Matt Connolly Managing director of Enable Interactive
While I admire Superdry as a brand, looking at its website, I certainly wouldn’t buy anything from it. The site’s visual style leans more towards a stripped-back aesthetic that serves to help the product stand out. Product photography and presentation are good, with strong model images refreshingly shot against dark backgrounds. But the site simply doesn’t replicate the brand’s values.
Some of the ecommerce tools used, such as a big Paypal button and ‘Get the Look’ section, are outdated, while navigation and usability on the site is also way under par. The cramped product navigation, together with a lack of clear visual distinction between product navigation and utility links, like delivery, makes getting to product more complex than necessary. Search is handled via a series of dropdown filters that are a little clunky to use - a keyword search would be a welcome addition. Similarly, calls to action could be clearer, and a more distinct button style would help users get product into their baskets.
The sideways scrolling technique in the category pages (eg dresses, jackets etc) is an interesting take on a common ecommerce challenge and works well for smaller categories. However, linking to a category page is impossible so it makes sharing links and tracking down product harder than it should be.
Superdry has had a stab at innovation but it’s not done very well. I’m sure these guys are raking it in online, but with a few small changes they could be making a whole lot more.