Fashion Conversion Comparison

Posted on August 25, 2017

As a fashion retailer, competition can be fierce in the ecommerce space – which made us wonder, how are the cream of the crop pulling it off? To find out what elements are helping the top 50 fashion ecommerce sites succeed, we conducted three pieces of research to gather insight into their website, SEO metrics, and audience. 

First, we had expert user experience (UX) strategist and Interaction Designer at Corra Jessica Stoilkovic audit a top ecommerce website and point out the pros and cons of the design, layout, and buying triggers. Next, we researched SEO stats to compare top sites based on traffic rates, referrals, and bounce rates. Then, we sought feedback from the piece of the puzzle that matters most: customers. We surveyed over 1,000 shoppers to find out what they really think about ecommerce sites.

With these three perspectives, we gathered insight about the elements that help leading ecommerce sites succeed and what elements you can recreate to find more success on your site. Continue reading to learn more.


For the site audit, we asked UX expert and Interaction Designer at Jessica Stoilkovic, to review leading fashion ecommerce website H&M.

She analyzed and commented on dozens of pages and site elements to highlight what H&M is doing right, what they are doing wrong, and what they could improve. The review starts at the homepage and ends at the checkout to portray the buyer’s experience from start to finish.

In regard to the presentation, Stoilkovic describes what to look for:

“There are three prominent areas I’m looking at when auditing an ecommerce solution. 1. It generates trust and makes it easy to get support. 2. Strong categorization and search makes it easy to find products. 3. The checkout process is simple, short and without unnecessary distractions.”

As you go through the site audit, use the comments to identify mistakes and opportunities for making improvements on your ecommerce website. The red comments indicate a critique suggestion for the site and the green comments point out what you should be doing on your site too.

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