There has been a jump in site and customer service features on Fashion brand sites, according to L2’s latest Digital IQ Index: Fashion. For example, brands offering an FAQ page have increased from 39% in 2013 to 71% in 2015. Furthermore 86% now offer sophisticated filters (e.g., size, color) and 55% offer sorting on top of that. And Quick View – where customers can look at an item from different angles without leaving the page – is used by 76% of brands, up from 19% in 2013. However, room for improvement remains as just 25% of brands allow users to shop directly from Quick View and just 6% have a filter for Editor’s Pick.
One area which seems to need to the most investment among Fashion brands is the checkout process. Certain features do not connect intuitively; for example, just 7% of brands allow shoppers to view their wish list from their shopping cart. And on average, consumers must click 4.2 times from the product page to complete checkout – high when compared to the 2.2 clicks needed to reach a product page from a landing page. However, brands seem to be making investments to ease the cumbersome checkout process. Seventy-six percent of brands in the study offer an express payment option like PayPal, ShopRunner, AMEX Express Checkout, Visa Checkout.