The Home page should immediately engage the visitor and inspire them to explore further. It is vital that the design connect with the visitor through their shared passion for shooting sports. A good understanding of the ethos and outlook of the shooting sport fraternity will help with this.
It should provide a number of call to action areas to allow featured products and promotional adverts to encourage visitors to click through. These will be changed on a regular basis so the design should allow for the frames to be used in a number of different ways depending on events, seasons and offers. The main promotional area will accommodate a slide show to maximise the use of this space.
Navigation will be via a drop down menu using a single multi-column box (see http://www.cabelas.com/ for an example).
Page dimensions are 960px width.
The Category page will allow visitors to browse products within a category, filtering the results via a number of product related parameters (price range, brand, category, as well as other attributes). The sidebars will allow a number of cross sell opportunities as well as navigation and checkout functionality. Each category will have a header image to set the feel of the category, these will use a background image with text overlay, so fonts for this area should work with a number of images across the product range.
Product images are important for this page, and should be given prominence. Image sizes should be as large as feasible with the design, but the design should aim for an open clear feel and avoid clutter. Product image sizes across all pages should aim for some consistency so that there are around 4-5 image sizes used in total.
The Product page should focus on providing the correct information to allow the visitor to make a decision on the sale. This can be presented as text, images or video. A number of up-sell and related products promotions will be available for each product. Additional sales via related products is vital so the design should aim to draw attention to these elements without it becoming annoying or 'in your face'.
The Basket page also focuses on providing the visitor with the correct information they need to complete the sale, this includes manipulation of basket items, entering discount codes and selecting shipping options. A range of cross sell opportunities will also be available based on the contents of the basket. The basket page should feel reassuring and calm, providing the correct mindset for the visitor to complete the sale.