Admittedly, isn’t as awful as some (we’ve all seen worse) it isn’t as forward thinking as the website would suggest. A quick View Source reveals the culprit… Microsoft Visual Studio.NET 7.0
What JohnLewis.com does right
- Fluidity. This site looks as though it was designed for 800*600 and 1024*768 and doesn’t look too shabby on even big screens either. This is hard to pull off but then again they’ve used tables so they have cheated.
- No fly-out menus. When I first saw this site. that’s what I was expectin and I didn’t get it thankfully.
- A quality footer. Packed with information that was clearly part of the designer’s thoughts early-on. It’s very welcome and lets people find useful information with ease (well those who scroll anyway).
- Their related products are easy to add to basket at the same time as adding the item you want. I can only imagine upsale/items per order is quite high on this site.
- The customer service page is full of information and instead of hiding behind a link called FAQ (which by the way no non-web designers understand the meaning of) they show the customer the most important questions in plain English.
- The order telephone number is clearly displayed as soon as you get to the checkout.
- You are only asked to register once you have bought. No usernames & passwords if you don’t want them. Hurrah!
What JohnLewis.com does wrong
- I’d find it very interesting to see the stats or see some people using this site as I don’t think it’s overly obvious which parts of the page are clickable. Each department has a landing page with images linking to the main subcategories but to me they just look like decoration and not links.
- It could be argued that the design is overly simple. I might have added a splash more colour but it is very fittng with John Lewis branding so it isn’t a big issue.
- The contrast on buttons makes it difficult for me to tell what they say let alone someone with poor vision.
I would dearly love to know the conversion rates, checkout process drop-off rates and everything about this site. I feel from a customer point of view it’s close to perfection but could do with a little TLC to fully maximise profits. I am going to be using John Lewis as a huge inspiration for the next stage of JJB’s development.