We believe every website can always work better, harder and smarter. We chose the site of one of today's trendiest and most well-known fashion retailers, Zara, and asked our in-house experts what they'd do to improve it.
With a 20-40 target group, Zara needs a user-friendly journey. Visitors come to the site to check out the latest fashions and purchase products. Since not all Zara stores carry the same merchandise, many will use the website exclusively to buy.
Looking at only the home page...
– 1. One Less Click
We'd start by removing the initial landing page and directing visitors to the homepage, showing the country the visitor was coming from by default. That’s one less click.
– 2. Where You From?
The main homepage would include a country selection drop-down box, showing the visitors default option as selected, with language option displayed as optional.
– 3. Font And The 3 P’s
Navigation font size would be increased slightly and categorized by popularity, priority and common process for an ecommerce site.
– 4. Improved Search
Search was broken when we tested the site, however, we would move the location to where the other site tools are located to group them together. Search would be conducted on the same page without directing the visitor to another.
– 5. New Footer
New footer would be included highlighting common and important site elements like navigation, shipping and legal terms and social profile icons.
– 6. An Improved Mobile Experience
With over 25% of website visitors using mobile, Zara’s website on a mobile device is unusable. They do, however, have a popular mobile app to download. We would either prompt the visitor to download the mobile app when a mobile visitor comes to the website or optimize the website to use Responsive Design. This would optimize the mobile version and bring the navigation under a common icon for mobile, making room for the main body content.
– 7. Last But Not Least
We’d fix the 330 programming errors found on the home page as reported by W3C. These errors show the number of potential browser compatibility issues that may be resolved.