The Greats footwear site is effortlessly executing on so many best practices, I just had to pull the whole thing apart here. I was geeking out the entire time, and very nearly ordered all of their product in my exuberance. From landing to checkout, they’ve nailed details that even savvy ecom professionals might miss or screw up. Greats team, my hat’s (and shoes) off to you.
Landing Page: Lets just count up the things these guys are already crushing
Well-executed product photography
Easy to understand product
Streamline path to the next step
Putting your mouse anywhere on the screen brings up the name of the product, and its price, it begs for a click — which of course, is the point.
Product Page: This, too, has a ton of textbook and innovative wins on it.
Interactive product – the thing you think is just the product image, is a 3D rotating feature
Construction – They show the simplicity and detail of the product, and even manage to show it de-constructed, so you an see all the components of the show.
Not 1, but 5 different images of the product on-model
Crisp call to action
Other product (just in case)
Which of course, takes us to checkout. they keep it clean and simple, without any extra needless steps on the way out.
All in all, a masters class in how to get this done. Any retailer without a massive amount of product needs to copy everything these guys do.
Greats team – I don’t know you, but I wish I did. Kudos.
The Krystal Rae site is a gorgeous site to start with, and does a great job of using interesting visuals right off the bat. However, what caught my eye was that while casually scrolling down the page, a picture that I thought was just a normal model/merchandised shot, was actually the entry point to a really cool experience.
As you scroll, the model changes outfits. And as a result, They actually showed off a ton of their product without needing me to click into the shopping section.
Very cool, and definitely a best practice for anyone with an interesting, model-driven merchandising strategy that wants to play with the ever-trendy parallax feature on the web.
Sears (via their social platform, Shop Your Way) sent me this email over the winter, and on a snowy day at that. I couldn’t help but smile. They are obviously using some personalization tech — but rather than use some invasive-feeling detail scraped from a social network (“Saw you checking into a bar at 2AM, last night. Want to buy some coffee?”), they are using my geolocation and the weather report to remind me that I might need snow gear.
I thought it was cool, and I’m sure a few people who got this were like “Oh shoot, I totally need a snowblower.”
Saucony rolled out a new feature they’re calling Shoe Advisor – I’m calling it the perfect way to shop for sneakers. They replaced the useless filters that you tend to see on shoe sites with real use-case driven filtration.
Do you want to race? What do you run on? Boom, Boom, and as you click, the tiles live-rearrange in a way that invites you to keep playing.
Plus, each step has education built in. Maybe you’re not sure if you have high arches or not:
This could be done for nearly any category. How do people use your site? How are you helping them narrow down the product they want?
I think one of the most annoying things that can happen during a happy checkout process is when you find something awesome, drop it into your cart, and then when you want to check on it, you have to click into fifteen different forms and screens just to find it.
J.Crew’s new feature takes all the hassle out of a simple confirmation. Hover the mouse over the little shopping bag tab, and it shows you exactly what’s in there.
When you’re shopping in a category that is already fairly well understood, what’s most important? Nailing the details.
Abercrombie & Fitch’s browsing experience has a pretty expert implementation of color badges and live previews. Its enough to make an item like the polo shirt in the example come to life in the variety and boldness of the (often refreshed) hues and details that they have. The shopper can check out the different color combinations before even clicking into the product detail page, and perhaps just as important, explore the offering of everything in the category before committing further.
Its a fairly well-adopted best practice these days to put some kind of anchoring content at the top of a high-level category or even sub-category page. This is often a story or showcase image, occasionally its video.
It’s annoying, however, when you see something cool or inspirational in a showcase that you then need to go hunting through the site for. Was that great weekender bag this season or not? leather or canvas? How the hell am I supposed to find it?