The old adage “a picture tells a thousand words” has never been more true than with ecommerce, where the visual information etailers can offer consumers directly affects conversion rates.
While New Look’s site does a good job of filtering by size, colour and price, with so many items to view and choose from, shoppers would benefit from some product presentation enhancements. Overall, image sizes are not large enough to deliver photo-quality detailed views that online shoppers have grown to expect.
Also, the enlarge image option displays a picture that isn’t that much bigger than the embedded image and there is no ability to zoom in, making it difficult to get a feel for the merchandise.
While New Look focuses on the latest fashion trends, the site should consider the latest zoom trends too by making the enlarge option full screen with a zoom function, or a larger image with zoom capabilities on the product page. Also, online shoppers are becoming accustomed to cursor-driven viewing – as opposed to click-driven – to improve their overall experience.
New Look would benefit greatly by adding model or lifestyle imagery, alternative views or quick views, as well as 360-degree spin on certain products. Use of catwalk video on the website could further engage users and show the flow of the fabric on the model. Add to that user ratings and reviews and New Look would have a trend-setting customer experience.
- Sheila Dahlgren Senior director of marketing at web software firm Adobe Scene7