Question

Topic: Website Critique

Is This Site Good Technically And Experientially?

Posted by charles.burrows on 1/13/2011 at 6:03 AM ET 125 Points
Does the site www.tescoentertainment.com do the most important things it should, to:

1. be technically effective and efficient in attracting traffic?

2. give a high-class on-site customer experience?

Please be as brutal or complimentary with the advice as you like!
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RESPONSES

  • Posted on 1/13/2011 at 7:09 AM Moderator
    1. Websites don't ATTRACT traffic. Marketing plans and activities do that. The job of the website is usually to convert visitors into customers.

    2. "High-class" is in the eyes of the beholder. We'd need to understand who is in your primary target audience in order to comment on the customer experience. My own reaction is that sites that lead with price discount copy are not high-class. They're trying to compete on price, not on quality or other important end-benefits.

    Hope this helps.
  • Posted by charles.burrows on 1/13/2011 at 7:59 AM Author
    Hi there, apologies for using a colloquialism, by "high-class" I mean "high-quality" as in, broadly, "the skillful application of professional standards for websites".
  • Posted by Jay Hamilton-Roth on 1/13/2011 at 8:01 AM Accepted
    Instead of polling some of us - add analytics to your website to get solid data. Who's visiting? How did they find you? What did they look for? Did they buy anything? Once you have a baseline, then start by doing a split test to see how you can improve the conversions (visitors -> customers).
  • Posted by charles.burrows on 1/13/2011 at 9:12 AM Author
    Many thanks for all the suggestions. Jay, thanks for suggesting the split testing - I'll try that.
  • Posted by charles.burrows on 1/13/2011 at 9:46 AM Author
    Many thanks, KSA. There is loads that is good about the site but that doesn't mean there aren't always improvements to be made!

    For example, I would say that the on-site search and category/sub-category navigation could be even better. There are also things like you can't get an in-stock email notification when an item on site is pre-market. A further example of a potential improvement area is that some of the colours really don't contrast very well, e.g. in particular I'm not too sure about the call-to-action buttons.

    The last one could be split-tested, hence I liked Jay's answer but I can see you are all industry experts so I appreciate you taking a few minutes to look and respond.
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