I agree with most of the comments regarding the website but Alexa has nothing to do with trust. Thanks Brian
I think I share the same sentiments with all the other people here. That is absolutely not the look to have for an ecommerce site. It is extremely difficult to navigate through, cluttered, and I absolutely hate those old Mac designs. I'm surprised that site has above a 0% conversion rate. If you just did an overhaul with the regular osCommerce theme and focused more on the watches, your sales would immediately skyrocket.
First of all, the site is rather slow. And it doesn't like a regular shopping site. I won't buy anything from it.
I didn't even realize that the site is selling anything. Did your friend recently change the site? It looks more like an info-blog than a e-shop. Plus, the old Mac look isn't helping. At all.
I would really suggest he starts looking at some succesful ecommerce sites. Thisone is a complete no-no. amazon.com ctshirts.com would be two I would take a look at for great ecommerce design. Would also suggest a new name to go with any rerbrand.
The fact that the rank is good doesn't mean that the products or the site are good. Can be a great marketing campaign.
one more bad thing: the name of the site is misspelled in bold, on the index page. one good thing: the domain name is ok. If I were the site owner, I would take down the site and try to remove any evidence it ever existed. Then sell the domain. )
it looks like a old style theme which i don't like. and i think the shop button should be in the top of the page.and what is the payment method does the cart support?
It immediately reminds me of those sites that pretend to be a warning on your computer and a virus scan starts up... only a really outdated version. It needs a COMPLETE overhaul to look legit enough to purchase from in my opinion.