eCommerce Success Story: Showpo (2)
Miguel Nicolás
17/09/2024
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Here is the second part of the eCommerce success story of Showpo, an online store that does things its own way.
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When we explore the story of a store, sometimes a single post is not enough. This is exactly what happened with Showpo.After diving into the profile of its founder and its business model, we realized it was worth going deeper into both their website and the brand’s strategy.So… get ready for the breakdown we have prepared for you.
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Showpo’s eCommerce
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We assume you are already familiar with who they are and what they do. If not, we recommend reading the first part of this series. In a nutshell, it is a women’s fashion store, inclusive of all body types, with quality designs.What sounds so good has to be supported by the type of product they sell, but also by a communication style that demonstrates and delivers on what it promises, and they truly excel at that.Before getting into the details, I must make an important note: do not expect something aesthetically groundbreaking or uncommon features. We are looking at a website designed to meet needs, which is why the priority is an excellent user experience.
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INSIGHT: Often, just a few subtle features are enough to give visitors a positive overall impression of your store, encouraging them to buy, even if they cannot exactly explain why.
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Showpo’s Home Page
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Let’s start by analyzing the main page, the one that usually sees the majority of eCommerce traffic.
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As you can see, the visual aspect stands out: large photos linking to collections, categories (in this case, dresses), new arrivals, and edits, an interesting concept we will delve into later, but it is related to trends.The menu or search bar, as functional elements, are so minimalist they almost go unnoticed. However, three key features are highlighted with buttons and their corresponding call to action:
- Download our app.
- Sign up for a 10% student discount.
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INSIGHT: A good information hierarchy, like in this case, ensures that the user first focuses on the product, then on the actions you want them to take (what we might call micro-conversions), and finally, with their interest piqued, they begin navigating more consciously.
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One thing I love about Showpo’s home page is how they have integrated social proof from Instagram.It is not uncommon to see other stores, especially in fashion and accessories, adding photos from their users on social media, but Showpo does it with a lot of style and with certain features that help boost conversion.
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Thanks to a small carousel at the bottom of the home page, we see real user photos, but alongside the image, we also find the product image and a button linking directly to the product page.
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INSIGHT: If you are going to use content from other channels, make sure it is as integrated as possible with your website design to maintain branding. It is also important that the user generated content contributes to sales.
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Navigation and Categorization
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This deserves its own section because it is particularly interesting. Usually, you would expect a menu with categories like skirts, blouses, sweaters, pants… but that feels too sterile.Showpo opted to start communicating their philosophy right from how they organize and categorize information.If we click on the menu, we quickly see they have:
- New Arrivals, with a more canonical organization (new denim, dresses, accessories…), new brands, and new edits collections organized by a common theme (maternity, LGBT pride, summer, brunch outfits...).
- Clothing, 100% by type, with classic categories.
- Bridal Fashion, with wedding dresses, bridesmaid dresses, outfits for the proposal, and even for the bachelorette party.
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INSIGHT: This online store is a great example of balance. It combines basic product names with more complex search intentions, organic word chains users might employ, occasion specific clothing, and some inspiring categories.
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Product Page
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We will wrap up this case study with the product page, which also has a lot to discuss.
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What is the first thing that caught your eye in the screenshot above? Exactly, in terms of imagery, they use two types of models: one for smaller sizes and one for larger sizes.This is not just a statement of intent, showing that they cater to all women; it also directly impacts conversion and even the return rate. Do not forget that the goal of images is to allow users to see themselves in the product, and not everyone identifies with a certain body type.
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INSIGHT: Being consistent with your vision and the message you communicate helps boost sales.
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On the right side, you will find the usual details: name and description, brand, price (including the installment payment option), customer reviews, size selection, fit (another point in their favor, as it helps users understand how the garment fits), the heart icon for adding to a wishlist, the buy button, and return and shipping policies.
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Below the scroll line, we find some unique features. I particularly like the carousel of real buyers’ photos, just like on the home page. The selection of similar products and items that “you might also like” is also quite interesting. The page ends with accessories that complete the outfit.
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INSIGHT: To distinguish yourself from the fast fashion market of cheap, throwaway clothing like Shein, Temu, and the like, it is crucial to work hard on your value proposition.
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Key Success Factors of Showpo
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- Choosing a product that resonates with the audience, and what is more, turning the commitment to diversity into a message that is halfway between marketing and inspiration.
- Betting on the right mix of channels. When Showpo started, prioritizing retail would have been the logical move, but the CEO’s vision turned out to be the most advantageous for the business.
- Developing the eCommerce experience with a focus on quality and personalization to compete against platforms focused almost exclusively on price.
- User generated content is the most effective recommendation. We see ourselves in others, so it always provides an extra level of trust.
- In the clothing market, which is driven so much by trends and influencers, being able to inspire is crucial. The edits section and seasonal or occasion-specific products work very well in this regard.