Another site we’ve been following for years that made our Best in Class eCommerce List. Here is a good look at their mobile site and how they keep it simple with room to improve.


KEITH HAGEN: OK. This is Keith Hagen with the Conversion IQ Team at Inflow. We’re taking a look at Wayfair. Wayfair.com is one of our Best In Class eCommerce websites; it’s been on our list pretty much from the beginning of the list starting in 2013. We like Wayfair on the tablet, the desktop and on the mobile device. Mobile is the future.

Let’s take a look at some ways that they get it right. First thing you want to look at is “who you are,” “what you do” and “what it means” to them. I say this in every one of my videos, but it’s even more important on mobile. “Who you are” is Wayfair. “What you do,” they have daily sales. That’s definitely something that they do and that’s right at the top. Furniture, décor, lighting, kitchen, you pretty much get the categories. In the search bar, it says, “Find anything for your home.” That pretty much says it all. They don’t quite have a tagline, but that search feature is acting as a tagline.

One thing I really like is if you were on the site before and on a desktop, then you come to the mobile device or vice versa, which is more common, you immediately see that there is a zero on the cart. If you had added something in your cart on another device or browser, maybe you cleared your cookies, got a new computer or went from home to work, whatever the situation; and you added to your cart you’re going to come back thinking maybe something is still in your cart. You come here and you see that there is zero in your cart. That’s a best practice that a lot of sites get wrong.

Let’s go shop for furniture. Let’s shop for patio furniture, patio dining sets, I think that would be a good one. OK, here we’re looking within a very small area we see that we’re able to refine. We see that there’s 1,870 items. I can’t believe there are that many dining sets, but there are. We can filter, I want to filter by customer rating. I’m really into that. Here are all of the five stars. Now I’m going to refine a little bit more, seating capability. I need something that is eight. I’ve got an outdoor kitchen and I’ve got a large patio. Currently, I’ve got six seats so I’m looking for something a little bit bigger. I’m going to go look for eight. It’s taking a long time to load. I’m on Wi-Fi, so I’m pretty sure it’s not me. OK, we’re just going to give up on that. Oh, here we go, finally, clicks. Let’s see. Let’s go for eight people. All right. That done is pretty hard to see. There we go, all right, eight. Nice. Pretty good features, of course, it was a little hard to hit that “done” button. Let’s see. Let’s go into—I like this set. I’m able to see what the original price was. Let’s go back to the gallery real quick and take a look at these.

We went over orientation, let’s go over navigation. I can see the name and who it’s by. Designer might be important to some people at this point, or at least to verify when they’re doing comparison shopping or competitive shopping. I can see what the price is, what it was. I can see that there’s free shipping, which is really good. Then I can see the number of reviews, 19. This one here is five stars, but it’s only based on three reviews. You absolutely have to have the number of reviews if you’re going to have reviews on your gallery page, which you should absolutely have. Let’s see. I see that there are two dots here, so I know I can swipe. That’s good. Quantity, I can only imagine I’d want one, but who knows. As a restaurant, you might want a few.

Then I have this saved idea board. Let’s see what happens because it should not make me register and it makes me register. OK. That’s not going to happen on a mobile device, just give that right up. Wayfair needs to make it so that it just works. It just saves it to your list. People on mobile tend to stay on mobile. We think that they jump over to desktop, but that’s happening less and less. On mobile, people will understand that, after they’ve created a few items, you really should save this. Once they’re invested, if they receive that message that it’s only saved on the mobile device, then they’re going to be much more likely to actually create an account. I’m betting that the amount of people who actually create their account on a mobile device for the first time is pretty low. It typically is in the analysis that we do on 30 eCommerce sites.

Description is pretty good, reviews, waiting to mentions, specifications. The one thing I’m interested in is this too big? How big is this? Let’s find out. OK. I don’t really see that information here. I’m looking to see how wide it is. OK, I guess that would be dimensions. The table is 29 inches by 60 inches. OK. That’s interesting, 60 inches, 90 inches. OK. I’m Canadian and I really need this in metric. I can’t really get my head around what 60 inches is per se or 29 inches, but that’s just me. I would hope if I were in Canada right now that this would give me the metric dimensions as well. In Canada, you’re going to have to have both because the younger generations only understand metric and the older people (50 and older) are still on the English system.

