Another site from our Best in Class eCommerce List is Charles Tyrwhitt’s eCommerce site ctshirts.com. Here is what we love and would tweak on the site.




KEITH HAGEN: Hey, it’s Keith with the Conversion IQ Team over at Inflow. We’re reviewing Charles Tyrwhitt, ctshirts.com. This site has been on our Best In Class eCommerce list for quite a while, I think since the beginning. There are a lot of things we love about it, a few things that we would change, but overall an excellent site. We’re going to focus on the desktop version. The mobile version is more of a rehash done with Mobifi, so we’re going to really focus on the desktop and things that we love about it. We always try to break down our reviews by the four basic categories of an eCommerce site: orientation pages, navigation pages, destination pages and action pages, such as cart, checkout, .

Let’s start with orientation. Thinking about the motivational factors of someone’s mindset when they’re here, they’re really focused on improving. We look at motivation in terms of three categories: improving, complying and saving. Charles Tyrwhitt does offer some savings and it actually offers quite a good value. People who come here are looking for nice things—definitely savings is one of those motivational factors of some personas to the site. Compliance, if you have to wear a tie to work, you might as well look really good in it. There’s going to be some compliance that drives people to the site. Then improving, definitely a site about improving. I think its competitive type people are definitely going to be here to improve. I think that’s for me where this brand is really at, but they definitely also handle savings. Complying, I don’t think they really need to handle. I think that one takes care of itself in this case, so we’re going to talk about improving and savings when we look at this site.

As we go through “who you are,” “what you do” and “what it means to me,” “who you are” is pretty evident. “What you do” is pretty evident too. They handle it right here in these top lines. They sell shirts, ties, suits, shoes, casual wear, what more do you need to know? It’s all backed up by use of a decent slider. They’ve also got some good trust things going on. They’ve got live chat. No face involved, but I would like to see them get a little bit more of a personality based around their chat. They also have a phone number, top left, where people are going to see that that they can call. They don’t have the hours that they’re available and they are an English company, so Americans will likely be a little bit hesitant to call not knowing if they’re going to get them during office hours. Room for improvement there. That was orientation, I think they do pretty well.

Let’s jump into our navigation. Let’s go where most people go for navigation, right into dress shirts. One of the things that we like about this site is its left nav. It most importantly allows you to pick more than one item at a time; a lot of left navs fall short in that area. If I’m interested in classic fit and I feel like I’m between a couple of different sizes, let’s say 14.5 and 15 because let’s say your collar size fluctuates with your weight, then I can choose as many of these as I want. That’s a great feature. Now what’s really annoying about this at the same time is that the page refreshes and it takes me back up to the top of the page. Regardless, I know what they’re selling, I can customize and find my shirt and I’m down to only five pages. Let’s find out some fresh cuffs here. I’d really prefer if I could just have an endless scroll down the page instead of having to do pagination, but that seems to be the way they have the site set up. I get a lot of results here and, again, I’ve got four pages. Gosh, I really just wish that I’d had an endless scrolling here so I don’t have to paginate through there. Whenever you have multiple pages, you know that the No. 1 click on page one is going to be page two. That’s just the way it works. That’s after seeing dozens and dozens of eCommerce sites analytics, that’s the reality. An endless scroll—it would be a nice treat here.

When you mouse over each of their gallery items, we see a bit of movement here. That’s pretty cool. They’re keeping their page simple, unless you’re actually interested. The best feature on this site is really the short list. Watch what happens when I hit “add to short list.” This is just like adding to wish list. I can browse through, again, an endless scroll would be awesome. I can scroll through endlessly and just build my shopping list. This is how people really work. Think about what you do in the store. You grab the items and you head to the change room. This is what people do, they collect, and then they sort and eliminate. Great short list here, I don’t need to create an account in order to create my short list. Honestly, there’s nothing that’s going to kill your sale faster than somebody hitting “wish list” and hitting “account creation.” Nobody wants to create an account to save a wish list. This is how you do it. You use cookie technology, you save it on the computer, you get them shopping, you get them engaged and then at a later time they’re going to say permanently, whether you prompt them or not. They don’t want to lose this information if it’s valuable to them. This is such a more successful way of doing things. We went over navigation really good, I really like it. I give their navigation a good eight, eight and a half out of 10.

