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%

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Briscoes Farmers The Warehouse Spotlight Wallace Cotton Bed Bath and Beyond

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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%.

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%

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Purchase Assist Navigation Social Features Design Customer Service

Credibility

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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.

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%

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Briscoes The Warehouse Farmers Spotlight Wallace Cotton Bed Bath and Beyond

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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%.

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%

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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

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

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

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

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

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

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