Jamie Turner, chief technology officer at Postcode Anywhere, shares his view of good and bad sites.
Phones4u.co.uk
This site is a stalwart of the online mobile retailing industry, and its ecommerce capabilities have been streamlined for maximum effect. The home page tabs are clear and easy to follow, reducing the amount of hoops the customer has to jump through to find the product they are interested in.
Similarly, its checkout process limits the number of times users have to enter their details and address validation is straightforward.
All in all, the site is a great example of a retailer that has taken efforts to limit the distractions between the customer and the end-sale - this is ecommerce done well.
EE.co.uk
EE should, in theory, have a great user experience because new sites are likely to incorporate innovative design trends and should have learnt from competitor glitches and mistakes. Unfortunately, at the time of writing, practically all the links to the ecommerce site were broken, making it impossible to view its product range.
Cart abandonment seems a likely scenario in this case as shoppers will quickly become frustrated with the bugs.
The EE site should be commended for its concise, uncluttered and contemporary layout, but without addressing its coding errors it will inevitably lose customers.
No comments yet