Vintage apparel retailer and online darling Modcloth provides classic examples of how to get online shop design right from landing pages to product pages.

Along the way it reinforces some old rules and breaks a few as well.

 

Clean, Crisp and Inviting Home Page

Modcloth Home Page

First the homepage is beautifully simple with one stunning image that immediately draws your eye to the main call to action.

It also helps that the surrounding areas are very clean, uncluttered and have plenty of white space. So there is nothing to compete with the main image and call to action.

There’s no mistaking what the customer need to do next. “Dive into our stylebook.”

Unlike so many other online stores which try to cram as much as possible onto every page, Modcloth uses style and restraint. Less is more.

 

Clever and Stylish Product Page

Modcloth product page

The product page is interesting and initially would give seasoned online marketers and conversion rate consultants a shock.

The call to action “Buy Button” is actually below the fold.

But there is more to this page than at first meets the eye.

First of all, the first call to action is more subtle. Rather than hitting the customer with a buy button straightaway, it actually asks them select their style first.

This then changes the main picture. Nice. This is in effect showing the customer how each dress will look.

Again it is a clever way to bring the prospect into the process. Because they have actively selected their preferred dress, they have more personal involvement in the process. This means they are already further down the conversion path. They are already committed.

Then once a dress is chosen, the user can scroll down, and as they do so the main hero shot stays locked in place while the initial main and left side navigation disappears, making the product stand out even more.

And in another beautiful feature, the accessories to go with it are scrollable on the right. These accessories also change with each different dress selection.

 

The Product as the Only Hero (Heroine?)

Modcloth product page 2

This means a complete outfit and accessories become the sole focus of the page. They are the hero of the page: The only hero. So any potential customer is completely engrossed by the product and not distracted by anything else.

It’s not trying to sell you anything else with a "You may also like", or "Best sellers", or "People who bought this, also bought".

It is doing what good marketers and sales people have been doing for centuries- focusing the potential customer’s desire solely on the product.

(This is something that Apple also does so well.)

A Clever and Compelling Customer Experience

There’s a lot going on, on this site. It is a very fun site to explore, even for a guy.

The overall key to it is that it creates a compelling customer experience. Every little thing is a surprise and a delight..

There’s nothing really technologically fancy going on, just some very clever thinking and equally clever execution. Although creating such simple looking sites is often a lot of hard work.

However the end result is just brilliant.

Maybe Gerry Harvey should explore his musical theatre side and check this site out to see how online retail should be done.

(Sorry, couldn’t resist.)

Need Content marketing and copywriting that gets results.

We've helped people sell everything from gold to live fish – fluffy slippers to booty boosting underwear.

If you want tangible, bankable results from your copy or content, give us a call - 0411 353 693.

thumb

It’s the Offer Stupid

Are you wasting too much time testing minor things and ignoring the one thing that will make the biggest improvement to your conversion rates? The abundance of testing and analytics services available makes it too easy to test everything about our marketing, yet lose sight of the fundamentals.

thumb

Remarkable Research on What Really Works in Online Marketing

Digital Marketing Optimization Survey presents compelling evidence of what marketers and online businesses need to do in order to succeed. Incredibly, and rather damningly it also reveals that most of them aren’t doing what’s needed and have no plans to do so.

thumb

Why Conversion Rate Optimisation Doesn’t Work

Conversion rate optimisation won’t work for most online businesses; at least not straight away for a very obvious reason: You’ve left it too late.

thumb

SEO Content Marketing

If you don’t have a keyword phrase goal for every piece of content you write, you’re losing business

thumb

How to Write Accessible Content – Part 2

If you don't have the right content platform, or have it set up correctly, then any accessibility improvements you want to make will be pointless. Get it wrong and you can be in for years of pain.

thumb

Social Media: The Long Kiss Goodbye

There is no more social media, it is the media, and it's time to kiss the term "social media" goodbye. The term "social media" no longer has any usefulness; in fact it is becoming detrimental to the further development of digital business and marketing.

Results

"Added value beyond my expectations," George McCullough, Snowden Mining, Perth, Western Australia.
"One of the pioneers of e-commerce and internet marketing in Western Australia," Jim Poignand, Vista Energy, Perth, Western Australia.
"I speak to them, I get a result," Wayne MacKenzie Brown, Australian Coral Farms, Karratha and Perth, Western Australia.

Contact us

  • Perth 6000
  • Western Australia
  • 0411 353 693
  • contact@hotly.com.au