Redleafdigital - UX review of Ultimo with recommendations
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Ultimo approached to look at the UX and overall customer journey improvements needed as part of a pre website migration
Redleafdigital - UX review of Ultimo with recommendations
- 1. Call 07592629885 Email dominic@redleafdigital.co.uk ULTIMO UX REVIEW OF CURRENT SITE / FIXES NEEDED
- 2. Task Can you review Ultimo site and list some immediate fixes for Ultimo that could generate revenue?
- 3. Registration
- 4. Registration Daunting!!! Style – poor Engaging – no Information – too much Preferred Password? Restrict to email only unless business requirement / what is done with address? Strip out Email format / Hear of us / One telephone number / Stylise Why sign up? Incentivise...
- 5. Trading Flat / no trading on homepage – where are offers , deals, sale, valentines? Aspirational – but will that sell?
- 6. Trading Why is this not on homepage?
- 7. Trading Flat / no trading on homepage – where are offers , deals, sale, valentines
- 8. Top Nav Do your customers recognize these solutions / terms? Does not seem an intuitive fit vs competition Everyday Black Label Party Solutions
- 9. New In New in Bridal wear Not actually in New In Why add NEW IN to copy? Need to refine rules for new product and improve process / rules – multi attribute
- 10. Email Cant see any at all! Inventivised overlay / header drop down etc – you need that data but at present only captured on (laborious!) registration process – as a luxury brand you have more engaged audience who would be willing to sign up
- 11. Engagement Customers want engagement – show your audience that engagement! No Blog – Google loves regular great content updated regularly – new in, valentines, perfect birthday present etc Customer testimonials / Style focus
- 13. Category headers Empty? Could you improve design etc
- 14. Category Attributes At times basic.. - eg colour, rating
- 15. Discount / Savings Could be better / cascade SALE Message through to product page and bigger shout re saving
- 16. Checkout You need to prevent 'No Size” selections being added to basket
- 18. Free delivery Big shout on Free Delivery – but not best usability practice – is it noticeable? Could you not add 10% discount message – more forceful Why not do more with the Free Gift message? Strong shout!!!
- 19. Out of stocks Possibly incentivize – sorry its out of stock BUT if you give us your email address / discount etc
- 20. Merchandising What are the rules behind cross sell? A lot of products have no associations
- 21. Imagery Great quality – try and keep same and not alternate
- 22. Upsell at Basket Trade the product more at basket – incentivised messaging etc Tie in with current promos etc eg FREE delivery over #35
- 23. Standardise trading of sets These rules need to be looked at as at present confusing for customer when wanting to buy sets.. Lovely set – think Ill buy that ...
- 24. Standardise trading of sets These rules need to be looked at as at present confusing for customer when wanting to buy sets.. Hang on – where are the knickers... Ill search for Vivian Fuller ...ahh – no knickers
- 25. Gift Cards Nice idea but how many people buy given the form filling? Add to product range and standard product page layout ….
- 26. Gift Cards Nice idea but how many people buy given the form filling? Add to product range and standard product page layout ….
- 27. Real Estate Your homepage needs to trade – and any imagery needs to be clickable which this is not - should at least be a PR page to read …
- 28. Gift Card Why is there no link to actually buy it …
- 29. Ultimo on House of Fraser 65 products No recruitment Have customer reviews – some only 3 Why more imagery on HOF site vs Ultimo? More imagery Light descriptions Better experience
- 30. Ultimo on Debenhams 21 products No paid but are doing PLAs No reviews Poorer experience
- 31. Ultimo on Debenhams Where is Ultimo on the Debenhams Shop By Brand page?
- 32. Traffic Audience Channels Recruitment Acquisition Brand reach CPA Channel mix The Offer Trade Offers , Deals Merchandising / buyers Range planning Descriptions Attributes Plugins P and P Returns The Offer Convert Checkout Multi channel funnels Analytics CRO testing Streamline Make purchase easy Retain Re-engage ECRM Customer contact Build engagement Upsell Cross Sell 2nd , 3rd orders etc Devices - Across all devices – DT, mobile, tablet, phone etc Channels - Across all channels if MCR – stores, concessions etc RETAIL TRADING MODEL
- 33. Traffic Audience Channels Recruitment Acquisition Brand reach CPA Channel mix The Offer Trade Offers , Deals Merchandising / buyers Range planning Descriptions Attributes Plugins P and P Returns The Offer Convert Checkout Multi channel funnels Analytics CRO testing Streamline Make purchase easy Retain Re-engage ECRM Customer contact Build engagement Upsell Cross Sell 2nd , 3rd orders etc Devices - Across all devices – DT, mobile, tablet, phone etc Channels - Across all channels if MCR – stores, concessions etc RETAIL TRADING MODEL
- 34. Traffic Audience Channels Recruitment Acquisition Brand reach CPA Channel mix The Offer Trade Offers , Deals Merchandising / buyers Range planning Descriptions Attributes Plugins P and P Returns The Offer Convert Checkout Multi channel funnels Analytics CRO testing Streamline Make purchase easy Retain Re-engage ECRM Customer contact Build engagement Upsell Cross Sell 2nd , 3rd orders etc Devices - Across all devices – DT, mobile, tablet, phone etc Channels - Across all channels if MCR – stores, concessions etc RETAIL TRADING MODEL
- 35. Thank you for your attention! Dominic Smith Ecommerce Consultant Www.redleafdigital.co.uk E / dominic@redleafdigital.co.uk T / 07849259033