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Wednesday, 21 August 2013

Why I disagree with econsultancy this week: Attributing New Look's 79% Online Increase

Browsing for my usual catch up of what's going on in the ecom world this morning I came across this blog post on econsultancy about the impressive results released by New Look last week in relation to the growth of their online business. This article attempts to attribute this increase in sales to certain functionalities on the website and mobile channels.

This is fantastic news for the ecommerce industry and great to have some good positive stories about retail growth in the UK.

I'll be honest (do you expect much else?) - I disagree with an awful lot of it, and I'm feeling more and more lately that econsultancy are clinging to a world where best practice UX actually exists - in my view this is a vastly old fashioned opinion. What exists in the eCommerce world is an unprecedented ability to see what is happening on your own website, with your own customers, buying your own product.

I don't disagree with some of the comments on buggy and not optimised mobile and app functionality - it's clear there's some work to do here (haven't we all?) but the general premise of the article bothers me and I expected better from someone who is as close to the industry as the usually quite smart econsultancy team.

Here's a few reasons I disagree with David Moth this morning:

1.  SEO - So let's start with one I do agree with, you can't argue with the decent Google rankings that New Look has for it's core products. This has to be a contributor to sales increases though I'd be surprised if there wasn't cannibalisation of in store sales lurking around in that 79% increase. That's not to say it's not impressive but it's certainly not clear whether the 79% is above and beyond like for like bricks and mortar increases. I'd suggest in this climate many customers are simply moving to online from store.
2. Stock info - this has been there since the current New Look website launched, admittedly originally there was a mildly confusing key of different shades of green to indicate stock depth which might actually have been the barrier to customers shopping which has since been removed. Clear and concise if uninspired dropdown replaces the former 'boxes'
3. Product filtering - yet again, this has always been there since the current website launched. What it is doing it allowing a more detailed guided navigation selection - it looks as if some effort has been put into offering customers options they really want outside of just process and colour - the jeans lengths for example, sleeve types etc are all more granular types of filter that have appeared as the site has matured.
4. Click and Collect - yes it's got to have contributed to the growth, we're all seeing customers dissatisfied with carrier time-slots and reliability and opting instead ot pick up items at their convenience. How many of these customers just didn't fancy taking a chance on going to a store if their chosen item wasn't there/wasn't out on the floor? This is likely to be some swallowing up of store sales.
5. Consistent Navigation - Oh my word are we in the dark ages? You're making this into a thing? Fairly sure this has been there since the non transactional site and exists on pretty much every brainer David, no brainer.
6. Free returns - again there's nothing new here, this has been in place well before the past 3 months
7. Free delivery over £45 - delivery promotions are always winners for customers so I'll give you this one, but I'd also have hoped that New Look have spent some time optimising this value and working out which level of promotion most gets customers thinking they should spend that extra £5 or so just to not have to spend £3.95 without them spending a lot of revenue on funding delivery. It's not just having the promo, it';s having the RIGHT promo for your customer
8. Security message - Again this has been there since the year dot and possibly before, customers are said to react well to security messages in checkout but in this day and age with an established high street brand? Nah
9. Upselling at the Shopping Bag -I'll give you this one too, this is a good piece of functionality - essentially Amazon stylee, I'd hope they've tested it though
10. Use of Live Chat - Really? REALLY? This is a prime example of a big fat bell and whistle. Someone show me a case study outside of telecomms or insurance where this actually helps conversion without costing you more in customer services.
11.Guest checkout - I'm fairly sure everyone knows my views by now on Guest Checkout. It can cause quite a lot more problems than it solves-  with us not really providing an infrasture for guest custoemrs to communicate, track their order or in fact convert their guest purchases into an account as they might want to continue shopping on a site. This is a prime example of the quite old fashioned view that UX is a check list of items you must provide, rather than an optimisation of YOUR customer journey on YOUR website.
12. Alternative payments -What alternative payments? The site doesn't cater for any specific international customer payment methods like Ideal, Sofort, Giropay, China Union Pay...I could go on.

OK I'm bored now, you get the picture. I feel like this article is lazy, unresearched writing. There's no disputing New Look's impressive results but without being within the business you can't really attribute them to a load of factors like this, frankly you could debate it forever, which is a slightly pointless exercise. And if you've woken up to this today and thought 'I must do all these things on my site RIGHT NOW' just stop, take a breath and look at your own customer feedback, your own site, your own data and stop considering the magical silver bulleted tick list of user experience will solve all your problems. It won't.

Though come on - I had to put my oar in a bit didn't I? if I absolutely had to make some suggestions on their impressive growth online I'd say some of the following may have contributed:

1. New image styles - NL used to use model shots, albeit headless, whereas now they use cut outs of the product by itself. Assuming they tested this in with customers this can contirbute heavuily to conversion.
2. New search functionality - conversion through search boxes is traditionally higher than via a browse journey. New Look search used to be a cross site search - which was a nice feature but not necessarily accurate and meant customers had an extra step to drill down. This has now changed with increased functionality
3. MVT - New Look are clearly using a multi variant testing tool (right click peeps right click)  - from what I can see this is focused on the cross sell section of the product page but may well be on all sorts of places on the site, they're optimizing the experience, learning from what customers do and not what they say, and developing their own idea of what suits their site and their customer. And that the point.

1 comment:

end user experience monitoring said...

Great read ! You certainly deserve a round of applause for your post and more specifically, your blog in general. Very high quality material!

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