Usability Report - Women's Fashion Product Pages

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Our latest user experience report, reviews the leaders in women's fashion ecommerce. We rank their product pages using our 66 point usability scoring system. Learn more about what makes a great ecommerce product page Download the report here: http://www.experiencesolutions.co.uk/blog/2014/09/25/usability-report-womens-fashion-product-pages/
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  • 1. Usability Report Women's Fashion Product Pages September 2014
  • 2. We carried out a heuristic usability evaluation of 10 leading women’s fashion retailers
  • 3. A heuristic evaluation is a form of usability inspection where usability specialists judge whether each element of a user interface follows a list of established usability conventions.
  • 4. Product page attribute Guideline Met? Points How it works 1. Three professional images 2. Images show product on model and isolated 3. Video content available 4. Useful product description is displayed 5. Product ratings are used 6. Social proof via product reviews 7. Stock availability visible before selecting item 8. Easy to change quantity to add to basket … 2 0 3 2 2 0 3 2
  • 5. The methodology 66 point scoring system 30 3 product pages reviewed product pages per site 3 usability experts reviewed each site
  • 6. 100% Highest score 79% The scores Average score 67% Lowest score
  • 7. The individual results
  • 8. H&M - Scores by category 50% 86% 17% 69% 75% 90% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 9. H&M show photographs of details such as zips and fastenings
  • 10. H&M don’t show returns information on the product page
  • 11. Zara - Scores by category 100% 86% 17% 100% 25% 90% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 12. Zara make it easy to choose between product variations
  • 13. Zara don’t allow users to increase the quantity to add to basket
  • 14. River Island - Scores by category 100% 100% 33% 69% 75% 65% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 15. River Island make it easy to zoom into images to see product detail
  • 16. River Island don’t show the product in situ as well as by itself
  • 17. ASOS - Scores by category 100% 86% 33% 56% 75% 100% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 18. ASOS use an obvious ‘Add to Bag’ button
  • 19. ASOS don’t reassure users with customer reviews
  • 20. Oasis - Scores by category 80% 75% 86% 67% 81% 75% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 21. Oasis include engaging videos showing the product being worn
  • 22. Oasis don’t make it easy to see all the product variations available
  • 23. Topshop - Scores by category 100% 79% 67% 75% 50% 90% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 24. Topshop include useful criteria in some reviews, such as if a product is ‘True to Size’
  • 25. Topshop don’t show stock levels until you try to select a size
  • 26. Lipsy - Scores by category 100% 86% 17% 75% 100% 90% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 27. Lipsy show the product in situ as well as by itself
  • 28. Lipsy don’t make it easy to choose between product variations (this handbag also comes in other colours that you cannot see)
  • 29. Monsoon - Scores by category 100% 100% 83% 56% 100% 70% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 30. Monsoon change the product imagery to reflect a change in attribute (the product colour for example)
  • 31. Monsoon don’t have any videos of the products being worn
  • 32. New Look - Scores by category 100% 100% 79% 33% 94% 85% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 33. New Look make the price information clear and stand out on the page
  • 34. New Look don’t reassure users with customer ratings and reviews
  • 35. Boohoo - Scores by category 100% 100% 100% 100% 100% 100% Product Imagery & Visualisation Pricing & Product Information Sizing & Options Reviews & Recommendations Adding to basket Delivery & Returns
  • 36. Boohoo display any out of stock product variations clearly
  • 37. Do you want your site included in our next report? If you’d like to be featured in our next report, get in touch: usability@experiencesolutions.co.uk 01202 293652
  • 38. Checklist for a great product page  Images are clear and professional  Price clearly stands out against the rest of the information on the page  Any out of stock products are displayed clearly  There is a clear ‘Add to basket/bag’ button  Returns information is clearly displayed on the page, or there is a link to this  Cost of delivery is clearly accessed, either on the page or via a link  The product description is helpful when comparing two or more products  A clear indicator that a product has been successfully added to basket  At least 3 product images are available  Customer ratings and reviews are available
  • 39. Full Results
  • 40. About Experience Solutions • We are usability testing experts • We have been conducting usability tests since our inception in 2007 • We specialise in Usability Testing for E-commerce, Finance, and University websites • Our recent clients include:
  • 41. How Usability Testing can help you • Usability testing is the only way you can see and hear how easy it is for users to interact with your website
  • 42. Learn more about Usability Testing Please get in touch with any questions. We’d love to help. usability@experiencesolutions.co.uk 01202 293652
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