According to Thisismoney.co.uk, 3 out of 4 Britons now shop online. Although this is a large proportion, it’s not really all that shocking. With constant access to the internet via desktop computers, tablets and smartphones, Britain has certainly embraced technological advancement over the last few years. With so many fashion websites competing for custom, how do you make sure your conversion rates are as high as they possibly can be?
We think you can learn a few things from these three fashion giants.
1. Jimmy Choo
Jimmy Choo is an iconic name in the world of fashion. So, it comes as no surprise that their site screams high conversion rates from all angles. As soon as you land on their homepage (www.jimmychoo.com), a newsletter call-to-action appears, prompting you to type in your email address. That’s it – just one box to fill in. Or, if it’s more convenient, you can just close the box.
Jimmy Choo also hit the nail on the head when it comes to harnessing fantastic user experience, which is, of course, the key to a higher conversion rate. After clicking on the product category ‘boots’, situated within the ‘women’ section. The feature image for this section immediately catches the user’s eye. Quite often when visiting a fashion website, you can’t easily find the products within the featured photograph, making the users’ experience a frustrating one! Here though, the boots photographed in the feature image are the first boots that come up in the below results, which is really useful for the user.
You’ll notice that each page referenced above has an additional call to action, highlighting free delivery on all orders for a limited time. This is a site-wide feature, gently nudging the customer towards ordering as soon as possible with a limited offer. This makes the user feel as though they’re getting a bargain and, if they don’t take it, they might be missing out. According to Econsultancy, when customers were asked what has led to the recommendation of a retailer, free or discounted delivery was the top factor. So, it’s definitely something to mull over!
Their tagline over at matchesfashion.com is apt, ‘modern luxury shopping’. The luxury aspect doesn’t just apply to their products, it’s a luxury shopping experience too. Not only is the site clean and bright in its design but they have implemented some great aspects to the user journey. For example, positioning important information such as pricing and the ‘add to basket’ feature below the fold of the page is known to lower conversion rates. This is something matchesfashion.com have perfected on their product pages.
They pack so much useful stuff above the fold of the page (above). ‘Add to bag’, ‘add to wishlist’, ‘shop the look’ and of course the price makes an appearance. This encourages the user to explore the site further, or to add their items to re-visit at a later date, genius.
Similar to Jimmy Choo, matchesfashion.com also have a permanent site-wide call-to-action but in the form of ‘Next Day Delivery’. A nice additional feature to the shopping experience, so now, you won’t have to wait long for your luxury purchases!
Another fashion heavyweight, Reiss, is a brand equally loved by men and women. Reiss further reinforce the importance of pop-up newsletter forms, making the user experience more tailored by offering gender-specific emails.
Econsultancy have suggested that sales can increase up to 50% if you ensure your retail website employs a mobile responsive design. Not only will having a mobile-friendly site help your fashion brand rank higher in Google search results but, with mobile now accounting for a massive 50.3% of ecommerce traffic, according to Shopify, it is a necessary measure to take to remain competitive. This mobile responsive design is adhered to perfectly by Reiss.
As you can see, the images are perfectly aligned. The sections are clear and easy to navigate on a smartphone. Another innovative experience the Reiss website offers, are interactive feature images on their product pages. Once the user hovers their mouse pointer over the item, in this case the skirt, the image generates a short preview containing all necessary product features. The interactivity doesn’t stop there! You can click on the item, which then takes you to the individual product page.
Offering the ability to go directly to the product from within the featured image makes the user’s journey from browsing to the checkout a much shorter, pleasant one -they’re not having to trawl through 20 product pages to find that particular item. You’re just that much closer to a sales conversion.
Popular across generations, Joules was founded in 1989 and, over this period of time, have perfected their clothing lines for their men, women, children and baby sections. Not forgetting their carefully crafted gift and homeware sections, of course. Even though their product images and products themselves scream high-quality, the same can’t be said for their new website navigation and overall user experience.
So, that’s why we’ve put together a brief CRO case study to lend a hand, highlighting some handy conversion rate tips.
