Check out how the external overview from ESHOPPER’s UX specialists spot Aramis to identify over forty points of strategic improvement throughout the consumer’s buying journey, enabling an increase in ecommerce sales conversion
Aramis is a Brazilian clothing brand founded in 1995, focused on the male public and direct sales. Currently, it has more than ninety stores and is part of about a thousand multi-brand strategies. In the digital realm, the store gets more than 400,000 monthly visits, of which approximately 70% come from mobile.
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To improve the usability and navigation of the brand’s ecommerce website, ESHOPPER, a specialist in customer experience analysis, conducted a complete study of Aramis’ website front-end and developed a diagnosis with more than forty recommendations for improvement to be implemented in the online store.
Motivations for the ESHOPPER analysis
Since 2019, Aramis has been undergoing a major restructuring process in its ecommerce operation. By improving issues such as assortment, team structure, and logistics, the brand has grown more than 900% between 2019 and 2021. However, the company noticed the results for the first half of 2022 stalled, thus demanding an analysis of other verticals of the digital operation, such as usability and experience in the purchase journey.
Along with ESHOPPER, Aramis mapped out the necessary improvements, aiming to resume the accelerated growth of recent years. In this sense, the external look from ESHOPPER’s UX specialists allowed the company to spot several opportunities in some stages of the consumer journey, enabling quick wins in the implementation of solutions and making the brand’s ecommerce strategy more competitive in the market.
The ESHOPPER diagnosis
The ESHOPPER methodology mapped more than forty opportunities for improvement throughout the entire buying journey on the Aramis website, from the homepage to the cart and checkout. After the diagnosis, the highest priority criteria were defined, and the suggestions started to be implemented.
Flicking improvements in the category menu
We all know that the homepage is the customer’s first contact with the website. Therefore, the experience should be as pleasant and useful as possible so that they will actually want to start navigating.
Previously, the Aramis store’s category dropdown menu was difficult to close, as it took up the entire navigation screen. To close the subcategories, it was necessary to scroll the page, which harmed the intended seamless navigation right on the customer’s first contact with the website.
The problem was solved by shortening the dropdown menu, allowing the consumer to close it just by moving the mouse away.
With this solution, the brand witnessed an increase of more than 126% in page/section visits. Now, the website can meet the customers’ expectations regarding their first experience more effectively. This increase also indicates that users now feel more comfortable navigating and getting to new pages on the website and are getting to critical pages for closing the purchase, such as cart and checkout.
More product diversity per filter
Another issue analyzed was the product list (PLP). When using filters, it is important to be able to see how many products are available in each filter category and that this number is updated according to the filters selected. This kind of visibility avoids frustration if the consumer’s search returns too few products.
Implementing this feature resulted in a 36% increase in the use of filters, a strategic resource for the customer to find the most suitable item for them.
More information about each product
There have also been improvements in the product description, providing more information that helps direct the user’s navigation, provoking them to feel more curious about each item.
In the case of Aramis, another interesting thing is that the user can also see the average ratings of the product and watch demonstration videos, if available.
The importance of product evaluation for conversion
User reviews are essential to customer purchasing decision-making. According to Baymard, a leading UX research institute, 95% of users rely on reviews to find and discover more about products. According to ESHOPPER, the brand store should have a complete rating feature, displaying rating averages at the top of the page, showing the averages in graphic format (e.g., stars), and enabling filtering by rating.
After the implementation of the reviews and comments page on Aramis’ website, it is now possible to show the customer the opinion of consumers who have already purchased the product on the PDP itself, preventing these visitors from leaving the page to read reviews elsewhere. Following this improvement, the website has already received more than 500 product reviews, with more than 92% ratings between 4 and 5 (on a scale of 1 to 5), which shows the acceptance and usefulness of the newly added feature.
Thumbnails: Clickable icons (Mobile)
Quality and quantity of images are seen by 53% of ecommerce users in Brazil as essential in the decision-making process. Therefore, greater interactivity with images shows that customers are interacting with a factor that can be essential to completing the purchase. With a 15% increase in interaction with images, the company benefited from this positive impact.
Viewing product specifications and options
On the product description page (PDP), the information and elements that allow customers to select product specifications and options were analyzed. Here, the goals were also achieved: with the improvements, Aramis obtained a 5.26% increase in conversion.
Main results
An A/B test was conducted between May and June to compare the main results after the proposed changes. The following were the most important results observed by Aramis:
– 5.26% increase in conversion.
– 15% increase in interaction with images.
– 36% increase in clicks on filters.
– 126% increase in page/section visits.
The implementation of the criteria mapped by ESHOPPER has therefore brought direct results in the conversion of Aramis’ ecommerce sales. Offering a better experience on the website helps the users feel more comfortable and safe to complete their purchases, thus improving important KPIs for ecommerce sales tracking. The improvements have also been instrumental in building customer loyalty, as consumers are increasingly satisfied with the frictionless purchase flow.