Let’s go to their products page now. OK. First thing we’re going to do is minimize that short list, and then we’re going to take a look around. Beauty thing about this is it told me to click to zoom. I’m going to click to zoom. Look, I can almost see the stitching on this. This is awesome. People who buy goods online care about the quality of the product and how they look. This tells a lot. They’ve got different views, but to be able to go in there and see the quality of the product, that’s essential. They allow you to configure, such as French cuffs and button cuffs. They actually give you cues of what they look like and they have a simple “add monogram and pocket” feature. Notice how clean this is and you kind of work your way down. Then you choose your quantity and I see four for $199 or less, so I’m going to choose that and see what happens.

They also use Free Flow Reviews. I do like Free Flow, but you could do this with anybody. Just call out your reviews, they have a tab with reviews. See how strong that’s called out? People want reviews. They’ve got 314 reviews and that’s because they’re good at getting reviews. Nothing worse than having a site that has no or just one review. People just don’t respond to it, in fact, it’s a negative. It’s proof that not many people buy from you, so you have to be good at collecting reviews.

That’s about it. Really awesome, strong page. Now we’re going to add to cart. All right. They have a little bit of an upsell, so first there’s a little pop down cart. It flashed so quickly you could hardly notice it; it really has to persist longer. Now they’re doing “buy another shirt for this much,” so it’s an upsell. Honestly, they should take those two and combine them into one, such as Under Armour does. Regardless, that’s another way that they could improve. Really somebody adds to cart, show them a fairly persistent indication that they can actually read and then also use that model for the upsell. Again, take a look at Under Armour.

Let’s add to bag here. I already did that, I forgot. OK. It looks like I’ve got two of the identical items here. I’m going to remove one. You would think that it would have just added four more to my cart, but regardless, it’s all good. The thing that I love about their cart is that they have this candy rack cross sell area. You can see that, if you want to you can add socks to this order and they automatically get added. You don’t have to take the user back into the site and have them re-navigate and re-purchase through a product page and then go back to the cart again. Chances are they’ll never make it back. If you’ve got good cross sells, you want to offer them right in the cart, and you want to do it so that it’s as easy as possible and they can just go. Seriously, I know my sock size. Do I really need to find out more information than that? Of course, let me do it if I want to, but also just let me have my socks. Great, great cross sell.

We’re not going to go through the checkout—it’s looking pretty good. We’re going to end up here after a brief look on the wish list. We saw before that I had four things in my wish list. Just look at how effective this is. I have all of those four things that I’ve added, they’re all in my “maybe list.” Now I can remove one, say, “No, I don’t like that.” This is exactly how I work in the real world and how most people work. If I want to, I can add to bag and it adds to my “yes” list. Let me do that. Oh, OK. I did what everyone would do and I was told that I was wrong. I’m being a bad shopper, obviously, I got some red in front of me. Just by doing what they told me to do, so they can improve in that area for sure. They probably want to have “buy now” or something else and then just drop those down and get my attention. Or bring up a model that says, “We just need your collar size and sleeve size, etc., etc.” Don’t tell me I did something wrong. If I do add to bag, it’ll add to my “yes” list. I love this feature where they’re going, “yes,” “no,” “maybe.” How many people use it? It’s a little bit unconventional. I don’t know, but you have to give them kudos for being innovators.

They’ve got a great wish list, probably the best online today. They also are doing some great things to get shoppers through their site, leveraging an already strong and respected brand. Anyhow, Keith with Conversion IQ (Inflow) heading out. Thanks a lot for listening.