tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2017-11-22T10:00:00+00:00 tag:econsultancy.com,2008:BlogPost/69593 2017-11-22T10:00:00+00:00 2017-11-22T10:00:00+00:00 Physical book sales rise as consumers embrace the #shelfie Nikki Gilliland <p>Leaving our tea obsession aside for now, <a href="http://store.mintel.com/uk-books-and-e-books-market-report" target="_blank">Mintel predicts</a> that sales of books and e-books will reach £2.02 billion in 2017, marking an annual increase of 4%.</p> <p>Interestingly, despite the nation’s supposed digital addiction – with consumers spending more time watching screens than ever before – print is winning out. Sales of physical books are predicted to rise by 6% to £1.7bn this year, while sales of e-books are in line to fall.</p> <p>So, what’s behind this boom in consumer desire for physical books, and how are brands and publishers capitalising on it? Here’s more on the story.</p> <h3>Perceived value in physical media</h3> <p>Sales of print books are predicted to grow by 25% in the next five years, reaching £2.1 billion by 2022. In contrast, annual growth of e-books will be minimal.</p> <p>Perhaps we can put this down to the fact that consumers attribute higher value to physical books. Mintel’s research found that 69% of consumers are prepared to pay more than £6 on a hardback book, while 48% are prepared to spend more than this on a paperback. On the other hand, just 17% are prepared to spend more than £6 on an e-book, demonstrating how the perceived value of physical media is much greater. </p> <p>Alongside this, increased sales also appear to be due to a younger generation eager to get their hands on physical books. This is perhaps a little surprising, especially considering the fact that children’s digital usage is at a record high. <a href="https://www.ofcom.org.uk/about-ofcom/latest/features-and-news/childrens-media-use" target="_blank">Ofcom research found</a> that 34% of children aged three to four years own their own media device, while youngsters aged five to 15 years spend an average of 15 hours per week online. </p> <p>It’s easy to assume then that this digital media consumption would translate to books. However, with printed copies mostly accounting for the 16% growth in children’s books in 2016 (rising to sales worth £365m) – this is apprently not the case.</p> <p>One publisher to capitalise on the desire for children's print is Wonderbly, which <a href="https://econsultancy.com/blog/69284-how-wonderbly-uses-data-and-personalisation-to-create-a-magical-ecommerce-experience" target="_blank">uses data to personalise</a> its books based on its young reader's interests and personalities. Using technology to create and sell traditional books – it is a clever example of how to combine the digital and physical. With today's shoppers naturally drawn towards ecommerce giants like Amazon, Wonderbly draws in consumers with engaging storytelling and a seamless user experience.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FWonderbly%2Fposts%2F1523022034401160&amp;width=500" width="500" height="677"></iframe></p> <h3>The ‘shelfie’ trend</h3> <p>Another reason for the resurgence in affection for physical books could be the ‘shelfie’ trend popularised by Instagram. Essentially, instead of taking photos of themselves (i.e. in a selfie) social media users are now photographing beautifully curated shelves – filled with an impressive amount of books.</p> <p><img src="https://assets.econsultancy.com/images/0009/0572/Shelfie.JPG" alt="" width="780" height="494"></p> <p>It’s an undeniable phenomenon. There are currently 883,652 posts using the hashtag #shelfie on Instagram. Naturally, book publishers both large and small have recognised the trend, incorporating the hashtag into posts alongside #bookstagram and #bookworm. </p> <p><img src="https://assets.econsultancy.com/images/0009/0571/Addyman_books.JPG" alt="" width="780" height="530"></p> <p>It’s not just book publishers that are reaping the benefits either. Furniture and home interior brands are also said to be capitalising on the trend, using the hashtag to engage both book and home design fans. And these brands aren’t just benefiting from increased social media engagement – apprently it’s also boosting sales. According to John Lewis, sales of bookcases have increased 11% on the back of the trend, with consumers being inspired to get back into physical books.</p> <h3>Desire for a digital detox</h3> <p>But are consumers really reading, or are they only doing it for design purposes? It’s an interesting notion, and it’s hard not to think that the trend might sometimes be more about perceived intellect or a pretty bookcase rather than real enjoyment of literature.</p> <p>That being said, the overriding rise of audiobooks negates this, showing that the demand for content itself is legitimate. After all, audiobooks were the fastest-growing format in publishing in 2017. And in the first half of 2017, digital audio sales increased by over 28% in the US, generating $74m dollars.</p> <p>Book publishers are helping to drive this popularity through greater investment. Instead of unknown actors, they’re now employing well-known movie stars and media personalities to narrate books. Similarly, publishers are also ramping up the value of audiobooks (which can be more expensive than books or ebooks) by including additional or exclusive content. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This enchanting audiobook reunites readers with the Snowman and introduces them to an adorable new puppy-friend, the Snowdog. Read by <a href="https://twitter.com/hashtag/BenedictCumberbatch?src=hash&amp;ref_src=twsrc%5Etfw">#BenedictCumberbatch</a> <a href="https://t.co/MgqjkpMTz5">https://t.co/MgqjkpMTz5</a> <a href="https://t.co/nscgaeHHit">pic.twitter.com/nscgaeHHit</a></p> — audible.co.uk (@audibleuk) <a href="https://twitter.com/audibleuk/status/931572262301560832?ref_src=twsrc%5Etfw">November 17, 2017</a> </blockquote> <p>Technology has of course played a big part - brands like Audible enable consumers to access and consume content in a variety of different ways – however the resurgence of phsyical books is also perhaps due to a growing desire for <em>less</em> technology in our lives. While much of consumer downtime can be digitally-focused, e.g. shopping online or watching Netflix, audiobooks and physical books give people the chance to truly switch off and enjoy some screen-free time. </p> <h3>Other forms of physical media</h3> <p>So, does this consumer desire for physical media stop at books?</p> <p>According to Neilsen, sales of vinyl have been on the rise for the past few years, growing 2% this year – and that's despite sales of CD’s and digital downloads falling. Similarly, a recent <a href="https://tamebay.com/wp-content/uploads/2017/11/A-Guide-to-Physical-Media-eBay.pdf" target="_blank">report by eBay</a> suggests that gamers are also looking for physical copies of videogames, generating 22m searches on its marketplace over the past year.</p> <p>This proves that the desire for physical media is still there, which is naturally great news for traditional high street brands like HMV and Game. Meanwhile, with the likes of Amazon opening its own physical bookstores, it's a sign that even the most digitally-focused brands should not dismiss the pysical just yet. </p> <p><img src="https://assets.econsultancy.com/images/0009/0574/Amazon_books.JPG" alt="" width="700" height="473"></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69134-amazon-books-what-retail-can-learn-from-amazon-s-new-bookstores" target="_blank">Amazon Books: What retail can learn from Amazon's new bookstores</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/68023-think-retail-how-brands-are-targeting-the-phygital-generation" target="_blank">Think retail: How brands are targeting the ‘phygital’ generation</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3376 2017-11-21T16:24:03+00:00 2017-11-21T16:24:03+00:00 Converting customers through Persuasive Design <p>Why do we buy? Why do we click a call to action or sign up for a newsletter? Why do we do what we do? We like to think we make rational decisions, but it is more complicated than that.</p> <p>Understanding why people behave as they do and what influences decisions will transform your site. It will lead to higher conversion rates, greater return on investment and happier customers.</p> <p>This course will draw upon disciplines such as sales, marketing and psychology. This will give you a unique insight into how we make decisions. It will show you how simple techniques can make your design more persuasive and more effective.</p> tag:econsultancy.com,2008:TrainingDate/3375 2017-11-21T16:18:31+00:00 2017-11-21T16:18:31+00:00 Psychology for Digital Marketing <p>Dive into the world of psychology and discover how it could help you to develop more successful digital marketing campaigns. We’ll discuss tonnes of fascinating insights during this 1-day course and explore how you could use them in your digital marketing!</p> tag:econsultancy.com,2008:TrainingDate/3374 2017-11-21T16:17:38+00:00 2017-11-21T16:17:38+00:00 Psychology for Digital Marketing <p>Dive into the world of psychology and discover how it could help you to develop more successful digital marketing campaigns. We’ll discuss tonnes of fascinating insights during this 1-day course and explore how you could use them in your digital marketing!</p> tag:econsultancy.com,2008:TrainingDate/3373 2017-11-21T03:15:31+00:00 2017-11-21T03:15:31+00:00 Digital Marketing in China - Singapore <p>A 2-day intensive course on digital marketing in China, exploring the digital and e-commerce landscape, and how to effectively leverage key platforms like WeChat, Baidu and Alibaba.</p> tag:econsultancy.com,2008:BlogPost/69589 2017-11-17T12:28:41+00:00 2017-11-17T12:28:41+00:00 Are retail brands ditching mobile apps? A look at some stats & case studies Nikki Gilliland <p>While initial downloads of retails apps are actually on the rise, app abandonment and preference for mobile web remain big roadblocks. So, are consumers simply bored of retail apps? Or is the technology failing to live up to expectations? Here’s a bit of analysis on the subject.</p> <p><img src="https://assets.econsultancy.com/images/0009/0539/flurry.png" alt="flurry app stats" width="615" height="461"></p> <h3>Lack of investment</h3> <p>In a recent study, <a href="https://www.l2inc.com/research/fashion-us-2017" target="_blank">L2 found</a> that 44% of luxury retail brands have removed their apps from the app store since 2015. Meanwhile, 56% of brands with an app currently in the store have not updated it in the past year.</p> <p>It's unclear whether apps being outdated is the reason that consumers are failing to download them, or whether retailers are not updating them because of this lack of interest.