As an online fashion retailer, providing a great customer journey is essential if you’re going to turn perusals into conversions. If a customer can traverse your site easily and find everything they want without fuss, you’re not only likely to make a conversion, but you may also create a loyal customer who’ll return again and again.
We’ve been looking at lots of fashion e-commerce sites to see what makes a truly excellent customer journey and have picked out British fashion brand Hobbs as a retailer that sets the bar particularly high. Take a look at our CRO review of their site and see how many points your own fashion brand ticks off.
General website features
The main landing page is clear of clutter and very easy to browse. Principle offers and promotions are showcased at the top, as is the main navigation and site search. Scroll down to the bottom and a newsletter sign-up box is easy to spot, as are the various payment methods that Hobbs accept. The only thing not clearly on display that would be nice to see is a main contact telephone number, although it’s easy to find the ‘contact us’ link where the number is located.
The main navigation bar means customers can find the sections of the site they need quickly, and there’s even a great ‘Events’ feature that lets customers find inspiration for outfits suitable for a particular occasion such as a day at the races or a wedding.
The category pages on the Hobbs site have everything you’d expect. The breadcrumb trail shows you where you are on site, allowing you to navigate back easily. A ‘sort by’ drop down lets you organise the results by price or newness, while multiple options allow you to filter results by size, product type, colour and care method. It’s even possible to filter based on whether items are in stock or not.
The product images, meanwhile, are extremely clear, letting you see the item, price and available colours. When you roll over an image, it switches from product-only to on-model to give a quick view of how the item looks on.
All of this combined allows customers to either browse everything or find specific products easily and means they don’t need to click through to product pages just to find out basic information such as colour options or fit. This all makes for a much more intuitive, impressive customer journey.
The Hobbs product pages are as impressive as the rest of the site and have almost everything a customer could need. The price is clearly stated for each item, as are colours, social media sharing buttons and the options to add to basket or wishlist and write a review. When you go to select your size, the drop down states if the item is in stock or not and, if it’s out of stock, gives you the option to be emailed when it comes back in. Rolling over the already clear image lets you see close-up detail, and there are multiple views too.
The size guide is easy to find next to the size selector and means that customers don’t need to click off the page to get the information. There is also a ‘check fit’ feature that allows customers to enter the measurements of similar garments they already own so that they can accurately compare size and fit – all without leaving the product page.
As customers scroll down the page, they can see a ‘you may also like’ section which suggests products that could be styled with the item in question. This is followed by a fantastic ‘delivery and returns section’ which outlines all delivery options – including call and reserve, click and collect, same day click and collect and home delivery – as well as prices. It also details how and when items can be returned.
This all makes for a brilliantly joined-up experience that allows a customer to find all of the information they may want without ever leaving the product page which, of course, breaks up the journey and takes the customer away from the item they’re considering purchasing.
Our only issues with the product pages are that there are no product videos and no ‘recently viewed’ section. While neither of these can be considered as absolutely essential, they really can enhance a customer journey. Product videos allow customers to see how a garment fits and moves, while ‘recently viewed’ lets them compare this product to other items they have looked at without leaving the page.
The Hobbs site is full of great content. The FAQ section is easy to find in the bottom navigation and there are detailed reviews on every product page. The reviews include ratings on aspects such as fit and fabric giving customers an at-a-glance look at the most commonly queried details.
Hobbs doesn’t have a blog per se, but they do have a section called ‘Inspire Me’, found in the main navigation, which features articles and videos on Hobbs collections and products, as well as new season lookbooks and other fashion resources for customers. They also have brilliant user generated content sourced from their #Hobbsstyle hashtag, which gathers Instagram images of customers wearing their purchases.
Overall, Hobbs (while not 100% perfect) is an example of a fantastic customer journey. Products and information are easy to find and the site is full of vibrant content while remaining clear and easy to use. As a benchmark for how a customer journey should be, it’s right up there and any fashion retailer should take a look and see if their own site comes close.
At Hit Search, our fashion clients look to us to improve their sites for conversion rate optimisation and ensure customers are created and kept. Speak to one of our fashion & retail CRO experts today by calling 0800 011 9226.