One of the largest international fashion companies

Client is an internationally-focused online store that generates eCommerce net sales, achieves the greatest part of its eCommerce net sales in the “Fashion” category. In the Fashion market, it is ranked #22 with US$500m in 2019. 

Countries:

Russia

Tests performed:

15

Client’s field:

Retail

Research period:

August 2019 – today

Client:

Clothing retailer

Cooperation duration:

2016

Number of testers:

100

The Challenge

Having analyzed the customer’s comments about e-commerce website on the global feedback websites, we assumed that there may be a list of bugs influencing the customer experience, sales and customer’s loyalty in whole. This became the reason we conducted a sample study of the Russian website of company.

Research Results

CSI

3.06

40%

CES

3.25

50%

NPS


60%

Customer Journey Map: General Scheme

Usability map

Customer Journey Map: Acquaintance With The Site

Customer satisfaction

Main Page Evaluation


Main Page Design Is Beautiful But Not Functional

Key customer complaints :

Home page

Complaints

«The picture is dark, and the menu has low visibility»

«It’s convenient when the moving advertising part is smaller, in a separate window, and you can scroll it through»

«Some things fall out of sight, accents disappear»


«Some things fall out of sight, accents disappear»

Recommendation

CUSTOMER JOURNEY MAP: SEARCH FOR THE GOODS NEEDED

Journey map

“SEARCH” FUNCTION

AREAS OF CONCERN

THE AVAILABILITY OF THE “SEARCH” FUNCTION DOES NOT COMPENSATE THE UNCERTAINTY CONTENT OF THE PRODUCT CATALOG.

Navigation page test

Complaints

«Jumps to another page»


«Some things fall out of sight, accents disappear»


«The searching field is in all sections, but at the same time it throws to the same place»

Recommendation

Proceeding To The Basket

THE TOTAL ORDER AMOUNT AND FREE DELIVERY MESSAGE ARE MISSING.

Product page

Complaints

«The cart pop-up window is too large»


«It is not clear that "standard delivery" is a home delivery»

«I do not like the wording "We offer you standard delivery»


«They didn’t mention free delivery, but announced a promotional code one step earlier»


Recommendation

Checkout


IT IS NOT CLEAR WHAT TO DO AFTER CHECKOUT.

SIte cart interface

Complaints

«There is no link to the information about my orders. It is not clear where to check the order status."


«The cart pop-up window is too large»


«Some things fall out of sight, accents disappear»

«After placing an order, it is not clear what to expect: a call, notification via mail or immediate delivery."

«It’s inconvenient for me, I’d already quit the site, but if I don’t log in there, I won’t buy a lamp.»

«Where can I check the details now? Why did the order disappear from the cart? Where should I find it now?»

Recommendation

RECEIVING DELIVERY INFORMATION

AFTER PLACING AN ORDER, THE CLIENTS STAY UNDER CONDITIONS OF UNCERTAINTY - DELIVERY INFORMATION IS NOT ALWAYS SENT USING THE SPECIFIED METHOD, THE DELIVERY DATE IS UNKNOWN, THERE IS NO OPPORTUNITY TO CONTACT THE COURIER COMPANY BEFORE THEY CALL TO ARRANGE THE DATE AND DELIVERY INTERVAL.

«I use this network for personal purposes only. I don’t understand how they found me there. It is unpleasant.»

«I was driving and did not see the message. Anyway, I wouldn’t be able to adapt myself in half an hour.»

«There is just general number on the site. As a rule, general numbers take much time. I did not call. Probably, there will be a lot of barriers, transferring from one assistant to another, and so on.»

«It was absolutely not clear when they would deliver it. I’ve got several emails, but the date was not specified anywhere.»

«This is the date I did not choose. This is the date they determined.»

Complaints

«The day before delivery, they sent me a message to social media. The question is “Why?”, and how did they find me? »

«The day before delivery, they sent me a message to social media. The question is “Why?”, and how did they find me?»

«A delivery message was sent to social media, but all previous letters were sent to my email »

«The delivery date is reported on the day of delivery (after 12 o’clock they informed the parcel would be delivered from 9 to 18)»

«Delivery interval is too long»

Recommendation

COURIER’S CALL

CALLED DIRECTLY BEFORE DELIVERY, INCOMPLETE INTRODUCING, RELEVANT INFORMATION WAS NOT SPECIFIED.

«I received a message only in the evening, I wouldn’t even have time to change the delivery date. They arrived that day when I was away. The courier did not call me before, did not specify the date, did not specify if I was at home.»

«An hour is enough to get home. When a courier calls half an hour before – this is inconvenient.»

«After I had been waiting for the courier all day long, I received a message that the delivery failed, with no reasons provided.»

«It seems that they still have some kind of delivery notification system, but it does not work well.»

«I did not find any courier details either.»

Complaints

«The courier called just before delivery »

«The courier said he would arrive soon and hung up»

«The courier introduced himself, but did not say where the package came from»

«The courier did not specify the payment method (cash or by card)»

«The courier was surprised that I could not accept the goods that moment »

Recommendation

Customer Journey Map: Meeting The Courier And Goods Rejection

Customer journey

COURIER’S GREETING

UNPUNCTUALITY OF COURIERS, NO GREETING, NO SMILE, HASTY TIMING.

Recommendation

Complaints

«The courier arrived much later than expected»

«He didn’t say hello, just asked about a payment method straightaway»

«The courier did not smile»

«He was not in a hurry, but spoke very fluently, using memorized phrases. The speech was not entirely clear»

APPEARANCE ASSESMENT

ABSENT DISTINCTIVE SIGNS FOR THE COURIERS WHO DELIVER FROM STORE PRODUCTS.

Recommendation

Complaints

«He was wearing a casual outfit without any signs that could make it clear that he represented store»

«He looked like a stranger in the street»