</p> <p>It’s a tricky one, but interestingly, it appears consumers might not be too fussed either way. <a href="https://www.mckinsey.com/industries/retail/our-insights/luxury-shopping-in-the-digital-agehttps://www.mckinsey.com/industries/retail/our-insights/luxury-shopping-in-the-digital-age" target="_blank">McKinsey found</a> that just 4% of the shoppers it surveyed had ever downloaded a luxury retail app, with many citing that they’d only be interested if it has something exclusive to offer, such as discounts or rewards, or something highly useful, like an easy-to-browse catalogue. </p> <h3>Greater focus on mobile web</h3> <p>The fact that mobile apps don’t tend to offer anything different to mobile sites seems to be the main cause of disappointment for consumers – not just in the luxury market. </p> <p>In an Apadmi survey, <a href="https://www.campaignlive.co.uk/article/six-ten-brits-unhappy-retail-apps-want-integrated-ar-vr/1421574" target="_blank">54% of consumers cited</a> better incentives and loyalty schemes as something they’d like from retail apps, while 38% said rewards, and 33% said customer service. </p> <p>Elsewhere, 26% of consumers said they would like to see retailers implement AI tools in apps to offer a more personalised shopping experience. </p> <p>Despite this demand, it seems a lot of retailers are failing to deliver, choosing to invest in optimising the mobile web experience instead. There’s good reason, of course. Last Christmas, a third of all online purchases came from mobile, with this predicted to rise to 54% this year. </p> <p>That being said, shoppers may turn to mobile browsers to conduct product research before turning to apps to make purchases, while people who buy regularly from a brand are more likely to use an app.</p> <p>This begs the question, are retailers losing out on loyalty by failing to invest?</p> <h3>Function vs. fun</h3> <p>Amazon is one obvious example of a brand that has furthered loyalty through its mobile app. And while some consumers might cite innovation as a ‘must-have’, Amazon shows that functional features can be far more effective than flashy technology when it comes to satisfying users. </p> <p>With simple navigation, one-click ordering, and cart sync with web, shopping via the app is the natural choice for Amazon consumers, with a reported seven in ten doing so. Of course, this is bolstered by general trust in Amazon, with its business model and reputation perhaps contributing to its success in this channel.</p> <p>Meanwhile, it’s also important to remember that Amazon is a third-party marketplace, as are other popular retail apps like Etsy and Ebay, which tend to draw in regular customers rather than one off shoppers. </p> <p><img src="https://assets.econsultancy.com/images/0009/0521/Amazon_app.JPG" alt="" width="220" height="410"></p> <h3>Where should retailers focus?</h3> <p>One of the main issues for retailers is simply grabbing the attention of consumers. Nine out of every 10 minutes on mobile apps are said to be spent in the top five user favourites (which are usually the big guns such as Facebook, YouTube, and Instagram etc). This means that retailers need to provide something of real value in order to justify taking up space on a user’s smartphone.</p> <p>So, how can retailers do this?</p> <p>As I previously mentioned, rewards and <a href="https://econsultancy.com/blog/64185-the-five-most-interesting-mobile-loyalty-apps" target="_blank">loyalty programs</a> appear to be a big driver for consumers, also giving brands a way to differentiate an app from their mobile site. </p> <p>Augmented reality is another innovation worth exploring. This works by allowing users to view products in different contexts. One example is Ikea Place, which lets you see how furniture might look in your own home. By providing shopping inspiration as well as help in a more functional aspect – i.e. how a product looks or if it is suited to a certain context - AR automatically gives users an incentive to use the mobile app.</p> <h3>Innovations in retail apps</h3> <p>So, what other retailers are investing in mobile apps, and is it paying off? Here’s a few final examples.</p> <h4>ASOS</h4> <p>With users reportedly spending 80 minutes per month in the ASOS app, the retailer has clearly got its strategy right. One of the main reasons is that it is super easy to browse, making use of catwalk videos to effectively showcase products.</p> <p>Other features also help to differentiate the app, giving users a reason to choose it over mobile browsing. There’s the one-touch pay feature, for example, which makes purchasing quick and hassle-free. More recently, it’s also integrated <a href="https://econsultancy.com/blog/68984-how-visual-search-is-helping-ecommerce-brands" target="_blank">visual search</a> into the app, allowing users to find items based on imagery rather than keywords. </p> <p><img src="https://assets.econsultancy.com/images/0009/0522/visual_search.JPG" alt="" width="600" height="396"></p> <h4>Gucci </h4> <p>While most luxury brands are shutting down apps, Gucci is one that continues to heavily invest in the area. In fact, it’s recently added a whole host of new updates to drive interest during the Christmas period, such as the ‘Cabinet of Curiosities’ feature that only works when users scan a mobile sticker in store window displays. This shows how the brand is not merely using the app to drive in-app purchases, but rather, as a way to connect both the online and offline shopping experience. </p> <p>Other features, such as Gucci emojis and stickers and a <a href="https://www.econsultancy.com/blog/68401-virtual-reality-content-marketing-s-next-big-trend">virtual reality</a> video also demonstrate the brand’s intention to attract users through fun and immersive elements, which ultimately might increase the chances of a purchase direct from the brand rather than from a department store or elsewhere.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Presenting the new digital <a href="https://twitter.com/hashtag/GucciGift?src=hash&amp;ref_src=twsrc%5Etfw">#GucciGift</a> campaign illustrated by artist <a href="https://twitter.com/hashtag/IgnasiMonreal?src=hash&amp;ref_src=twsrc%5Etfw">#IgnasiMonreal</a>. The Cabinet of Curiosities opens into a surreal and spellbinding world featuring the 2017 gifts selection. Discover more <a href="https://t.co/RKGldfZEDN">https://t.co/RKGldfZEDN</a> <a href="https://twitter.com/hashtag/AlessandroMichele?src=hash&amp;ref_src=twsrc%5Etfw">#AlessandroMichele</a> <a href="https://twitter.com/hashtag/GucciCruise18?src=hash&amp;ref_src=twsrc%5Etfw">#GucciCruise18</a> <a href="https://t.co/Csu04xpJTI">pic.twitter.com/Csu04xpJTI</a></p> — gucci (@gucci) <a href="https://twitter.com/gucci/status/930483830879813632?ref_src=twsrc%5Etfw">November 14, 2017</a> </blockquote> <h4>Warby Parker</h4> <p>The iPhone X’s new face mapping technology has given brands another way to elevate their apps. One of the first to take advantage of it has been Warby Parker, which uses the technology to recommend glasses that will suit a person’s face shape.</p> <p>Previously, the brand used augmented reality to let users virtually try on glasses, however with face mapping, they are automatically given suitable recommendations, revolutionising the way people are able to buy the product.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just getting fitted for glasses at home in a recliner. No big deal. New Warby Parker app uses Face ID scanning to recommend frames that fit. <a href="https://t.co/Ae9wzktQ76">pic.twitter.com/Ae9wzktQ76</a></p> — Kevin C. Tofel (@KevinCTofel) <a href="https://twitter.com/KevinCTofel/status/928307448607313921?ref_src=twsrc%5Etfw">November 8, 2017</a> </blockquote> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps">Five new and innovative examples of augmented reality in retail apps</a></em></li> <li><em><a href="https://econsultancy.com/blog/63446-10-inspiring-uses-of-mobile-in-retail">10 inspiring uses of mobile in retail</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69585 2017-11-16T14:16:50+00:00 2017-11-16T14:16:50+00:00 Advent calendars: Why beauty brands are so keen Nikki Gilliland <p>Is it yet another example of the commercialisation of Christmas? Almost certainly. However, it could also be described as an undeniably clever marketing strategy. Here’s a few reason why brands are getting involved.</p> <h3>1. Hype and conversation</h3> <p>Beauty advent calendars have been around for a while now, however they’ve continued to gain even more popularity in the past few years. </p> <p>For most beauty brands, the basic premise remains the same as the traditional one – i.e. to build excitement in the run-up to Christmas with a countdown (and a small gift each day). They often include mini or travel-sized products behind each window, allowing people to enjoy a selection of items from a specific brand, a particular category, or a mixture of the two.</p> <p>For consumers, the main appeal is the fact that the combined value of the products inside is usually far greater than the price of the calendar itself. Conversely, one of the main benefits for the brands is the amount of hype and anticipation that can be generated around the product’s release. </p> <p>Marks and Spencer is one example of a brand that generates massive hype around its now cult beauty calendar, which is well-known for being very generous in terms of the size and value of the gifts inside. M&amp;S’s clever pricing strategy – whereby customers have to spend £35 in store on top of the cost of the £35 calendar – helps boost profits, while still offering great value for consumers. This year, the contents are reported to be worth more than £250.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">M&amp;S Intel: apparently their beauty advent calendar will be out of stock by tomorrow. GO GO GO GO GO GO GO <a href="https://t.co/USTbzQXh4N">https://t.co/USTbzQXh4N</a>. It was literally my favourite thing about last December (and I went to Lapland UK so the bar was high) <a href="https://t.co/9luHwv6eN2">pic.twitter.com/9luHwv6eN2</a></p> — Alice Judge-Talbot (@alicej_t) <a href="https://twitter.com/alicej_t/status/929033921882411008?ref_src=twsrc%5Etfw">November 10, 2017</a> </blockquote> <h3>2. Social media engagement</h3> <p>Like most marketing campaigns within the beauty industry, <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">social media is key</a> to furthering customer engagement. This can be generated with content created by the brand itself, as well as by consumers caught in the hype and anticipation.