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Every page on an ecommerce website plays a significant role in the conversion process. As a user, I want to be persuaded to move from the main page, to the category pages, to the product page , and finally to the check out process.
Today I’m going to examine some of the best practices that Gymboree, a children’s clothing ecommerce site, utilizes to make their site one of the top 100 ecommerce sites of 2007.
Since I’m a very busy mom, this is not the first time I visit Gymboree’s website. I’ve already been to the store enough times to know how the sizes run and the type of materials they use for their clothing. So it’s convenient to go online and shop for the things that I need. I’ve even bookmarked their girl’s page as a favorite on my computer.
One of the best things that Gymboree does on its category page is the way they display multiple products as outfits at the same time.
They’re almost always successful in getting me to purchase more than one product just so that I can get the perfect outfit for my little princess. Another great thing that they do is that they name the outfits cute names that describe what my daughter would do or look like in the outfit. This makes each outfit extra special and even gives you ideas on the occasions in which you can use these outfits.
“Her Day in the Sun” looks good to me:
I notice , although it may be difficult to identify, the “$25 Gymbucks” that can be earned with a $50 purchase. That convinces consumers that the more they spend the more they’ll save. It’s an incentive for me and I’m glad I took notice because the prices were beginning to give me doubts of continuing.
Another great strategy that Gymboree uses is the method of selecting items:
The entire outfit including all additional accessories is displayed on the same page and all you have to do is select the size and check a box to continue instead of going back and forth between different pages to get the complete outfit.
Unfortunately I don’t have the budget to purchase all the items on the page, but I picked what I thought were the essentials, making sure the total cost would be over $50 so I can get those “Gymbucks” and proceeded to check out.
It actually did not surprise me at all that Gymboree is one of the top 100 sites, what did surprise me however, was their low single digit conversion rate. After taking a closer look I was able to identify some significant issues on the page that would be key factors to affecting their conversion rate. I will discuss those in a future blog.
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