Auctionfire.com critique

I am critiquing a prominent company doing business on the web using 6 rules adhered to by the electronic commerce industry and will rate it on a 1-5 scale for each rule, with 5 being the best. The web site I am to critique is auctionfire.com. This web site is an online auction site that allows users to create a profile and bid against other users for whatever their hearts desire.
The first rule I am to adhere to is that the web site should offer something unique. I believe that this web site meets this requirement by allowing free listing and image hosting for products, whereas other sites will charge for these features. I give this site a 3 for this rule. The second rule is that the web site must be aesthetically pleasing. The color schemes seem to do well but their main page seems cluttered to me. There are images that draw your attention but they bring your attention to the respective actions, which is what the goal is. I give this area a 3 as well. The third rule is the web site must be easy to use and fast. The web sites loads very fast, even with the amount of images for the auctions, but is not easy to navigate. If I wanted to look at multiple one auction categories I would have to continuously go back to the main page. This would be much easier to navigate if they kept the side menu as you navigate through the page. I give this aspect a 3 yet again. The fourth rule is that the web site must motivate people to visit. I feel they accomplish this fairly well by offering the ability to make a login profile, free listing, and image hosting, as well as have a constant change of merchandise. I give this aspect a yet another 3. Rule number 5 is to advertise their presence on the web. When searching “auction” on Google auctionfire.com is the ninth site down on the first page, which is fairly good considering how many auction sites there is out there. I could not find any related sites that listed them though. I will give them a 4 in this category. The last rule is that I should learn from the web site. I used alexa.com to check information and statistics on how well they perform, how many views they get, and what they view. In the average month each users spends an average of 1.3 minutes on their site, and only viewing 2 pages each on average, not keeping their attention very long. I will give them a 3 in this category as well.
A couple ways I think they could improve their web site is to keep their auction menu throughout the site, and unclutter their pages a tad. Other than these few things i think this web site does a decend job.
For this blog I used pages 208-210 in the book information4e systems today, managing in the digital world, the web site alexa.com, and auctionfire.com.