</p> <p>Last year, the luxury perfume and candle brand Diptyque created a social media campaign to coincide with customers opening their calendars throughout the month. Working with graphic designer and illustrator Pierre Marie, the brand created 25 original videos which it released on Instagram Stories each day in December. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fdiptyque%2Fvideos%2F10154733356766579%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <p>Clarins is another brand that ramps up social media activity at this time of year, specifically using Instagram to promote its advent calendars and other festive products. It does this by using the hashtag #christmaswithclarins, which automatically encourages consumers to post photos of their own purchases and festive gift ideas.</p> <p>YouTube is another platform where advent calendar hype is ripe – particularly heightened by beauty bloggers and vloggers who post ‘best advent calendar’ videos. Some are geared around specific brands, with creators opening up calendars and reviewing the products inside, while others are a general countdown of the best of the bunch.</p> <p>Regardless, with these videos generating hundreds of thousands of views each, the exposure and promotion for the brands featured is priceless.</p> <p><iframe src="https://www.youtube.com/embed/p3letDKiCd8?wmode=transparent" width="854" height="480"></iframe></p> <h3>3. Gifting opportunities</h3> <p>Another reason consumers can’t wait to get their hands on beauty calendars is that they are also a good option for Christmas presents - which is the main marketing message from retailers at this time of year. If you’re not certain what specific products someone might like or be suited to, for example, the amount of different products inside means that they can be a fail-safe gift idea. </p> <p>Another benefit is that advent calendars are not limited to high-end or luxury brands either. Primark is one budget retailer to recognise the potential, launching its first beauty calendar this year costing just £10. Sure, the product itself might be cheap and cheerful, but the price reflects this.</p> <p><img src="https://assets.econsultancy.com/images/0009/0490/Primark.JPG" alt="" width="760" height="575"></p> <p>While gifting requires you to give away calendars at the beginning of December, savvier consumers are also cottoning on to the fact that products inside the calendars can be divided up for multiple recipients, furthering value for shoppers in the run up to Christmas. </p> <p>Lastly, I also think they’re a good alternative to the rather stale ‘three for two’ bath and body gifts peddled by some retailers, which tend to be much more about the unnecessary packaging rather than products inside.</p> <h3>4. Customer loyalty</h3> <p>Thanks to the success of previous examples, advent calendars have become a big focus for beauty brands, with continual improvements being made to differentiate products and provide greater value for consumers.</p> <p>In turn, this means that brands have managed to build a loyal customer-base – one that returns each year to buy the same product. </p> <p>Liberty is one example of a brand that takes customer feedback into consideration, using it to inform the content of its calendar each year. The strategy certainly works – this November, it reportedly sold 33 calendars per minute on the Liberty website, meaning that over half of the stock had been sold online before it debuted in-store. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Set your alarms! Our Beauty Advent Calendar launches on 25th Oct in-store and online! Learn more: <a href="https://t.co/DPObi7aoDG">https://t.co/DPObi7aoDG</a> <a href="https://t.co/SHHS8LuSEr">pic.twitter.com/SHHS8LuSEr</a></p> — Liberty London (@LibertyLondon) <a href="https://twitter.com/LibertyLondon/status/920680937448443905?ref_src=twsrc%5Etfw">October 18, 2017</a> </blockquote> <h3>Does it always work?</h3> <p>While beauty advent calendars are proving to be a great way for brands to boost sales and increase engagement at Christmas, that doesn’t mean they are guaranteed to result in success.</p> <p>Recently, YouTuber Zoe Sugg (aka Zoella) has received backlash over the release of her own advent calendar, which is apparently very disappointing considering its £50 price tag. With critics attacking her for jumping on a trend solely for monetary gain – it's clear that customer value should remain the biggest priority for brands getting involved, as well as the retail stores that sell them.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69354-10-brilliant-examples-of-content-marketing-from-beauty-brands">10 brilliant examples of content marketing from beauty brands</a></em></li> <li><em><a href="https://econsultancy.com/blog/69241-three-reasons-to-admire-glossier-the-best-online-beauty-brand-you-ve-never-heard-of">Three reasons to admire Glossier: The best online beauty brand you've never heard of</a></em></li> <li><em><a href="https://econsultancy.com/blog/68087-six-brilliant-blogs-from-the-beauty-industry/">Six brilliant blogs from the beauty industry</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69587 2017-11-16T12:31:00+00:00 2017-11-16T12:31:00+00:00 Adidas launches first shopping app: Is it any good? Nikki Gilliland <p>It’s slightly surprising that Adidas is only just delivering this, but it is reportedly due to a larger focus on optimising the web experience. And I guess it's better later than never right?</p> <p>The app is designed to ‘personalise and enhance’ the Adidas shopping experience, but is it any good? I downloaded it to find out. Here’s what I think works, and what misses the mark.</p> <h3>An app tailored to you</h3> <p>Adidas Shop &amp; Style is a shopping app that uses artificial intelligence to learn about its users. Essentially, this means that it will take your previous shopping and browsing behaviour into consideration, and deliver personalised content and <a href="https://www.econsultancy.com/blog/68921-an-introduction-to-ai-powered-ecommerce-merchandising">commerce recommendations</a> on this basis.</p> <p>Bear in mind that this was my first time using the app, so I’m not sure how effective or relevant the results. However, video on the homepage is bound to be an effective way to grab the user’s interest as they enter the app.</p> <p><img src="https://assets.econsultancy.com/images/0009/0507/homepage.PNG" alt="" width="350" height="622"></p> <p>I was particularly impressed with how different content is integrated. There’s a good mixture of video (which automatically plays as you scroll), featured product imagery, plus editorial articles from high profile sports personalities. </p> <p>Again, the app will deliver content relating to particular sports or athletes you show interest in, which means that it feels like it is much more tailored to your own enjoyment rather than a single experience that caters to everyone.</p> <p> <img src="https://assets.econsultancy.com/images/0009/0506/homepage_2.PNG" alt="" width="350" height="622"></p> <h3>Browsing and buying</h3> <p>So, onto the shopping experience, which I assume is what most users will be focused on. </p> <p>Clicking onto the category pages, I like how everything is clearly set out – the category menus are in a list format in the middle of the screen, making it very easy to choose the shoes, clothing, and accessories you're interested in. Over time, the app will automatically stay on whatever over-arching category you use the most, e.g. men or women.</p> <p>There’s also the option to scroll through imagery of ‘new in’ products without leaving this main navigation, which is a nice touch if you’re someone who regularly checks back for new-in stock.</p> <p><img src="https://assets.econsultancy.com/images/0009/0508/categories.PNG" alt="" width="350" height="622"> </p> <p>While the category set-up is good, there is one immediately glaring flaw – and that’s the absence of any kind of filtering tool. This means that, bafflingly, users are required to continuously scroll through products to find what they’re looking for. There’s no sort function either, so even if you’re hoping to search from low to high prices, there’s no way to do this.</p> <p>It’s unclear why Adidas has failed to include these features. It’s not like the brand has a limited amount of products whereby a lack of filtering would not be quite so terrible. Its categories are pretty fleshed out, meaning users are bound to be left frustrated, potentially leading some to abandon the app or switch back to the mobile site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0509/IMG_2701.PNG" alt="" width="350" height="622"> </p> <h3>Reviews and checkout</h3> <p>Luckily, there are other features that (might) make up for this. The product pages themselves are particularly good, integrating the same rating and reviews section that can be found on the main ecommerce site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0503/reviews.PNG" alt="" width="350" height="622"></p> <p>The highly visual nature of the overall percentage rating is a nice touch, making it easy for users to gain an instant impression of a product. Similarly, the slider tool – which gives an indication of how a product rates on certain features, like comfort or quality – is very useful. </p> <p><img src="https://assets.econsultancy.com/images/0009/0502/review_slider.PNG" alt="" width="350" height="622"> </p> <p>The checkout process is fairly quick and frustration-free, with one-touch Apple Pay integration <a href="https://econsultancy.com/blog/68192-how-can-mobile-payment-actually-improve-customer-experience/" target="_blank">making it even more so</a>. The option to sign in or register via Facebook also reduces steps to the checkout, which is always a handy feature to help prevent <a href="https://www.econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them" target="_blank">basket abandonment</a>.</p> <p><img src="https://assets.econsultancy.com/images/0009/0504/payment.PNG" alt="" width="350" height="622"></p> <h3>Social sharing and app integration</h3> <p>Another nice feature is the ‘share how you wear it’ section, which encourages users to send in photos of themselves wearing their Adidas gear for the chance to be featured on the app. </p> <p><img src="https://assets.econsultancy.com/images/0009/0500/share_how_you_wear.PNG" alt="" width="350" height="622"></p> <p>This type of content encourages interaction and involvement, but it also serves as a nice bit of social proof, with inspiring imagery perhaps encouraging users to go on to browse products and buy. The content is also linked to the featured users Instagram accounts, which is handy if you want to click through and further explore a particular profile.