David Van Reyk, Managing director at DropGifts, shares his view of good and bad websites.

Good site: UrbanOutfitters.co.uk

UrbanOutfitters.co.uk

UrbanOutfitters.co.uk

What most impresses me about Urban Outfitters is the way it has succeeded in creating an online community that perfectly reflects the alternative vibe in its stores.

This is a retailer for the young, beautiful and eternally cool – and its website reflects this. The flawless collection of high street and high-end fashion is supported not only by stunning visuals, but by great music, behind the scenes videos, art and interviews with quirky designers and models. It is clear that at the end of Urban Outfitters’ user journey the customer leaves with far more than just a new item of clothing to add to their wardrobe.

Bad site: BrandAlley.co.uk

BrandAlley.co.uk

BrandAlley.co.uk

The theory behind this designer Sale site is a good one and if you’re looking to bag a great discount on top-end brands, it’s clearly where you need to head.

However, for those just looking to browse, the shopping experience is not an easy one. A customer could easily become frustrated with the site’s complicated functionality.

As well as a complicated layout, the site’s poor product labelling means that soft toys can be found alongside diamonds, and diamonds alongside kitchenware. This makes the whole thing feel chaotic – not the luxury shopping experience that customers come to the site for.