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E-Commerce Lingerie, Notre Analyse

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E-Commerce Lingerie, Notre Analyse http://www.capitaine-commerce.com E-commerce lingerie, notre analyse Par Ergonomiks, dimanche 6 avril 2008 à 22:34 :: Revues de site :: #578 :: rss Nous sommes persuadés que la lingerie est un produit encore plus difficile à vendre que les autres vêtements car non seulement l’ajustement doit être parfait mais en plus, le produit doit concilier confort, maintien et séduction. Cependant, une fois ces nombreux obstables à l’achat éliminés (pas d’essayage immédiat, beaucoup plus de voyeurs que d’acheteurs, impossible de toucher la matière, crainte des retours, du cadeau qui ne plait pas, etc.), la vente se fait plus facilement que pour d’autres produits (confort de l’essayage à domicile, achat d’une parure complète et produits annexes, fidélité à l’enseigne si satisfaction, relation privilégiée des clients avec les marques/l’enseigne, retours faciles, etc.). Ces freins et ces facilitateurs constituent notre grille d’analyse dans laquelle nous allons passer quelques sites au crible. Notre sélection de sites sera bien sûr restrictive car nous ne souhaitons pas vous ennuyer trop longtemps sur un sujet aussi ascétique. La grille sera divisée en thèmes que nous vous invitons à commenter (car on est très Web 2.0 chez Capitaine Commerce). Nous allons publier au rythme d'un chapitre par semaine. Sommaire Introduction 1 : Frais de port et retours 2 : Démonstration produit 3 : Tailles/disponibilité/Réassurance 4 : Bien présenter les coloris produit 5 : Valoriser le produit 6 : Ventes additionnelles avec produits coordonnés et associés 7 : Les fiches multi-produits 8 : Les services associés 9 : La facilité à offrir/se faire offrir un produit 10 : Navigation "américaine" vs. navigation "séduction" 11 : Ergonomie et fonctionnalités intéressantes LINGERIE épisode 1 : Frais de port et retours Par Ergonomiks, dimanche 6 avril 2008 à 22:35 :: Revues de site :: #579 :: rss L’internaute veut savoir immédiatement à combien s’élèvent les frais de port car même si les marques ont l’impression de faire une faveur au consommateur en forfaitisant les frais d’envoi et d’emballage, l’acheteur l’intègre dans le montant global qu’il devra payer. Bien évidemment, ce coût dépasse souvent ce que facturent les e-commerçants, et parfois, il varie en fonction des articles à livrer ou des contraintes de livraison. Cependant, même s’il est difficile à estimer, l’internaute préfère qu’on lui annonce ou au moins qu’on lui explique dès que possible. De même, avant même d’avoir acheté ou consulté le site, l’internaute s’inquiète de la politique de retour produit, car la lingerie nécessite un ajustage parfait. Nous citons tout d’abord en exemple l’excellent site Figleave.co.uk qui annonce tout de suite que les retours sont gratuits et que les frais de port sont de £2 uniquement. Quand on compare avec le cout d’un déplacement (essence, parking, PV), ça veut le coup de se faire envoyer les articles chez soi. Macys aborde directement le sujet du « Shipping and return » dans la fiche produit grâce à un onglet dédié, ça permet d’afficher une info spécifique en fonction du type de produit (ils vendent aussi des meubles pour lesquels les conditions d’acheminement sont différentes). Il y a bien sûr les « free delivery » conditionnées à un montant, par exemple avec Target. L’offre est présentée en home page de la lingerie, se déplie également dans la navigation. Elle est aussi présentée dans les pages listes et dans la fiche produit bien sûr, pour ceux qui n’auraient toujours pas compris (eh, oui, il ne faut pas prendre les internautes pour des cons, mais il ne faut pas oublier que certains le sont aussi parfois comme dirait Octave Parango dans 99Francs de F. Beigbeder). Les grands acteurs de la vente à distance n’indiquent pas clairement quels sont les frais de port. C’est certainement parce que depuis le temps qu’elles existent, elles ont eu le temps « d’éduquer » leurs clients et ils maîtrisent sur le bout des doigts la différence entre une livraison en France Métropolitaine et dans les Dom Tom, les tarifs pour la livraison d’une armoire normande par rapport à un slip et bien sûr les subtiles différences de tarifs de livraison suivant si on est en soldes, en discount ou en période normale. On est donc contraint de rechercher plus de détails dans les pages d’aide. Le système d’accès à ces pages est assez élitiste pour les deux sites et seuls les internautes les plus chevronnées et les moins mal voyants accèderont aux rubriques d’aide. Dans ces rubriques d’aide, ni 3Suisses, ni La Redoute ne mentionnent le montant des frais de port ou n’expliquent à quel stade ils sont calculés dans le processus de commande. A noter l’agréable présentation des pages récemment rénovées des 3suisses, consacre cependant une rubrique entière aux retours et remboursements. Le Bazar parisien rajoute une bonne couche de réassurance avec un encart bien visible sur le côté : retours gratuits, livraison sous 48h, le tout avec force d’explications en pop up. Commentaires 1. Le lundi 7 avril 2008 à 09:47, par Cobolian Yééé, ca c'est de l'étude. Très interessant ! Merci. 