Mighty good ecom site

This looks like a mighty good ecom site at first look.

It seems almost spartan in design. The font and color scheme used, the white spaces around, the box around the product snap - all lend to the feeling of an exclusive showroom displaying handpicked items for our shopping pleasure. It's a pleasant surprise from other ecom sites that we generally see.

Liked:
1. You get to ponder on a single item at a time. There is no particular order in which they appear, so there's a surprise element involved. The photographs are clear, well laid out, and small enough to load pretty quickly. The home page is Four "Page Downs" deep which is just about long enough.

2. The writing is gramatically correct and easy to read. Though some of them are written in pure advertising salespeak which doesn't go all that well. But the ones where they state the benefit clearly, and directly, you find yourself liking the product and the site.

3. The links on the left are limited and can be seen without having to scroll.


Didn't like:
1. Why does it not open a link in a new window? After I click on the site where the item is available, I have to do a "Back" to arrive at mighty goods again. That's too many Returns for someone who wants to check the wares. The experience is somewhat like having to leave the store to check a section within that store - and then having to enter from the main door again.

2. The search is basic. It doesn't show any close matchups, or suggestions. No "Did you means..." such a favorite on a shopping site, and at times such a help. But probably, they didn't invest in it because it's unlike other shopping sites where users are always hurried and find themselves in a clutter of items to buy from.

3. Hate having to Aim and Click on those page numbers. Why can't they have the "Next" button so that we can just go ahead in a linear fashion!

4. What is the category of the product that I get to see? It's not displayed alongside the product.

5. The Information section about themselves is almost as much as the product categories they offer. Hmmm... they seem to be taking themselves seriously here!