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Have you ever wondered why your store is to be
successful among the many fashion e-stores? Can you
easily enumerate 5 advantages of your e-commerce
over the competition? Advantages that are formulated
specifically, e.g. free returns, rather than general
phrases such as “we are the best”. Do you already have
such a list? That’s great. Perhaps you even use these
advantages in communication with your customers...
But does communicating these advantages actually
affects customer shopping satisfaction? Today I will
focus your attention on four key areas that really affect
the user experience the fashion industry.
Learn quick wins that will improve the experience of
your customers and have a positive impact on your
What is a
In response to this question, many product owners might say:
“Homepage is not a store – it’s a place to create trends, image and
lifestyle. It’s also a place to communicate about different promotional
actions or products.”
Of course, being a trendsetter is the dream of most of the
companies involved in fashion sales. There is probably nothing more
exciting than creating an e-store brand, with a community of existing
and new users reading our articles to learn a lot about fashion, places,
and news. We would like them to draw inspiration from our site, share
our content, build commitment and, of course, buy our products
while they’re at it.
Are you sure that customers of fashion e-stores want the same
thing? We checked it out. We conducted a number of individual
in-depth interviews with users and quantitative research.
are as follows
Homepage is not a
store – it’s a place
to create trends,
image and lifestyle -
is this the truth?
Only 60% of users scroll a page down, if upon entering it they see a
banner that ends at or below the fold. The others don’t notice that
there is content below and go further into the website. How can we
fix this? Scrolling is favored by content that is e.g. a box fragment with
a product, showing above the fold: it indicates the content available
A large group of users seeing project banners expect to view the
product after clicking them, not a product listing in this category.
In short, they expect to be able to buy the product, not to browse
What is a
The e-store user
wants to see
Less than 5% of users choose content clearly separated from a
product. It proves that the e-store user wants to see products, not e.g.
lifestyle content. If you want to create such content, publish articles
that directly relate to the product. They also present products and
stylizations offered by your store, giving the opportunity to purchase
directly or move to a product card where users can get to know
the product and decide to buy. However, keep in mind that such
content is an addition, not a priority, to the user.
Does gender matter? Yes, a lot. These are one of the most clickable
links in main navigation, according to move and click-tracking
maps. Therefore, if you are selling products for both sexes, present
your offer in a transparent manner, always giving the possibility of
changing this important parameter.
What is a
your offer in a
If you are a multibrand, this message is also important to you - brand
listing is an equally important link. Some users have their favorite
brand, it’s a well-known fact. When looking for their brand, they
look for products rather than descriptions and information about
the brand. Of course, you should provide such information for SEO
reasons, however, it shouldn’t be more important than products
It’s another important point on the road of a customer making a
purchase. What do you think can help in selecting the right
product? What do users expect from this part of your e-store?
When testing fashion e-stores, customers surprised me with their
determination and cunning. Here’s why.
Let’s take a look at
How to present a product? On a model, or in a
packshot photo? We checked it out and found that
50% of users want to see products on models in
listing. They say that such images allow them to
see how the product really looks like. The other
half of users want to view packshots, because they
don’t want to be influenced by a model. How to
reconcile these expectations? You can design
and implement the ability to switch the listing,
taking into account both packshot and model
options. A win-win situation.
50% of users want
to see products on
models in listing.
Have you ever thought creating a store which looks like an industry
catalog? There are no prices, products are the most important. We
conducted a study on a product listing that looked exactly like that -
nothing impaired the beauty of product exposure. The price could
be seen only after moving the cursor over the product box. What was
the result? Again, I was surprised by customers’ determination and
cunning, because a certain pattern repeated almost every time. Users
were sorting products from the cheapest to the most expensive. Then,
by moving the cursor over the products, they checked which is the
last product that satisfies them in terms of price. Perhaps people like
dreaming, but when it comes to shopping their needs are different -
they want to see the products they can afford.
Another question that bothered us was the number of products
in listing. In most e-stores you can see options of 90, 180 and 270
products per page. What do you think, which number customers
choose? Quantitative research proved that the majority
choose the largest number of products per page, as it allows
for scrolling and comparing products within a single page. A
good solution is to set the option to 90 products per page (which
eliminates long load time) and automatic loading of products during
scrolling or including a button that will show another batch of
products when clicked. I think that this solution is ideal for e-stores in
RWD or AWD, where mobile users are accustomed to free scrolling.
How to present
a fashion product
How to present a
This is where we can convince users to the product they’re looking at
and add it to cart. What can contribute to their positive feelings
and emotions? Surely you’ve read about it many times. We asked
users: what influences the decision to purchase a particular product?
