42244

econsultancy_xml

Homepage Halfords has done away with the overpowering orange colour scheme and added more white space, which makes the site more appealing to look at, as well as easier to scan to find the relevant links. <img alt="Halfords homepage" src="http://farm4.static.flickr.com/3198/2936954623_194d6b9db8_o.jpg" /> The page also makes good use of space to promote its categories and latest offers, as well as providing links to advice about more products like sat nav systems and child car seats. A larger, clearer <a href="/blog/2671-tips-on-site-search-box-design">site search box</a> has been provided, which is another good improvement. According to stats, 30% of web shoppers will use this tool, while others will revert to searching if they have failed to find what they want. I was also impressed with the clear links to customer services, details about delivery charges and other terms and conditions, displayed at the top of each page on the site. Navigation / product categories I found the navigation confusing last time, especially the labeling of product categories. Previously, clicking on the bikes section gave me options such as 'bike clearance' or 'bike deals'. Now the labeling is much clearer; categories like 'adult bikes' and 'kids bikes' are what shoppers will be looking for, while the sub-categories now also make more sense. <img alt="Halfords product categories" src="http://farm4.static.flickr.com/3249/2937806974_79ce28f057_o.jpg" /> To make it easier, users now have more filtering options, and can search by brand, frame size, price range and more. A big improvement. Product pages The product pages were OK last time, and contained all the price and delivery information shoppers would expect, but Halfords has managed to add more useful features this time. Product photos are better and more technical information has been added, while <a href="/blog/2185-user-reviews-a-must-for-etailers">user reviews </a>have also been added to the page, which is always a good idea to help customers decide on a purchase, as well as increasing trust in the website and products. Another useful innovation is this Q&A section, which gives customers a chance to ask specific questions about a product, which are answered by other users. This is a good idea, though the answers would carry more weight if answered or at least checked and approved by Halfords staff. <img alt="Halford product pages Q&A" src="http://farm4.static.flickr.com/3067/2937861830_2fff6cbe08_o.jpg" /> Problems The site is a big improvement on what came before, but there are still a few niggles. The checkout process remains unenclosed; the navigation bar is visible throughout so customers could easily skip out of the process. Removing links to other areas of the site should focus the customer's mind on the purchase and reduce <a href="/blog/1459-why-do-customers-abandon-the-checkout-process">checkout abandonment rates</a>. <img alt="Halfords checkout" src="http://farm4.static.flickr.com/3053/2936955251_48de4377ab_o.jpg" /> Also, Halfords, though it has logos trumpeting the fact that it was a top ten Hitwise site in April, doesn't provide any third party verification logos to reassure customers about server security to ensure customers that they can shop safely on the site. Related research: <a href="http://econsultancy.com/reports/usability-and-user-experience-report-2007">Usability and User Experience Report 2007</a> <a href="http://econsultancy.com/reports/online-shopping-and-credit-crunch-survey-report">Online Shopping and Credit Crunch Survey Report</a> Related articles: <a href="/blog/1828-ten-ways-to-improve-online-checkouts">Ten ways to improve online checkouts</a> <a href="/blog/1288-establishing-trust-in-the-buying-process">Establishing trust in the buying process</a>

