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Asos is an online phenomenon, which other etailers often look to for best practice tips. But could it do more to enhance the customer experience it currently provides?

Looking at the category pages, you can drill down and sort by price, size, description and colour, as well as rank by what’s new. This allows the shopper to browse with ease and view only what they need immediately. So far so good.

But when looking at product pages, alternative views, the 360-degree spin and videos are available for most items – all are important to shoppers and are proven to increase conversion rates.

Many products come in different colours; however, you need to click on a text link to see these because there are no colour swatches or other visual cues.

Colour swatches could also be used at category page level. Why not include these to entice the shopper? They may be searching for a pink dress but actually think the cut of the one they see would be perfect in green.

Too much text is distracting – imagery needs to take centre stage. Although you can click on larger images to inspect items, adding fly-out viewers with zoom would give a clearer look. Videos are great, but at the moment they’re small and could be made more of. 

Asos has further opportunities to  cross-sell and increase its basket value. Although it has a Complete the Look feature, where complementary merchandise is shown on some product pages, it’s not consistent throughout the site.

  • Max Childs, Senior marketing manager for EMEA at Adobe Scene7

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