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Task
Can you review Ultimo site and list some immediate fixes for Ultimo that could generate revenue?
Registration
Registration
Daunting!!!Style – poorEngaging – noInformation – too muchPreferred Password?Restrict to email only unless business requirement / what is done with address?Strip out Email format / Hear of us / One telephone number / StyliseWhy sign up? Incentivise...
Trading
Flat / no trading on homepage – where are offers , deals, sale, valentines? Aspirational – but will that sell?
Trading
Why is this not on homepage?
Trading
Flat / no trading on homepage – where are offers , deals, sale, valentines
Top Nav
Do your customers recognize these solutions / terms? Does not seem an intuitive fit vs competition
EverydayBlack LabelParty Solutions
New In
New in Bridal wear
Not actually in New In
Why add NEW IN to copy?
Need to refine rules for new product and improve process / rules – multi attribute
Cant see any at all!
Inventivised overlay / header drop down etc – you need that data but at present only captured on (laborious!) registration process – as a luxury brand you have more engaged audience who would be willing to sign up
Engagement
Customers want engagement – show your audience that engagement!
No Blog – Google loves regular great content updated regularly – new in, valentines, perfect birthday present etc
Customer testimonials / Style focus
Discount
Why not shouting?
Category headers
Empty? Could you improve design etc
Category Attributes
At times basic.. - eg colour, rating
Discount / Savings
Could be better / cascade SALE Message through to product page and bigger shout re saving
Checkout
You need to prevent 'No Size” selections being added to basket
Checkout
Payment options?
Free delivery
Big shout on Free Delivery – but not best usability practice – is it noticeable?
Could you not add 10% discount message – more forceful
Why not do more with the Free Gift message? Strong shout!!!
Out of stocks
Possibly incentivize – sorry its out of stock BUT if you give us your email address / discount etc
Merchandising
What are the rules behind cross sell? A lot of products have no associations
Imagery
Great quality – try and keep same and not alternate
Upsell at Basket
Trade the product more at basket – incentivised messaging etc
Tie in with current promos etc eg FREE delivery over #35
Standardise trading of sets
These rules need to be looked at as at present confusing for customer when wanting to buy sets..
Lovely set – think Ill buy that ...
Standardise trading of sets
These rules need to be looked at as at present confusing for customer when wanting to buy sets..
Hang on – where are the knickers...
Ill search for Vivian Fuller ...ahh – no knickers
Gift Cards
Nice idea but how many people buy given the form filling? Add to product range and standard product page layout ….
Gift Cards
Nice idea but how many people buy given the form filling? Add to product range and standard product page layout ….
Real Estate
Your homepage needs to trade – and any imagery needs to be clickable which this is not - should at least be a PR page to read …
Gift Card
Why is there no link to actually buy it …
Ultimo on House of Fraser65 products No recruitment Have customer reviews – some only 3Why more imagery on HOF site vs Ultimo?More imageryLight descriptionsBetter experience
Ultimo on Debenhams
21 products No paid but are doing PLAsNo reviews Poorer experience
Ultimo on Debenhams
Where is Ultimo on the Debenhams Shop By Brand page?
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
TradeOffers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
TradeOffers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
TradeOffers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
Thank you for your attention!
Dominic Smith Ecommerce Consultant
Www.redleafdigital.co.ukE / [email protected]
T / 07849259033
