WHICH HOMEWARE ONLINE RETAILERS ARE OPTIMISING THEIR ONLINE CONVERSIONS? Find out which homeware online retailers are taking the lead in having the core conversion elements in their homepages and category pages to maximise online conversions. FIRST has evaluated the homepages and category pages utilising a bespoke Conversion Experience Scoring (CXS) analysis framework to provide a relative measure of the onsite customer experience. In addition, FIRST applied its Element Group Scoring methodology to identify which category element is most present across the analysed homeware retail websites. The overall scoring shows the opportunity size the company has to address on conversion issues, to engage more visitors and ultimately increase the number of leads and sales. KEY FINDINGS FROM THIS REPORT: Currently, Briscoes takes the lead in having the online conversion elements present in both its homepage and bedding and linen category page. While Farmers and The Warehouse are competing for the second and third place in the CXS rankings for both the homepage and category page. Most sites have the elements under the Navigation group present but lack the elements under the Credibility group in their homepages and category pages. Majority of the analysed homeware online retail sites have CXS scores below 70%. There is significant opportunity for these retailers to improve their CXS or online conversions by having the core elements present to effectively move customers along the buyer’s journey. Most of the eCommerce websites are utilising only a handful of the core conversion elements on their homepages and category pages without a structured approach. ONLINE RETAILERS INCLUDED IN THIS INDUSTRY REPORT: - Bed Bath & Beyond - Briscoes - Farmers - Spotlight - The Warehouse - Wallace Cotton Want to learn how to drive business growth in a competitive industry? Visit www.firstdigital.co.nz to learn more.

10. Presence of Homepage Conversion Elements in
Homeware Online Retailer Websites
In order to identify which websites are leading in providing quality onsite customer experience, FIRST
element in assisting conversions and the presence of each in the homepages.
ONLINE RETAILERS WEBSITE URLS SCORES
Briscoes http://www.briscoes.co.nz 84%
Farmers http://www.farmers.co.nz 67%
The Warehouse http://www.thewarehouse.co.nz 57%
Spotlight http://www.spotlightstores.com/nz 52%
Wallace Cotton http://www.wallacecotton.com 40%
Bed Bath and Beyond http://www.bedbathandbeyond.co.nz 31%

11. 0%
10%
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Briscoes Farmers The Warehouse Spotlight Wallace Cotton Bed Bath and
Beyond
HomepageElementScore
Online Retailers
Homepage Element Score Rankings
Overall, there is an opportunity for homeware online
retailers to compete by optimising their homepages for
the core elements that assist conversions and provide
a seamless online experience for customers. By
improving their CXS scores, they will be able to seize
opportunities to boost online sales revenue.
Briscoes, the CXS leader,
has a score of 84%. It is
followed by Farmers (67%),
The Warehouse (57%) and
Spotlight (52%). The rest of
the homeware providers
have CXS scores of less
than 50%.

12. Which conversion element group is the strongest
across the selected website homepages?
In order to identify which element group the selected online retailer websites is strong at, FIRST gave
homepages.
HOMEPAGE ELEMENT GROUPS SCORES
Purchase Assist 67%
Navigation 66%
Social 56%
Features 50%
Design 41%
Customer Service 33%
Credibility 27%

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70%
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100%
Purchase Assist Navigation Social Features Design Customer
Service
Credibility
HomepageElementGroupScore
Homepage Element Group
Homepage Element Group Score Rankings
The strongest element group
homepages was Purchase Assist
which scored 67%, however this is
marginally followed by Navigation
at 66%. Overall, there is a lot of
room for improvement across all
elements, especially Customer
Service and Credibility which sits at
low scores of 33% and 27%,
respectively.
All of the homeware online retailers scored
below 50% for majority of the elements in the
Customer Service and Credibility homepage
element group. Significant low scores of below
20% were from the elements- clear value
proposition, contact information, link to blog
and live chat.
Needless to say, trust is important to your
and risk personal data on your website. And in
consistently exceeding customer expectations
with exceptional service is a great way to
separate yourself from your competitors and get
repeat customers.

