Trenton Moss, Chief executive of Webcredible, shares his view of good and bad sites.
Good site: Beta.johnlewis.com
This beta site is clean and simple, and reflects the quality that has become synonymous with John Lewis. Navigation is intuitive, with products grouped according to the customer’s needs - beauty products are sorted by ‘skin concerns’, not just by brand. Banners on the home page inspire the user to explore other areas of the site without being distracting, and product pages are excellent with gentle cross-selling. Although a ‘quick-view’ feature would improve the shopping experience by allowing customers to see a preview of the product without having to leave the main page, beta.johnlewis.com provides an excellent customer experience overall.
Bad site: Boots.com
With what seems like hundreds of different ads and graphic styles, Boots.com looks cluttered with too many visual elements competing for attention. The ‘Our Favourite Brands’ section seems disingenuous, as though brands have paid for space on the site. Intended as a health informational tool, the ‘Web MD’ link looks like a paid-for ad, and takes the user to a separate site, feeling more like a side-business than an integrated part of Boots. The retailer should look to its more streamlined mobile site for inspiration - stripping away unnecessary content would reveal a more relevant, user-friendly web presence.