In the UX Spotlight series, I post weekly on UX features that impressed me online, and are great examples and inspiration for anyone looking to enhance their digital user experience.
Successful online retail depends on the confidence of your shoppers. Customers need to feel sure that they’re making the right purchase, even though they can’t physically feel or inspect the merchandise. When it comes to clothing, this can be a major obstacle for some shoppers, who hesitate to purchase without the opportunity to try on items.
This week, we spotlight online clothing retailer ASOS and the clever way they put customers at ease, both boosting sales and lowering returns.
The UX Element:
The product pages on ASOS have a rather typical layout overall, with a variety of photos, a video, and basic shipping information. However, what makes ASOS unique is that above the green “add to cart” button is a link inviting new shoppers to “find out what size people like you bought.”
When clicked, a simple popup appears inviting customers to fill out their particular measurements, including height, weight, and preferences regarding if they like clothing to fit more tightly or more loosely.
Next, to get an even more accurate fit, shoppers can enter their dress sizes in other common brands, or they can skip that step.
ASOS then offers a reading based on the data entered: what the most commonly ordered size was for shoppers with similar measurements of this particular dress which resulted in the fewest returns.
If a shopper is satisfied with that information, they can continue shopping. However, if they want to be extra sure they are choosing the right size, there is yet further opportunity to specialize the sizing estimate by selecting the “make your results more accurate” option, which then prompts a series of other, more specialized popups:
After shoppers add as much detail as they wish, they can view a revised summary of their size estimation.
From then on, customers who are logged in or in the same shopping session will view a size recommendation on each product page based on their responses:
Because of ASOS’s clever customer journey design, customers can have unparalleled confidence in their purchase. This sizing estimation has some benefits:
Social proof: It’s not just that ASOS suggests a size based on measurements – they suggest a size based on previous customers’ experience and satisfaction. This subtly builds customer trust in the brand by showing them how many other shoppers with their precise needs were happy with their item of interest.
Brand confidence: By asking shoppers their sizes in other common brands, ASOS projects confidence in the face of competition, and even uses that competition to their advantage by deducing from which competitors a shopper enjoys the best products to recommend them.
Customer loyalty: Once customers have their size saved in the ASOS system, it increases their likelihood of returning to the site to shop because every product page takes their personal needs into account, whereas competitors now lack this customized information and edge. Furthermore, it will motivate returning customers to log in so they can use their previously entered stats, and on average, logged in customers have a 25％ conversion rate!
Reduce returns: Customers receiving a correct sizing information means they will be more likely to be satisfied with their purchase, and less likely to return items.
Valuable data gathering: Of course, don’t forget that every bit of data from your customers helps you further tailor your digital experience to better meet shoppers’ needs and, in doing so, ramp up conversions and repeat business.
A SUPERIOR CUSTOMER JOURNEY CAN TAKE THE PLACE OF THE FRIENDLY FITTING ROOM ATTENDANT, AND INSPIRE THE SAME CONFIDENCE AND JOY IN THE SHOPPING EXPERIENCE.
Gone are the days of puzzling sizing charts and guesswork in mail-order catalogs. Through UX features like this one, online retailers have the opportunity to provide unprecedented assistance and guidance to customers. A superior customer journey can take the place of the friendly fitting room attendant, and inspire the same confidence and joy in the shopping experience.
It’s that confidence that leads customers to conversion and keeps them coming back for more.
I am always on the lookout for UX innovation. If you come across a digital experience that stands out, please send it over to [email protected]
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