A recent research conducted by Digital Solutions Agency outlined some of the key issues for apparel ecommerce retailers. Issues like how customers interact with retail sites, easy usage search, checkout etc… are dealt. Retail website(s) lacking in these areas will fail in quality and effectiveness.
As part of the site review, the study has taken various parameters of a typical online shopping experience into consideration, which has actually driven these retailers to think from online shopper’s point of view. Assessing what an user actually expects from a good apparel website, online retailers arrived at few parameters such as checkouts, number of pages it takes to the purchase stage, average task completion times, accessibility etc.
Few findings from the Research are as follows:
1. Complex Registration Process - 70 percent of participants in the study said that they were bothered by registration before buying and many felt they were being constricted for marketing information.
2. Poor Accessibility – Small text size on most of the sites resulted in poor readability and missing of information and consequently increased the error rates.
3. Poor Shop Ability – The process of searching and adding the expected product by shoppers in to a shopping cart leads to difficulties in making their buying decision.
4. Inappropriate Product Placement – Most of the product pages did not meet shopper’s expectation, as those pages were unstructured and cluttered with misplaced items.
5. Lack of Good Free Search Text Tools – explained the relative high average task completion times when participants were asked to search for information.
6. Poor Buy Ability – starts right away from the moment when an online shopper selects or picks up the products and puts them into their basket.
7. Poor Checkout Process – depends upon various factors like long-winded and un-optimized text and complicated password requirements.
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