</p> <p> <img src="https://assets.econsultancy.com/images/0009/0501/instagram.PNG" alt="" width="350" height="622"></p> <p>Features from Adidas’ other apps are not available as of yet. There’s no indication of soon-to-be released products, meaning users will still have to use the Confirmed app if they want to be kept in the loop. Similarly, there’s no sign of any option to sync or access <a href="https://www.econsultancy.com/blog/69246-why-adidas-is-moving-into-utility-marketing-with-all-day-fitness-app" target="_blank">All Day features</a>, meaning that the app will also be kept separate.</p> <p>It’s unclear whether Adidas will combine or integrate these features in future, however, as examples from Nike have also shown – consumers do seem happy to download different apps depending on their particular need.  </p> <h3>Where’s the chat?</h3> <p>That being said, the decision to leave the new app as a shopping platform could also be wise, especially considering there are still some pressing issues to figure out. </p> <p>The chat option is another one I came across, as despite promising ‘24/7’ advice from a live Adidas representative, I was told that there were no agents available on the multiple occasions I tried. This also looks to be a common issue, as I also spotted a few reviews citing this problem. </p> <p>Not disastrous – perhaps I was unlucky, and I'm sure Adidas will work on this if the problem continues to result in negative feedback. However, it was pretty frustrating to encounteer this, especially considering it’s such a heavily promoted feature.</p> <p><img src="https://assets.econsultancy.com/images/0009/0498/Chat.JPG" alt="" width="500" height="441"></p> <h3>In conclusion…</h3> <p>I was hoping that Adidas’ shopping app was going to be worth the wait, but it hasn’t <em>quite</em> lived up to expectations.</p> <p>As always, there are positives that will keep some users satisfied, such as effective personalisation and rich video content. There’s nothing wrong with the product pages or final checkout stages either. Search is also highly responsive, returning suggested results almost immediately.</p> <p>However, the lack of basic features like filtering and in-app help is a let down. And sadly for Adidas, this might be enough for users to abandon the app, or simply revert back to the main ecommerce site. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68872-five-excellent-features-of-uswitch-s-energy-switching-app/" target="_blank">Five excellent features of uSwitch’s energy-switching app</a></em></li> <li><em><a href="https://econsultancy.com/blog/67987-home-sweet-home-why-houzz-is-worthy-of-the-best-app-award">Home sweet home: Why Houzz is worthy of the ‘best app’ award</a></em></li> <li><em><a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review" target="_blank">Missguided launches Tinder-inspired app experience: review</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69552 2017-11-14T10:34:00+00:00 2017-11-14T10:34:00+00:00 93 ecommerce UX features that create user flow Ben Davis <p>Most of the features help to usher the user along towards finding the right product and then purchasing it.</p> <p>The examples come from some of my favourite ecommerce sites: Airbnb, AO.com, Argos, ASOS, Barnes &amp; Noble, Best Buy, Booking.com, Debenhams, Everlane, Lush, Nike, Rentalcars, RS Components, Schuh, Size, Tesco, The Trainline and Toys R Us.</p> <p>You can use the links below to jump between sections:</p> <ul> <li> <a href="#Homepage">Homepage</a> </li> <li> <a href="#Product%20listings%20page">Product listings page</a> </li> <li> <a href="#Product%20details%20page">Product details page</a> </li> <li> <a href="#Bag%20/%20basket%20/%20cart">Bag / basket / cart</a> </li> <li> <a href="#Checkout">Checkout</a> </li> </ul> <h2> <a name="Homepage"></a>Homepage</h2> <h3>1. Best Buy – local store hours in header</h3> <p>Best Buy uses a store icon in its header and tells me where my closest shop is located, as well as its opening hours for the day. This is a great idea for a store that sells considered purchase electronics and white goods, where the customer may want to see the item on display before they make a purchase.</p> <p><img src="https://assets.econsultancy.com/images/0009/0264/store_header_best_buy.png" alt="best buy header" width="615" height="223"></p> <h3>2. AO.com – category slider</h3> <p>This may well be my favourite bit of UX on any website anywhere. On AO.com's homepage I don't have to scroll down to find a content block which corresponds to televisions, nor do I need to open the hamburger menu and look around, I can simply use the gorgeously chunky category slider smack bang in the middle of the page.</p> <p><img src="https://assets.econsultancy.com/images/0009/0302/mobile_home_ao.com_categories.jpg" alt="ao.com mobile categories on home page" width="300"></p> <h3>3. Booking.com – sticky search widget</h3> <p>For an online travel agent, by far and away the most important part of the homepage is the search widget which users will use to define their vacation and find aggregated results. This search box needs to be visible at all times.</p> <p>Booking.com uses a sticky search widget, which stays pinned to the top of the homepage as you scroll, meaning users can have a look at content below the fold without forgetting the point of the exercise.</p> <p><img src="https://assets.econsultancy.com/images/0009/0473/booking_homepage_search.gif" alt="booking.com sticky search widget" width="498" height="274"></p> <h3>4. AO.com – track order button in header</h3> <p>A great customer experience is what makes AO.com stand out, and that extends far beyond the sale to a great delivery service, product warranties and the like.</p> <p>This much should be obvious by the AO.com header on both mobile and desktop, with a track order button being given as much prominence as the basket and the menu. The visibility of this button will reduce call volumes and keep customer's satisfied.</p> <p><img src="https://assets.econsultancy.com/images/0009/0304/track_order_ao.com.jpg" alt="ao.com track order" width="300"></p> <h3>5. Rentalcars – sign-in prompt</h3> <p>Rentalcars is in the same group as Booking.com, so you won't be surprised to learn it's a master in the art of persuasion on an ecommerce page.</p> <p>Sign-in is all important to ensure Rentalcars knows customer email addresses and can add them to the sausage factory of marketing automation / personalisation. Accordingly, I get a 'Great to see you!' message flash up with call to action to sign in. The promise of 'exclusive deals &amp; offers' ought to gently push me along, too.</p> <p><img src="https://assets.econsultancy.com/images/0009/0364/rentalcars_login.jpg" alt="rentalcars login incentive" width="615" height="359"></p> <h3>6. Rentalcars – booking incentive at sign-in</h3> <p>And to doubly make sure my momentum is carried through, once I click on Rentalcars's sign-in button, I'm given another incentive above the email and password form fields: "This November, 5 lucky holders will win a free car rental."</p> <p>All I have to do for a chance to win is sign in and book.</p> <p><img src="https://assets.econsultancy.com/images/0009/0365/rentalcars_signin2.jpg" alt="rentalcars login incentive" width="615" height="314"></p> <h3>7. Argos – value proposition banner</h3> <p>Argos has the best banner in all of retail (IMHO) when it comes to explaining delivery, pickup and credit options (a big part of the Argos proposition). I can see same-day delivery pricing, in-store collection pricing and timeframe, and Argos card APR. Despite the smaller screen size, these messages show on mobile, too, gently fading in and out.</p> <p>This banner is vital for those customers who may not know that Argos offers such speedy fulfillment or flexible payment.</p> <p><img src="https://assets.econsultancy.com/images/0009/0278/argos_delivery_info.jpg" alt="argos delivery info" width="615" height="231"></p> <h3>8. Lush – immersive header menu</h3> <p>A header menu can be a confusing thing. To allow users to concentrate on the options available in the menu, retailers such as Lush use a full-page menu which takes over pretty much the whole screen. I love this signature black and white design, and the vertical category lists. No messing about.</p> <p><img src="https://assets.econsultancy.com/images/0009/0458/Screen_Shot_2017-11-12_at_19.46.11.png" alt="lush immersive header menu" width="615" height="340"></p> <h3>9. Argos – Eye-catching promotional categories</h3> <p>I love the way Argos draws attention to its seasonal and popular products with these colour swatches that sit above the relatively muted mega-menu. A great way to suck users in throughout the entire site, without relying on them landing on the homepage and clicking a content block further down the page.</p> <p><img src="https://assets.econsultancy.com/images/0009/0279/xmas_whats_hot.png" alt="argos menu buttons" width="615" height="121"></p> <h2>Search</h2> <h3>10. Rentalcars – informative loading</h3> <p>Waiting is horrible. Rentalcars uses this clever multi-logo loading graphic, which lessens the user's frustration as they can watch as progress is made sourcing all of the different quotes they need. Who knows if the timing of the little green ticks actually correspond with what is happening behind the scenes?</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0009/0380/loading_rentalcars.png" alt="rentalcars loading" width="615" height="340"></p> <h3>11. AO.com – popular product thumbnails in search</h3> <p style="font-weight: normal;">This is nothing particularly new to ecommerce, the use of suggested search which updates as I type. However, the inclusion of popular products, 'best buys' in this case, which have a clear price and also update as my search term changes is a nice touch. This epitomises AO.com – best practice in action.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0009/0301/best_buys_in_search.jpg" alt="best buys in search ao.com" width="615" height="449"></p> <h3>12. RS Components – categorised search suggestions</h3> <p>For product search buffs, RS Components is the retailer that will really get you excited. That's because the B2B supplier has an enormous catalogue of very complicated products which creates obvious difficulties in search.</p> <p>Here's one way RS seeks to help the customer. It separates my search results (in this case for 'LED') into product categories, brands and even part numbers (some customers will know the number of a part they want). There are also top products on display here, much like the AO.com example above.</p> <p><img src="https://assets.econsultancy.com/images/0009/0359/varied_search_RS.jpg" alt="rs varied search" width="615" height="470"></p> <h3>13. RS Components – popular category results</h3> <p>Here's another way RS helps to narrow down my search results. Once I hit return on my 'LED' search term, I'm told that there are more than 25,000 results in 200 categories.