Fear marketing
There are a number of choice on how to market your product. Your home page is all about skin cancer - so, you are marketing your product through "fear" which is certainly a strong motivator. If your target market is only people who have a concern with skin cancer, that might be an effective marketing tactic. However, your are also selling clothes... maybe the design, quality, feel, "look" of the clothes is something that should be noted as well.
Even though you`ve made cancer prevention your main marketing tactic, you do need to get your product in front of the viewer immediately... should be on the home page as Steve said. When I first saw your home page I was wondering what it had to do with University of Pennsylvania (because that`s the only image on the home page). The internet is a visual medium.. viewers scan a web page and see pictures and headlines first.
Site design Your site`s colors are dramatic, the background color is almost hard on the eyes. If the background was more muted, the color of your logo and the sites content will show up better. I think the background color detracts from the content.
The size of your text is rather small and is specified so a viewer can not increase it even if he/she wanted. You might consider increasing the font size.
The text at the bottom of the site has an error: Copyright © 2008 .
Product images - the images are also a little small (maybe it`s my old eyes)... but you do have room to increase the image. I think it would be great to show your products on real people.
Privacy policy - there is some information missing on your privacy policy page.
10% discount - you mention a 10% discount, but I do not see how a buyer can get it. Do they need to email you?
~Roland
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