Paul Dahill, Business development director at AudienceScience, shares his view of good and bad websites.
Good site: PaulSmith.co.uk
Paul Smith is a fantastic brand and its website is great when you’re too busy to visit the shop. I recently bought a new wallet from the site, which was easy to navigate and it was simple and fast to find exactly what I needed. The site is also clean and clutter free. Excellent product images and zoom facilities make the experience as good as being in store. But for me the most impressive element was the customer service after placing my order. I immediately received a confirmation email, followed by text messages to tell me exactly when my purchase would arrive as well as the name of the driver that would be delivering it.
Bad site: NorthFace.com
While looking for a new rucksack, the obvious first choice was North Face, a brand synonymous with quality exploration and outdoor gear. Sadly this site is not as easy to navigate and the overall look and feel seems cluttered. While the site gives you great ways to search for products, such as by activity type, it leaves you guessing exactly where to find certain products. The product display doesn’t allow you to zoom in on a product or get a 360˚ view. The real failing comes after you’ve purchased a product. It appears there is no capping on the number of times that the online advertising was served to me – it begins to sour the experience.
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