Improving eCommerce usability and enhancing the customer experience with a UX audit
Huntsman is a high-end clothing brand which specialises in both bespoke tailoring and ready-to-wear men’s clothing and accessories.
Founded in 1849, the brand’s fitting room at its Savile Row location provided the inspiration for the Kingsman series of movies.
Service overview
UX Review
The challenge
Huntsman reached out to us after we sent them our ‘Website Wars’ document, a mini-UX review comparing the websites of different tailoring companies.
The brand had recently moved its eCommerce website from WooCommerce to Shopify and was keen to see how its new online store compared to industry standards and best practices.
We recommended a thorough UX review that Huntsman could use to see what it was doing well, and where there was room for improvement.
A detailed 783-point UX review
Before we started the UX auditing process, we organised a meeting to understand what Huntsman wanted to achieve from the review, as well as the revenue drivers which determined the brand’s success. This enabled us to understand what was important to Huntsman and what elements to prioritise.
Our skilled UX team then got to work, reviewing 783 UX guidelines across desktop and mobile. Using the UX standards recommended by independent UX research institute Baymard, we thoroughly analysed the entire customer journey on the Huntsman website, dividing our findings into seven categories:
Homepage and category navigation
On-site search
Product lists and filtering
Product pages
Online cart and checkout
Customer accounts
Sitewide layout
We then compiled an easy-to-understand document advising how Huntsman scored across each category, providing a set of recommendations the brand could implement to improve its UX.
The results
Once the audit was complete, we sent the UX review document over to Huntsman. We also arranged a call to present our findings and answer any questions Huntsman had.
We scored Huntsman’s website overall as ‘fair.’ While the brand’s website was nearly there when it came to providing a decent user experience, there were many things it could do to enhance its eCommerce store. For example, listing colour variations on the same product page to provide customers with a comprehensive choice.
Huntsman was impressed with the results of the UX review and has made significant changes to its website following our recommendations.
Conclusion
A UX review can provide you with a comprehensive, objective view of what you can do to improve the user experience of your eCommerce store. This can not only lead to increased sales, but also improved customer loyalty, and even enhanced search engine rankings.
We have over two decades of experience providing UX reviews to a wide variety of retailers, helping them uncover the quick wins that can result in happier customers and more conversions.
Get in touch with us today, and let’s work together to create an outstanding user experience for your website visitors.
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