When I read Melissa Burdon’s post about a Women’s clothing website that actually speaks to women, I was inspired to add a few ideas to her list of things to consider improving to market more effectively to women.
I have a few favorite online clothing retailers that I love to check out every now and again because they feature certain appealing characteristics. The websites that I go back to time and time again contain certain elements that successfully appeal to me as a woman. Two such sites I enjoy are ModCloth and Anthropologie. Some of the elements that appeal to me on these sites are things Melissa mentions in her article, and here are some others worth mentioning:
Both of these sites are easy to navigate with top and left hand navigation. The left navigation on both sites effectively breaks down the products into categories and subcategories making it easy to determine which category you are currently in, which is great for the Middle or Late Stage Buyer with a specific product in mind. If, however, you are in the Early Stage of the buying process and are more interested in browsing around the site, each site gives you additional options as well. ModCloth showcases their new arrivals to the site on the top of the left navigation. They also give you an option to shop by outfits in the active window of their homepage. Click on the image to enlarge. Anthropologie provides you with options to shop by “new arrivals,” “outfits,” or other specialized categories such as “for the romantic.” It makes me feel as though I have a personal sales associate asking me what I am looking for and pointing me in the right direction based on my needs.
These sites both feature user reviews for their products. Anthropologie allows previous customers to rate a product on specific aspects such as quality and design. This allows for a more in-depth review of each item. ModCloth features the product reviews right on the product page, which makes it easy for the visitor to assess a product before adding to the shopping cart.
Both sites provide the capability to add an item to a wish list. This is a nice feature that mimics the shopping experience of a brick and mortar store by allowing me to carry items around with me that I may choose to purchase at the end of my shopping experience, without actually creating the necessity to add each of these items to the shopping cart. In addition, ModCloth features the call to action “Add to Wishlist” in an effective area on their product pages, just below the “Add to Bag Button.” Click the image to enlarge.
All online shoppers like a simple and credible checkout process. Of course women are no exception to this. One drawing point of the ModCloth site is that they clearly advertise their $7.00 flat rate for ground shipping right at the top of every page. You are also able to determine an estimated shipping cost depending on what area of the country you are living in if you prefer another shipping method. Yet another bonus of ModCloth is that they allow free returns and quick and easy exchanges. For a clothing website, in which it is virtually impossible to try anything on, this is a great added benefit. Not to mention that both Anthropologie and ModCloth provide measurement charts on their product pages to help build confidence in your purchase.
These are just two online women’s clothing retailers that I feel do a good job with their site by incorporating design elements that speak specifically to women. What do you think? Are there other websites out there that you think do as good of a job or better than these two sites at persuading women to buy from them?