Aldo is a footwear retailer with a heavy presence in shopping centres and high streets, but while in-store revenue climbed 5% in 2016, online revenue increased by 15%.

With clear demand from online consumers, Aldo decided it was time to freshen up its digital presence, recently redesigning its online and mobile website as well as launching ecommerce in 10 additional countries.

Designed to make shopping more seamless across all channels, the mobile site in particular has got customer convenience in mind. Here are six features that deliver on the promise.

Prominent imagery and reviews

One major focus of Aldo’s redesign has been making it easier for mobile users to gain a more detailed view of the product – recognising that even in-store shoppers would like customer reviews and ratings.

Reviews are now a prominent feature on all product pages, including information about general sizing, calf size and width. It even allows customers to give feedback on where or how they have worn the item – e.g. ‘wear it for prom or party’ – to give reviews much more depth.

Alongside this, imagery is now at the forefront with photo galleries showcasing products from multiple angles. As well as giving a better view of the product, this also makes the mobile site look much more slick and polished.

Social tie-ins 

Today, more than half of consumers who follow a brand on social media say they do so to research products and find inspiration. In line with this changing user behaviour, Aldo has introduced user-generated content into its mobile site, with an Instagram feed embedded directly into the homepage.

Not only does this draw on the power of influencers, but it also helps to drive additional purchases, with the ‘Shop the look’ feature including multiple products in one image.

In-store convenience

Recognising the fact that not everyone who browses online will want to checkout, the ‘Find a Store’ feature lets users locate the product to buy offline.

Using geo-locational technology, it is super quick and easy to locate the store that’s nearest to you. With information on store opening times and an indication of how many items are in stock, it’s a highly effective way of driving offline conversions based on mobile interest. 

True-Fit technology

In a bid to reduce returns, Aldo is another retailer to integrate True Fit – technology that helps customers find the right size.

By asking users the brand and size of a shoe that fits them particularly well, it is then able to tell them whether an item will be true to size, or whether to scale up or down.

According to research, 60% of consumers say that they would be willing to provide information like this if it meant they'd be guaranteed the perfect fit first time. When it comes to shopping on mobile in comparison to in person, this reassurance can massively increase the likelihood of a transaction.

Post-purchase tracking

Of course, the customer journey does not end after the point of purchase, which is nicely highlighted by Aldo’s easy tracking feature.

Instead of hiding it within a help or customer service section, this is located towards the bottom of the landing page, with large font to catch the user’s attention.

As well as being useful post-purchase, it is also likely to instil confidence in those in the early browsing stages, indicating that the brand is focused on delivering good customer service.

Simplified checkout  

Multiple forms or mandatory sign-ups are likely to increase basket abandonment rates, and when it comes to mobile, customers have even less time for complicated processes.

Aldo’s redesign has simplified this experience, giving users the option for a guest checkout as well as condensing everything into a single page.

Upfront delivery information and returns policies are also helpful for providing reassurance throughout the process, driving customers towards that all-important final purchase.

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Nikki Gilliland

Published 27 April, 2017 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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