2019

Most persuasive webshops

Get to know one-hundred of the most persuasive, seamless webshops in online retail.

Podium
Rank Up/Down icon Brand Up/Down icon Persuasion Up/Down icon Fluency Up/Down icon Insights Up/Down icon Score Up/Down icon
Zalando Logo

Zalando was founded in 2008. Since then, it has evolved into an eCommerce powerhouse. With the impressive score of 83/100, it’s clear their brand influence is reinforced by a persuasive approach to delivering a seamless shopper experience.

Strengths

  • The Zalando Product Listing Page persuasively executes authority messaging, featuring a “Look of the Day.”
  • Item stock level is listed for the products, capitalizing on several persuasive techniques like social proof and scarcity.

Opportunities

  • Adding the ability to check out as a guest will improve the fluency of checkout (and reduce cart abandonment!).
  • Product images should be added to the checkout page to give a clear overview of the order.
See how Zalando did it
Zalando homepage screenshot
Reebok Logo

Reebok, founded in 1959, is a global sportswear retailer. The webshop’s edgy design incorporates most elements that contribute to a fluent, persuasive shopper experience, well deserving of a total score of 82/100.

Strengths

  • Reebok uses different colors to bring attention to the labels on the products, drawing more attention to the persuasive messages.
  • Social proof is leveraged through their “Share how you wear it” feature.

Opportunities

  • Increase the size of the product images so the items can be seen more clearly.
  • The color of the labels of the Product Listing Page change when on the Product Detail Page. For consistency, these could remain the same.
See how Reebok did it
Reebok homepage screenshot
Under Armour Logo

Under Armour is an American sports fashion retailer. Their cross-platform implementation of persuasive elements landed them a score of 62/80 on persuasion.

Strengths

  • Under Armour leverages authority on the home page with industry influencers, bringing more credibility to their brand image.
  • Their persuasive approach can be seen clearly throughout the website, using various persuasive techniques with different designs.

Opportunities

  • To take things to the next level Under Armour can use their products’ characteristics to run more persuasive experiments with tags, notifications, and nudges.
  • Using more persuasive copy when recommending products to shoppers can increase the likelihood they click on the product.
See how Under Armour did it
Under Armour homepage screenshot
WE Fashion Logo

WE Fashion is a European fashion retailer that was founded in 1917 in the Netherlands. The brand’s website serves persuasive messages seamlessly throughout the shopper experience. This behavior-driven design earned them a leading persuasion score of 63/80.

Strengths

  • WE Fashion showed their persuasion knowledge with particular excellence on the product listing page, where they scored full points on decreasing choice overload with various features.
  • On the checkout page, recommended products are displayed with an instant add-to-cart option, ensuring that shoppers don’t leave the checkout page.

Opportunities

  • There’s room for improvement when it comes to recommendations. Right now, it just shows one product, showing more can increase the click-through rate.
  • Product descriptions could be more persuasive to appeal to information-seeking shoppers.
See how WE Fashion did it
WE Fashion homepage screenshot
New Look Logo

New Look is a British retailer with a presence in most global markets. Their clean webshop offers a persuasive experience, especially on the home and product detail pages, obtaining a total persuasion score of 60/80.

Strengths

  • New Look stays on brand by promoting persuasive “Shop this look” on the product detail pages, decreasing the barrier to increasing the order value.
  • Persuasive messages can be found throughout the customer journey, from product tags on the product listing page to stock reminders on the cart page.

Opportunities

  • Optimizing the menu bar during scrolling will improve the experience, as it often gets in the way of viewing products.
  • The “Shop the look” is inconsistent, it currently isn’t available on all product pages.
See how New Look did it
New Look homepage screenshot
Foot Locker Logo

Foot Locker is an American founded sports and footwear brand with a presence in 28 countries worldwide. While offering a very persuasive experience, the brand lost most points due to their (lack of a) recommendation system. Despite this, they still finished with a total score of 78/100.