14. Presence of Category Page Conversion Elements in
Homeware Online Retailer Websites
In order to identify which websites are leading in providing seamless online customer experience on
Bedding and Linen based
on a scaling system that rated the importance of each element in assisting conversions and the
presence of each in the category pages.
ONLINE RETAILERS PAGE URLS SCORES
Briscoes http://www.briscoes.co.nz/bed-and-bath/bedroom.htm 79%
The Warehouse
http://www.thewarehouse.co.nz/red/catalog/homewar
es
61%
Farmers http://www.farmers.co.nz/home/bedroom-manchester 57%
Spotlight
http://www.spotlightstores.com/nz/bed/bed-
linen/c/bed-linen
41%
Wallace Cotton
http://www.wallacecotton.com/shop/bed-linen/bed-
linen/view-all-bedlinen/c340
21%
Bed Bath and Beyond
http://www.bedbathandbeyond.co.nz/section/W-
BED/Bed
14%

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Briscoes The Warehouse Farmers Spotlight Wallace Cotton Bed Bath and
Beyond
CategoryElementScore
Online Retailers
Category Page Element Score Rankings
The purpose of the Category pages in an
momentum and keep them moving from one
website page to another. Overall, the homeware
online retailers can thus benefit from optimising
the category pages to encourage onsite
conversions.
In the Category pages, Briscoes
is leading with a CXS of 79%. It
is followed by The Warehouse
(61%) and Farmers (57%).The
rest of the homeware online
retailers have scores of less
than 50%.

16. Which conversion element group is the strongest
across the selected website category pages?
In order to identify which element group the selected online retailer websites is strong at, FIRST gave
category pages.
CATEGORY ELEMENT GROUPS SCORES
Navigation 58%
Design 33%
Features 26%
Credibility 17%

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Navigation Design Features Credibility
CategoryGroupElementScore
Category Group Elements
Category Element Group Score Rankings
Navigation had a score of
58% and is the strongest
element group across the
category pages. The rest
had scores below 40% with
the Credibility element
group scoring 17%.
The category page is a transit page and
must be designed to solidify the
displaying relevant offers and related
products. Homeware online retailers can
benefit from building trust for their
websites to effectively assist customers

18. Briscoes
http://www.briscoes.co.nz
Homepage Review Category Page Review
 Good filters/ sorting
 Promotions/deals displayed clearly
 Prominent search box
× No display of new arrivals and in
season items
 Deals/offers displayed well
 Clear shipping information
 Well designed and use of quality
photography
× No customer reviews/testimonials

19. Farmers
http://www.farmers.co.nz
Homepage Review Category Page Review
 Clear calls-to-action (CTAs)
 Nice use of visual titles to showcase
subcategories
 Clear display of deals/ promotions
× No use of personalisation to display
relevant products
 Clear logo
 Well designed and quality use of
photography
 Clear display of deals/ offers
× No customer reviews / testimonials
× No featured / most popular products

20. The Warehouse
http://www.thewarehouse.co.nz
Homepage Review Category Page Review
 Good display of deals/ promotions
 Good filters/sorting
 Prominent search box
× No clear value proposition / USPs
 Clear display of offers and most popular
products
 Mobile and tablet compatibility
 Clear and easy navigation
× No clear shipping costs displayed
× No newsletter sign-up

21. Spotlight
http://www.spotlightstores.com/nz
Homepage Review Category Page Review
 Very good filters/sorting
 Clear calls-to-action (CTAs)
Most popular / new arrivals not
featured
No visual tiles to showcase
subcategories
 Clear logo
 Good display of offers / promotions
× Contact information not prominent
× Slow page loading time
× Shipping information is not clearly
displayed

22. Wallace Cotton
http://www.wallacecotton.com
Homepage Review Category Page Review
 Good filters / sorting
× No display of deals/ promotions
× No visual titles to showcase subcategories
× No clear calls-to-action (CTAs)
 Clear display of contact information
 Clear and easy navigation
× Shopping cart not visible
× No payment options displayed
× No visible trustmarks/ security seals

23. Bed Bath and Beyond
http://www.bedbathandbeyond.co.nz
Homepage Review Category Page Review
 Use of visual titles to showcase
subcategories
Deals / offers not displayed
Search box not very prominent
Lacking good filters / sorting
 Some deals / offers displayed
 Payment options displayed
Non-responsive design
No clear shipping/returns information
No display of new arrivals / featured
products