Hi All, I'm in the process of launching a web store for one of my businesses. We specialise in drink ware and food serve equipment. I believe I'm 80% complete with design and functionality. http://www.nonconsumables.co.uk/ I look forward to hearing from you.
You're definitely off to a good start. The design is clean and easy to take in -- lots of white space and breathing room, which is good when you're trying to showcase a lot of inventory. A couple of things I think you could do pretty easily, right off the bat -- get rid of that bar of whitespace that you have right underneath the top navigation bar. I would put that bit of text about "Free Delivery" above the navigation bar -- then what you can do is move that big image banner up so that it's 100% above the fold. As it stands, that bar of whitespace and the copy about Free Delivery are pushing that banner so that the fold cuts it off a little at the bottom. Another really easy thing you can do is make more use of that top navigation bar. It ends at "Drinkware," and all that empty space is perfect for you to put something that'll really drive conversion. Put something that functions as a good call-to-action. Make the text red after "Drinkware" and put something like your "most popular items" or advertise a flash sale or something that'll create a sense of urgency. That above the fold space right there is totally ripe for that sort of thing. Hope this helps!