► Men's Fashion Online Retail Industry Report - CRO 2015

Presence of Homepage Conversion Elements in

In order to identify which websites are leading in providing quality onsite customer experience, FIRST

element in assisting conversions and the presence of each in the homepages.

ONLINE RETAILER WEBSITE URL SCORE

The Iconic http://www.theiconic.co.nz/ 84%

Boohoo.com http://www.boohoo.com/ 79%

Ezibuy https://www.ezibuy.com/shop/nz/ 78%

Farmers http://www.farmers.co.nz/ 68%

Hallenstein Brothers http://www.hallensteins.com/ 67%

Country Road http://www.countryroad.com.au/ 64%

Barkers http://www.barkersonline.co.nz/ 62%

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The Iconic Boohoo.com Ezibuy Farmers Hallenstein Brothers

Country Road Barkers

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Homepage Element Score Rankings

With Conversion Rate Optimisation (CRO), you can improve the effectiveness of your

to boost sales and get more out of your marketing efforts without spending additional money into online advertising and other methods to drive more traffic.

While The Iconic is the CXS leader, it is only ahead of its competitors by 5%. Overall, there is still room for growth across the online retailers in terms of turning website traffic into paying customers by having the essential conversion elements on their homepages.

Which conversion element group is the strongest across the selected website Homepages?

In order to identify which element group the selected online retailer websites is strong at, FIRST gave

homepages.

HOMEPAGE ELEMENT GROUP SCORE

Navigation 78%

Purchase Assist 71%

Design 68%

Social 67%

Credibility 51%

Features 51%

Customer Service 38%

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Navigation Purchase Assist Design Social Credibility Features Customer Service

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Homepage Element Group Score Rankings Navigation had a score of 78% and is the strongest element group across the

homepages. On the other hand, said websites were not doing well in the Customer Service aspect of their homepages, with a low score of 38%.

need to provide your customers with a seamless online experience and to delight them at every point of contact. By focusing on customer service interactions, you can better deliver on your brand promise and offer customers valuable insights into your products, thus boosting customer satisfaction.

Presence of Category Page Conversion Elements in

In order to identify which websites are leading in providing seamless online customer experience on

importance of each element in assisting conversions and the presence of each in the category pages.

ONLINE RETAILER PAGE URL SCORE

Boohoo.com http://www.boohoo.com/newz/mens-

clothing/icat/mens-clothing 86%

Farmers http://www.farmers.co.nz/men/men-s-

clothing 79%

Ezibuy https://www.ezibuy.com/shop/nz/Mens

wear/c/cat100001 68%

Hallenstein Brothers http://www.hallensteins.com/clothing 68%

The Iconic http://www.theiconic.co.nz/mens-

clothing/ 61%

Barkers http://www.barkersonline.co.nz/menswe

ar/clothing/c1 57%

Country Road http://www.countryroad.com.au/shop/

man/clothing 57%

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Boohoo.com Farmers Ezibuy Hallenstein Brothers

The Iconic Barkers Country Road

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Category Page Element Score Rankings

The purpose of the Category pages in an

buying momentum and keep them moving from one website page to another. They can often be more useful than a homepage as a search

retailers can thus benefit from improving the category pages to encourage onsite conversions.

In the Category pages, Boohoo.com is leading with a CXS of 86%. Overall, most online retailers can maintain buying momentum by making the next

seamless and easy in the category page.

Which conversion element group is the strongest across the selected website Category pages?

In order to identify which element group the selected online retailer websites is strong at, FIRST gave

category pages.

CATEGORY ELEMENT GROUP SCORE

Design 100%

Navigation 75%

Credibility 71%

Features 32%

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Category Page Element Group Score Rankings

Design had a score of 100% and is the strongest element group across the online

pages. On the other hand, said websites are not doing well in the Features of their category pages, with a low score of 32%.

The Category page is a transit page and must

converting by displaying relevant offers and

websites can benefit from improving the subcategory section and product introduction section by prominently displaying deals and popular products, as well as implementing an online personalisation strategy.

Barkers http://www.barkersonline.co.nz/

Homepage Review Category Page Review

Good filters/ sorting

× No clear display of value proposition

× Placement of the most popular subcategories are not prominently displayed

× Lack of relevant text to explain the category range

Clear logo Static emotive imagery

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× No contact details/ telephone number displayed

Boohoo.com http://www.boohoo.com/


Prominent display of deals/ promotions Use of personalisation elements Good filters/ sorting Placement of subcategories above the fold

Clear value proposition Sense of urgency in promotions Clear calls-to-action (CTAs)

× Use of carousels in the feature banner

Country Road http://www.countryroad.com.au/


Use of relevant text to describe category range Prominent search box

× Placement of tile layouts could be organised to properly display products according to popularity and deals/ offers

Nice use of product imagery Use of video explanation from a professional stylist of clothing trends

× No payment options displayed

× Slow page loading time

Ezibuy https://www.ezibuy.com/shop/nz/


Good filters/sorting Prominent search box Good placement of most popular products

× Shipping information is not prominently visible

Clear value proposition Easy navigation Live Chat availability

× Use of carousel or rotating images

Farmers http://www.farmers.co.nz/


Good use of visual tiles to showcase subcategories Prominent search box

× Most popular products not shown prominently

× No promotions/ deals displayed

Clear calls-to-action (CTAs) Payment options displayed Responsive design

× No contact information

Hallenstein Brothers http://www.hallensteins.com/


Contact number/ Customer service information shown Good filters/ sorting

× No personalisation to display relevant products

× No relevant text to introduce category range

Well designed and use of quality photography Shows deals/ offers Responsive design

× Search box is not prominent

The Iconic http://www.theiconic.co.nz/


Good filters/ sorting Prominent search box

× No feature banner or relevant text to introduce category range

× No contact number/ customer service information

Clear value proposition Prominent newsletter sign up

× No payment options

× No visible trustmarks/ security seals

► Men's Fashion Online Retail Industry Report - CRO 2015

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