One thing can be deduced from the answers: how it is imagined. Yes,
the idea of the product - how does it look, how it is to touch it, how it
behaves in motion. And most importantly, how does it look and how
does it feel when it’s worn.
are as follows
Use pictures that
allow for enlarging
a product, taken
at an angle that
shows the fabric
and shots that show
the key elements
such as buttons,
Photos - large and in good quality. I bet I didn’t surprise you. But
are pictures always the same? Our respondents repeatedly drew
attention to the incompatibility of the appearance of the product
in the picture and after unpacking it at home. What actually helps
in such situation? Pictures that allow for enlarging a product, taken
at an angle that shows the fabric. Shots that show the key elements
or decorations, such as buttons, zippers, pockets, etc. In the end,
everything is made up of these small things. They make a product
whole, giving it style.
It’s also important to show a product in motion. How many times
in a retail store have you seen when someone leaves a dressing
room to make a few steps in front of a mirror or simulates sitting
on a chair? Fortunately, there are ways to do it online as well. The
first is to show the product on a model in motion. It’s a basic solution,
which shows how fabric and cut behave. The second, and far better
way, is to present short, 30s videos that show a model wearing the
product, taking a few steps and turning. It’s best to combine both
How to present
Present short, 30s
videos that show
a model wearing
the product, taking
a few steps and
Another point worthy of note is the way of presenting product
details. In a retail store good shop assistants will tell an interesting
story about details, functions and components - obviously, showing
them on the product. They know that showing something replaces
a thousand words. In order to help making purchase decisions,
especially in sports and luxury fashion, it’s good to present
functionality of the product in the pictures with descriptions. You
can magnify elements with commentary, create links from functional
elements to their description, or create a video with presentation of
Without doubt, the main objective of e-commerce is selling products.
Therefore, finalizing a purchase is for many the most important
process of e-shopping. However, this is one of the few processes that
affect the overall user experience. Shopping is not only a moment
of search, selection and purchase. It’s also the time after making
a purchase, where sales dissonance may occur. I personally think
that purchasing process lasts from entering the e-store, through
purchasing itself, to receiving the product, trying it on and potential
refund or replacement. This is how the rules of e-commerce market
are nowadays. How can we actually influence the user experience? By
designing tailored processes.
Take a look
Doubts and negative emotions can occur during purchasing process.
Why? Today the choice of products we have is practically unlimited.
When buying pants, a customer doesn’t choose between a
model A and a model B, but chooses from at least a dozen
models of one brand. And what if each model is in 2 or 3 color
versions? How can you be sure that you made the right choice? The
solution may be to use product editing on the cart level (the ability
to change the color/size). Implementing such functionality allows the
user to maintain a sense of control. Customer knows that even at the
time of making a purchase they can still change their mind about the
final product version.
editing on the cart
level (the ability
to change the
How do users want to receive the purchased products? Our
research shows one thing: it depends. There are no clear indications.
However, it’s worth to diversify delivery methods. Not everyone
can receive a parcel between 8 a.m. and 5 p.m., when most couriers
work. A lot of people use parcel machines and similar solutions, as
they give more flexibility in terms of reception time. There are buyers
who want to buy clothes for a special occasion which takes place very
soon - the option of same day delivery will be important for them.
What is certain is that in the current world of online fashion delivery
should be free of charge.
The next point is click & collect. If you’re selling online and offline,
implementing this point is mandatory. There is a lot of customers who
will gladly go to a retail store to pick up the product they’ve bought.
How does click & collect affect the user experience? Customers can
buy online when they want, so our offer is always within their
reach. When picking up the product from a retail store, they can try
it on and have the possibility of exchanging it on the spot. This is a
big advantage, the staff can suggest a replacement as well. There is
only one step from this solution to making our online offer available
in retail stores, allowing the customer who couldn’t find a desired
product in one store see the online offer and find out where there
is the closest store with this product in stock or order a home/store
Click & collect -
if you’re selling
online and offline,
point is mandatory.
How to take care of customers during returns? Start from the very
beginning. Send products in packages that can be used to return
them. Enclose instructions specifying how the item can be returned
or replaced. By designing friendly return and exchange process, you
show that you care about your customers, which, in turn, increases
their sense of security. Automate processes of return and
exchange and let them become really customer-friendly.
In the above document I have described four specific areas of a
fashion e-store which practically affect user experience. I have
discussed facts and conclusions, supported by research for our
clients and own experience. I know that these areas are much more
numerous, so if you have any questions about searching, filtering,
quick view, ratings and social media in e-commerce, please contact
us. If you have other questions about user experience, I’ll gladly
answer them as well
If you have any questions on how to conduct complex UX projects,
contact us: firstname.lastname@example.org
We are working with
50-203 Wroclaw, Poland
(+48) 733 355 596