Critical Review Of Next.co.uk Web Presence And Design

Justification

Next Background

It is a British multinational footwear, home products, and clothing that is offering services through e-commerce that has it’s headquarter located at Enderby, Leicestershire. It was founded in 1864 and till 1982, it was represented formally called J Hepworth & Son. It has a wide range of supply chain management, which is delivering the products and services in around seventy countries. It has constantly adapted the innovations based on the requirements and needs of the consumers and currently offering next day service for the products purchased by the consumers.

‘Next’ was chosen as the case study for this report as it has a large market and one of the leading e-business organization and website could be evaluated in an effective way due to its less options and small size of the webpage. Author had used the services at next.co.uk and thus, it was well familiar and known website, whose evaluation will be helpful for being practical and real life. There are wide services being presented by the ‘next’ and having simple interface that can be helpful in evaluating the features of the website in an effective manner.

The data presented in this report was collected through accessing various websites that includes the next.co.uk and its competitors for analysing the specifications and comparing it with others. Social networking websites and blogs have also been accessed for collecting the necessary information related to this report.

The scope of this report is to represent the theories related to the web presence for ‘next.co.uk’ in manner to identify the features those are necessary for offering better consumer experience to its consumers.

First Impression

Next’s operations are completely online service and better impression is the only thing to hold the consumers reaching at the Website, as first impression is always matter for showing the consumers about the available product and services. The appearance and smooth option selection should be the primary objective that needs to be incorporated within the first page of the website. It should be attractive and filled with options related to the access of products and services being availed by the company.

Talking about colours, appearance can be rated high however; the page size is high and will need strong high-speed internet to operate it in efficient manner.

The major lagging factor in the first appearance is that it has truncate and corrupted images saved on the appearance that might distract the buyer and went off. It has also not very wide range of options that might make the buyer hard to find what he needed.

Methodology

There is not proper size cart presented for the product as the services are being offered in more than seventy countries and each have different size chart. There is not any guest user log in for the outside consumers that can be not much attractive for users buying product from other website and trying to avail the service first time. There is not even any customer review present on the web page, which can affect the reliability and reliance on the service provider.

The homepage has all the varieties that the website can offer to its consumers however, selecting different options result in the opening of that section in the same tab that does not provide many choices for the consumer to compare with different products. Following test result shows the time aging to access the home page as per the time.

The navigation test results done on the website ‘Gtmetrix.com’ has been represented in the following figure:

Figure : Website Review Testing

(Source: gtmetrix.com)

After accessing different options from the homepage, it can be stated that it is a drawback of the website that new options are opening in the same tab, there is high time lagging fraction for opening new page, and the cache system is not proper as it cannot hold much data the individual is accessing while entering this page.

Login page seems to be having difficulties as desktop view in some systems are automatically changing www.next.co.uk to www3.next.co.uk and this transformed website does not have the option of my accounts to save history. There was not any offer available for the consumers at the page as certain offers attract the consumers seeking for high quality product at low price. This page also does not have any option to connect it with the social media that can the biggest lagging factor in the success of the organization as; almost every internet user is connected with the social media in some way. This connectivity would have helped in advertising about the products, services and offers that can be made available to its consumers.

The website is not very active on the Facebook and so is on other social networking websites that will affect the popularity of the organization as most of the users using internet are connected to the social media. The Facebook page has not been updated regularly and also does not have many followers. In manner to be ahead in the race of competition, social media can be a better platform for advertising about the products and services to most of the consumers.

Scope

The review states that average number of consumers are happy with the product and services made available by this website. Most of the online consumers are looking forward for the website that can be easily accessible and provide good products at low price. However, the website is not offering any offer that could make the page less attractive and thus, holding the consumers will be far difficult for the ‘next’ who are looking for offers. The beneficial sector of this website is that it provide option for the same day delivery, however lagging in descriptive content can make the consumers less reliable on the website and they might go for bricks and mortar shops.

The theme of the page is very attractive with multiple colours and have very less options that make it less complex for the users. However, marginal distance is high and some spaces are blank that could be utilized for making it more attractive. The drawbacks in the design is that the images saved are cropped and truncated that affects the overall attractiveness of the webpage. There are not many options available for the selection of products that makes the website less informative about the range of the products. However, the only plus point in the design is that the types and products have been categorized based on the specification.

Comparing with other e-commerce website such as Flipkart, and Amazon, this website does not have any compare option that makes the consumer confusing on selecting best product among different products.

Website was evaluated in the chrome browser and following result was gathered:

It was identified after using the tool that there were four errors in the page as described in the screenshot. Stating about compatibility of the website on mobile devices it can be said that the website was compatible with all the operating systems available in the mobile devices and individuals accessing the website on mobile device can easily access all the information. Another major drawback was the cache accessing was that the websites major deformation is saving cache data. There is not event big data used by the website for accessing profiles and behaviours of the individual accessing the website and predicting the choices and preference of the user.

Accessibility of the website is genuinely better and thus, user accessing the website will be easily accessing the website. The texts and options were very clear for the selection and accessing additional information. The only lagging factor in the accessibility was that the website does not provide option to login using social network credentials. This can lead a lazy user to make another account and remember it for later use.

Criteria Comparison

Conclusion

Based on the above report it can be concluded that next’s website has been reviewed successfully through using various online tools and developer tools embedded in the chrome browser. The compatibility and accessibility has been identified as of higher responses. However there are certain drawbacks identified wh9ile reviewing the website and thus, it can be mitigated for the proper and effective user interface for the users accessing the website.

‘next.co.uk’ should allow connectivity with social media

There should be comparison option in the website

The blank spaces should be utilized for more attraction

There should be offers available on the first appearance or homepage

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