</p> <p>In order to prevent me from trawling so many products, RS prompts me to choose from a popular category, offering me a smaller selection of 10. I can click the button to 'go to products' if I insist on wading through everything.</p> <p><img src="https://assets.econsultancy.com/images/0009/0358/rs_categorise_in_search.png" alt="rs popular categories in search" width="615" height="349"></p> <h3>14. Airbnb – search as homepage</h3> <p>I thought I should include something esoteric, so here's Airbnb's homepage, which like Google is simply a search bar. Yes, there is some content beneath the fold, and a few little links in the top right, but this homepage sets the tone for Airbnb's whole experience and brand. It's about dreaming of where you want to go.</p> <p>Okay, perhaps not that transferable to ecommerce more broadly, but still worthy of appreciation.</p> <p><img src="https://assets.econsultancy.com/images/0009/0386/airbnb_search.png" alt="airbnb search" width="615" height="325"></p> <h3>15. Airbnb – search with embedded menu</h3> <p>I'm not sure I've seen this done anywhere else. Correct me in the comments if I'm missing an obvious example. Before I type anything into Airbnb's search box, I get a drop down which in effect contains the header menu that the homepage lacks – there are buttons to explore different products (homes, experiences and restaurants), as well as a handy list of my recent searches.</p> <p>These explore buttons are mirrored further down the page in content blocks, with Airbnb intent on giving the user more than one path to reach the content they need.</p> <p><img src="https://assets.econsultancy.com/images/0009/0387/airbnb_search_suggestions.jpg" alt="airbnb search suggestions" width="615" height="338"></p> <h3>16. Debenhams – search suggestions and results as you type</h3> <p>There's one thing to note here which the previous AO.com example didn't include, and that's the use of product frequency in suggested search terms. This makes the user aware of just how many results they'll discover when they click through any given term.</p> <p>This is standard practice now and retailers such as ASOS have done this for a while. The suggestions themselves are usually based on aggregated user behaviour and optimised algorithmically.</p> <p><img src="https://assets.econsultancy.com/images/0009/0258/search_deb.png" alt="debenhams search" width="300"></p> <h3>17. AO.com – product selection guide</h3> <p>This isn't strictly search as we know it, in that I am not entering a search term, but it serves a very similar function (or somewhere between search and faceted navigation).</p> <p>AO.com uses a dynamic product guide on its desktop homepage to help customers find the product that’s right for them. I’m asked a simple question about the product I need (such as screen size). As I state a preference for brand and set a price range, the number of product matches is whittled down and I’m left with a smaller selection to choose from. Great for honing purchase intent when users are bamboozled by too many options.</p> <p><img src="https://assets.econsultancy.com/images/0009/0288/ao_guide.png" alt="ao product guide" width="615" height="341"></p> <h2> <a name="Product%20listings%20page"></a>Product listings page</h2> <h3>18. Argos – same-day delivery in faceted nav</h3> <p>Late buying that birthday present? Argos and its faceted navigation allows you to filter only those products that are available for same-day delivery or faster in-store collection. Life saver.</p> <p><img src="https://assets.econsultancy.com/images/0009/0277/facets_argos.jpg" alt="argos faceted nav" width="615" height="360"></p> <h3>19. Best Buy – local store pick-up filter (prominent on mobile)</h3> <p>Best Buy’s faceted navigation gives lots of options, but on mobile only one is surfaced outside of the filter menu and ready for me to select with one tap. Yep, it’s the ‘pick up today’ filter, which is customised to my nearest store. By tapping this when I’m on the go, I can quickly see which products I can reserve near me. Vital for those in a rush.</p> <p><img src="https://assets.econsultancy.com/images/0009/0272/pick_up_today.jpg" alt="pick up today best buy" width="300"></p> <h3>20. Rentalcars – sticky filter</h3> <p>A nice way on mobile to allow the user (and their thumb) to quickly reach the filter results button – Rentalcars uses a sticky button on the bottom left, ever-present as I scroll through.</p> <p><img src="https://assets.econsultancy.com/images/0009/0453/rentalcars_filter.jpg" alt="rentalcars sticky filter" width="300"></p> <h3>21. Tesco – 'Rest of shelf' button</h3> <p>When shopping for groceries online, finding products is a pain because users often have to use a many-branched menu, clicking through many categories before they find the product they want. Of course, there is the search bar and usually a list of previous purchases, but there should really be a more elegant and visual solution.</p> <p>Tesco has just that on its newly updated website. I can scroll through larger catogories (such as the entirety of 'fresh food') and when I see something vaguely familiar I can click 'rest of shelf' and view products that live on the same shelf in-store.</p> <p>This small feature is a wonderful way of linking offline shopping behaviours with online behaviour. See the example below with milk.</p> <p><img src="https://assets.econsultancy.com/images/0009/0336/rest_of_shelf.gif" alt="rest of shelf" width="473" height="288"></p> <h3>22. Best Buy – 'notify me'</h3> <p>Best Buy’s product listings sometimes contain products currently out of stock, such as this Apple Watch. Rather than disappoint the customer, the retailer changes its ‘add to cart’ button to a ‘notify me’ call to action. Customers can then enter they email address and wait for Best Buy to let them know when they are available.</p> <p><img src="https://assets.econsultancy.com/images/0009/0273/notify_me_best_buy.jpg" alt="notify me best buy" width="300"> <img src="https://assets.econsultancy.com/images/0009/0271/notify_me_2_bestbuy.jpg" alt="notify me best buy" width="300"></p> <h3>23. Booking.com – faceted navigation tool-tip</h3> <p>When I saw this tool-tip on Booking.com I wondered why I hadn't seen similar examples before. After all, we mustn't assume that there's such a thing as intuitive web design. New users might need an extra prompt to narrow down their hundreds of search results.</p> <p>The tool-tip says 'Give us your must-haves. Filters help our customers find the perfect place to stay. Click the things that are most important to you and we'll show you what we've got.'</p> <p><img src="https://assets.econsultancy.com/images/0009/0436/must_haves_faceted_nav_bookingcom.jpg" alt="booking.com faceted nav guidance" width="615" height="511"></p> <h3>24. Booking.com – real-time social proof</h3> <p>More from the 'chatty' UI that is Booking.com. On mobile my product listings page told me what percentage of rooms on my selected dates had been reserved along with how many other people were viewing this search.</p> <p>I must say, the little red pie chart of reserved rooms was quite the prompt to get on and book.</p> <p><img src="https://assets.econsultancy.com/images/0009/0457/bookingcom_reserved_percentage.jpg" alt="booking.com percentage reserved" width="300"></p> <h3>35. Argos – add to cart from product listings page</h3> <p>I love the way Argos product listings pages allow you to add each product to your cart with one tap of this button, without having to click into the product details page. Not every retailer does this.</p> <p><img src="https://assets.econsultancy.com/images/0009/0284/trolley_argos.jpg" alt="argos add to trolley" width="300" height="710"> </p> <h3>26. Size – quick-select faceted navigation</h3> <p>Here's a feature that is creeping into more and more product listings pages. Rather than having to use the fiddly faceted navigation on the left hand side (which often involves small checkboxes and little scrollers), I can use the popular facets surfaced at the top of the page.</p> <p>These are bigger buttons allowing me to narrow down to a particular size or a price ceiling. Let's be honest, these are the two things shoe browsers care about most.</p> <p><img src="https://assets.econsultancy.com/images/0009/0385/faceted_size.png" alt="size faceted nav" width="615" height="333"></p> <h3>27. Nike – illustrated faceted navigation</h3> <p>On a similar theme to the Size example above, Nike understands that some models of its trainers are iconic enough to merit an image and a button at the top of product listings pages.</p> <p>In the shot below, I've selected 'lifestyle' shoes in the site header menu, which has taken me to this listings page, where I can pick an Air Max from the top menu if I want to focus only on these. It's a useful addition to the traditional faceted navigation and a lesson for all sports brands selling direct to consumer.</p> <p><img src="https://assets.econsultancy.com/images/0009/0443/nike_browse_by_shoe.png" alt="nike browse by shoe" width="615" height="310"></p> <h3>28. AO.com – delivery date in product listings</h3> <p>There's plenty of information in AO.com's product listings, and none as important for some users as a delivery date. Particularly in the run up to Christmas, shoppers want to know that their fridge/TV/washing machine will turn up on time.</p> <p>The lorry icon and a delivery date help to reassure the customer that AO.com is the right choice for prompt delivery.</p> <p><img src="https://assets.econsultancy.com/images/0009/0292/home_delivery.jpg" alt="ao.com delivery on listings page" width="615" height="292"></p> <h3>29. Booking.com – 'in high demand / latest booking' hover effect</h3> <p>One of many examples of social proof that Booking.com uses to give the user some pep. A red warning tells me when a listing is in high demand and how many times it was viewed in the last 24 hours. If I scroll over this information I'm also told when the latest booking at this hotel was made. Persuasive stuff.</p> <p><img src="https://assets.econsultancy.com/images/0009/0439/bookingcom_high_demand.gif" alt="booking.com high demand rollover" width="555" height="251"></p> <h3>30. Lush - 'Leaving soon' stickers</h3> <p>A simple touch here, but one done well. Lush adds characteristic black and white stickers saying 'leaving soon' to its seasonal products such as halloween soaps. These messages can help to add a sense of urgency to the repeat shopper who may be fond of a particular seasonal product.</p> <p><img src="https://assets.econsultancy.com/images/0009/0448/lush_leaving_soon.jpg" alt="lush leaving soon" width="300"></p> <h3>31. Size - product image hover effect</h3> <p>Hover effects on product listing pages have been around for a number of years, but that doesn't mean they are always used effectively. In this case, I love what Size does with the hover state.