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Fashion brand Jaeger recently launched a new e-commerce site that it says will help “create a true multichannel experience both locally and internationally.”

It’s an important launch for Jaeger, particularly as it coincides with the Christmas rush.

But it’s also a major part of the brand’s plans for international expansion, as it has plans to expand its presence in emerging markets during 2013.

With this in mind I decided to see whether Jaeger’s new site, built in partnership with eCommera, is actually any good...

The criteria

These are the main points that sites need to follow to ensure a great user experience during the checkout process:

  • Clear calls-to-action. The user shouldn’t have to search around for what to do next.
  • Standard delivery costs are made clear. Unclear delivery costs continue to be one of the key reasons why visitors abandon their checkout process.
  • Clear product details. Alongside a thumbnail, customers want to know the size, colour and quantity.
  • Total price is made clear. As well as knowing the delivery cost, customers need to know the total amount they are paying with no hidden costs.
  • Delivery options within the basket. Customers should be allowed to choose the delivery option before the checkout process, thus ensuring they know what they are paying and the delivery period.
  • Secure shopping is made clear. Though e-commerce is no longer a new concept people still need reassurance that the transaction is secure.
  • Clear payment options. Not all visitors have a Visa card – are there options for lesser know cards or PayPal?
  • Don't force users to register before checkout. This is a great way to cause people to abandon their transaction. ASOS managed to halve its abandonment rate at the registration page simply by removing any mention of creating an account.

Product pages

My initial impressions are that Jaeger needs to redesign the colour scheme of its product pages, as the black and white layout makes it difficult to pick out the CTA and product options.

Ideally the CTA should be one of the most eye-catching elements on the page, however in this example it almost hurts my eyes to look at it. As the rest of the page is so dark, it would be relatively easy to make it stand out by altering the colour.

Furthermore, though it displays a huge amount of product information – including an excellent product description – the font size is extremely small, which makes it difficult for shoppers to read.

On the plus side, Jaeger includes a number of product images that automatically enlarge when you hover the mouse over them, stock availability and delivery information.

Also, when you add an item to the cart a dropdown appears which gives you the option of checking out or viewing your cart. This is useful as it catches your eye so you don’t have to search the page for your next option.

Checkout

Jaeger’s checkout is slightly confusing, as it initially offers four different options including a login for returning customers, new customer registration, guest checkout and a CTA for a ‘secure checkout’.

However if you click the ‘secure checkout’ button you are just shown a new page that displays the three other checkout options again.

This quirk aside, Jaeger scores points for offering a guest checkout, an initial reassurance that the process is secure, free delivery, a progress bar and a summary of the items being purchased throughout the checkout process.

It also uses a postcode lookup tool and assumes billing and delivery addresses are the same - both are great shortcuts for reducing the purchase journey - and accepts PayPal.

But while the checkout process is both short and easy to use, there are a couple of issues that I think Jaeger needs to deal with.

Firstly, the colour scheme isn’t very user-friendly. Black and white may be on-brand, but it makes it difficult to pick out important information.

Furthermore, if you indicate that you want to pay using a credit card you are then directed to a page that allows you to ‘Review and Place Order’ that has a CTA at the bottom that says ‘Place order.’

However at this stage you haven’t actually entered your credit card details – instead the ‘Place order’ CTA directs you to the payment page.

This is quite confusing and Jaeger should consider altering the text on the CTA to clarify what the user is actually agreeing to by clicking it.

In conclusion

Jaeger’s checkout ticks a lot of boxes for best practice, including using a number of customer shortcuts, a guest checkout option, detailed product descriptions and alternative payment methods.

The overall process is also quite short and form filling is kept to a minimum, which should help reduce basket abandonment.

However I also think there are several areas that Jaeger should consider altering to improve the user experience.

The main problem is with the colour scheme, as the use of black and white text and CTAs means nothing really stands out.

Similarly, the navigation at the beginning and end of the checkout process is quite confusing, and the UX would be greatly improved if Jaeger clarified the instructions.

While these issues are probably unlikely to cause anyone to abandon the checkout, I do think they undermine the overall user experience and need to be rectified.

David Moth

Published 4 December, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1677 more posts from this author

Comments (10)

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Avangelist

But that's the brand?

over 3 years ago

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Ben

Those are Jaeger's corporate colours. Can hardly expect them to change it for the website.

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Avangelist @Ben. Yes, that is the brand's colour scheme, but it does make some of the calls to action harder to spot, and some of the text harder to read.

For example, the light grey text on the filtered navigation options is a bit of a strain on the eyes.

over 3 years ago

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Matthew Chattaway

Here is the age old argument...should a brand use it's strict guidelines to create an ecommerce site that only uses a limited set of colours (and may not give clear CTA) or a site that provides a better user experience (and possibly more sales).

The Jaeger site looks nice and stylish, but if having a red 'Add to Bag' button increases sales however slightly isn't this what a business should be doing. If I was CEO or a shareholder I would be upset if the business was losing revenue for the sole reason something looks 'nice'

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Matthew - I agree, user experience and hence sales should come first. It could easily add a little colour here and there without spoiling the brand look and feel.

over 3 years ago

Ashley Friedlein

Ashley Friedlein, Founder, Econsultancy & President, Centaur Marketing at Econsultancy, Centaur MarketingStaff

There seems to be a certain 'look' of site emergin g that is born out of ASOS and Net-a-porter? They all look very similar to me.

over 3 years ago

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Andrew Hearn, Senior Account Director at Agency

Too many brands have been developed without digital in mind. A restricted colour spectrum is just one aspect which is limiting and as you point out, can damage sales.

Extending the brand to allow for secondary and tertiary colours provides more scope to improve both the user experience and improve conversions on those all important CTA's.

The trick is to use colour at the right times to punctuate and improve the customer journey. This applies equally to offline/store communication too.

over 3 years ago

Dean Taylor

Dean Taylor, Head of Creative at BT Fresca

I imagine Jaeger use more than black, white and grey in their stores (for POS) - there ought to be room for a brand to add a secondary palette for web use (especially for calls to action). We recently did this for a brand whose core colours are black and white.

Saying that, it should also be possible to use black and white effectively online and retain clear communication - trickier, but certainly possible.

over 3 years ago

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Danielius Šeibakas, Internet Project Manager at freelance

I had the same problem with noticing the "add to bag" button. it doesn't look the best call-to-action button from first sight. but when you get that, then I don't see the problems with call-to-action buttons any more. You just know, that you should look for black spot. I think that they could use some noticeable java-script call-outs for 5 to 10 times per user to make it clear. that would probably help and then there is no more problems

over 3 years ago

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Mari Gordon

It's a design issue, and not just about colours. Either use a graphic or online feature to highlight the relevant part of the page, or develop enough flexibility in your visual branding. I agree with a comment already made - visual branding is still being developed mostly with print platforms in mind, assuming that all the same elements will be enough for digital platforms.

over 3 years ago

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