Ellie Edwards, Managing director of QUISMA, shares her view of good and bad websites.
Good site: Theoutnet.com
The sleek, uncluttered design of this site is testament to its designer status. The busy woman who does not want to compromise on style was obviously taken into consideration. It has an easy navigation system that allows you to quickly access the pieces you need. You can choose by designer or item, and with new stock daily and extra discounts three times a week it really is a one-stop shop for your wardrobe needs. The site works well on both mobile and iPad. Features such as wish list, favourites and your wardrobe (past purchases) add a social element. Dispatch is prompt within two days. All in all a good end-to-end experience.
Bad site: Houseoffraser.co.uk
House of Fraser struggles with the high street versus high-end conundrum. The fact it is a department store and not just a fashion store means cookware is showcased next to cosmetics and fashion on the home page. It has a rotating feed showing popular products, which is a great way to help with stock levels. Navigation is easy but as it has nine departments and thousands of brands it is more of a place to go if you know what you want, rather than browse. It has a blog, as well as latest news but I wonder what traffic is like to these pages… it seems like another distraction to its main function, which is surely as an ecommerce site.
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