</p> <p>Not only am I offered different angles to view the product from, the fact they are portrayed sat atop their box almost feels like a little psychological ploy to make the user imagine unboxing the product at home.</p> <p><img src="https://assets.econsultancy.com/images/0009/0389/hover_size.gif" alt="size hover states product listings" width="417" height="200"></p> <h3>32. Everlane - detail hover effect</h3> <p>I'm also a fan of hover states on apparel ecommerce sites which do something a bit different. Everlane sells quality clothing and so takes care to show a product detail when I hover over the full image. Yes, there are no model shots here, which some may see as an issue, but I like how this photography puts emphasis on material and shape, rather than an overall look.</p> <p><img src="https://assets.econsultancy.com/images/0008/4476/hover_state_everlane.gif" alt="everlane hover state" width="365" height="241"></p> <h3>33. RS Components - list view or grid view</h3> <p>RS Components has so many different types of products that one view of product listings won't suit everything. So, for more complex products, users can select 'list view', allowing them to sort by a number of different criteria.</p> <p><img src="https://assets.econsultancy.com/images/0009/0357/list_view_rs.jpg" alt="rs grid view or list view" width="615" height="304"></p> <p>For quicker scanning, users can switch to the more common grid view that one would see in ecommerce.</p> <p><img src="https://assets.econsultancy.com/images/0009/0356/grid_view_rs.jpg" alt="rs grid view or list view" width="615" height="280"></p> <h3>34. AO.com - customer counter</h3> <p>For online pureplays like AO.com, convincing customers to buy something for the first time without experience of a high street store could be a challenge. That's why the appliances retailer takes the opportunity to display its credentials where it can, including telling users how many customers they have helped.</p> <p>The shot below is taken from the TV category page, where AO.com states how many people have used their product guide.</p> <p><img src="https://assets.econsultancy.com/images/0009/0303/weve_helped_ao.com.jpg" alt="ao.com we've helped 1,700,000 people" width="300"></p> <h3>35. Rentalcars – new booking notification</h3> <p>This may annoy some users, a message that pops up every time a customer in my location books a car. Equally, it does show how popular and likely trustworthy is the site. </p> <p><img src="https://assets.econsultancy.com/images/0009/0381/new_booking_rentalcars.png" alt="rentalcars new booking" width="615" height="238"></p> <h3>36. Rentalcars - product tool-tips</h3> <p>Hiring a car can be an exercise that involves plenty of customer questions and some small print, too. Rentalcars makes sure it gives users as much information as possible on its product listings pages, with tool-tips appearing on pretty much every bit of copy. For example, when I hover over 'collision damage waiver', a tip appears saying "If the car's bodywork gets damaged, the most you'll pay is the damage excess."</p> <p><img src="https://assets.econsultancy.com/images/0009/0392/rentalcars_hover_states.gif" alt="rentalcars hover states" width="417" height="276"></p> <h3>37. AO.com - curated 'best products' landing page </h3> <p>What a simple idea – <a href="http://ao.com/best">a page</a> showing AO.com's best products as picked by AO.com experts. This is a feature that Currys PC World, for example, seems not to provide on its website.</p> <p><img src="https://assets.econsultancy.com/images/0009/0289/best_product_landing.jpg" alt="best product landing page" width="615" height="343"></p> <h3>38. Booking.com – green text emphasising 'risk free' purchase</h3> <p>Booking.com can appear to be a tad on the bright side with its garish mix of font colours, but they all serve a purpose and have no doubt been thoroughly tested. The one I like best is the use of green text saying "Risk Free" and "FREE cancellation". This shows the customer at a glance that they can book now and repent at their leisure.</p> <p><img src="https://assets.econsultancy.com/images/0009/0437/risk_free_bookingcom.jpg" alt="booking.com risk-free booking" width="615" height="323"></p> <h3>39. The Trainline – 'Cheapest' sticker</h3> <p>You're shopping for travel tickets, be it plane, train or coach, and you really want a good listings page and the ability to find the cheapest seat at your convenience. Whilst the world of UK trains isn't renowned for this kind of transparency, The Trainline does at least use a 'cheapest' sticker and a message telling me how many tickets are left at this price.</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/0366/trainline_cheapest-blog-flyer.png" alt="trainline cheapest price" width="300"></p> <h2> <a name="Product%20details%20page"></a>Product details page</h2> <h3>40. AO.com – dynamic price match promise</h3> <p>You may be familiar with this – it's one of the most famous interactions in ecommerce. Block a product title on AO.com as if you are about to copy and paste to Google and you'll be shown a price match message encouraging you to call AO.com and tell them if you can find the product cheaper. Ingenious.</p> <p><img src="https://assets.econsultancy.com/images/0009/0298/price_match.jpg" alt="ao.com price match" width="615" height="335"></p> <h3>41. Argos – sticky add-to-cart button</h3> <p>Watch as I scroll down an Argos product details page, and the add-to-trolley button sticks to the top of the page, allowing me to throw it into my bag without having to waste precious seconds scrolling back up again.</p> <p><img src="https://assets.econsultancy.com/images/0009/0276/argos_sscroll.gif" alt="argos add to cart" width="542" height="308"></p> <h3>42. Best Buy – product "on display at…"</h3> <p>Customers may want to check local store stock, but equally with a considered purchase they may want to know if the product is on display at their nearest store. Best Buy lets the customer know with a message below the product photos. If it’s not on display at your nearest store, you’ll be given the next nearest option.</p> <p><img src="https://assets.econsultancy.com/images/0009/0268/display_best_buy.jpg" alt="best buy product on display" width="615" height="321"></p> <h3>43. ASOS – interactive size guide</h3> <p>Too many websites offering boring, large and potentially difficult-to-use sizing charts. Not ASOS, which gives me this lightbox where I can fill in my height and weight (in metric or imperial) and how tight I like my clothes. The tool will then return the sizes right for me – no sifting through data.</p> <p><img src="https://assets.econsultancy.com/images/0009/0352/size_guide_lightbox_asos.jpg" alt="asos size guide" width="615" height="456"></p> <h3>44. Debenhams – ‘Pre-Christmas Delivery’ message</h3> <p style="font-weight: normal;">Approaching the Christmas rush, Debenhams product details pages have a prominent green message which tells me an item is available for pre-Christmas delivery. Great for encouraging a confident add-to-bag.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0009/0262/xmas_deb.png" alt="debenhams xmas delivery" width="300"></p> <h3>45. Debenhams – 'Want it by tomorrow?' order countdown</h3> <p>Most retailers offering next-day delivery require customers to order before a particular time of the day. Debenhams knows that highlighting this using a countdown timer will encourage indecisive users to purchase sooner rather than later.</p> <p><img src="https://assets.econsultancy.com/images/0009/0250/deb_countdown.gif" alt="debenhams order countdown" width="361" height="258"></p> <h3>46. Lush – hero product video</h3> <p>I've long championed Lush (see <a href="https://www.marketingweek.com/2017/10/19/ben-davis-lush-ecommerce-lesson-marketers/">here</a> and <a href="https://econsultancy.com/blog/67158-why-lush-is-the-undisputed-master-of-b-commerce">here</a>). One of my favourite features in its website is the use of hero video at the top of product pages. For my money, it puts all competition in the shade with this one authentic use of rich content. It also shows the product in action, so the customer knows what to expect.</p> <p><img src="https://assets.econsultancy.com/images/0006/8785/lush2.gif" alt="gif header product page" width="317" height="163"></p> <h3>47. ASOS – 'Buy the look'</h3> <p>Here's another feature that has long been talked about in ecommerce but rarely carried through with the simplicity and success that ASOS has managed here. Yes, there are some products out of stock in this example, but it's still a feature that squeezes extra value out of stylish product/model photography.</p> <p><img src="https://assets.econsultancy.com/images/0009/0348/asos_outfit.jpg" alt="asos product page" width="615" height="427"></p> <p><img src="https://assets.econsultancy.com/images/0009/0349/buy_the_look_asos.png" alt="asos buy the look" width="615" height="393"></p> <h3>48. Airbnb – reassuring micro-copy</h3> <p>How the tiniest things can just tip the customer in the right direction. Here, Airbnb uses small copy saying "You won't be charged yet" to encourage customers to click the 'Request to Book' button without fear of immediate financial consequences.</p> <p><img src="https://assets.econsultancy.com/images/0009/0433/airbnb_wont_be_charged.png" alt="airbnb request booking" width="615" height="326"></p> <h3>49. Argos – 'X others have looked at this….'</h3> <p>A common tactic among retailers and functionality that is available in most ecommerce platforms – dynamic messages appear for a few seconds when I land on a product details page, telling me how many have viewed or bought this item recently or are looking at it right now.</p> <p><img src="https://assets.econsultancy.com/images/0009/0280/others.png" alt="argos others have viewed" width="615" height="274"></p> <h3>50. Debenhams – alternative 'breadcrumb'</h3> <p>Those customers who haven’t found what they want on a product details page should always been given a quick and easy route back to browsing. This can often be via the main header menu, or by using the breadcrumb trail (e.g. Men - Shirts - Short Sleeve). Debenhams, as shown in the GIF below, also adds some category options, an alternative breadcrumb, if you like, below the product. This is a very helpful feature for customers to delve back in once again.</p> <p><img src="https://assets.econsultancy.com/images/0009/0252/breadcrumb_deb.gif" alt="debenhams breadcrumb trail" width="542" height="308"></p> <h3>51. Booking.com – user review carousel</h3> <p>Reviews are incredibly important for people booking a hotel room. So why not make them hard to miss? Booking.com includes a carousel of reviews inset within the product photography carousel. This way, as you review the photographs you can't help but notice glowing reviews of service, location and facilities.