What can we learn about mobile commerce from Schuh and Argos?
What can other retailers learn about mobile commerce from Schuh and Argos?
Last week I looked at a report on the mobile usability of 15 UK retailers’ websites. Based on NPS scores, Schuh and Argos were streets ahead:
Homepage menus and navigation
The two homepages have different approaches to menus and navigation, though neither opt for the hamburger option, which has been very popular lately.
Schuh has clear navigation options at the top of the page for site sections, as well as prominent links to search, store finders and more.
Argos takes a slightly different approach. We have the same store finder and site search links, but category navigation is further down the page.
This does make it easier to click on, as the larger images provide a better target for people’s fingers.
What both have in common is that they prioritise the features that mobile users are most likely to look for.
Both have prominent links to:
As well as these elements, Schuh shows clear links to call customer services and to track orders.
Product filtering
According to the report, users value product filters as a way to shorten the process of product selection.
They are applied differently though. On Argos, perhaps as a result of the larger product range, it takes longer to narrow the product selection.
So, if you’re looking for a TV, you need to select the technology category from the homepage before then selecting televisions here:
It then takes a further couple of clicks to get to this point, where you can filter by screen size, brand etc.
On Schuh, this journey is simpler. You can use filters within a click or two of the homepage, making product selection much easier.
Product pages
There’s much to praise on both retailers’ product pages. Both have lots of detail on products while still being easy to use on mobile.
Both also see the importance of images. According to the report:
Users expect multiple product images and like instructions for how to scroll between images and zoom on them. They like prominent product information and concertinas and tabs help.
Here, Argos provides multiple images for this TV.
This shot showing the back of a TV is very useful as it tells shoppers about number of inputs, HDMI slots etc without them having to read every word of the product description.
Schuh also does a great job with images. We have eight images showing these boots from a range of angles, and even a 360 view of the product.
Stock check / click and collect
On both product pages, users are able to check the local availability of their chosen product. Here on Argos the option is just underneath product images:
On Schuh it’s in a similar position.
It’s a simple process on Schuh, users can enter town or postcode, or else auto-detect the user’s location, a handy shortcut.
Indeed, the user testing conducted for the aforementioned report found that users preferred detection to having to input their location manually.
On Schuh, the stores stocking the product aren’t displayed as clearly as they might be.
However, each click and collect proposition is explained clearly, while the calls to action are clear.
The list of stores is displayed more clearly on Argos, while the time before availability helps users to decide which option is best for them.
Store locators
Store locators need to be quick and easy to use and for this, auto-detection of the user’s location is essential.
Schuh’s store locator covers all angles here, allowing users to search by town or postcode, navigate according to region, or use the auto-detect feature.
While users in the study expressed a preference for results being displayed on a map, both Argos and Schuh show results in list form.
I find that this can be more usable than pinching and zooming around a map on a small mobile screen, but what do I know?
A map is used for directions, which is a far better use, while users can even check a specific store’s stock from the locator, a very useful function.
Checkout
This is key. No matter how usable the rest of the site is, problems during checkout can deter users from completing a purchase.
In this respect, Schuh outperforms Argos, mainly due to the fact that users are not asked to register before checkout.
On Argos, users are asked to sign in or create an account to checkout.
This is fine if you already have an account, but new customers have to first spot the ‘create account’ link before completing this form:
It just seems like hard work for many users, and is a common cause of checkout abandonment.
On Schuh by comparison, shoppers are sent straight from basket to checkout without any hint of registration.
Note also the useful features here:
It also uses shortcuts to make form completion easier and faster than many other sites.
Here, as you type, possible address matches are shown. This then removes the need to fill in the address manually, saving time and effort for customers.
It also has the beneficial effect of ensuring that manual address entry errors and subsequent delivery issues, are minimised.
Schuh also offers PayPal which provides users with security concerns another option, and saves people from entering their credit card details.
I also like the way Schuh restates reasons to shop. This provides extra reassurance, if required, at the point where shoppers are just about to pay.
In summary
This article is by no means comprehensive on the usability lessons to be learned from these two sites. I haven’t mentioned site speed for one thing.
However, there are enough lessons here that many other sites could learn from, including many of those mentioned in the report.
This isn’t a side by side comparison, and each retailer has its unique challenges, but I’d say Schuh edges this, mainly thanks to an excellent checkout process (and no forced registration).