Jim Brigden, chief commercial officer at iProspect, shares his view of good and bad sites.

Good site: Direct-golf.co.uk

Direct Golf

Direct Golf

Product is easy to find at the highest ranked retailer on Google for the term golf irons. The close-up images are brilliant and the site offers the real deal, coupled with attractive prices.

The ‘guest checkout’ speeds up the purchase process, which is always a great idea. The checkout is smooth and the delivery options are fantastic.

The mobile site is also impressive - given the importance of smartphones and mobile search in 2013, its mobile offering is almost as good as the desktop experience.

The social elements provided by Facebook and Twitter serve to make this an overall pleasant experience.

Bad site: Golfonline.co.uk

Golf online

Golf online

I can almost smell the fairway at Golfonline.co.uk. The ordering process is aided by a quick and easy navigation, yet the stock I wanted wasn’t available. Can you imagine going into a high street shop to buy something and there’s no stock available?

There’s an intuitive offering of alternative products that’s blighted by a confusing checkout, requiring users to register with a password.

Too many online retailers have the same awful checkouts costing them sales and customers.

It fails again at the last hurdle - a poorly optimised mobile site is slow to load and equally as disappointing.