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Homepage</Emphasis> </Paragraph> <Paragraph>Halfords has done away with the overpowering orange colour scheme and added more white space, which makes the site more appealing to look at, as well as easier to scan to find the relevant links.</Paragraph> <Paragraph> <Image AlternateText="Halfords homepage" Source="http://farm4.static.flickr.com/3198/2936954623_194d6b9db8_o.jpg"> </Image> </Paragraph> <Paragraph>The page also makes good use of space to promote its categories and latest offers, as well as providing links to advice about more products like sat nav systems and child car seats.</Paragraph> <Paragraph>A larger, clearer <Link URL="/blog/2671-tips-on-site-search-box-design" Window="Self">site search box</Link> has been provided, which is another good improvement. According to stats, 30% of web shoppers will use this tool, while others will revert to searching if they have failed to find what they want.</Paragraph> <Paragraph>I was also impressed with the clear links to customer services, details about delivery charges and other terms and conditions, displayed at the top of each page on the site.</Paragraph> <Paragraph> <Emphasis>Navigation / product categories</Emphasis> </Paragraph> <Paragraph>I found the navigation confusing last time, especially the labeling of product categories. Previously, clicking on the bikes section gave me options such as 'bike clearance' or 'bike deals'.</Paragraph> <Paragraph>Now the labeling is much clearer; categories like 'adult bikes' and 'kids bikes' are what shoppers will be looking for, while the sub-categories now also make more sense.</Paragraph> <Paragraph> <Image AlternateText="Halfords product categories" Source="http://farm4.static.flickr.com/3249/2937806974_79ce28f057_o.jpg"> </Image> </Paragraph> <Paragraph>To make it easier, users now have more filtering options, and can search by brand, frame size, price range and more. A big improvement.</Paragraph> <Paragraph> <Emphasis>Product pages</Emphasis> </Paragraph> <Paragraph>The product pages were OK last time, and contained all the price and delivery information shoppers would expect, but Halfords has managed to add more useful features this time.</Paragraph> <Paragraph>Product photos are better and more technical information has been added, while <Link URL="/blog/2185-user-reviews-a-must-for-etailers" Window="Self">user reviews </Link>have also been added to the page, which is always a good idea to help customers decide on a purchase, as well as increasing trust in the website and products.</Paragraph> <Paragraph>Another useful innovation is this Q&A section, which gives customers a chance to ask specific questions about a product, which are answered by other users. This is a good idea, though the answers would carry more weight if answered or at least checked and approved by Halfords staff.</Paragraph> <Paragraph> <Image AlternateText="Halford product pages Q&A" Source="http://farm4.static.flickr.com/3067/2937861830_2fff6cbe08_o.jpg"> </Image> </Paragraph> <Paragraph> <Emphasis>Problems</Emphasis> </Paragraph> <Paragraph>The site is a big improvement on what came before, but there are still a few niggles.</Paragraph> <Paragraph>The checkout process remains unenclosed; the navigation bar is visible throughout so customers could easily skip out of the process. Removing links to other areas of the site should focus the customer's mind on the purchase and reduce <Link URL="/blog/1459-why-do-customers-abandon-the-checkout-process" Window="Self">checkout abandonment rates</Link>.</Paragraph> <Paragraph> <Image AlternateText="Halfords checkout" Source="http://farm4.static.flickr.com/3053/2936955251_48de4377ab_o.jpg"> </Image> </Paragraph> <Paragraph>Also, Halfords, though it has logos trumpeting the fact that it was a top ten Hitwise site in April, doesn't provide any third party verification logos to reassure customers about server security to ensure customers that they can shop safely on the site.</Paragraph> <Paragraph> <Emphasis>Related research:</Emphasis> <LineBreak /> <Link URL="http://econsultancy.com/reports/usability-and-user-experience-report-2007" Window="Self">Usability and User Experience Report 2007</Link> <LineBreak /> <Link URL="http://econsultancy.com/reports/online-shopping-and-credit-crunch-survey-report" Window="Self">Online Shopping and Credit Crunch Survey Report</Link> </Paragraph> <Paragraph>Related articles:<LineBreak /><Link URL="/blog/1828-ten-ways-to-improve-online-checkouts" Window="Self">Ten ways to improve online checkouts</Link><LineBreak /><Link URL="/blog/1288-establishing-trust-in-the-buying-process" Window="Self">Establishing trust in the buying process</Link> </Paragraph> </FormattedContent>

2008-10-13T10:00:00+01:00

econsultancy_xml

A few months ago, I <a href="/blog/2257-site-review-halfords-com">looked at Halfords' e-commerce site</a> from a user experience perspective, and found it lacking in some areas. A bit of tweaking has happened since, so it's only fair to comment on the improvements that have been made...

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>A few months ago, I <Link URL="/blog/2257-site-review-halfords-com" Window="Self">looked at Halfords' e-commerce site</Link> from a user experience perspective, and found it lacking in <Quote>some </Quote>areas. </Emphasis> </Paragraph> <Paragraph>A bit of tweaking has happened since, so it's only fair to comment on the improvements that have been made...</Paragraph> </FormattedContent>

false 2854

Related Econsultancy reports include our <a href="http://econsultancy.com/reports/e-commerce-platforms-buyer-s-guide-2009">E-commerce Platforms Buyer's Guide</a>, <a href="http://econsultancy.com/reports/delivering-successful-e-commerce-projects">Delivering Successful E-commerce Projects</a> and <a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a>. See also the <a href="http://econsultancy.com/reports/e-commerce-statistics">E-commerce Statistics Compendium</a>.

366510

Halfords improves e-commerce offering false

2008-10-13T11:37:00+01:00

halfords-improves-e-commerce-offering

2009-04-28T23:16:28+01:00

2009-10-13T09:49:28+01:00

841