I don’t know if you’ve been to Yahoo! Shopping lately, but it’s a complete disaster of a shopping portal and Yahoo should be ashamed … ASHAMED! of having that atrocity in their mature web portfolio.
First some history …
I happened across Shopping.Yahoo.com not because I was ‘shopping’ but rather I was following the story on Woot! about a new “partnership” they rolled out with Y! Shopping (anyone else find it weird that Woot! and Yahoo! both end! with! exclamations?! Jason Toon is hilarious by the way, and his blog announcement of the “selling out” is a good read.\
Getting back to Y! Shopping, if anyone hasn’t seen the home page, it’s a disaster of banner ads, links that look like banner ads, and poorly structured navigation and changing page layouts … it’s that bad.
Here’s a screenshot, see the large version at Flickr.
Here’s a screenshot with my commentary, and the larger version at Flickr.
The Problems as I See Them:
1. The main store navigation looks like a poorly disguised ad placement, more commonly seen on spammy landing pages setup by domain prospectors.
2. There are ads, everywhere. Too many ads and not enough product highlights and shopping tools. Amazon makes Yahoo! Shopping look downright silly.
3. Wasted space. Not only do the ads take up valuable real estate, the spacing is bad and Yahoo uses an entire section to tell me I’m not logged in that could be devoted to … selling? (what a concept)
4. Woot! Their best feature is halfway down this depressing page, and offers the only glimmer of hope (and slim chance that someone still has a pulse) over at Yahoo! Shopping.
Look, I’m sure Yahoo! makes an assload of money from this portal, and probably sells a crap load of ads and makes a tidy profit. But it’s just downright horrible, and they could make a lot more if they’d devote a little attention (and some expensive Stanford PHD brain time) on devising a better shopping experience, and in turn better ROI for their advertisers.