July 8th, 2014
M&S Website sales drop following new site launch
Marks and Spencer has reported a large drop in on-line sales after moving across to a new website. This goes to show that even the largest companies can get it wrong when it comes to e-commerce and upgrading systems.
This story is a perfect example of why it is vital that great thought is put in to the processes involved with online shops; thinking from a customer viewpoint and not just the retailers. It is important for a site to look nice but more importantly, it has to be easy to navigate through, with categories easy to find and payment options kept simple.
The 13 weeks up to the end of June gave a drop of 8.1%, with M&S chief executive Marc Bolland admitting that the new site had an impact on the sales figures.
The new site was meant to be an advancement for the 130 year old business, but has instead created a range of obstacles for users since the launch in February. The main issues include the company’s 6 million customers having to re-register and reported issues with navigation across the site.
The recent feedback from the site has shown that people are unhappy with the interface of the new site, preferring the simpler old style. The new site may well have been designed with a better build in mind, but if people cannot use a site, it can drastically reduce the amount of customers willing to use it.
When choosing who is going to design and build your new website, make sure they fully understand the needs of both your company and your customers. A good website design isn’t just about making it look pretty; it’s about giving your customers what they want whilst also incorporating good design and functionality.< Back to Blog