Robbin Steif of Lunametrics Reviews Three Big Websites
I have never heard of this company before. (I was sure I would click on the link and say, “Oh THEM!” but I didn’t.) And when I did click, I got to a page that made me feel very ambivalent. I think that they sell clothes (because their tag line says, Summer of Surf, and one woman’s shirt has a price on it), but in their navigation, I see Investor Relations and Corporate Responsibility and Working at H&M and I really wonder if I am at the corporate site instead of the ecommerce site.) When I click on the only link that seems to be non-corporate, “Inspiration,” my flash page changes and I get a whole bunch of stuff to click on, none of which seem to be about purchasing. I see Fashion Video and The Sims and at this point, I have no idea what this site does.
I can’t quite believe how awful this site is. It reminds me of sites people would create in 1999, just to be different. To get anywhere, I had to click on some navigation that came in at an angle from the right side, that looked like it was jotted on a piece of paper. Then I could look at five bikinis, but there was no call to action. No “add to shopping cart” or “look at a store with this product.” Nothing.
Eventually, I figure out that I am at their Australian site (even though it says “United States” at the top. Sort of like my cell phone, it always says, “Speakerphone off” when I am on the speakerphone, because it is trying to give me the choice to go there. Why can’t anyone use verbs? In the case of this site, they could do, “See US site.” )
This company needs to figure out their goals and then redesign this site to be less artsy and help the consumer better.
I start on their splash page, which is not bad, it gives me the opportunity to choose to be a customer or an investor. I decide to buy an oven, so I play consumer. On the next page, I choose kitchen appliances (there is a picture of an oven with that.) I have to click a few times, because not all the text is linked, but I get to the next page. However, on the next page, I completely lose the scent. I expect the headline to be Kitchen Appliances with choices of appliances, but instead, the headline is “designed for the well-lived home.” There is a kitchen-design competition on that page, but no kitchen options.
So I click my back button (well, I can’t do that either, since they have created a new window here). This time, I decide to buy a vacuum cleaner. I click on Home Care appliances, and the page I go to is not bad. It’s not great (why is it mostly a big birthday cake?) but there are tiny pictures of vacuum cleaners on the bottom.
I get to a product page, but the calls to action are terrible. They are small and grey. My eye is caught by all the functionality on the right side, which has buttons that say things like, “Experience it.” I am dying to know how I am going to experience Superior Comfort on a website, so I click. They do have a very awesome 3-d view of the handle, but I had to think way to hard to get there. Plus, even if I am sold, there is no way to purchase. Even if I go back a page, I can only choose to compare this vacuum to other vacuums. I can’t buy it.
This company needs to work on 1) having a more seamless experience for the customer, which includes no loss of scent and 2) on creating better calls to action! If they were my customer, I would start with user testing, having an appliance visitors want to buy in mind. That will give them a great jumping off point to create those multivariate tests.