</p> <p><img src="https://assets.econsultancy.com/images/0009/0438/reviews_inset_bookingcom.jpg" alt="booking.com inset customer reviews in photos" width="615" height="360"></p> <h3>52. The Trainline – 'You've found the cheapest ticket'</h3> <p>For some travel sites, it's important to make customers on listings pages aware of which product is cheapest, but it shouldn't stop there, a message should be displayed on product pages, too. The Trainline does this nicely with a friendly "Hooray!".</p> <p>(<strong>Correction</strong>: This is actually on the search or product listings page as you can tell because the cheapest price doesn't match the price below, it corresponds to the ticket above which I would have to scroll up to view. Still, a handy feature nonetheless.) </p> <p><br><img src="https://assets.econsultancy.com/images/resized/0009/0367/trainline_cheapest2-blog-flyer.png" alt="trainline cheapest price" width="300"></p> <h3>53. Rentalcars – trip countdown</h3> <p>What better way to instil urgency in the customer looking for a hire car than displaying a timer inexorably counting down until the start of their trip.</p> <p><img src="https://assets.econsultancy.com/images/0009/0382/trip_starts_rentalcars.jpg" alt="rentalcars your trip starts in" width="615" height="335"></p> <h3>54. Rentalcars – 'Save for later' email</h3> <p>Rentalcars lets users send themselves an email with all their selected product details, helpful for those who aren't quite ready to book but don't want to go through the rigmarole of search all over again.</p> <p><img src="https://assets.econsultancy.com/images/0009/0455/rentalcars_save_for_later.jpg" alt="rentalcar save for later" width="300"></p> <h3>55. RS Components – warehouse stock counter</h3> <p>Trade buyers may need quite a number of a particular product from RS, so the 'catalogue' company provides accurate warehouse stock numbers so customers know if their order can be fulfilled.</p> <p><img src="https://assets.econsultancy.com/images/0009/0355/number_in_stock_rs.jpg" alt="rs number in stock" width="615" height="324"></p> <h3>56. Argos – check stock in store</h3> <p>No self-respecting multichannel retailer will miss the opportunity to let customers check their local stock, should they want to purchase in-store or reserve an item.</p> <p><img src="https://assets.econsultancy.com/images/0009/0281/check_stock.png" alt="argos check stock" width="615" height="325"></p> <h3>57. Lush – cross-sell by ingredient</h3> <p>Each product contains an illustrated list of ingredients, some of which have their own ingredients page which users can click through to. Once on an ingredient page, I can see every product that Lush sells which contains said ingredient. A really neat way of bringing educational content back to commerce.</p> <p><img src="https://assets.econsultancy.com/images/0009/0363/ingredient_cross_sell.png" alt="lush ingredient cross-sell" width="615" height="314"></p> <h3>58. Barnes &amp; Noble – send as gift</h3> <p>I had never come across SmartGift before. It's a service which allows the user to send a gift link whereupon the recipient can accept or exchange online for any same or lower-priced item. The gifter will pay only once the recipient has accepted.</p> <p>A great tool for no-hassle gifting.</p> <p><img src="https://assets.econsultancy.com/images/0009/0307/smart_gift_bn.jpg" alt="smart gift barnes &amp; noble" width="615" height="330"></p> <h3>59. Rentalcars – 'bargain' popup</h3> <p>More persuasion from Rentalcars, this time on mobile featuring a fairly intrusive message but one that tells me I'm saving a heck of a lot of money (compared to average prices at this time of year).</p> <p><img src="https://assets.econsultancy.com/images/0009/0454/rentalcars_deal.jpg" alt="rentalcars deal" width="300"></p> <h3>60. Schuh – 360-degree product photography</h3> <p>I can choose a set of product images on Schuh if I want, but the default view is this drag-to-spin 360-degree imagery which lets me view the shoe from any angle.</p> <p><img src="https://assets.econsultancy.com/images/0009/0445/drag_to_spin_schuh.jpg" alt="drag to spin imagery" width="615" height="308"></p> <h3>61. Lush – related article</h3> <p>Combining content and commerce is a hot potato. Does it distract the user from purchase? I would argue that for a multichannel brand, the goal is to engage with and educate the consumer as much as possible, placing your brand as the premier destination for shopping and browsing. Lush does this with a related article at the bottom of most product pages, as well as plenty of content on the homepage.</p> <p><img src="https://assets.econsultancy.com/images/0009/0360/related_article_lush.jpg" alt="lush related articles" width="615" height="301"></p> <h3>62. Rentalcars – double CTA</h3> <p>I debated whether to include this. Arguably it's <a href="https://econsultancy.com/blog/68973-13-examples-of-dark-patterns-in-ecommerce-checkouts">a dark pattern</a> with the customer perhaps clicking to add full protection for £9.98 without actively wanting to (if they're not paying attention). I've included it just to show it goes on, and because for all the moral questions this kind of UX throws up, I'm sure there have been plenty of customers who were glad they unwittingly chose full protection. Complaints on a postcard.</p> <p><img src="https://assets.econsultancy.com/images/0009/0383/gotobook_rentalcars.png" alt="rentalcars two ctas (Dark pattern?)" width="615" height="310"></p> <h3>63. ASOS – model size and fit</h3> <p>Want to know whether clothes will fit right? Size guides are helpful, but so, too, is product photography. Telling customers what height the model is, as well as what size they are wearing can help the customer decide on what size to purchase.</p> <p><img src="https://assets.econsultancy.com/images/0009/0350/model_height_asos.jpg" alt="asos model height" width="615" height="404"></p> <h3>64. ASOS – full-screen product imagery</h3> <p>This has been best practice on small mobile screens for a while, but it still impresses me and is one of the most impactful changes a retailer, particularly in apparel, can implement. </p> <p><img src="https://assets.econsultancy.com/images/0009/0450/asos_full_image.jpg" alt="asos full page imagery" width="300"></p> <h3>65. Argos – clever product recommends copy</h3> <p>A simple but elegant bit of copywriting from Argos. The product recommends feature towards the bottom of the product page uses the copy “…or how about these?”, which acknowledges the fact that the customer is likely to buy only one item from this category (coffee machines). The choice of phrasing shows a good understanding of customer mindset during the browsing stage of their journey.</p> <p><img src="https://assets.econsultancy.com/images/0009/0283/how_about_argos.jpg" alt="argos how about these" width="300"></p> <h3>66. Argos – 'Our lowest price'</h3> <p>A very simple but very persuasive bit of copy on this Argos product details page. “Our Lowest Price” let’s the customer know the retailer has never charged more for this item. Perhaps not a revelatory claim, but psychologically it makes the customer think they’re getting a price that’s unlikely to be better elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0009/0282/lowest_price.png" alt="argos lowest price" width="615" height="316"></p> <h3>67. Best Buy – instructional product photos</h3> <p>Why rely on the customer poring over the product specification to find the vital information they need about a fridge freezer’s dimensions? Best Buy uses instructional content from the product manufacturer in its product photos carousel. This way, customers can see exactly what they need to measure.</p> <p><img src="https://assets.econsultancy.com/images/0009/0266/product_image_instructions_best_buy.jpg" alt="best buy instructional product image" width="615" height="383"> </p> <h3>68. Best Buy – instructional product video</h3> <p>Best Buy uses instructional videos in the product imagery carousel. In this example, I’m carefully walked through how to measure up, to make sure I don’t buy a fridge that doesn’t fit my kitchen. This type of content is part of the effort to reduce costly product returns and make sure the customer is happy.</p> <p><img src="https://assets.econsultancy.com/images/0009/0267/product_video.png" alt="best buy product video" width="615" height="314"></p> <h3>69. Debenhams – 'Hurry, 10 or less left!' low stock message</h3> <p>Though customers are getting more savvy when it comes to urgency tactics such as ‘one room left’ when browsing hotel aggregators, this tactic can still be very effective in ecommerce when used responsibly. Here, Debenhams tells the consumer when there are 10 or less of a product in stock. If you have a realtime overview of stock levels, why not use it to keep the customer informed.</p> <p><img src="https://assets.econsultancy.com/images/0009/0261/xmas_deb_hurry.png" alt="debenhams hurry box" width="300"></p> <h3>70. Rentalcars – 'Don't lose this saving' banner</h3> <p>More urgency-inducing messages from Rentalcars. All I want to do now is get this car booked.</p> <p><img src="https://assets.econsultancy.com/images/0009/0384/today_you_save_rentalcars.jpg" alt="today you save - rentalcars" width="615" height="364"></p> <h3>71. Best Buy – prominent product Q&amp;A</h3> <p>Lots of product details pages use question and answers, particularly for technical products, such as electronics or white goods. I particularly like the way Best Buy highlights the Q&amp;A content alongside its average customer review rating, right at the top of the product page. This is key information and can make the difference between sale and no-sale for those customers who are sticklers for finding the perfect product.</p> <p><img src="https://assets.econsultancy.com/images/0009/0270/q_and_a_product_page.png" alt="best buy q and a" width="615" height="261"></p> <p>The Q&amp;As themselves can be sorted (defaults to ‘most helpful’) and searched.</p> <p><img src="https://assets.econsultancy.com/images/0009/0269/q_and_a_best_buy.png" alt="best buy product q and a" width="615" height="285"></p> <h3>72. Debenhams – 'Earn points with this purchase'</h3> <p>A dynamic message under the add-to-bag button on product details pages tells the customer how any points they will pick up if they had a store card or loyalty card. What do points make? That’s right, prizes.</p> <p><img src="https://assets.econsultancy.com/images/0009/0251/credit_card_points.png" alt="reward points - debenhams" width="615" height="327"></p> <h3>73. The Trainline – price increase warning</h3> <p>It's worthwhile letting febrile ticket shoppers know that if they wait, prices may increase. The Trainline does this with a pop-up message saying "Advance tickets are likely to increase in price" and to "Look for tickets with 'limited availability' or fewer than 9 left".