Nikki Sixx of Mötley Crüe has a clothing line? I don’t think I’ve ever seen him fully clothed, but rock stars always have great fashion sense right?

The line is DragonFly and the site sports wallpaper full of Jack Daniels, cards, the Roadhouse, and all that good stuff. To put it softly, the site needs a lot of help. At first it appears to be very nicely done, product categories are descriptive and a navigation bar at the top of each page makes sure you won’t get lost, but then you click on the featured products and see a lovely “404 Not Found” page. The html on the homepage is broken! A few bugs in tens of thousands of lines of code is expected and are easily worked out when consumers begin to use your site, but errors on the homepage are unacceptable. When you find that the category links work you get to see some products, but upon choosing an item, this is what you see:

Overcrowding is definitely not a problem for this website. The product description is short and there are several pictures of the product which is good, but there is no upselling anywhere. Upselling shows customers products that compliment the one they are viewing, giving more exposure to items on your site. If I am going to buy this shirt, why not offer me some sweet leather pants?

Checkout is a breeze, I didn’t even need to enter my credit card info…what? The checkout options are great: Sign in, create account, and checkout without account. Those should and will soon be standard on all eCommerce sites. The checkout does support coupons which are very important for attracting customers through mass emailing and advertising; however, there is no error recognition whatsoever. I entered an address that didn’t match the city, a zip code that didn’t match the state, and entered phone number 555-5555. It just took me to the next step. This could lead to severe fulfillment issues even though it’s the customer’s fault it’s now your problem and if their number is 555-5555 how do you get a hold of them?

The status bar for checkout is a great feature, but shipping isn’t calculated till the end and you have to select your tax district. The less your customers have to do, the happier they’ll be. This site needs help. I understand that a member of a multi-platinum rock band doesn’t need more money, but why did I submit my order before I was asked for my credit card information? Put that on the same page and billing address, save your customer time.

This site needs help. The site design and clothes are really cool if that’s your style and fame always attracts customers, but unless the site’s usability is improved, every visitor will be a “One hit wonder.”