Spot Studio Weekly Roundup #5: Reports, Design, & eCommerce

eCommerce Reports

Best and Worst Online Stores According to Customers

UX Customer design report from Which


Which? surveyed 10,505 people of the UK in July this year on their online shopping experiences of the past six months in order to explore customer satisfaction through UX. They have calculated a “Customer Score” which is based on two ratings – one reflecting customer satisfaction with the product/service and the other gauging how likely they were to recommend it to someone else.

To save you some time, here are the top 5:

  • – AO.com
  • – LizEarle.com
  • – ToolStation.com
  • – JohnLewis.com
  • – Wiggle.co.uk

AO.com and LizEarle.com took the top spots with 87% on the customer score. These two were particularly praised for their speed and efficiency.

Among the 10 worst were big names such as O2, WHSmith, H&M, PC World and the very worst- EE. (Judging by their consistently unreliable phone signal this doesn’t surprise us.) Which? are reminding us – albeit unnecessarily – that home shopping budgets are squeezed and shoppers are switching to online in hope of a bargain. They’ve noted that the biggest complaints from shoppers are delivery delays,  poor stock availability and faulty items. We don’t even need to remind you to make sure yours are on point.


The Future of Retail 2016 Report Has Launched

PSFK has now launched its Future of Retail 2016 report and there’s a lot to be learned from it; most importantly that the information age has created a dramatic shift in the rules of retail. With an infinite source of information for consumers on the web on brands, there’s more choice than ever before.

Customers are not only seeking products but an end to end experience and we need to start taking a different approach to retail no matter what the channel. Retailers need to start delivering more to capture today’s shopper. If retailers can tap into the ecosystem of partners and a community of fellow customers they’re able to create a halo effect that generates value for all participants.

By doing this you offer access to a broader set of services and connections. A multi-stage approach to the shopper experience builds circular relationships with customers and that leverages word of mouth and drives repeat business.

The 6th Edition of the Future of Retail offers brands and retailers a “directional playbook” to help them build value, boost loyalty and more. Want is as much as we do? Get it here.


Multichannel Customer Intelligence Report – 3 Key Takeaways


This new Econsultancy report has come up with some great information on data acquisition and matching that data to business needs:

Your website is No. 1 for data collection as customers fill out the most information here and 73% of companies use this channel to collect data.

Physical environments are the best for gathering customer experience data. They provide the most interesting contextual data and needless to say brands can also have a positive effect on customer experience through physical channels such as face-to-face interactions or call centres.

Mobile data is seen as the most important data. Mobile websites or mobile applications were cited by 73% of respondents as essential for success. Acting independently, mobile has the opportunity to establish deeper customer relationships.



3 Tips on Improving Mobile Conversion Rates

While 47% of traffic comes from mobile devices, only 28% of sales do and this is because of problems with the mobile experience. That being said we have 3 ways for you to up your mobile conversion rates:

Customer Experience is Important – Your customers can’t experience your products the way they would in store so we think it’s key to enable your customer to view your products in as much visual detail as you can. Allowing customers to touch to zoom in on details, view different angles and even watching a short video can have a massive positive effect on mobile conversions.

We recommend that you make sure that these features are optimised for mobile as there’s a potential 300% increase in conversion out there for you.

Identify Where You Can Improve – Make sure your visual aspects on mobile are on par with your desktop. Don’t just downsize your images for mobile, re-crop them so the product is still the prominent centre of interest. Make sure you aren’t offering a “fake” zoom experience on mobile – where the product simply takes up more of the screen showing your customers a low resolution version of the product.

How long does the page take to load on mobile? Images can be rendered dynamically on the server for different screen sizes, then cached so mobile page load time remains fast.

Evolve Your Experience – Let’s say for example you notice that there’s a correlation between higher conversion rates and when customers view a video on your desktop site. You could then add video for a portion of your mobile site traffic and monitor it for improved results. Add in features slowly and monitor analytics to understand whether there are any improvements, then continue to add to your mobile customer experience from there.