</p> <p><img src="https://assets.econsultancy.com/images/0009/0311/trainline_price_warning.png" alt="trainline price warning" width="615" height="325"></p> <h3>74. Schuh – front-and-centre delivery info</h3> <p>On no other product page did I see delivery information turned into such a virtue as on the Schuh website. It makes sense though, the customer is made aware they can get almost instant fulfillment through Shutl or Click &amp; Collect, they can pay for Sunday delivery or choose a particular day. There are Collect+ and UPS Access Points available, too. This is customer experience that walks the walk.</p> <p><img src="https://assets.econsultancy.com/images/0009/0446/delivery_schuh.jpg" alt="schuh delivery info on product page" width="615" height="326"></p> <h2> <a name="Bag%20/%20basket%20/%20cart"></a>Bag / basket / cart</h2> <h3>75. Size – size-select lightbox on add-to-basket</h3> <p>I really like the UX on Size's site on mobile when I forget to select a size before adding a product to my bag. This lightbox style size-select flashes up and I can quickly tap the size I want.</p> <p><img src="https://assets.econsultancy.com/images/0009/0456/size_select.png" alt="size size select" width="300"></p> <h3>76. ASOS – bag time-limit pop-up</h3> <p>Make sure users know how long their chosen item will be held in the bag for. ASOS does this with a little pop-up telling me I've bagged it and it'll be held for an hour.</p> <p><img src="https://assets.econsultancy.com/images/0009/0451/asos_its_in_the_bag.png" alt="asos it's in the bag" width="300"></p> <h3>77. Barnes &amp; Noble – "add $X of eligible items to qualify for free shipping"</h3> <p>The Barnes &amp; Noble cart tells me just how much extra I have to spend to get my order shipped for free. A lovely incentive to buy more books.</p> <p><img src="https://assets.econsultancy.com/images/0009/0306/free_shipping_eligibility_bn.jpg" alt="eligibility for free shipping barnes and noblee" width="615" height="437"></p> <h3>78. Debenhams &amp; Toys R Us – 'Your shopping bag qualifies for FREE Standard Delivery'</h3> <p>Don’t leave a customer wary of delivery charges, let them know in the cart/bag, before they get to checkout, that they qualify for free delivery. Debenhams does this with a chunky blue message including a blue tick and the hard-to-miss ‘FREE’.</p> <p><img src="https://assets.econsultancy.com/images/0009/0257/bag_deb.png" alt="debenhams add to bag" width="300"></p> <p>Toys R Us is even better. The retailer uses its mascot Geoffrey to delivery this free delivery message. A brilliant use of the brand to draw attention to a kew message.</p> <p><img src="https://assets.econsultancy.com/images/0009/0287/jeffrey_toys.png" alt="toys r us free delivery" width="615" height="314"></p> <h3>79. ASOS - next-day delivery subscription</h3> <p>Why should it be just Amazon that hooks customers into a subscription to next-day deliver? ASOS offers the service in the bag for £9.95, a great way to please your most loyal of customers.</p> <p><img src="https://assets.econsultancy.com/images/0009/0452/asos_premier_delivery.png" alt="asos premier delivery" width="300"></p> <h3>80. AO.com – service up-sell in basket</h3> <p>I love the way AO.com will bundle in lots of services with delivery for those customers who want to eliminate hassle. When buying a TV for example, I'm offered stand installation, old TV removal and unpacking.</p> <p><img src="https://assets.econsultancy.com/images/0009/0294/service_options.png" alt="added services in checkout ao.com" width="615" height="327"></p> <h3>81. AO.com – complimenting the customer's taste</h3> <p>The AO.com basket also includes this very simple message telling me I've "got great taste" and am "getting one or [their] best offers". A lovely touch. No reason not to checkout.</p> <p><img src="https://assets.econsultancy.com/images/0009/0295/customer_compliment.png" alt="ao.com user compliment" width="615" height="320"></p> <h3>82. Lush – full-page add-to-basket message</h3> <p>The whitespace and imagery on the Lush website makes it a joy to browse. Even this simple full-page add-to-basket notification made me feel special.</p> <p><img src="https://assets.econsultancy.com/images/0009/0449/lush_add_to_basket.png" alt="lush add to basket" width="300"></p> <h3>83. AO.com – finance and up-front price in add-to-basket</h3> <p>If customers are having second thoughts when they add a big ticket item to their basket, AO.com provides a monthly price in the add-to-basket message. Finance options are shown on product listings pages and product details pages, but it doesn't hurt to reiterate the option in this add-to-basket message.</p> <p><img src="https://assets.econsultancy.com/images/0009/0293/finance.png" alt="ao.com finance in bag" width="615" height="357"> </p> <h2> <a name="Checkout"></a>Checkout</h2> <h3>84. The Trainline – cute customised thumbnail </h3> <p>Look at this! The houses of parliament in a cute little thumbnail as I pay for my trip to London on The Trainline. I'm already excited about my trip.</p> <p><img src="https://assets.econsultancy.com/images/0009/0313/trainline_london_pic.png" alt="trainline destination photo" width="615" height="411"></p> <h3>85. AO.com – anxiety-killer delivery info</h3> <p>"You don't have to stay in all day because..." – AO.com gets straight to the nub of its excellent delivery service. The information below tells me when I'll receive a text message, how long my delivey window will be, that I'll receive a call and that I can track my order any time I want.</p> <p><img src="https://assets.econsultancy.com/images/0009/0297/dont_stay_in.png" alt="ao.com don't stay in all day" width="615" height="306"></p> <h3>86. AO.com – contact number in checkout header</h3> <p>A common sight in the best checkouts, the contact telephone number suddenly appears front and centre in the header menu. Any wavering customers can call to clairfy an issue rather than falling our of the checkout.</p> <p><img src="https://assets.econsultancy.com/images/0009/0300/phone_number_in_checkout.png" alt="phone number in checkout ao.com" width="615" height="297"></p> <h3>87. Barnes &amp; Noble – form field reminders</h3> <p>Another bit of best practice that nevertheless isn't always implemented. When I click into a form field, it's title remains, shifting up slightly to let me type. This way I am less likely to make an error.</p> <p><img src="https://assets.econsultancy.com/images/0009/0308/shipping_b_and_n.gif" alt="barnes &amp; noble checkout form" width="412" height="341"></p> <h3>88. AO.com – privacy reassurance</h3> <p><a href="https://econsultancy.com/hello/gdpr-for-marketers/">The GDPR</a> has put privacy concerns more firmly on the agenda for many companies. This is only a small feature, but it's increasingly common to see a promise under a telephone number field that a company will never share customer information.</p> <p><img src="https://assets.econsultancy.com/images/0009/0299/privacy_telephone.png" alt="privacy in checkout - telephone ao.com" width="615" height="280"></p> <h3>89. Lush – checkout progress bar</h3> <p>One of the core tenets of a usable and converting checkout is a clear progress bar. None clearer than Lush's.</p> <p><img src="https://assets.econsultancy.com/images/0009/0361/checkout_progress_lush.png" alt="lush checkout trail" width="615" height="335"></p> <h3>90. AO.com – chunky, focused form design</h3> <p>Throughout the AO.com checkout, form fields are chunky and easy to select, with relevant buttons close by and similarly chunky. Compare with Lush above (which isn't that bad itself).</p> <h4><img style="font-weight: normal;" src="https://assets.econsultancy.com/images/0009/0296/chunky_checkout.png" alt="ao.com chunky checkout" width="615" height="255"></h4> <h3>91. Lush – email field validation</h3> <p>Another bit of best practice. Do you validate email addresses with a nice green tick so customers know they have put dots and @s in the right places?</p> <p><img src="https://assets.econsultancy.com/images/0009/0362/email_validation.png" alt="lush email validation" width="615" height="306"></p> <h3>92. Debenhams – firm date and time for click and collect</h3> <p>One of the uncertainties for customers when they use click and collect is whether their item will arrive on time. Some retailers say ‘1-3 working days’, leaving the user waiting for a notification and hoping it will be one rather than three. Debenhams counteracts this unease by very clearly giving the customer a date and time by which their parcel should be ready for collection. </p> <p><img src="https://assets.econsultancy.com/images/0009/0263/click_n_coll_deb.jpg" alt="debenhams click and collect" width="615" height="464"></p> <h3>93. Nike – tool-tips</h3> <p>And finally, more tool-tips, this time from Nike. They don't add startling useful information, but enough to help new or unsure users.</p> <p><img src="https://assets.econsultancy.com/images/0009/0444/tool_tips_nike.png" alt="nike tool tips" width="615" height="365"></p> <p><strong>That's your lot. Don't forget to check out our <a href="https://econsultancy.com/reports/ecommerce">Ecommerce Best Practice Guide</a>.</strong></p> tag:econsultancy.com,2008:Report/4653 2017-11-13T17:17:00+00:00 2017-11-13T17:17:00+00:00 Lush: A Fresh Approach to Customer Experiences <p>This report considers handmade cosmetics business Lush. It focuses on how the company’s <strong>embrace of social</strong>, new tech and <strong>ecommerce platform</strong> have enabled its rise and established it as one of the UK’s most loved brands.</p> <p>The brand is characterised by its commitment to making beauty products with natural, ethically sourced ingredients that are not tested on animals. This approach has resonated with a <strong>new generation of customers</strong>, resulting in increased sales and profit. </p> <p>For a business that reportedly doesn't invest in global advertising, this is an impressive accomplishment. How did this independent brand reach such heights in such a short amount of time? This report considers Lush's <strong>'un-marketing' philosophy</strong> and takes a look at what lessons retailers can learn from the brand's approach to content and social.</p> <h2>What you'll learn</h2> <ul> <li>How Lush maintains its strong brand identity and engages a new generation of shoppers with social media</li> <li>Lessons retailers can learn from Lush’s ecommerce platform and content strategy</li> <li>How the brand’s investment in new technology aims to bridge the gap between the online and offline customer experience.</li> </ul>