When a shopper enters a store, retailers do everything they can to optimize the customer experience. I can still remember my first time walking into a Dolce and Gabbana store on Rodeo Drive in Beverly Hills, it was magical. While high-end apparel brands are famous for top-notch in-store experiences, companies like Hollister and Urban Outfitters have also put a lot of thought into how the customer experiences their stores, because they know that the better experience a customer has, the more they are likely to buy.
The same logic is true online but not every apparel brand and retailer has nailed the user experience, yet. Sometimes a good UX means a small change to the product page or a little magic injected into the checkout process, and in all cases it’s something you need to measure to really understand the impact the change is making.
Our team has scoured the web and picked three examples of great UX in Apparel eCommerce to inspire you to make that change that just might make your customer experience even better online. Enjoy!
Asos does a very interesting thing at the top of their product listing pages, rather than listing the specific brands they list the category of jeans in the more colloquial way that a shopper might refer to them. This means a shopper can easy sort by things like “Boyfriend Jeans” and “Ripped Jeans” which they might normally have to search for to find otherwise. In the end, this means the online shopper can get to what they want faster, which is always a good thing.
Online apparel brand ModCloth has done a lot of things to make their eCommerce experience best-in-class (read about the professional eCommerce website development). One great example is the “Explore & Shop Outfit Photos” which gives shoppers the chance to see other people, like them, wearing the clothes they are looking at in a real outfit. It’s one thing to see clothing on a model in a professional photo shoot but showing a real person and the outfit they put together can really help the shopper understand what something might look like on them.
When it comes to a great UX on a product page, it’s fair to say that Bonobos has nailed it. Breaking away from the traditional product page where the clothes appear in a small rectangle on the page, Bonobos has opted for a large product image that blends perfectly into the page. They have also simplified the options which means less things to click and select and a faster path to buying.