42244 2 3 econsultancy_xml <p>The general look and feel of the <a href="http://www.cotswoldco.com/">new site</a> is a big improvement on the previous version - it is much less cluttered, easier on the eye and the checkout process is simple to use. </p> <p>The photography is impressive too, which is important for expensive items like beds and sofas. Users can view each item from a range of angles, as well as zooming in and out of photographs. </p> <p> <img alt="" src="http://farm2.static.flickr.com/1055/1442786082_3a053169aa_m.jpg" /> </p> <p>Generally speaking, the site works well and is pretty easy to use, though I have one or two small criticisms: </p> <p>Firstly, to find out delivery charges, it is necessary to move your cursor over a small icon of a van or package, which will then reveal the cost. This should be made clearer: </p> <p> <img alt="" src="http://farm2.static.flickr.com/1182/1442652236_82502d7c48_m.jpg" /> </p> <p>Aside from that, the site works well, the <a href="/blog/1646-tips-on-improving-the-checkout-process">checkout process</a> is nice and simple; you can go straight into the process without having to register first, which avoids some of the pain; data-entry is simple; and customers are given visible signs of progress through the stages of the checkout:</p> <p> <img alt="" src="http://farm2.static.flickr.com/1171/1442913638_713015edc4_o.jpg" /> </p> <p>One thing the site doesn't do, which was recommended in our recent <a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail: Checkout Special</a> report, is to <strong>enclose the checkout process</strong>. </p> <p>As shown above, there are links to every other area of the site, so a customer could potentially get halfway through the process, decide to click a link to look at another section, and leave the buying process. </p> <p>At this stage, customers' minds need to be focused, and all links to other parts of the site need to be removed. Once in the checkout there should be only one place customers can go - purchase confirmation. </p> <p>These criticisms aside, the Cotswold Company has produced a very good site, it looks good, is easy to navigate, and is a big improvement on the previous version. </p> <p> <strong>Related stories:</strong> <br /> <a href="/blog/1459-why-do-customers-abandon-the-checkout-process">Why do customers abandon the checkout process?</a> </p> <p> <strong>Related research:</strong> <br /> <a href="http://econsultancy.com/reports/online-retail-user-experience-benchmarks-2006">Online Retail User Experience Benchmarks 2006</a> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>The general look and feel of the <Link URL="http://www.cotswoldco.com/" Window="Self">new site</Link> is a big improvement on the previous version - it is much less cluttered, easier on the eye and the checkout process is simple to use. </Paragraph> <Paragraph>The photography is impressive too, which is important for expensive items like beds and sofas. Users can view each item from a range of angles, as well as zooming in and out of photographs. </Paragraph> <Paragraph Align="Center"> <Image Source="http://farm2.static.flickr.com/1055/1442786082_3a053169aa_m.jpg"> </Image> </Paragraph> <Paragraph>Generally speaking, the site works well and is pretty easy to use, though I have one or two small criticisms: </Paragraph> <Paragraph>Firstly, to find out delivery charges, it is necessary to move your cursor over a small icon of a van or package, which will then reveal the cost. This should be made clearer: </Paragraph> <Paragraph Align="Center"> <Image Source="http://farm2.static.flickr.com/1182/1442652236_82502d7c48_m.jpg"> </Image> </Paragraph> <Paragraph Align="Left">Aside from that, the site works well, the <Link URL="/blog/1646-tips-on-improving-the-checkout-process" Window="Self">checkout process</Link> is nice and simple; you can go straight into the process without having to register first, which avoids some of the pain; data-entry is simple; and customers are given visible signs of progress through the stages of the checkout:</Paragraph> <Paragraph Align="Center"> <Image Source="http://farm2.static.flickr.com/1171/1442913638_713015edc4_o.jpg"> </Image> </Paragraph> <Paragraph Align="Left">One thing the site doesn't do, which was recommended in our recent <Link URL="http://econsultancy.com/reports/online-retail-2007-checkout-special" Window="Self">Online Retail: Checkout Special</Link> report, is to <Emphasis>enclose the checkout process</Emphasis>. </Paragraph> <Paragraph Align="Left">As shown above, there are links to every other area of the site, so a customer could potentially get halfway through the process, decide to click a link to look at another section, and leave the buying process. </Paragraph> <Paragraph Align="Left">At this stage, customers' minds need to be focused, and all links to other parts of the site need to be removed. Once in the checkout there should be only one place customers can go - purchase confirmation. </Paragraph> <Paragraph Align="Left">These criticisms aside, the Cotswold Company has produced a very good site, it looks good, is easy to navigate, and is a big improvement on the previous version. </Paragraph> <Paragraph Align="Left"> <Emphasis>Related stories:</Emphasis> <LineBreak /> <Link URL="/blog/1459-why-do-customers-abandon-the-checkout-process" Window="Self">Why do customers abandon the checkout process?</Link> </Paragraph> <Paragraph Align="Left"> <Emphasis>Related research:</Emphasis> <LineBreak /> <Link URL="http://econsultancy.com/reports/online-retail-user-experience-benchmarks-2006" Window="Self">Online Retail User Experience Benchmarks 2006</Link> </Paragraph> </FormattedContent> 2007-09-26T12:17:00+01:00 1 1 econsultancy_xml <p> <strong>The Cotswold Company launched a revamped version of its e-commerce website this week, with improved navigation and an easier to use checkout function.</strong> </p> <p> <img alt="" src="http://farm2.static.flickr.com/1185/1441788283_b7c34264e7_o.jpg" /> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>The Cotswold Company launched a revamped version of its e-commerce website this week, with improved navigation and an easier to use checkout function.</Emphasis> </Paragraph> <Paragraph> <Image Source="http://farm2.static.flickr.com/1185/1441788283_b7c34264e7_o.jpg"> </Image> </Paragraph> </FormattedContent> false 1785 <p>Related Econsultancy reports include our <strong><a href="http://econsultancy.com/reports/e-commerce-platforms-buyer-s-guide-2009">E-commerce Platforms Buyer's Guide</a></strong>, <strong><a href="http://econsultancy.com/reports/delivering-successful-e-commerce-projects">Delivering Successful E-commerce Projects</a></strong> and <strong><a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a></strong>. See also the <strong><a href="http://econsultancy.com/reports/e-commerce-statistics">E-commerce Statistics Compendium</a></strong>.</p> <p>Related Econsultancy reports include our <strong><a href="http://econsultancy.com/reports/e-commerce-platforms-buyer-s-guide-2009">E-commerce Platforms Buyer's Guide</a></strong>, <strong><a href="http://econsultancy.com/reports/delivering-successful-e-commerce-projects">Delivering Successful E-commerce Projects</a></strong> and <strong><a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a></strong>. See also the <strong><a href="http://econsultancy.com/reports/e-commerce-statistics">E-commerce Statistics Compendium</a></strong>.</p> 364305 Cotswold Co revamps e-commerce website false 2007-09-27T12:48:00+01:00 cotswold-co-revamps-e-commerce-website 2009-04-28T22:58:52+01:00 2009-10-13T09:20:33+01:00 257