Up Close With Getting Personal
We thought it’d be fun to take a look at a website from three different points of view – a developer, a designer and an account manager. We chose gettingpersonal.co.uk because they’re obviously successful but not a household name. What is it that makes the site work and what could be improved upon?
The Developer
It’s not a particularly exciting site technology-wise. It uses ASP (which isn’t very good) for one thing. The site has a database which is pretty obvious. It has a funky photo gallery which looks like it was done using Javascript (but it could be way cooler!) and when you click an image you get a Lightbox. This is a bit old-school now but it’s a nice way of showing off images. I think that’s about it!
The Designer
The website is busy, normally this is bad but my instinct is that the busy feel is a key to its success! It’s well-balanced underneath the mayhem with orange a good choice of colour for this gift-oriented website. Its friendly design surely appeals to a wide audience, although the wood effect background is a random choice (but it works for me).
I love the simple logo and the tabbed menu is intuitive. Amazingly the CTA’s actually catch your eye and you want, even need to click on them. Ironically I find this an unusual feeling as I’m used to clicking on text links.
Overall this is a great website, cleverly executed. My only view would be to make sure the homepage is kept fresh and current, maintaining their success and appeal. I’d give it an 8/10 – it’s a site I may actually use!
The Account Manager
Messaging
- Product led – the site is completely focussed around their products with two key factors; massive choice and something for every occasion
- Company credibility – as well as investing in their website they’ve obviously dedicated a lot of time and thinking into developing the PR behind the company with references to TV, newspapers and national magazines
- Customer focus – the content goes a long way to build their ethos as a customer focussed business. The use of ‘8500’ testimonials, national customer service awards and customer related input are focussed around the whole site
Positioning
- Outstanding customer service – looks to be an obvious objective of the company. The whole site is customer centric, everything they do needs to deliver great service…and they desperately want amazing feedback!
- Unbeatable choice – for any occasion, any season…even any day of the week they’ll have a gift for you….which can then be personalised, created and delivered in no time at all
- Price leader – set themselves as great value in comparison to the high street
- Gift retailer – specialist in gifts, they don’t do anything else….more choice, more value and greater experience than the high street!
Promotion
- Delivery – offer free delivery over £30, but then plays down the saving of £1.95?!
- Lacks clear promotional strategy – nothing focussing on seasonality, purchasing options e.g. spend over £100 for your wedding gift and…Completely focussed on product and service
- Self-promotional – it seems they are excellent at promoting their business, having gained national recognition on TV, press, etc
Today’s Moral
It looks like this site is a web design favourite with only a few bells and whistles missing. Positive reviews all round!
