Online Persuasions Insiders 2016

How does NET-A-PORTERoptimise its conversions ?

Benjamin LigierCRO Project Manager

An analysis of NET-A-PORTER’S conversion funnel

I reveal what’s working, what’s not working quite so well, and propose some changes to help increase the site’s revenue…

9 neuroscience ✔principles applied 18 mistakes ✘

to correct 5 proposalsfor improvement

The summer sales have started and my girlfriend casually mentioned a black swimming costume she liked that was on sale on Net-à-Porter so I decided to take a look and maybe treat her to it.

As a Conversion Optimisation Consultant I can’t help but take note of the site’s good points - but also the areas that could use some improvement.

Join me on my user journey and discover some of the most relevant neuroscience principles I found that apply to their site.

The context

My journey in 8 steps

2 31

Home Category Product

6 7 85

Sign-in ShippingShipping address Payment

4

Basket

Home

Home Category Product

Sign-in ShippingShipping address Payment

Basket

Home

The ‘Sale’ tab is clearly distinguished from the rest of the page by its red colour.

Von Restorff Effect ✔

Home

However, when I click on ‘Sale’, I arrive on this difficult-to-navigate and not very appealing page.

Picture Superiority Effect ✘

Home

Picture Superiority ✔Proposalfor improvement

It would be clearer and more appealing if the categories within the Sale were displayed using thumbnails, and the full list could still be shown to the left as well.

Home

The drop menus are also quite busy and not very clear. The hierarchy isn’t very obvious: if the sub-categories are displaying to the left then what is the central column for?

Cognitive Ease ✘Home

Home

Further down on the Homepage this insert seems to be referring to a magazine article rather than to specific products. The whole left-hand column seems to correspond to extracts from their magazine but it isn’t that clear.

Ambiguity Effect ✘Home

Home

What’s more, on the page itself, the link towards related products is far too discreet! They should have a real Call to Action.

Von Restorff Effect ✘

Home

Von Restorff ✔

Proposalfor improvement

The link is changed to a more obvious Call to Action with the text much clearer. It could also be a good idea to suggest specific related products straight away on the same page.

SHOP PANTS

Home

Displaying their number of online visitors and the products that are being added to baskets across the globe provides a very strong reassurance element for potential customers.

Social Default Bias ✔Home

Home

Home

I finally end up heading to the ‘swimwear’ category at the top of the page like I originally came to do.

Category

Home Category Product

Sign-in Payment

Basket

ShippingShipping address

Category

There is a lack of hierarchy with the options. It’s easy to get a little lost when searching.

Processing Fluency ✘

Category

Why display these as two separate pieces if it is indeed impossible to buy them separately?

Ambiguity Effect ✘

Category

When you hover over the product with your mouse, a photo of the swimsuit in context (on a model) is shown.Visual Depiction Effect ✔

Product

Home Category Product

Sign-in Payment

Basket

ShippingShipping address

Product

There are multiple photos as well as a video shown on the product page.

Picture Superiority Effect ✔

Product

Certain sizes are shown as being low in stock. This will encourage visitors to order quickly.

Scarcity Effect ✔

Product

The national sizing guide system is used but there is also an international guide available if required.

Curse of Knowledge ✔

Product

When you add the product to your basket, a window opens to show what’s in there and to give an option to go directly to checkout - but it disappears far too quickly (3 secs)!

Processing Fluency ✘

Basket

Home Category Product

Sign-in Payment

Basket

ShippingShipping address

Basket

I would like to know more - a pop-up box option would be helpful here.

Also, rather than an arbitrary £5 delivery amount displayed, it would be better to display nothing for now.

Need for Certainty ✘

Basket

CLIENTS WHO BOUGHT THIS ALSO BOUGHT

Bandwagon Effect ✔Proposalfor improvement ‘Clients who bought this also

bought’ is a more persuasive statement than ‘you may also like’, which is currently written here. The behaviour of others acts as a sort of reassurance, which is a lot more effective.

Basket

I decided to also get the sunglasses to take advantage of the free delivery (which I see from this banner at the top will be offered for purchases over £350).However, I’m still seeing that same £5 delivery charge displayed. It’s confusing and disconcerting.

Ambiguity Aversion ✘

Sign In

Home Category Product

Sign In Payment

Basket

ShippingShipping address

Sign In

The menu is no longer visible and there are no more ads etc: the user is free from any distraction.

Attention Ratio ✔

Sign In

There is the option to checkout as a guest.

Autonomy Bias ✔

Shipping Address

Home Category Product

Sign-in Payment

Basket

ShippingShipping address

Shipping Address

a3

_/)))s

I chose the “guest checkout” option and so must enter my info. But there is no interactive verification - even though I’m writing nonsense!

Self-Efficacy ✘

Shipping Address

I ticked the box to enter a separate billing address but nothing comes up to allow me to do this!

Ambiguity Aversion ✘

Shipping Address

Ambiguity Aversion ✔The form has been separated into two sections, so as to make it clearer and less daunting for the user.

When you click on the option to add a different billing address, a new form immediately comes up.

Proposalfor improvement

Shipping

Home Category Product

Sign-in Payment

Basket

ShippingShipping address

Shipping

As promised, the shipping is free. By still showing the original price though, in grey and crossed out, it is anchoring this original charge in the user’s mind, which will draw their attention to the saving and reduce the pain of paying.

Anchoring Effect ✔

Payment

Home Category Product

Sign-in Payment

Basket

ShippingShipping address

Payment

It’s only at this later stage when I thought I was done with entering those kinds of details that I now have to enter the billing address.

Processing Fluency ✘

Payment

I can’t go back in the process by clicking on the progress bar.

Autonomy Bias ✘

Payment

Payment

When I clicked on ‘Change shipping address’ I arrived instead at this overall “review” page and have to click on yet another button to actually get to the page where I can change the address.

Ambiguity Effect ✘

Payment

Payment

Cognitive Ease ✔

This page lacked structure. To improve its readability whilst still keeping a sleek design, boxes and separating lines have been added. The modification options have been made more discreet.

Proposal

>> Change billing address >> Change shipping address

>> Change shipping method >> Change packaging

Payment

Payment

All the major payment methods are clearly available!

Autonomy Bias ✔

Basket Abandonment Email

Basket Abandonment

Email

Home Category Product

Sign-in Payment

Basket

ShippingShipping address

Basket Abandonment Email

I didn’t confirm my order in the end. The next day I receive an email asking me if I want to continue with this order but when I click on “Shop Now”, I arrive at an empty basket!

Self Efficacy ✘

Benjamin LigierCRO Project Manager

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