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Does it work?

Wiggle’s home page is engaging and has immediate calls to action. Customers can shop via a variety of ‘new in’ options, by brand or browse the Sale, so they can get straight to their desired area.

Paul Bolton

Paul Bolton

Paul Bolton, Director of multichannel consultancy IVIS Group

The home page is made more enticing by highlighting promotional calls such as free delivery and drawing attention to Wiggle’s reward scheme. Overall, the home page is well laid out and easy to navigate. Although the site’s search box is displayed on the left side of the page - contrary to ecommerce best practice - it is still clearly visible.

The category options let users reach relevant product ranges immediately by clicking on the appropriate tabs, like ‘Cycle’, ‘Run’ or ‘Swim’, while there is also the option to ‘Shop by Brand’. Sub-categories in the drop-down menus make it easy for customers to hone in on specific products quickly - this approach is useful for fashion brands with large, diverse catalogues in need of faceting.

Interestingly, the site allows users to select the option to display ‘In-Stock Only’ products, which not only makes it possible for customers to see exactly what is available to buy online, but also helps Wiggle retain a strong SEO ranking by keeping out-of-stock products on site.

There is a strong, filtered navigation process with a range of product data to choose from, and a variety of user-friendly actions such as dragging a bar to set the price range. The navigation sidebar is a very flexible interface, with many different ways of making decisions about which products to view. Product pages are detailed
and allow customers to view, on tap, significant amounts of information such as finance options, returns procedure, customer reviews and delivery times. These are some of the key factors for customers when buying clothing online, but are often buried on fashion sites.

Wiggle’s product pages even have a Q&A section, which helps to increase customer confidence. Each product page also provides a ‘Customers also viewed’ section to further drive conversion.

The shopping basket has clear calls to action to complete the checkout process and also contains a final call to action with potential upsells displayed below the basket, which is eye-catching without being too in your face.

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