Ecommerce best practice

It is not often that I am genuinely impressed with an ecommerce website and the online purchase experience. Most of the time you are left thinking “wouldn’t it be great if the site had this…” or “why haven’t they made that easier…“. However, this week I was left impressed (see first point below). It made me reflect on my best ecommerce experiences and the features and functionalities that made it so great. Below I have started a list of examples of buying experiences, functionality, UX and look and feel. Feel free to ping me other examples and I will add them to the list.

Best overall experience: Naked Wines (www.nakedwines.com)NakedWine

Most of the mainstream wine sites look and feel dated and have terrible UX. Not Naked Wines. Apart from a simple, easy on the eye look and feel, it is the user-journey that impressed me. Rather than presenting you with the traditional ecom site layout, Naked Wines chooses to break the usability rules and ask you some questions first. The fact is the questions immediately and effectively transmit their ethos and concept. After completing the questionnaire, assuming you have answered them ‘correctly’, they present you with a gift for being an ‘Angel’ – a £82 discount on a pre-prepared selection of wines. I was sold hook, line and sinker. After completing the seamless checkout process, I was surprised to find my account with a £20 credit, which they offered as a gift for placing my first order. Second order pretty much guaranteed. Nice touch!

  • Fresh look and feel
  • Compelling, yet not forceful commercial approach
  • Great user-experience
  • Interesting content
  • Personalisation throughout
  • Differentiated approach to online wine sales

Best checkout feature: Amazon (www.amazon.co.uk – as if you didn’t know!)

AmazonIt probably makes many of you cringe to see such a giant in this list but the reality is Amazon has the best checkout feature, bar none: 1-click. This feature makes it just too easy to buy on Amazon, whether on site, on mobile or by app. Need something? Quick search on Amazon and 1-click (literally) and the product is on its way to you. I wish they had some stiff competition. Could you imagine what they would come up with if they did…

  • 1-Click checkout
  • Prime – loyalty service for which you have to pay (happily!)
  • Recommended items
  • User and purchase friendly app

Best shopping list feature: Tesco (www.tesco.com/groceries)Tesco

I have a pet hate: buying groceries online. I can never remember what I want, the brands that I prefer and invariably forget the most important items. Not any more. Tesco’s integration of their Clubcard in the online shopping experience means I can now see what I have previously bought in-store from my Clubcard history. Such an obvious feature but missing for a long time. I also think their ‘multi-search’ functionality is brilliant. Easy to use, it allows you to search for your entire shopping list in one go.

  • Clubcard offline shopping history
  • Multisearch
  • Clean design
  • Recipe ‘add ingredients to shopping cart’ functionality

Best look and feel: Made.com (www.made.com) Madecom

This was a close run between Made.com and Fab.com, and I suppose it is down to taste. I like Made.com because I favour the clean design. It really is (apart from apple.com)one of the few ecommerce sites which is not cluttered with products and promotions. Each individual product takes centre stage, with impressive photography. There is plenty of content to allow you to make an informed choice, but somehow it is still totally minimalist. Really like the functionality that allows visitors to ask questions about a product and the staff recommendations.

  • Clean, non-cluttered design
  • Beautiful photography
  • Plenty of well organised and prioritised product info
  • Easy checkout process with guest option

Best shopping app: Mr Porter (iPhone app)

MrPorterI don’t buy there often, but it is a great experience. The app is easy to use. The home screen is intuitive and offers a minimal choice of options, however, you are only ever one click away from your product list page, which has the most comprehensive filters you will ever find on a fashion app. Plenty of product images and Editor notes for almost every item make it the best shopping app experience for me.

  • Intuitive & easy to use
  • Great content & product imagery
  • Comprehensive product filtering

Best comparison app: Google Shopper (Android and iPhone)Google

Although you can’t buy directly on Google Shopper, I wanted to include it as it has saved me a fortune over the last few months. Before I buy anything, especially at airports where you are confronted with very enticing discounts (mainly on products you don’t need!) I quickly go on Google Shopper to compare prices. Within seconds you can see whether you are getting a good deal, or whether you can get it cheaper elsewhere. The great thing about this app is that it not only compares prices from online shops and the likes of eBay, but it also compares the prices from high street shops in your local area. It also allows you to save your searched item to a ‘shopping list’ meaning that you can refer back to see which impulse buy you managed to avoid….Great money saver!

  • Easy to use and extremely quick
  • Compares online and offline prices
  • Add to shopping list feature
  • Ability to view & buy without leaving app

I hope you like the list and, as mentioned above, if you want to share your favourite ecommerce site or feature(s), use the comment box below and I will add them to the list.

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