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.
For a more in-depth analysis of these three fashion retailers, along with 26 others! Download our comparison of high-end luxury retailers eBook.