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Presence of Homepage Conversion Elements in
Homeware Online Retailer Websites
In order to identify which websites are lead...
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Briscoes Farmers The Warehouse Spotlight Wallace Cotton Bed Bath and
Beyond
Ho...
Which conversion element group is the strongest
across the selected website homepages?
In order to identify which element ...
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Purchase Assist Navigation Social Features Design Customer
Service
Credibility...
Presence of Category Page Conversion Elements in
Homeware Online Retailer Websites
In order to identify which websites are...
0%
10%
20%
30%
40%
50%
60%
70%
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Briscoes The Warehouse Farmers Spotlight Wallace Cotton Bed Bath and
Beyond
Ca...
Which conversion element group is the strongest
across the selected website category pages?
In order to identify which ele...
0%
10%
20%
30%
40%
50%
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Navigation Design Features Credibility
CategoryGroupElementScore
Category Grou...
Briscoes
http://www.briscoes.co.nz
Homepage Review Category Page Review
 Good filters/ sorting
 Promotions/deals display...
Farmers
http://www.farmers.co.nz
Homepage Review Category Page Review
 Clear calls-to-action (CTAs)
 Nice use of visual ...
The Warehouse
http://www.thewarehouse.co.nz
Homepage Review Category Page Review
 Good display of deals/ promotions
 Goo...
Spotlight
http://www.spotlightstores.com/nz
Homepage Review Category Page Review
 Very good filters/sorting
 Clear calls...
Wallace Cotton
http://www.wallacecotton.com
Homepage Review Category Page Review
 Good filters / sorting
× No display of ...
Bed Bath and Beyond
http://www.bedbathandbeyond.co.nz
Homepage Review Category Page Review
 Use of visual titles to showc...
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
► Homeware Online Retail Industry Report - CRO 2015
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► Homeware Online Retail Industry Report - CRO 2015

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WHICH HOMEWARE ONLINE RETAILERS ARE OPTIMISING THEIR ONLINE CONVERSIONS?

Find out which homeware online retailers are taking the lead in having the core conversion elements in their homepages and category pages to maximise online conversions.

FIRST has evaluated the homepages and category pages utilising a bespoke Conversion Experience Scoring (CXS) analysis framework to provide a relative measure of the onsite customer experience. In addition, FIRST applied its Element Group Scoring methodology to identify which category element is most present across the analysed homeware retail websites. The overall scoring shows the opportunity size the company has to address on conversion issues, to engage more visitors and ultimately increase the number of leads and sales.

KEY FINDINGS FROM THIS REPORT:

Currently, Briscoes takes the lead in having the online conversion elements present in both its homepage and bedding and linen category page. While Farmers and The Warehouse are competing for the second and third place in the CXS rankings for both the homepage and category page.
Most sites have the elements under the Navigation group present but lack the elements under the Credibility group in their homepages and category pages.
Majority of the analysed homeware online retail sites have CXS scores below 70%. There is significant opportunity for these retailers to improve their CXS or online conversions by having the core elements present to effectively move customers along the buyer’s journey.
Most of the eCommerce websites are utilising only a handful of the core conversion elements on their homepages and category pages without a structured approach.

ONLINE RETAILERS INCLUDED IN THIS INDUSTRY REPORT:

- Bed Bath & Beyond
- Briscoes
- Farmers
- Spotlight
- The Warehouse
- Wallace Cotton

Want to learn how to drive business growth in a competitive industry? Visit www.firstdigital.co.nz to learn more.

Published in: Marketing
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► Homeware Online Retail Industry Report - CRO 2015