Strengths

  • Footlocker makes use of various persuasive techniques, steering away from the typical six that are generally found on retail sites.
  • The persuasive messages on the webshop can also be found in different designs based on the step in the customer journey.

Opportunities

  • Currently, a recommendation engine isn’t being leveraged. This should be added to increase average order values.
  • The product labels that are currently present on the product listing page should also be displayed on the product detail page to maintain consistency.
See how Foot Locker did it
Foot Locker homepage screenshot
Dr. Martens Logo

Dr. Martens is a predominantly footwear brand, but they also produce clothing and accessories. This brand is notorious for representing various counter-culture groups around the world. Their website breathes this vibe, earning a total score of 77/100.

Strengths

  • Dr. Martens expertly uses social proof on the homepage to show the trending styles and CTAs for shoppers to show how they wear it.
  • Hints of exclusivity scarcity can also be found with their exclusive collaborations, which is heightened by their “don’t miss out” messages.

Opportunities

  • Remove the required phone number during checkout to reduce redundancy of the form’s fields.
  • The black labels that are currently used don’t stand out, adding some color will capture shoppers’ attention more.
See how Dr. Martens did it
Dr. Martens homepage screenshot
TK Maxx Logo

TK Maxx is the European subsidiary of the American brand TJ Maxx. Its extensive product assortment includes home and apparel goods. With a total score of 76/100, they’re finishing this year’s index as a frontrunner.

Strengths

  • TK Maxx uses true scarcity statements, which builds trust with shoppers, by having accurate stock notifications.
  • The brand shows that they are listening and looking to improve the customer experience by asking shoppers about why they are shopping.

Opportunities

  • Some of the labels are unclear, improving clarity by being more explicit will likely increase the impact of the messages.
  • Only show one price for each product on the product listing page, currently up to four prices can be displayed, which can be confusing.
See how TK Maxx did it
TK Maxx homepage screenshot
Mr. Porter Logo

Mr. Porter is an online retailer specializing in menswear, offering expert advice and inspirational content online. Their slick design and relevant voice helped them earn a total score of 76/100.

Strengths

  • Mr. Porter leverages the authority persuasive technique by adding Editor’s notes in the product detail page description.
  • The brand is putting the recommendation system to good use by including “what to wear with it” recommendations.

Opportunities

  • Update the full website to one consistent style. Parts of the website are somewhat old fashioned in terms of fonts and wizards.
  • The “Exclusive” label is difficult to see. Increase the size and contrast to improve its overall impact.
See how Mr. Porter did it
Mr. Porter homepage screenshot
Matalan Logo

Matalan, founded in 1985, is a UK-based fashion and homeware retailer. Their wide assortment requires a persuasive approach, which is right on target with a persuasion score of 57/80.

Strengths

  • Matalan has implemented persuasion tags consistently throughout the journey, leveraging a handful of different techniques.
  • On the cart page, the difference between the cart total and the amount needed for free shipping is calculated and displayed.

Opportunities

  • Condense the number of steps on the checkout page to make it seem less daunting for the shopper.
  • Some designs for the persuasive messages make it hard to read the text, simplify these to improve readability.
See how Matalan did it
Matalan homepage screenshot
C&A Logo

C&A, founded in 1841, has been around the block several times. This retail experience equips them with a robust eCommerce approach. Their seamless website earned an impressive 56/80 on persuasion, making a spot with the front-runners.

Strengths

  • C&A uses scarcity effectively by telling shoppers when specific sizes are almost sold out and encouraging them to “be fast.”
  • By adding “complete the look” options on the page, shoppers are encouraged to add complementary products to their cart.

Opportunities

  • C&A could improve their persuasiveness by using more persuasion techniques with different copy.
  • Recommendations could also be offered in the cart as long as they have the instant add option to keep shoppers on the page.
See how C&A did it
C&A homepage screenshot
Pimkie Logo

Pimkie is a French fast fashion brand that focuses on young women’s clothing. With a particularly persuasive home and product detail page, the brand finished with a persuasion score of 55/80.

