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UK retailer Game has unveiled a revamped website that provides customers with recommendations based on previous site usage, as well as customer reviews.

Site Navigation

The new navigation works well in general, with the new site having a left sidebar to navigate through the different categories, which are divided up according to type of console.

Users can search through different types of games, while the site provides a handy breadcrumb trail to help users get back to any previous point in their search.

 

Product pages

The product pages are an improvement, with most of  the important information, including price and delivery times, above the fold and clearly visible. You would expect to see delivery charges alongside the product and price, but Game has a notice on the top right of every webpage promising free UK delivery.

Most product pages have a good range of screenshots, as well as links to videos of the games' trailers. A Game review is provided, and the company has added a user review section to the site to help others decide.

While user reviews are handy here, Game has missed a trick by not letting users rate the games, as Amazon does, which would then allow customers search for games by rating.

 

Checkout process

The checkout process follows many of the best practice principles for checkout design:

  • Signs of server security are clearly visible to reassure security-conscious customers, while the customer service contact number is displayed prominently. 
  • Links to important information such as delivery times, and the site's privacy policy are clearly visible.
  • Registration before purchase is not made compulsory.
  • The checkout process has been limited to four steps, though this makes for extra scrolling, while the bar at the top of the page indicating progress through the checkout is useful.

 

Game has made an effort to enclose the checkout, thus focusing the customer's mind on the purchase, but has not managed to fully enclose the process.

While the navigation bar and any unnecessary distractions have been removed from the checkout, links to terms and conditions and the site's privacy policy at the bottom of the page can lead customers away from the checkout process and back to the rest of the site.

Related stories:
Ten ways to improve online checkouts

Related research:
Online Retail 2007: Checkout Special  

Graham Charlton

Published 16 October, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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