As the largest online trading place in the world the eBay website (UK) deserves a closer look through a website analysis. The eBay website UK makes it possible for small businesses as well as individuals to trade with others through a platform which includes several advance features such as secure transactions, ratings, image loading, and product descriptions. The fast loading website makes online shopping amongst users a sheer pleasure.

With so many products and services on offer, you would expect a cluttered site, but this is not the case with the eBay website which has made use of innovative website design to ensure a neat look despite all the products on offer. This has been made possible through the use of cascading style sheets and link text for categories. The main services are placed at the top and visible throughout navigation while the eBay categories are on the left side in the form of text links. The links are clearly identifiable with the blue underlining. Although it can form a point of critique as it is essential that the link colors blend in with the rest of the colors used on the website, in this case it is functional as it brings the aspect of familiarity with link display methods in play. The theme is kept throughout the website.

The main background is white, which helps to reduce confusion on the eye as there are simply a dazzling range of products on display and the user needs some help in keeping focused. Yellow, grey and light purple are other colors used. Directory style category display lower down the main page also helps with navigation. The home link is displayed throughout, titles of pages display in the title bar, and the sponsor is clearly identifiable.

Online help facilities are essential for such a complicated environment and fortunately there is no lack of assistance. Apart from the numerous search options, a site map link is displayed at the top of the page for orientation. In addition the help option is prominent and leads to an extremely comprehensive assistance page. The help topics are arranged in alphabetical or category order which makes provision for all types users. New users can browse through the eBay website without having to register first. If a user does want to trade, an account must be registered, but it holds several benefits such as comprehensive assistance and access to information. Text is easy to read, but an option does exist to enlarge text.

In terms of interactivity the eBay website also succeeds by allowing a feedback profile for every eBay member to ensure trust building amongst members. Ratings can be left for every transaction done by sellers and buyers. Positive and negative comments can be provided which will help other users decide whether or not to trade with the buyer or seller. The website analysis also revealed a comprehensive help feature through the feedback forum.

Although there are thousands of images, the images are important in helping users decide whether to buy or not. The images contain Alt tags and or text descriptions. All the images have purpose and can enlarge. Prices are clearly displayed and comprehensive product descriptions are the rule and not the exception. Registered users can customize the view of the pages.

The website design includes links to PayPal, a Skype option and the option to select a particular country. Comprehensive help exists for all areas of the eBay website and users can even obtain an eBay guideline booklet. Interactivity is not limited to the trading floor, but extends to include discussion boards, newsletter, and the option of creating a blog. This means open discussion and helpful guidance amongst members. eBay also offers workshops and an answer centre to improve the experience at the website. Personalisation is obtained through adding to favourite seller lists. User can connect with other members through the eBay website Groups option allowing for the creation of communities, newsletters, calendars and galleries. Useful tools and freebies are offered which ensures client retention and include bookmarks, mobile tools, and desktop tools.

The eBay website analysis also shows that the site makes use of affiliate Internet marketing options and as such has a strong Internet marketing mix. One drawback is the fact that there is no direct contact page link. The user can however, reach the contact page by following the overview that includes company information, jobs, and affiliate options. As with any website that focuses on online trading it does include the standard privacy policy and user agreement.

In terms of search engine optimisation (SEO) the eBay website analysis shows that the site boasts an amazing 7 Google Page Rank. Contributing factors can include the domain age of more than nine years, the blogs, easy navigation system and affiliate Internet marketing methods employed. The website is listed with DMOZ and the Yahoo Directory which are both important for traffic building. The eBay website has more than 260 000 incoming links from Google at the time of website analysis (May 25, 2008). This is also a contributing factor for high ranking. Get to their site and cash in on the bargains today.