Tim Ellis, business development manager at Momentum Instore, shares his view of good and bad sites.
Amazon.co.uk
Amazon is an extremely popular and trusted online retailer and, as you would expect from such a well-respected name, it provides a quality, enjoyable shopping experience. The site combines ease of navigation with a high level of personalisation based on customer’s previous searches and purchases.
All relevant product details are given at the point of purchase and customer reviews are listed on the same page. The checkout process couldn’t be simpler - Amazon’s one-click checkout is just that. Customers can also change their mind during the checkout process, and easily remove items from their basket if they wish.
Wowcher.co.uk
Wowcher’s website is fairly easy to navigate although it is difficult to find specific types of offers, as they are grouped into quite broad categories and you need to have time to scroll through them all. In terms of the offers themselves, there is almost too much choice - there seems to be thousands of offers to wade through. Where the site really falls down though is when customers arrive at the checkout. The whole checkout process is very complicated. The customer is given a range of options, which differ depending on the offer being purchased. Wowcher’s website is not that user-friendly, especially for first-time visitors.
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