Ben Stollard, UK director at ForeSee, shares his view of good and bad sites.
UrbanOutfitters.co.uk
Once you get beyond the interrupt that encourages registration, the Urban Outfitters site features a streamlined top-level product navigation approach that enables customers to get to meaningful collections of products.
There is ample product information on detailed pages. Sizing, shipping and return information allow customers to have confidence that items will fit correctly, and if not, how to return them. The ‘Recently Viewed Items’ and ‘You Know You Want These Too!’ listings facilitate eureka shopping moments and give customers a quick way to look back at items as they continue to browse. Intuitive shopping.
Next.co.uk
While the Next site uses a similar high-level global product navigation structure, several key differences undermine the experience.
One of the primary calls to action, the Checkout button in the upper right corner of the masthead, is barely visible as the contrast between the background and foreground colour is poor. Limited product details mean customers must base purchasing decisions on the images provided alone.
The duplication between links to collections and categories in the global mega drop-down menus represent a missed opportunity to highlight interesting selections of products. Disappointing.
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