Forever New Under the Microscope​

One of the things I do for large companies is to review their whole digital experience. I usually start with the website as this is the main area of trade. Well, it is where the customers a spending the money. Tracking the user journey from start to finish is important. A good journey makes all the difference to conversion.​

Using Forever New as an example. Here are some of the things I managed to find just by spending an hour of reviewing.

Online Enhancement

  • Good: comms to customers on a regular basis and not always asking for the sale.
  • Improve: More content like “how to wear a jacket” is needed to instruct cool ways to wear the clothes.
  • Improve: No content engaging the participation from audience. Eg. post the pic of your Forever New winter outfit and what are you wearing this winter?
  • Improve: 370K followers but only 150+ likes and 40 comments per post, need to build more engagement.
  • Good: really nice pictures.
  • Improve: Customer said “Bought this dress in Townsville”. Where is the follow up for them to upload the image on social?
  • Improve: Better use of hashtags to ensure Forever New is hitting other areas of visibility #forevernewstyle. Eg. I looked at #summerdress #winterdress nothing about Forever New came up.
  • Improve: more content needs to be added to the images to help with search in Pinterest.
  • Pintrest is massive for women between the ages of 18 to 40.
  • Pintrest has one of the best search engines. If you can get an image in the top search “summer dress”.

Forever New Website

GOOD

  • SEO content with keywords on each category.
  • Consistent product images.
  • Great and functional homepage with big images to capture customer attention.
  • Good products descriptions with return policies.
  • Good use of product filers on the product list page.
  • Blog prominently placed on menu.
  • Store locator is easy to use and is accurate.

IMPROVE

  • Need reviews on products, possibly do a campaign for some prizes for the best reviews.
  • Cross sells need to be displayed all in one image. So you can see how all the products will look together.
  • Look at a quick add to basket of a complete the look like ASOS has.
  • Switch off play related videos for embedded videos.
  • In cart there’s no $XX away from FREE shipping.

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