While there are general rules that can enhance the overall e-shop experience, each case should be considered individually, depending on the type of merchandise and the customer’s journey or expectations.
When it comes to sportswear, customers often prefer buying matching sets in the same color.
To:
• Make browsing easier for the customer
• Increase cart value through cross-selling
— all items available to complete a set in the same color should be prominently displayed.
While browsing the #On website for sportswear updates, I noticed the following gap:
There is a new seasonal color called Gecko🦎
On the product page, you can:
See all available colors for the same item
View the “How to Wear It” section (i.e., a complete-the-look section), which shows items that complement the product you’re browsing
However, for the item I chose, no matching items in the same color were listed. Additionally, when browsing from the general apparel page, items in the same color are not displayed together.
Even though my search yielded three items in Gecko yellow, the filter section does not include this specific color name—it simply lists “yellow.”
*As I’m writing this, a brilliant idea for the filter section occurred to me, inspired by a trick I mentioned previously. Ideas? x
The Gap: Potential sales are being lost, and the customer journey is complicated by the absence of specific color information.
The Solution: There are several ways to display same-color items on the product page. I particularly like Alo Yoga solution, which includes a link to a collection page featuring all items in the same color.
This is technically executed by creating an auto-collection that contains specific features (in this case, the color).
This solution would work well for e-shops with seasonal color collections, such as SKIMS.
*Need tailored solutions for your online shop? I offer e-commerce consultancy. Details:
**On a side note, while giving unique names to colors adds a sophisticated touch, it can also make it difficult for customers to find these colors through search engines. It’s all about evaluating the final goal.