idea of a video of how to assemble the furniture, but it did not need the rock music and did not need the 8 year old who was obviously taking directions from someone off camera. Just an adult assembling it, and we need to see how the arms attach to the back.

    How do you feel about having full access to the site without having to sign up?
    You shouldn’t have to sign up. It they want to sell their product, you should have total access to the site and all information.

    Can you easily see how to order a free catalog or free fabric swatches?
    Yes, that was very easy to under stand and easy to find on the site.

    How do you think the site compares to other similar sites/competitors?
    It was a very user friendly site. It could have had more design ideas. On other sites you see the furniture in staged rooms.
     
    Please share any additional feedback/comments you might have.
    I did like their “what is cooler than beige” link. It had some easy decorating tips. I did have some trouble finding what the fabrics were made of and how they can be kept clean. Do they come off of the arms, back and cushions for easy washing? They also look like they only come with one style of leg. If there are options, I didn’t see them.

36. $5 awarded to mattgsx.

37. $5 awarded to H_game.

38. Feedback sought:
     

    Are there too many details listed in the detailed description? Which ones would you take out? No the are not too many details listed.
    Is the detailed description believable? If no, what don’t you believe? yes, the detailed description is believable; however, I think you could add a bit more information to make the site’s purpose even clearer.
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about? The site sells furniture for small spaces.
    Now go back to the site and comment on various elements of the site. I like the photo at the beginning of the page.  I think that you could add a caption or statement to go beneath the company’s name, Simplicity Sofas, at the top of the page which captures the company’s business purpose.
    What do you find bothersome? What do you like?
    How do you feel about having full access to the site without having to sign up? I think this is an important feature for your potential clientele.  I would think you would get more business this way as the information is completely accessible, as far as price, etc.
    Can you easily see how to order a free catalog or free fabric swatches? Yes, this information is well-displayed and accessible.
    How do you think the site compares to other similar sites/competitors? I am not aware of any competitors in this area and so I think this is a novel idea.
    Please share any additional feedback/comments you might have. I like the site and your company’s purpose.  I also like that the items are made here in the USA of real wood and that you make sure this information is well-displayed.  As a person who has lived in a smaller home, I think this is a great idea!

39. Feedback sought:
     

    Are there too many details listed in the detailed description? Which ones would you take out? No the are not too many details listed.
    Is the detailed description believable? If no, what don’t you believe? yes, the detailed description is believable; however, I think you could add a bit more information to make the site’s purpose even clearer.
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about? The site sells furniture for small spaces.
    Now go back to the site and comment on various elements of the site. I like the photo at the beginning of the page.  I think that you could add a caption or statement to go beneath the company’s name, Simplicity Sofas, at the top of the page which captures the company’s business purpose.
    What do you find bothersome? What do you like? I do not like how the site becomes aesthetically busy about half-way down the page. I think these important details could be better organized.  Also, I think there may be too many font colors in use on the page.  I like the photo used at the top of the page, the use of the video and the details of your company’s background overall, I just think the details could be presented in a more clear format.
    How do you feel about having full access to the site without having to sign up? I think this is an important feature for your potential clientele.  I would think you would get more business this way as the information is completely accessible, as far as price, etc.
    Can you easily see how to order a free catalog or free fabric swatches? Yes, this information is well-displayed and accessible.
    How do you think the site compares to other similar sites/competitors? I am not aware of any competitors in this area and so I think this is a novel idea.
    Please share any additional feedback/comments you might have. I like the site and your company’s purpose.  I also like that the items are made here in the USA of real wood and that you make sure this information is well-displayed.  As a person who has lived in a smaller home, I think this is a great idea!

40. Are there too many details listed in the detailed description? Which ones would you take out? Each of the descriptions listed provide adequate detail.  I just do not believe the location of the details all belong on the homepage.
    Is the detailed description believable? If no, what don’t you believe? The descriptions for each item are credible and there is sufficient information provided to backup the claims made.  I liked this, and it gave me some confidence that your company knows what it is doing and can prove it.
    Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about? Clearly, the site is all about furniture for individuals who need seating in smaller spaces.  There was adequate pictorial information up front to reinforce what you are marketing.
    Now go back to the site and comment on various elements of the site. The top of the page is helpful and well laid out.  The options bar for pricing, sofas, love seats, etc. all make sense.  Thereafter, things get a little busy and overwhelming to the eye.  There is a lot of good information, but it bleeds all together and is hard to sort out.  Everything that is necessary appears to be available to the visitor, but I would recommend a better means of organizing it.  My biggest concern is that the text under the F.I.T.S. and description of Simplicity Sofas do not stand out well enough.  These areas really need a separate link to another page for the full blown description.  The video representing ease of assembly is good, but I think it could use a better location on the page.
    What do you find bothersome? What do you like? I like the fact that you appear to have everything the visitor needs or wants to know about about your business and product.  That said, the superabundance of information without better organization iis difficult for me.  I’m familiar with presenting program and technical information on websites as a manager in state government.  We always targeted an 8th grade level of reading and attention span.  What qualifies as 8th grade level is a sliding scale, but I’m sure you understand what I mean.  You’ve got the text down, but the attention span is going to be taxed.  I recommend using some means of better organizing similar information on your page.  Just make sure you lift to the top of the page what is most important and compelling.
    How do you feel about having full access to the site without having to sign up? This is fine.  As a customer, I would want this.  Anytime I have to sign-up for information I generally go away.
    Can you easily see how to order a free catalog or free fabric swatches? I liked it.  Great feature.
    How do you think the site compares to other similar sites/competitors? Overall, I’d say it is average.  The features and content are much better than most, but the organization puts me off a bit.  I would say the site is credible and built with the customer in mind.
    Please share any additional feedback/comments you might have.  The feature allowing the visitor to select an item of furniture and see what it looks like in different fabric is very good.  I also like the customer feedback, most of which is current and not stale.

