I am not sure if it's only my perception, but at least I heard the same opinion from my friends. One of the biggest local on-line shopping site” THE ICONIC”, its page does not stimulates my purchasing actions at all. After I open its webpage, I might keep looking for several minutes then I will just decide to browse other sites such as ASOS or Topshop. They did the direct mail promoting last month, I remembered that I received its magazine with a $15 voucher. That did make me to go on the site again and I almost purchased a peplum top with the voucher. I mean “almost”, because I found better ones on its competitor’s website.
First of all, I think the annoying part is the web page design. The script of the item’s description looks ugly and hard to recognize. I think changing the theme fonts to a different style and smaller size will make the page look neat and people are willing to browse more. There are also too many lines on the webpage, maybe you were trying to separate different sections, but it just look more complicated. NOT NEAT ENOUGH!
And the problems about the display photos:
I read another article positively stating about the image display:
"There is no doubt that The Iconic has a very solid, unique offering when it comes to purchasing fashion items online. Their webstore checks all the boxes when it comes to usability and interface, with a fast, comprehensive mega menu and intuitive site search. Product imagery is fantastic, with high-quality images available and built-in zoom options." (http://www.powerretail.com.au/pureplay/fashion-shop-iconic-name/#ixzz27l91N3XC)
I don't quite agree~
Look, the background of the web page is white, and most of the photos’ backgrounds are white too.(how about light grey background?) The lighting of the images is mostly too bright with low contrast. Views’ eyes are easily distracted by other things showing in the same page. I just couldn’t focus looking at the images! And it makes me feel that every image is not clear enough, and I don’t want to click in one after one to see the details! So I don’t feel like scroll down any more! I do believe that there are nice items on “THE ICONIC”, but they just don’t seem attempting at all. Well, it’s sad that you do have really beautiful stuff but you don’t know how to take the best advantage of it. I guess you could take better photos for your items and maybe use better models too.
I knew that“THE ICONIC” might already have a large customer base; it does not mean you guys can’t improve more about it. Maybe you need to hear those “whys” of people who doesn’t shop on it. It’s no longer about the brand awareness, it how you can improve to stimulate purchasing actions. Sales promotion might bring new customers but the effect is still in short-term, how can you enhance your loyalty? No, no, how can you build up the customer loyalty? Maybe you should really seek suggestions from more potential customers.
Well, I like your free shipping and fast delivery. Oh, and free returns! That’s the biggest advantages of “THE ICONIC”. However, the first item I bought I returned straight away, because the next day I went shopping, I saw so much nicer ones with better prices. Considering the Style, quality and price; it is not compatible with similar products in the market. Maybe you guys can also put more efforts in choosing corporation brands and hire more better stylists? It doesn’t necessarily means you need to have the trendiest items with best prices in the market, but at least good enough for consumers to keep them instead of taking advantage of your free return?
Being an iconic online retailer, not just make your wedpage themes different from other competitors,but firstly ask if people like it or not.
After all, this is just my personal “customer feedback”. And I believe that it worth you to take considerations.
To survive longer and stay stronger in the rising (competitive) online fashion retail industry