2. Le lundi 7 avril 2008 à 15:16, par reduction lingerie :: site Bonjour, A noter : quand les mises en exergue de retour de produits ne sont pas présentes, des informations complémentaires sont données via la "FAQ" du site (dommage effectivement de passer par là car il faut vraiment "fouiller" pour trouver la mention utile). Une bonne mise en exergue des conditions de retour pour des articles, qui ne sont pas forcément évidement d'acheter sur Internet (Lingerie, chaussures ...), est primordiale pour les sites de ecommerce, dans la mesure où elle est rassurante pour le consommateur. A titre d'exemple, Sarenza a construit son "succès" et sa confiance sur ce modèle et en étendant la période légale de retour des produits (de 7 jours à 100 jours) : www.sarenza.com/FAQ.aspx?... (cf. 5- les retours et les remboursements) Merci pour votre article. 3. Le lundi 7 avril 2008 à 23:26, par ergonomiks Bonjour, Merci beaucoup pour ce commentaire. Effectivement Sarenza a fait beaucoup d'effort pour rassurer l'internaute. Une approche comme celle de Figleaves me parait aussi très efficace car ils annoncent directement dans la barre de navigation que la livraison est à £2 et que les retours sont gratuits. Le visiteur n'a pas à chercher l'info et n'a pas à passer par la FAQ ou la rubrique d'aide ou autre rubrique. Aujourd'hui le consommateur est difficile et il faut créer des expériences positives d'achat et parfois "en donner plus" pour garder le client. A bientôt pour un prochain épisode ! 4. Le mardi 8 avril 2008 à 01:27, par LoveHoney :: site Bonjour mes amis! Merci pour votre bon mots par notre Web site LoveHoney. Je ne parle bien Le Francais, mais Le Babelfish m'aidez translater votres mots. Mais j'ai ecrit cest mots ma meme! Thank you for visiting LoveHoney. We are pleased you liked it - we'll think about making that red colour less showy. All the best, Richard www.LoveHoney.co.uk 5. Le mardi 8 avril 2008 à 09:00, par Capitaine Commerce Thanks, Richard ! We also really liked Lovehoney ! 6. Le mardi 8 avril 2008 à 16:18, par ergonomiks Hi Richard, I don't know if they have tested it or not. But I used to work for La Redoute( www.laredoute.fr), a huge mail order company. We used to have tabs and zones of different colors for each departement (women, men, lingerie, sport, furniture) and were extremely proud of it as we thought it would be really helpful to guide our customers. Sadly, they didn't even notice the color changes while changing departement. After a few user tests, we also had a few other surprises of the same kind. Since then, if it is not user tested, I don't have any religion about the do and the don't 7. Le mercredi 9 avril 2008 à 21:08, par Raphaël | Blog-Conversion.com :: site @ Ergonomiks : L'internaute a un âge de 7 ans devant son ordi (je sais que tu sais). La couleur des univers c'est super conceptuel, c'est presque aussi compliqué que le débat sur le sexe des anges. Tout ceci me fait dire qu'en test utilisateur, à part se rendre compte que les utilisateurs ont 7 ans d'âge mental, on n'apprend pas grand chose... sinon qu'il faut être basique et efficace, et que vouloir délivrer plus d'un message à la fois est impossible. KISS (Keep It Simple and Stupid) si je ne m'abuse. Résultat, lorsque je me mets devant une page web, je fais comme si j'avais 7 ans. Essayez, c'est pas si compliqué, et je vous garantis que vous rirez bien des grands débats philosophiques (que nous avons tous) entre les couleurs des univers ou autres problèmes stratosphériques ;-) (morceau choisi : nous sommes "réalisateur de rêve" ou "faiseur de rêve" ? | je milite pour que la barre à droite elle soit grise, car c'est la couleur du rectangle 5 pages plus loin qui parle de la même chose...) Gardons notre esprit d'enfant, 8 secondes pour comprendre, et ensuite on se déconcentre, on s'impatiente, on crie... et on ferme la fenêtre. 8. Le vendredi 11 avril 2008 à 00:00, par ergonomiks @ Raphaël : tout à fait d'accord avec toi. D'ailleurs, pour ne pas oublier également tous les internautes qui ont des problèmes de vue, on devrait également faire le test avec des lunettes noires bien foncées ou alors en louchant (au choix, vers l'intérieur ou comme Sartre, vers l'extérieur).
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