Site search and filtering is still a UX flaw for fashion retailers

Site search and product filters are an important part of the purchase journey and overall user experience on ecommerce sites.

If customers are unable to find what they’re looking for quickly and conveniently then it’s unlikely that they’ll stick around for very long.

A new report into the usability of online fashion retailers has found that several major brands have failed to get to grips with product search, which is likely impacting their conversion rates.

On the other end of the scale, women’s retailers Hobbs and Oasis were found to be providing an excellent user experience at this stage of the purchase journey.

The research was conducted by a panel of UX professionals who assessed each site in the context of a core user journey of browsing and purchasing an item.