By John Surdakowski,
Feb 26, 2018
Customer Experience For Fashion Brands
Here’s how you can enhance the customer experience for your fashion brand.
One of the most important aspects of running a fashion e-commerce business is your customer experience. Customers are more likely to tell others about an unpleasant experience with your e-commerce website, than they are to sing your praises about a pleasant experience. Your customer experience should be seamless, whether they will share that experience or not.
When I’m shopping for clothing on the internet, especially on my mobile device, it doesn’t take much to annoy me. Sometimes to the point where I’ll just move on and not make a purchase. Maybe a page isn’t loading or the payment and checkout process if terrible. I’ve closed my browser window and made the purchase somewhere else. Or, just completely moved on to shopping for a different product. Maybe I have less patience than you, but I’m positive there are others out there like me. People who just want a seamless experience when shopping online. If you own a fashion brand, you know that every sale counts, so why not go the extra mile and provide an amazing customer experience?
Here are a few tips on how fashion brands can enhance customer experience.
Make sure all of your pages are working
This one seems like a no brainer, but you would be surprised how many 404 errors pages your site may contain. Nothing can cause massive drop-off like a page not working or a broken link. You can use online tools to check your website for broken links.
Have an intuitive design & user-experience
Your website is the main point of contact with your customers. Even if you own a brick and mortar business, many of your customers might only shop online for your products. Your e-commerce website should provide an intuitive navigation, beautiful photography and call-actions that allow customers to view products, information and checkout, seamlessly. And of course, this should go without saying, the website should utilize responsive design for desktop, tablet and mobile.
Even if you own a brick and mortar business, many of your customer might only shop online for your products.
Displaying products that are related to what the customer is looking at can not only help with their decision making, it can also increase sales. When a customer is looking at a particular pair of denim, you may want to provide a curated “related products” section, showing them what might pair well with their purchase. If you have a Shopify store, you can create a customized related products section.
An informative size guide can make a huge difference when making a purchase. Our client, Eugenia Kim, has an in-depth size guide as well as a “Face Shape” finder, allowing customers to make a more informed decision on their purchase. Knowing exactly how a product will fit will help a customer purchase the right product, and avoid any confusion and decrease the chances of returning the product for a refund.
Model Photos & Sizes
Fashion e-commerce websites need amazing photography and digital assets. Make sure your product photos do the clothing justice. Personally, I also love when I can see not only how it fits on the model, but also the model’s measurements. We utilized some amazing photos on ONS Clothing’s website, which helps the user see exactly how the item will fit.
Simple Checkout Process
The checkout process is where we tend to see most abandon carts and drop-off. This can be for a few reasons. Maybe the process is too confusing, price is more than expected with shipping, or the process is just too long. Either way, users need to be able to easily input their credit card info, view pricing, shipping details, and use auto-fill when applicable. Implementing Apple Pay or other quick checkout processes that enhance the customer experience would also be beneficial.
Seamless Return Policy
Having a seamless and easy to follow return policy is imperative to maintaining an amazing customer experience for your fashion brand. Customers hate nothing more than having to jump through hoops to return a product that didn’t fit or look right after they purchased it. Offering free returns, or a simple way to print a label, can mean the difference between a repeat customer and an angry customer.
These are just a few examples of how you can enhance your fashions brand’s customer experience. Brands should be constantly looking for new ways to keep customers happy and coming back. One way is to always listen to feedback from your audience. If they’re unhappy with the online customer experience, they will let you know, possibly by NOT buying your products. Which is something I’m sure you’d like to avoid.