Deep Dive: Greats Sneaker Site Walkthrough

Greats Landing 1

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

  • Full-frame imagery
  • Well-executed product photography
  • Easy to understand product
  • Streamline path to the next step

Greats Landing 2

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.

Greats Product 1

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)
3D Shoes
3D Scrolling on the shoes
The peices
Construction / De-construction


Which of course, takes us to checkout. they keep it clean and simple, without any extra needless steps on the way out.

Greats Checkout 1


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.


High-value Contact Acquisition at Marine Layer

Marine Layer Contact Collection


Marine Layer is a fun brand that found a humorous way to collect contact information from their shoppers, inject a bit of humor, and showcase one of their key selling points all at the same time.

Clothing is tough on the web because you can’t touch the fabric. These guys offer you to ‘cop-a-feel’ of said fabric, but of course, they need your contact info and address in order to do so.

Anyone looking to  boost their email and has something relevant to give away– take note here.

Innovative Parallax scroll on Krystal Rae

Krystal Rae Landing 1

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.

Krystal Rae Landing 2

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.

Krystal Rae Landing 3


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.

Krystal Rae Landing 4

Sears gets personal, in a useful way

Sears Email weather targeted

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’s Shoe Advisor hits the spot

Saucony Browse 1

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:

Saucony Browse 2

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?

Easy cart mouseovers on J.Crew

J Crew Cart Mousover


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.

BCBG brings trendy relevance and video



The BCBG Maxazria site does something very few apparel sites seem to be doing ==> help you find just what you’re looking for. While most sites only let you pick a category like tops or pants, the “Shop Trends” menu item opens up to let you shop by Lace, Floral Paint and more. The results pull up everything within that trend – whether its a dress, a belt, or a pair of shoes.

If a healthy dose of helpful relevance wasn’t enough, they also have fun videos in most of the category headers. Very much a best practice.

Abercrombie’s live color badging

Browse color badging


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.

Shoppable showcases on HSN

HSN Shoppable Stories


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?

The team at HSN does a really good job of making their showcase shoppable. There’s enough whitespace so you can be sure of what you’re clicking on, and helpful tooltips that keep you encouraged.