Tis the season to shop and therefore do a lot of browsing. Today I browsed the “Gifts by Type” section of urbanoutfitters.com. Selfishly I choose the “Music Lover” page. Lots of cool retro turntables and headphones and such. What strikes me first is the variety of colors depicted. Fun! Turquoise turntable! Green plaid headphones!
What strikes me more is the light blue “MORE COLORS>” link shown below many of the product thumbnails. I discovered that when I rolled over this link, the product image is replaced with tiny color swatches. I am invited to click on each color option. Note: I am still on the same “Music Lover” page. It did not take me to a product detail page, nor did a “Quick Look” pop up window appear. Instead the existing product image changed to a new version featuring the selected color.
I really like this. I am too lazy to click through “more colors” link on the J.Crew site. I forced myself to do so, and upon landing upon the product page, then having to hit the “back” button, decided never to do it again.I might have not even clicked on the “More Colors” link on the Urban site – but the key was the fact that it gave me a hint to what my options are when I moused over it without otherwise being interrupted. Seamless. It’s stuff like that I expect and appreciate from a good website.As a customer, I thought this functionality was really helpful.
As a retailer, I expect this has to help with conversion. It’s too easy for a customer to pass over a great piece of clothing that isn’t readily depicted in a color that stands out to them.
Tags: color swatch, conversion, landing page, theme page, urbanoutfitters.com
[...] Read more: Urban Outfitters: The Color Advantage [...]
True that. Higher the number of “required” clicks, higher the potential for abandonment.
But one thing that “clicks” do provide, I believe, is greater amount of user behavior data. I’ve been removed from deeper technical details last few years, so not sure if mouse “hover-over” is trackable.
But then again, with a much higher conversion rate, lesser amount of “trackability” (is that even a word??) may be acceptable.
Good point. I wonder if you can add a piece of code to track it. Seems like there would still be a margin for error though, since someone might unintentionally mouse over.
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