We would change their…
Top-level menu items
Their top-level menu items could benefit from a special offers/summer sale/general sale menu item. Not only do a lot of fashion brands have a site-wide sales tab available to their users but, the sales menu item can easily start the ball rolling when it comes to the customer buying journey.
OK, so this website does have an on-site search function, tick. However, their on-site search feature isn’t quite up to the job when it comes to auto-complete searches, cross. Delivering exceptional user experience should be a constant thought when designing site features such as this one. The thought simply isn’t there.
Presentation of ‘out of stock’ or unavailable products
Through the website's on-site search function, products that are no longer in stock or are unavailable to purchase, are still shown through the search results! This is a big turn-off for customers, both when generally browsing your fashion site and particularly when they search for a specific item of clothing. You’ll just witness your conversion rates decrease and your bounce rates increase.
Lack of ‘add to wish list’ feature
The ‘add to wish list’ feature is somewhat of a basic expectation for customers nowadays. So why is it that they don’t have one? This is a feature that can not only help offer your customers a pleasant addition to their buying journey but, it can also help increase conversion rates as the customer has popped it in their ‘wish list’ for later!
This is a question we are constantly asked here at Hit Search. The digital marketing landscape is continually evolving so it can be difficult enough to keep your competitors in your sights, never mind trying to overtake them. That’s why it’s crucial to understand the importance of your users’ site experience. If you don’t put your user first, the chances of them converting will be significantly lowered and your bounce rate will be sky-high, so you won’t be overtaking your competitors any time soon!
Ensure your checkout is jam-packed by making these improvements.
1. Offer a wide variety of payment methods
You offer standard credit/debit card payment, but a lot of fashion websites now offer the option to pay with PayPal. Using PayPal is a much shorter checkout experience for your users; it’s so much more convenient. High street fashion giants including boohoo.com, Miss Selfridge and Ted Baker are embracing this payment method to entice customers and, according to PayPal, there are more than 18 million UK shoppers with a PayPal account - I think that’s all the proof you need!
2. Reinforce trust
Being able to trust your fashion brand is important to your shoppers. So, how can you go about reinforcing it? Building a review service into your website enables all users to check out your positive reviews with ease. Known reviewing websites such as Trustpilot, can make it easy for your customers to upload reviews about their experience and your products. If you’d rather go down a cheaper route, you could always collect your reviews from customers manually and use them both throughout your site and within specifically targeted campaigns.
3. Deliver top-notch customer service
With so many channels to monitor nowadays, it can be difficult to keep on top of quality customer service. You might get a complaint across a public network such as Twitter, but you’ve also had 101 enquiries about the new season’s clothing line. Offering a Live Chat service can help deal with customer complaints and issues relatively quickly – and without the customer having to pay to call a customer service line. Everything is dealt with in real time, so your customers feel like there is a very personable and very real presence to your fashion brand. Responding to customer complaints and enquiries within a smaller window, makes their experience a much more pleasant one and helps you build a positive customer service reputation.
4. You’ve got pictures but have you tried video?
As we’ve touched upon in previous posts, high-quality product photography can make a real difference to the way people perceive your brand. Don’t stop with the great images but you could also reel additional customers in with an innovative product video. ASOS proudly showcase their clothes through a runway-style video. This helps the customer visualise the products easily, watching how the material falls when worn – it’s a great idea. Get a team together to discuss ideas, maybe a video behind the scenes at a product photo shoot would work well. Customers like to see the inside of a fashion brand, so don’t hold back!
5. You’ve heard of mystery shoppers, how about test shoppers?
It’s all well and good testing your website numerous times but you’re not looking at the website with fresh eyes! Collecting together some focus groups to test your site as it develops through different phases is a great way to get unbiased and, sometimes, brutally honest opinions. Continuous testing is something every brand should adopt but in the fashion industry, where trends can rapidly change, it is even more important. When you’re building your focus groups, it is also a great opportunity for more brand exposure - so spread the word.
Extra tip: Make sure your focus groups are filled with your target audience otherwise, their feedback won’t be as valuable to your brand.