Have you ever visited a website and been completely overwhelmed?  

How about a site where you had difficulty finding what you were looking for? 

A site that was so frustrating you clicked “x”? 

We all have.   

A bad website is a great way to get me to look elsewhere. From a consumer perspective, the things I want out of a website include ease of navigation, limited ads, few steps to get what I am looking for, an effective search bar or efficient drop-downs. 

But not all websites are going to give me what I want. Some are so frustrating it is truly enough not to want to purchase from that brand. So how do you define a good website design versus a bad one?  

Let’s dive in.  

The Bad  

Amazon’s website is an example of one that I hate. 

I know. Blasphemy. How dare I speak ill of the tycoon-est of them all. But as a consumer, I really do hate it.  

Let’s ignore my search and purchase histories for a second and really look.  

At the top, we have redundant tabs (Buy it Again is up there and directly in front of my face), Returns and Orders outside of the Accounts & Lists section that also includes it, fuzzy photos of products where some have descriptions and others don’t. There is a dropdown menu for categories that are miles long, a digital content menu that requires a PhD to navigate, and suggested products I would literally never buy.  

It’s overwhelming, confusing, aggressive and frustrating. It makes me feel like everything is cheap, even if it isn’t.  

As I scroll down the main page, there are thirty (yes, THIRTY) different category tiles. Some of them make sense based on my spending and searches, and others are just throwing everything they can at me to see what sticks.  

When I go to Amazon’s website to find something, I almost exclusively use the search function. I can’t imagine how long it would take me to find anything any other way.  

Now, don’t get me wrong. I purchase from Amazon regularly. I love the convenience of it and the free shipping that accompanies. Prime Day is a holiday in my home, and I enjoy using the Wishlists to share my daughter’s Christmas list.  

Still, their website is one of my least favorites. More often these days, I find myself Googling products to see who offers them rather than gunning straight for Prime.  

Why? User experience.  

I’m a busy woman. I am a grad student. I have a toddler.  I have hobbies and at-home responsibilities. I don’t have the time, energy, or desire to spend more time than necessary finding a particular product.  

Nobody likes a ton of ads and pop-ups on a website, and that’s exactly what Amazon feels like – one giant ad. 
 

The Good 

So, what’s an example of a website that’s easy to navigate, aesthetically pleasing, and doesn’t inundate me with things I don’t want or need? 

Kyte Baby is a high-end bamboo baby clothing brand that I frequently buy from. The website is sleek, easy to navigate, and has a few key features I love.  

The top navigation bar is simple and limited to just a few main shortcuts.  

You are greeted with beautiful babies (the target market) in different products from the brand.  

The company’s logo is small and understated but clearly defined by its seclusion on the left side.  

As you scroll down, you are offered four different products with an easy access drop down to select your size. Kyte Baby, unlike Amazon, makes it clear how to buy and what to buy. 

To make purchasing even easier, Kyte Baby doesn’t just give clear and organized menu options. That’s too basic. Instead, they use on-brand icons featuring the products themselves to help you navigate where you want to go. 

Businesses exist to make money through the sales of products and services. Kyte Baby does a wonderful job of providing accessibility to their bamboo products to their customers through the beautiful design of their website.  

Things to consider 

All of this leads to a few basic things that most consumers need from a website design to have a positive influence on the buying process. These include: 

• Easy Navigation 

• Accessibility 
• Clean Aesthetic 
• Relevant Content 

Providing these to your target audience will give them a more enjoyable online experience, and increase the likeliness of them making a purchase. At least… for me it does.