At 165-years-old, Moss Bros. is one of the most established menswear retailers around.
Now with its sights set firmly on the modern man, Moss Bros. has just launched a newly-improved website, designed to further entice suit shoppers to buy online.
So, how does it measure up?
Focusing on just the ‘suits and tailoring’ section of the website – here’s my two penneth on the Moss Bros. product pages.
The first thing that strikes me about the website is how it emphasises the amount of choice on offer.
A dropdown menu on the homepage gives the user an immediate indication of the various cuts, fabrics and styles available.
This could be slightly overwhelming if you’ve no idea what you’re looking for.
However, it is fairly easy to navigate and filter, providing a pleasant browsing experience that falls in line with the rest of the site’s slick and user-friendly design.
Upon choosing the ‘view all suits and tuxedos’ option, my attention was immediately drawn to the option of the ‘tailored’ suit.
With a little investigation, I discovered that tailored doesn’t actually mean tailored to the individual, or indeed guaranteed to fit as the name might suggest. (Though it appears to have been part of Moss Bros. collection for a while, this was all new to me).
Describing itself as a ‘contemporary cut’, it is merely a different and more tapered style. But despite the slightly misleading name, this extra option is an obvious selling point for the brand.
While Moss Bros. still carries the standard ‘skinny’, ‘slim’ and ‘regular’ styles, having this fourth option seems quite novel (to me), and could perhaps be promoted more heavily. Especially considering other retailers like Topman and TM Lewin offer less.
Imagery and user reviews
On first look, the product pages are undeniably attractive and the main reason for this is the heavy focus on high resolution imagery.
With over 2,000 products being re-shot, it has certainly been a large focus of the site relaunch.
Now including a large central image and eight in total, the user is able to view each item from a variety of different angles, getting a good indication of how it might look in real life.
The inclusion of a video is also very useful, providing a selection of crisp close-ups for even greater insight.
The only downside is its awkward placement at the end of the photo gallery, meaning that it could end up going entirely unnoticed if the user doesn’t bother clicking through all eight images.
With research suggesting that video helps to increase conversions, placing it elsewhere on the page or simply providing a signal would be much more beneficial.
Scrolling down, we can see that the user reviews section is fairly basic. With most reviews being suprisingly short, it appears as though there could be a character limit restriction in place.
This is slightly disappointing, and although the reviews still provide some insight, the lack of filtering or sorting options also mean that this area could certainly be improved.
While the product descriptions are well-placed, my initial response to the copy was that it is a little underwhelming.
The main problem seems to be a lack of consistency across the products.
Some descriptions, like this particularly playful example, are fluent and engaging to read.
However, with short sentences and a rather obvious inclusion of SEO keywords, others are not just entirely different in tone – but of a poorer standard.
With a clearer tone of voice as well as greater consistency across the board, Moss Bros. could make so much more of its product descriptions.
As the ‘Features’ and ‘Fabric and Care’ sections are detailed enough, the main sections of copy could focus a lot more on engaging the consumer and highlighting how the product could fit their lifestyle or suit a specific occasion.
One thing Moss Bros. does do well is provide the consumer with an incentive to buy.
By using eye-catchingly bright banners just below the product titles, it cleverly makes use of what would otherwise be wasted space.
From ‘web exclusives’ to ‘free shirts and ties’, it provides a good selection of incentives. The fact that the banners are clickable, sending you through to dedicated offer pages, is also a handy and rather original feature.
Similarly, the ‘complete the look’ section of the product page is cleverly done.
To my mind (and please excuse the wildly stereotypical generalisation), most men prefer to spend as little time shopping as possible.
Consequently, if the option to buy a matching shirt, tie or shoes is right there in front of them, the more likely they are to make an additional purchase (if only to save the time and hassle of browsing elsewhere on the site).
Sizing and checkout
As well as being easy to navigate, the product pages are also fairly straightforward when it comes to checking out.
With the options for choosing both the fit and size of each item, the consumer is given clear control. This is also very handy if a user decides to buy just one item from the page – such as a jacket or just a waistcoat – instead of the entire suit.
While it is easy to add items to the basket, I’ve got to say that calls-to-action are very limited – there is no real prompt to move on.
However, now with a one-page checkout system, the final process is smooth and considered.
With upfront delivery prices located below the summary, it means consumers will naturally be tempted to click through to the final stages.
The options for click-and-collect and to pay via Paypal or Amazon are also pleasing.
Undoubtedly easy to navigate (as well as easy on the eye), the new Moss Bros. site is definitely a step in the right direction for a brand looking to increase on-site conversions.
While there are still a few niggles preventing it from delivering an overall winning user experience, its focus on convenience and consumer choice will undoubtedly suit its target audience.