Research: What is trending on fashion websites nowadays? Part 2

In the previous article, we started to delve into the fashion niche. In this part, we analyze two more common user flows for fashion themed websites, consider the most common interface mistakes that users face on their way, and offer effective solutions to improve user experience and increase e-commerce conversion. After all, creating a unique customer experience is a driver of company growth in a time of constant change and challenges.

First visit: how to turn a new user into a regular one?

User journeys start at different points, depending on the customer's task. But what should you consider on a new user's journey to make their experience positive and turn them into a repeat customer?

Below is a closer look at the 2 most common user journeys on a fashion website.

^{The first scenario of user behavior}

Product list — Request clarification — Product page — Cart — Checkout

One group of users starts browsing the site with a list of products. They come to the site from a search engine with a general query for a product category or brand, such as “summer jeans” or “Mango dress”. These users have not yet decided on a specific product, but they are already in the process of making a choice.

They browse products by category or brand, clarify their query, navigate to product pages, add their favorites to the cart, and check out. These users often plan their purchases in advance, and the process can take several sessions before a final decision is made. On average, it takes 1.4 pre-purchase sessions for those who start with a list of products.

More details about each stage of this user can be found below.

Comfort and speed of selection or why filters at your fingertips are a must-have

The faster a user finds what they are looking for, the sooner they buy it. Therefore, when a user lands on a page with a huge assortment, the first thing s/he wants to know is how to narrow the search and reduce the list to the most relevant products.

Filters are used for this purpose, and considering that users can refine and change the filter parameters several times while browsing, it is crucial to ensure that the filter block is always accessible and easy to use.

The desktop version has 60% higher user engagement than the mobile version because filters are always accessible. And 25% of mobile sites require visitors to scroll to the top of the page to change filters, negatively impacting engagement.

Fixed filters in the mobile version, at the top or bottom, allow users to change their search parameters at any point. This encourages them to continue moving through the funnel and reduces site exits. Pages with fixed filters have a 20% higher conversion rate to product views and a 10-15% lower bounce rate.

Size guide: why it is so important and where to place it

Once users have selected a product, they usually check whether the size they need is available. But the standard sizes S, M, L, XL, etc. that users are used to and their size charts can and often do differ from brand to brand.

Problems start when the link or button to the size guide is placed far away from the size selection block, or even worse, when there is no guide at all. But in our experience and research, about a quarter of all sites have such shortcomings.

^{A size guide next to the size selection box helps users quickly find their size and make the right choice. It can also reduce the number of product returns as users are less likely to make a size mistake.}

Shopping cart + cross-sale = a satisfied customer and more items in the check

Often, users whose session starts with browsing the product list may not pay attention to other categories and products on the site because they are focused on a specific category at that moment. That is why it is important to show them additional and related products through cross-sell blocks. 

In fact, according to our findings, 1 out of 5 websites does not have a cross-sell block in the shopping cart, so in this case the average number of products in the checkout will not exceed 1.2 products. This is a lost opportunity for both the business and the customer.

^{A cross-sell block on the shopping cart page or in the shopping cart pop-up that offers low-cost and related products to those already selected can significantly increase the number of items purchased. For online fashion stores, these can be seasonal products: T-shirts, tops, jewelry, hair accessories, belts, hats, scarves, etc.}

Checkout: why a minimized header and footer is the best solution

On the checkout page, distractions should be minimized to guide new users through the sales funnel. But according to our research, about 50% of sites in this niche leave the full header and footer on the checkout page, which prevents users from filling out the form and can lead to page exits.

^{A minimized checkout header and footer reduce the number of elements on the screen without distracting the user from filling out the fields. But the key is not to overdo it and keep the really important information. For example, the presence of a customer service number in the header will help to quickly resolve a problem with delivery, payment, etc. In this way, a minimized header and footer will reduce the bounce rate and improve page view time and conversion.}

^{The second scenario of user behavior}

Product page — Related product page — Product list — Add to shopping cart — Checkout

This is another scenario of how new users reach and navigate your site. This journey often begins with advertising or social media. 

Users see a product they are interested in and go to the site to learn more. It's important to note that 73-86% of users browse the site from mobile devices, so responsive interface design is key to success.

Users start by browsing a product, then related products, then add favorites to the cart and checkout. What can go wrong?

Read further to learn about usability issues of this user flow and how to fix them.

Cross-sell blocks or how to keep the attention of the new user 

Users who land directly on a product page may quickly skim through it and leave if nothing catches their attention. Based on our experience, this happens on almost 50% of websites. To keep users engaged, it's important to add cross-sell and upsell blocks.

^{Other elements of the set, products from the image in the photo, relevant products, products that complement the look - these blocks significantly increase the number of products viewed and user engagement. If the user isn't interested in the first product, they can see alternatives that encourage them to stay and browse more items. Users typically view up to two additional product pages, so it's important to provide them with interesting choices to keep their attention.}

Product previews on the catalog listing page: what to consider

Users can go to the product list if the cross-sell block did not satisfy their interest in a particular category. Here, they filter and sort the results to select the right product. However, they can be hindered by common website design flaws:

• In 30% of cases, cards of different colors of the same product are not grouped. Thus, the user may not even know about the availability of other colors of the product because they are in different locations. 
• Lack of size information in product previews. This forces the user to return to the product page each time to check available sizes. This adds unnecessary steps to the sales funnel and negatively impacts the user experience.

^{Displaying available product sizes and colors in the preview helps users not only see all variations of the product, but also quickly select the right one and add it to the cart. This helps to increase session duration and speed up purchase decisions.}

Ordering without registration: the importance of making an easy purchase as a guest

New users are often confronted with the requirement to register in order to purchase, which is found on one in three websites. This can discourage potential customers who are not ready to create an account. As a result, the number of abandoned shopping carts is around 60%.

^{Providing the ability to place an order without mandatory registration or as a guest greatly simplifies the checkout process. This solution helps convert customer value and satisfaction from services into company profits.}

Bottom line: how to attract and retain a new customer

By analyzing these two common user flows in the fashion niche, you can understand what efforts will help you attract and retain new customers:

• Mobile-friendly design: With 73-86% of users browsing websites on mobile devices, it is important to ensure that the interface is responsive to different mobile devices.
• Fixed filters on the mobile version of the site: Filters on product listing pages should always be available to speed up product searches.
• Informative product cards: Product cards on the category listing page should include information about sizes and colors so that users can quickly select the right options without having to go to product pages.
• Cross-sell and upsell blocks: Cross-sell blocks should be placed on the product pages and in the shopping cart to inform shoppers about available options, retain their attention, and increase the average check.
• Easy checkout process: Allow customers to purchase without requiring registration, which simplifies the process for new users and reduces abandoned carts.

To be continued… 

In this article, we analyzed common problems users face on fashion sites and offered proven solutions to improve their experience.

You can read the first part of this research here.

Here are some useful materials for fashion representatives: ‍

7 UI/UX trends in 2024 for creating a customer-oriented website

Conversion rate increase by 76% after Symbol website redesign

Survey: interface strategies for retail businesses in 2024

P.S. The next article will focus on the electronics niche. We will share average statistics and provide useful tips on optimizing the interface, considering the user behavior patterns in this niche. 

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