Source – https://econsultancy.com/blog/67057-three-tips-for-improving-mobile-conversion-rates/?utm_medium=feeds&utm_source=blog


3 Ways to Improve Store Navigation

Navigation can either make or break your eCommerce site. We know how challenging it can be to ensure clear navigation for customers especially when you have a broad range of products. Here are 3 tips we can give you on navigation to increase product discoverability and conversion:

Consolidate Categories

If a store tries to accommodate far too many categories it deters the customer immediately. The way brands allow navigation on their sites has a lot to do with the product they offer.

For example a lot of auto part eCommerce stores use left navigation lists to help customers find exactly what they’re looking for. If you don’t fit into that sort of style then we recommend that you consolidate categories into a fly out menu. This allows the customer to use navigation as they need it instead of it interrupting the home page experience.

When deciding how to consolidate categories, consider the following: “Which product sells the most?”. Make sure its category is easy to find and navigate. Group less popular products into umbrella categories. Be frugal with your categories – if you can use fewer words, do it.



Think about the types of links you use and how they’re displayed:

Product Categories are specific to the type of product in the title

Browsing Categories allow a little bit more breathing room and refer to a broad range of products. For example “New Arrivals” or “Sale”.

Utility pages are informational and non product related links.

We’re warning you that should you have similar displays with all of the above, you’re going to cause visual confusion and no one wants that. Think about it this way – if they all look similar, you could easily assume they all have the same purpose, right? Wrong. So make sure you use different display options for each.


When to Show It and When to Forgo It

Everyone always assumes that the more navigation you offer your users, the better. This is simply not true.

So when do you need navigation and when do you avoid it?

The Homepage is pretty much you in a nutshell. Of course you need navigation here, but cramming in too much navigation works against your goals.

The Section page is where you can be category-happy. It requires you to list sub sections and further navigational options – like advance filtering – are definitely going to work in your favour here.

The Checkout page is where you want to keep navigation to an absolute minimum. You don’t want your customer getting distracted and ending up elsewhere other than paying for your product, so keep them in the “funnel” and avoid navigational options here.

More info here: http://blog.bigcommerce.com/less-is-more-top-three-ways-to-consolidate-and-improve-your-store-navigation/



Google’s Shopping Insights – Yet Another Tool for Marketers

The Shopping Insights beta released by Google will further enable companies to increase revenue through locally driven merchandising. It basically tracks search data on Google and highlights major retail trends and popular products in specific regions.

With this tool you can localise your own Google Shopping product ads for the same items, or similar, at one particular geographic location that has high demand for it. Doing this can drive brand awareness and sales based on its popularity. This new tool from Google can aid data-driven decision making to improve your ROI. Find out more about Google’s marketing and advertising suite here.


68% of UK Customers Over 50 Use Online Discounts


New research from the Vouchercloud team has revealed that there’s been a 10% increase in over 50s using the site for discounts and half of them have only started doing this in the last 6-12 months. We’ve summarised what you need to know:

62% of respondents said they’d come across the discounts from family or friends’ recommendations, followed by seeing them on social media (27%).

The age group were asked what their favourite kinds of vouchers were and ‘Free Delivery’ came out on top with 73% of the vote. Second to this was ‘BOGOF’ followed by ‘free samples of other products’.

36% of the group admitted that they ended up buying things they didn’t want or need as a result of offers. We’ve all been there. A further 51% also confessed they end up spending more than they intended.

This highlights the fact over-50s are becoming more tech savvy and you should be considering this for your own promotions. We spend so much time attracting the younger age groups – now is the time to focus on the growing ‘silver surfer’ market.

For further insight, including what type of discount/voucher over 50s prefer, head on over here.


E-Commerce Revenue Grows over 30% for Retailers with Stores and Online

Retailers have seen significant year-over-year gains in eCommerce and mCommerce revenue during the third quarter, and that’s great news! Across the board, retailers’ online sales have grown an average of 13.5% year over year. We’re putting this down to consumers shopping on their smartphones. They accounted for almost 30% of the e-commerce traffic during the quarter compared to only 12.4% on tablets.

We can see that smartphones are a growing influence on every category of retail.  It doesn’t even matter what it is you’re selling any more – shoppers want to buy it from their mobiles. Now all we have to do to see mCommerce flourish is remove the last hurdles around mobile checkout.

We churn these out weekly. Subscribe to keep updated.


Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.