Zoe Shore, Head of digital, Elmwood UKshares his view of good and bad websites.
Good site: Boden.co.uk
Boden is a brand that has worked hard to bring the personality and vibrancy of its mail-order business into its online presence.
The site wants to engage customers, and it has done its homework on what sort of content is likely to do that – from look books, magazine tie-ups and latest pieces updates, there is always something to come back for.
The outfit-maker feature is a lovely piece of interactive design that lets customers see how pieces would look together before buying them.
All this coupled with an easy navigational structure, clear stock level info, simple buying process and elegant design – it’s a site that works.
Bad site: Postoffice.co.uk
The Post Office site, by comparison, doesn’t seem to care whether anyone comes back again.
It’s cold and uninviting. There are buttons and links everywhere. It’s almost impossible to find where you’re supposed to look or how to differentiate bits of content.
The product descriptions in the online shop are next to useless. For example, it assumes people know the difference between a Collins Ideal Book Grey/Black 6429 and a Collins Ideal Book Grey/Black 6438 at a glance.
They’ve missed an opportunity to take the personal service many people rely on from their local Post Office and translate that online. It’s a real shame.
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