41. 1. Are there too many details listed in the detailed description? Which ones would you take out?

    There is definitely too much details listed in the detailed description about your sofas on your company’s website, SimplicitySofas.com. Immediately, I would remove the sections entitled, “Order Free Catalog” and “Order Free Fabric Sample” because these options are already provided at the very top of the webpage. If the customer is interested in one of these options or both, they are self-explanatory and do not need to be reiterated upon the website such as is the case on your webpage on the right-hand side.

    Usually, when I visit a website my initial concern is what this company is about and what is being offered to benefit, me, the consumer. Therefore, I would suggest to replace the “Order Free Catalog” and “Order Free Fabric Samples” area with a section entitled, “About Us” where the customer can immediately have access to the background history of your company such as the location, when it was organized, its’ purpose and the benefit of purchasing what is being sold, for example, sofas, to fit small spaces.

    Then, just below the “About Us” section that I would setup toward the right-hand side of the web page, I would eliminate the topics, “SofaStudio – All about Furniture” and “Design Studio – All About Design”; combine them both into one subject that reads something like, “Sofas- Furniture & Designing Tips” or “Furniture & Designing Tips”. Use a few of the bullets from each of the previous 2 topics to educate the consumer on the value of purchasing Simplicity Sofas to decorate awkward spaces in apartments, homes and studios.
     
    Last, but not least, the paragraphs underneath the YouTube video of the 8 year old boy easily assembling your sofa should also be removed. The material is not necessary due to the fact that video, itself, again, says it all.

     
    2. Is the detailed description believable? If no, what don’t you believe?
    There is no doubt that the detailed description mentioned is believable. But, I feel the overall action by consumers visiting the site would be to quickly locate photos featuring the various types of sofas, the prices and customer reviews.  

    3. Visit https://www.simplicitysofas.com. Spend no more than 5-10 seconds on the home page. What do you think the site is about?

    Even though the site mentions “simplicity” sofas my brief review indicates that it does not related to the style of sofas, plain in form, but the easily assembling of the sofas and getting them into awkward spaces. In addition, the video presented about the 8 year old boy assembling one of your sofas within 5 minutes speaks for itself.

    4. Now go back to the site and comment on various elements of the site.

    A few elements that really stood out as soon as I visited your site were the color coordination, which is warm and inviting. The “tan tags” at the top of the website provided easy access to what consumers are mostly concerned about such as pricing and other furniture items to accent the sofa they seek such as chairs, love seats, etc.

    Also, the photo of a living room setting with your sofa furniture being displayed, the flashing images of a sofa being put together along with a YouTube video are all visual aids that made me want to explore further to what your company had to offer.

    5. What do you find bothersome? What do you like?
     
    Honestly, what I find bothersome is that the web page is wordy and my initial reaction caused me to become overwhelmed to the point that I do not know where to begin because there was too much information to comprehend about sofas. On the other hand, the blog, the YouTube video and flashing images about easy assembling and photo of a living room designed with your sofas was very impressive! Like me, I feel that most people prefer visual techniques demonstrating items to be purchased.

    6. How do you feel about having full access to the site without having to sign up?

    Having full access to your site without signing up is a huge plus! Whenever I visit a site and notice the sign up process my immediate reaction is that the company will not provide me with their best until I commit to something. I appreciate the feeling your website gives, without the sign up process, which is one of ease and knowing that I can search for sofas that interest me with the intent on finding something to my liking. And if not, I can frequent the site anytime without any obligations.

    7. Can you easily see how to order a free catalog or free fabric swatches?
    
    Yes, I can easily see how to order a free catalog or free fabric swatches from your site since they are located at the very top of the web page. My experience in visiting other sites, in particularly, when ordering a catalog is that this process is usually located at the bottom of the website (fine print) or does not become available until the sign up process.   

    8. How do you think the site compares to other similar sites/competitors?

    When comparing other manufacturing sites that sell furniture such as sofas, in your case, I find your website, http://www.simplicitysofas.com to be unique. I am not confronted with non-related items such as clothing, jewelry and accessories. Instead, when I arrive at your site, immediately, I can begin searching for exactly what I am seeking to purchase, sofa furniture.

    9. Please share any additional feedback/comments you might have.
    
    Since your site provides a link to various fabrics that a consumer can choose from, in my opinion, I think consumers would appreciate some type of interaction where they can see a few examples of your sofas, click on the fabric of their choice and see the final results of the colored fabric chosen.

42. $5 awarded to Diamond49.

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