Page 14 - How Top Merchants Create the Best Customer Experience

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14 ONLINE SHOPPERS WANT A FAST SITE AND THEIR INPUT TO COUNT

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

PERRY ELLIS CONTINUALLY IMPROVES THE CUSTOMER

EXPERIENCE

Apparel merchant Perry Ellis International also received a bump

in conversion rate after making its site faster. The retailer used
performance vendor Yottaa and its site load time decreased to 3.5
seconds on average from 5.5 seconds, says Jay Nigrelli, senior vice
president of ecommerce at Perry Ellis International. This resulted in
a 15% increase in conversion, Nigrelli says.

If retailers decrease their page load time by one second, then
average conversion rates increases 5.6% and bounce rates decrease

11.7%, according to Yotta, which based its data on 16 billion page
views from 250 ecommerce merchants in 2022.

Nigrelli also highlighted other ways it is working toward improving
the customer experience by gathering more customer reviews of its

products and launching a fit tool. The tool will be an avatar that lets
shoppers input their measurements to see how a garment would
actually fit.

“We have the specs of each garment, so we know how it’s cut,”
Nigrelli says. “Then the customer can see through a heat map on
the avatar where and how it fits. For like a size large versus a size
extra large, some people like to wear it baggy while some people

like to wear it more fitted and you’ll be able to see that.”

Perry Ellis plans to test this tool early next year. Sizing tools are 15%

essential for online apparel merchants because consumers can’t
try on the garment. Digital Commerce 360 analyzed the top online
apparel sellers and found that nearly all (98.7%) offered some sort The increase in
of size guidance to shoppers. The most popular was with a size conversion on
chart (88.2% of top apparel merchants) and sizing information PerryEllis.com after

available on non-product pages (62.9%) decreasing site speed.

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