Italian fashion retailer Yoox.com runs online stores in Europe, North America and Japan, with a global average of 5.9m monthly unique visitors.
I recently came across the Yoox.com mobile site, which looks to be a good example of how to do mobile commerce. I’ve been taking a closer look at the site…
The homepage is well laid out and simple to scan and understand, with links to login, wishlist and basket along the top, and seven links to the various sections of the site laid out underneath. Also, Yoox automatically directs mobile users to the optimised version of the site when searching on a mobile browser.
Of the two images shown, the one on the left leads users to a promotional video, which isn’t made clear from the picture, meaning wasted time for mobile users, especially those on slow connections. Also, having watched it, I’m not sure what purpose it is meant to serve.
Video aside, the navigation is nice and simple, as it should be on a mobile site, with options kept to a minimum. Also, unlike some other mobile commerce websites and apps, effective filtering options are provided.
This means that, in the case of the men’s clothing section, I can narrow the number of products from the 3,644 available to a much more manageable number, as well as being able to search within the section by keyword(s).
Search results are displayed with a small picture of the product, as well as available sizes and colours, and the price. Providing this information here saves users time spent clicking individual product pages for these details.
A product page on a mobile site represents a challenge, especially for a clothing retailer. It can be difficult to display all the necessary product information while making it attractive and easy to see on a small mobile screen, but Yoox pulls this off well.
The product photo is about as big as is possible on an iPhone screen, while the reverse view is also provided to give users a better idea of the clothes.
More product information is provided via a link:
The calls to action are clear to with the all important ‘add to basket’ link displayed on a standout orange button. The only thing that seems to be missing here is information on delivery charges, which doesn’t become apparent until users get to the shopping basket.
Shopping basket / checkout process
The shopping basket page makes the delivery charges clear, as well as providing information on available payment methods:
The payment options cover card payments, PayPal, and even a cash on delivery option, which certainly covers all bases. I suspect that the potential for fraud / and time-wasting would prevent a lot of retailers from offering this, bit it certainly simplifies the problem of mobile payments.
The checkout process as a whole is well-designed and well optimised for the mobile user. Form-filling has been kept to a minimum, with no lengthy registration process, while there is a login option that will save registered customers the hassle of entering their address and payment details at all.
Before customers confirm payment details, there is some information offering reassurance about server security. It mentions Verisign, and the fact that Yoox has a ATW certificate, but perhaps this information could be more easily conveyed to customers via a familiar trustmark logo to save space.
The checkout process is as good as I have seen on a mobile site. Most importantly of all, it has been optimised for mobile users, so forms are easy to navigate and fill in, but still follows best practices from standard websites, such as providing a visible reminder of the number of steps in the process, clear links to proceed to the next step, and reassurances about payment security,
Yoox.com provides an excellent example of how a mobile commerce site should look and perform. While there are a few aspects which could be improved, such as greater clarity on delivery charges, and details of returns policies, it does the basics well.
The site has been kept simple for people to use on a mobile, but still manages to allow customers to search and navigate through a large product range and make payments with the minimum of hassle.