Tim Ellis, business development manager at Momentum Instore, shares his views of good and bad sites.

Feelunique is organised and easy to navigate

Feelunique.com

Health and beauty is big business and there are numerous sites out there with fairly similar offerings. Feelunique.com manages to stand out though and conveys a premium image from the outset.

The whole site is organised and easy to navigate. Best sellers are one of the main features on the homepage and new products are highlighted to add interest for regular customers.

The design has been kept simple so the emphasis is on product, which after all is what customers are really interested in. It is extremely easy to find what you’re looking for because the search function allows you to narrow your search using different filters.

Strawberrynet.com

In contrast to Feelunique.com, this website can only be described as unpleasant to look at. Garish colours and badly designed pop-ups give the impression that this is a discount retailer, but oddly the prices do not always meet this expectation.

Continuing the theme of inconsistency, the font sizes are not the same throughout the site, which adds to its confused appearance. This does nothing to build trust, especially for new customers.

Broken links on the homepage and a search function that gives little consideration to the concept of filtering mean it’s very difficult to find what you are looking for.