  1. 1. Presence of Homepage Conversion Elements in Homeware Online Retailer Websites In order to identify which websites are leading in providing quality onsite customer experience, FIRST element in assisting conversions and the presence of each in the homepages. ONLINE RETAILERS WEBSITE URLS SCORES Briscoes http://www.briscoes.co.nz 84% Farmers http://www.farmers.co.nz 67% The Warehouse http://www.thewarehouse.co.nz 57% Spotlight http://www.spotlightstores.com/nz 52% Wallace Cotton http://www.wallacecotton.com 40% Bed Bath and Beyond http://www.bedbathandbeyond.co.nz 31%
  2. 2. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Briscoes Farmers The Warehouse Spotlight Wallace Cotton Bed Bath and Beyond HomepageElementScore Online Retailers Homepage Element Score Rankings Overall, there is an opportunity for homeware online retailers to compete by optimising their homepages for the core elements that assist conversions and provide a seamless online experience for customers. By improving their CXS scores, they will be able to seize opportunities to boost online sales revenue. Briscoes, the CXS leader, has a score of 84%. It is followed by Farmers (67%), The Warehouse (57%) and Spotlight (52%). The rest of the homeware providers have CXS scores of less than 50%.
  3. 3. Which conversion element group is the strongest across the selected website homepages? In order to identify which element group the selected online retailer websites is strong at, FIRST gave homepages. HOMEPAGE ELEMENT GROUPS SCORES Purchase Assist 67% Navigation 66% Social 56% Features 50% Design 41% Customer Service 33% Credibility 27%
  4. 4. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Purchase Assist Navigation Social Features Design Customer Service Credibility HomepageElementGroupScore Homepage Element Group Homepage Element Group Score Rankings The strongest element group homepages was Purchase Assist which scored 67%, however this is marginally followed by Navigation at 66%. Overall, there is a lot of room for improvement across all elements, especially Customer Service and Credibility which sits at low scores of 33% and 27%, respectively. All of the homeware online retailers scored below 50% for majority of the elements in the Customer Service and Credibility homepage element group. Significant low scores of below 20% were from the elements- clear value proposition, contact information, link to blog and live chat. Needless to say, trust is important to your and risk personal data on your website. And in consistently exceeding customer expectations with exceptional service is a great way to separate yourself from your competitors and get repeat customers.
  5. 5. Presence of Category Page Conversion Elements in Homeware Online Retailer Websites In order to identify which websites are leading in providing seamless online customer experience on Bedding and Linen based on a scaling system that rated the importance of each element in assisting conversions and the presence of each in the category pages. ONLINE RETAILERS PAGE URLS SCORES Briscoes http://www.briscoes.co.nz/bed-and-bath/bedroom.htm 79% The Warehouse http://www.thewarehouse.co.nz/red/catalog/homewar es 61% Farmers http://www.farmers.co.nz/home/bedroom-manchester 57% Spotlight http://www.spotlightstores.com/nz/bed/bed- linen/c/bed-linen 41% Wallace Cotton http://www.wallacecotton.com/shop/bed-linen/bed- linen/view-all-bedlinen/c340 21% Bed Bath and Beyond http://www.bedbathandbeyond.co.nz/section/W- BED/Bed 14%
  6. 6. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Briscoes The Warehouse Farmers Spotlight Wallace Cotton Bed Bath and Beyond CategoryElementScore Online Retailers Category Page Element Score Rankings The purpose of the Category pages in an momentum and keep them moving from one website page to another. Overall, the homeware online retailers can thus benefit from optimising the category pages to encourage onsite conversions. In the Category pages, Briscoes is leading with a CXS of 79%. It is followed by The Warehouse (61%) and Farmers (57%).The rest of the homeware online retailers have scores of less than 50%.
  7. 7. Which conversion element group is the strongest across the selected website category pages? In order to identify which element group the selected online retailer websites is strong at, FIRST gave category pages. CATEGORY ELEMENT GROUPS SCORES Navigation 58% Design 33% Features 26% Credibility 17%
  8. 8. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Navigation Design Features Credibility CategoryGroupElementScore Category Group Elements Category Element Group Score Rankings Navigation had a score of 58% and is the strongest element group across the category pages. The rest had scores below 40% with the Credibility element group scoring 17%. The category page is a transit page and must be designed to solidify the displaying relevant offers and related products. Homeware online retailers can benefit from building trust for their websites to effectively assist customers
  9. 9. Briscoes http://www.briscoes.co.nz Homepage Review Category Page Review  Good filters/ sorting  Promotions/deals displayed clearly  Prominent search box × No display of new arrivals and in season items  Deals/offers displayed well  Clear shipping information  Well designed and use of quality photography × No customer reviews/testimonials
  10. 10. Farmers http://www.farmers.co.nz Homepage Review Category Page Review  Clear calls-to-action (CTAs)  Nice use of visual titles to showcase subcategories  Clear display of deals/ promotions × No use of personalisation to display relevant products  Clear logo  Well designed and quality use of photography  Clear display of deals/ offers × No customer reviews / testimonials × No featured / most popular products
  11. 11. The Warehouse http://www.thewarehouse.co.nz Homepage Review Category Page Review  Good display of deals/ promotions  Good filters/sorting  Prominent search box × No clear value proposition / USPs  Clear display of offers and most popular products  Mobile and tablet compatibility  Clear and easy navigation × No clear shipping costs displayed × No newsletter sign-up
  12. 12. Spotlight http://www.spotlightstores.com/nz Homepage Review Category Page Review  Very good filters/sorting  Clear calls-to-action (CTAs) Most popular / new arrivals not featured No visual tiles to showcase subcategories  Clear logo  Good display of offers / promotions × Contact information not prominent × Slow page loading time × Shipping information is not clearly displayed
  13. 13. Wallace Cotton http://www.wallacecotton.com Homepage Review Category Page Review  Good filters / sorting × No display of deals/ promotions × No visual titles to showcase subcategories × No clear calls-to-action (CTAs)  Clear display of contact information  Clear and easy navigation × Shopping cart not visible × No payment options displayed × No visible trustmarks/ security seals
  14. 14. Bed Bath and Beyond http://www.bedbathandbeyond.co.nz Homepage Review Category Page Review  Use of visual titles to showcase subcategories Deals / offers not displayed Search box not very prominent Lacking good filters / sorting  Some deals / offers displayed  Payment options displayed Non-responsive design No clear shipping/returns information No display of new arrivals / featured products

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