At first glance this website looks fun and vibrant - all the things Joules stands for.
The creative look and feel is engaging and clean. The categorisation is well thought out. Department pages also highlight the creative element of the business with the use of typography overlaid onto imagery.
However, once I stop to apply some of my ecommerce knowledge, there are a few things which could have made this site even better.
From an interface perspective, in certain places the site lacks good usability, such as the positioning of key site elements. The merchandising isn’t making the most of the ecommerce and marketing know-how that we have today. There are some areas,
that if improved, would have a dramatic increase on conversion rate and revenue. For example, when it comes to merchandising for conversion and revenue, products would be better shot on a transparent mannequin to show the garment off a little more.
Social marketing is touched upon on the site but could be taken that extra step further to get the user engaged. The site lacks the use of video, reviews and in general all those elements that would help the user talk to the brand.
So in conclusion, the site doesn’t seem to have grasped the online channel with the same passion that it has applied to the rest of its business.
George Ioannou, Head of creative and strategy at ecommerce provider Maginus