As you may know, I work in digital media, creating websites for some pretty big organisations (we’ve just completed the new No10 website). So I appreciate websites that are designed around the user’s needs. I think we all do.
We all know and love our favourite specialist shops, like Bob’s Backpacking Light UK or Alpkit, but I was after a more standard bit of kit recently, something I would usually go to Blacks or Cotswolds for - some Paclite trousers to go with my Berghaus Paclite smock.
I finally gave in to one of those mysterious cookie driven adverts that seem to follow you around the web and clicked on the Simply Hike advert as I’d never seen the site before and their pricing was dead keen. They have a good range of Berghaus stuff.
The good
What a revelation. Take a look for yourself, but in a nutshell:
- Great stock level info
- Easy to find sizing info
- The price range slider is really neat
- Next day delivery countdown
- Video explainers of the products (wow)
- An easy to understand review system
- A fit-o-meter (to establish if something is on the big or small side – IMHO, this is genius)
- Price matching
I love Amazon, I spend a lot of money with them and I’m comfortable with the interface and use their review system, together with forums, as part of my purchase research. I trust Amazon’s system, but I tend not to take other site’s customer reviews that seriously.
But Simply Hike just blows away the Amazon shopping experience, as far as product info goes – I do this ‘User Experience’ (UX) stuff for a living and they have nailed it. However, Amazons “You may also like…” is spot on (and often has me increasing my order), Simply Hike’s is a little more random.
The bad not so good
I hate paying for delivery. I know someone has to pay for it, but to not get free delivery on a £70.00 spend upsets me. Yes, it’s only £3.99, but free delivery is an expectation now I believe.
When a website is this good, i don’t expect to have to hunt for products. In the ‘Outdoor Clothing’ section, waterproof trousers aren’t in a ‘waterproof’ section, but in a ‘trousers’ section. Or is it just me? Some basic user testing would have spotted that little annoyance in an instance.
But I’m really nit-picking!
I’ll be back
Anyway, I’ll be using them again for stuff I would normally go to Cotswolds or Blacks for – the videos are particularly useful and you can’t complain about the price match system. And bloody well done on the UX front!
For my more specialist needs (and brands), our favourite niche shops will continue to get my custom. There is always room in the long tail.
My goods arrived as promised – review soon!
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