This is all good information. I found out what I wanted, I’m going to read the reviews now. OK, so I just read about five reviews. They’re all really good and consistent. I’m going to scroll through like most people do to find out what reviews aren’t good. The chairs seem a little less quality. All right. Let’s see. Table length, strength, see if that has—OK. I know that the quality of the review often comes from when you ask. If you ask people when they first set it up and they’re in love with it, they’ll give great reviews. If you request that review a little too late when they’ve had a chance to think and live with the reality of it, you might get a lesser review. Depending on when you ask, the review is important too. I’d imagine Wayfair has it down to a science. That’s good, we’re going to add to cart now.

We’re absolutely looking at purchasing on phones. That’s something that happens more and more. OK, I see what the product is, I see its price. Estimated shipping is called out as free. The tax is zero, which is good, they know that for me. I’m in Colorado, they know the tax is zero. That’s good that they say it. Then the total and how much you save. All right. Good. I can check out with PayPal, which is really important on mobile devices to be able to do this. I can continue shopping or I can check out now. Let’s take a look at the checkout. The checkout is quite important. The first thing they do is they hit me with an email, which I’m not too impressed with, but I’ll go with that. OK, please finish setting up your account. They’re going right into the password. Let’s see. All right. Okay. Email address is already in here. Do I want to save the password for the site? I’m going to say “never” for this one. The email is already in here. I do want to get past this point. I’m going to do what everyone else does and just hit the back button and try a new email address. It looks like its smart enough–okay, I’m going to add to cart again. This is a common problem. OK, now I’ve got two in my cart. This is a common problem with forcing people to have accounts; they forget what account they had. Now I’ve got two items and I really need to take one out of my cart. I don’t see any way to do that, I’m trying to swipe. Gosh, there’s no way to do it. Maybe if I hit “edit item,” this is just getting really annoying. Maybe if I go to “zero,” there we go, save changes. All right. That’s the “most unintuitive removal of cart” award goes to Wayfair.

Now I’m going to hit “checkout.” It’s probably going to ask me for my email again, or maybe it’ll remember. Let’s find out. If it remembers, it’s a bad thing. Oh, now it does it. That’s really weird. It says my email already exists, but I didn’t give my password, but it’s giving me my shit so now I’m totally confused. Do you know who I am or not? Did I just get put into guest checkout? They really need to make it so that, if they know I’m already there, they need to make it perfectly crystal clear, “Hey, this email is already in use. Here’s your lost password.” “We’re just going to let you go,” or whatever it is. “Hey, here’s guest checkout.”

Anyways, let’s take a look at this. OK. That was pretty easy, putting in my shipping information. OK. Please enter your last name. OK. I didn’t notice that before. Now I’m just using the thing that puts me in. Let’s see. Let’s hit “save.” OK. A little bit slow here, a little bit slow. OK. Here we go. Name on card, credit card. At this point I might have regrets. I’m like, “Oh, this is a lot of information to fill out. I just want to go through PayPal.” They don’t offer PayPal here, so they need to offer PayPal as a second option because people often have regrets. Before they went through the normal way of going through the checkout because that’s what they’re used to. On a mobile device nowadays, they realized, “Oh, I don’t want to have to give a mobile device my credit card information. That might not be secure.” Or, “I don’t want to have to type in all of these numbers. I wish I’d gone with PayPal.” You need to give them that out for PayPal. PayPal absolutely needs to be on the payment details. That’s the reason why most people do PayPal and most people do it from the cart. The first place you need PayPal from is the cart. A lot of people don’t do that, they put it only on the payment, but the real reason people use PayPal is because it’s convenient. Then after that it’s secure and it’s fast. It needs to be on the cart first, but Wayfair does the opposite of what most people do. It actually doesn’t put PayPal in the payment screen. I think there is some room for improvement there. For Wayfair, it could mean millions from the tests that we run where we add PayPal to the payment screen.

That’s about it. I’m going to stop here. Thanks for listening to my quibbles about what’s actually a really good website, wayfair.com.