If I have to name the number one e-store feature lacking in Australian based website, it is the lack of filter. Similar to not offering a "show all items" option, no filter means it take longer for the shopper to get to what they want.
Here's a simple experiment. Let's say I'm going to wedding and I'm in the market for a new dress. I hopped on to The Outnet to see what's available.
I went to the Dress section and there are 2043 different styles available. It will take me ages to go through them all.
Well, I can't buy a dress if it's not available in my size so I filter the selection by size. The number of dresses more than halved (to 964).
I'm looking for a cocktail dress so I filter the list again by picking "cocktail and party". It's now down to 368.
I fancy getting a purple dress so I filter again. 24 choices? That's more like it.
For the record, my favourite dress out of the 24 is this lilac Zac Posen number. I wish I really have a wedding to go to so I can justify buying it :-D
With three clicks I narrowed down the list to around 1% of the dresses available, which fit my requirements and are available in my size. So logical, right? Surprisingly many etailers get it wrong.
To me, the most important filter is size. It is so frustrating to find an item that I like, only to discover that it is not available in my size. Repeat this scenario multiple times and I'll leave your e-store and go elsewhere.
Category, occasion, colour and brand are also useful filters that should really be compulsory for all e-stores.
One filter in my e-store wish list is by fabric. I'm not a big fan of clothes made with polyester, so I'd like the ability to exclude them from my search. I've yet to come across an e-store that offers this option.
So listen up Myer, DJs (its online store is pretty awful), Witchery, Country Road and co, lift your game or you'd find prospective shoppers clicking away from your e-store to a better equipped competitor.
How often do you use the filter function, and which category is your favourite?