Strengths

  • Pimkie knows what they’re doing when it comes to social proof, leveraging reviews and social media sharing.
  • Persuasive notifications on the product detail page help drive purchase behavior.

Opportunities

  • Simplify the cart page. It’s currently too crowded with too much text, causing increased effort to check out.
  • Relocating the trust symbols to a less distracting place on the product lister page can help keep the shopper focused on their goal.
See how Pimkie did it
Pimkie homepage screenshot
About You Logo

About You is a German online fashion retailer offering products from more than 1,000 brands. Their extensive assortment requires a persuasive approach - which they are nailing, especially with their “stories” content, helping them to earn a total score of 74/100.

Strengths

  • About You’s influencer stories breathe authority, making the product promotions more persuasive.
  • The use of social proof combined with scarcity on the checkout page helps motivate the final behavior needed for checkout.

Opportunities

  • Implementing product labels throughout the site, especially on the product listing page, can help decrease choice overload.
  • The stories pages are unique and refreshing, develop them further with product tags like “story favorite” or “model’s pick.”
About You homepage screenshot
Net-A-Porter Logo

Net-A-Porter, launched in 2000, is an established luxury fashion retailer. They excel in online content and product curation. The brand prides itself on serving seamless experiences, with which we couldn’t help but agree.

Strengths

  • Net-A-Porter uses social proof messaging to show the global influence of their site by “showcasing what the world’s most stylish women are buying right now.”
  • On the product detail page, authority is leveraged with the “why we love it” persuasive description.

Opportunities

  • By telling shoppers that shipping is free before they have reached the checkout page, the barrier will be lowered to completing the checkout.
  • To further the website’s persuasiveness, the brand could test more copy and designs of each of the labels.
Net-A-Porter homepage screenshot
Ernsting's Family Logo

Ernsting’s Family is a German family fashion brand. Their assortment includes products ranging from toys and home accessories to clothing for the whole family. While serving a smooth experience, their most significant opportunities are on the cart page and recommendations.

Strengths

  • Ernsting’s Family uses different colors and persuasion techniques to grasp the attention of shoppers and drive purchase behavior.
  • We can appreciate the persuasive descriptions on product detail page. There is a lot of emphasis on product, going into detail with a pleasing, colored background.

Opportunities

  • Reduce the number of labels being showcased on the products to improve the overall effect.
  • Expand your recommendations to every page to establish more shopper experience consistency.
Ernsting's Family homepage screenshot
MandM Direct Logo

MandM Direct is a UK online fashion retailer that buys clearance products and resells them at discounted rates. This price-sensitivity focus sets the stage for persuasive deals, which the brand capitalizes on in their webshop.

Strengths

  • MandM Direct does a great job at using various persuasion techniques with different designs and colors. These labels are also carried onto the product detail page, maintaining consistency.
  • The checkout page gives shoppers that money-saving satisfaction by showing them how much they have saved.

Opportunities

  • Reduce the number of labels being shown on the product listing page. With the current amount of messages, choice overload isn’t being reduced.
  • Display the banner on select landing pages to increase its impact and decrease the likelihood of banner desensitization.
MandM Direct homepage screenshot
The North Face Logo

The North Face is an American outdoor product company that operates around the world. Their beautiful website is seamless but has room for improvement in driving behavior on the product pages, earning them a persuasion score of 53/80.

Strengths

  • The North Face uses persuasive descriptions for functional products by highlighting their characteristics, for example, “waterproof.” These tags help decrease choice overload in shoppers.
  • Shoppers are given the option on the product detail pages to complete the look with effective recommendations.

Opportunities

  • Add upsell opportunities on the product cart page by including relevant recommendations.
  • Change the “you may also like” to more persuasive copy to increase click-through rates.
The North Face homepage screenshot
Jack & Jones Logo

Jack & Jones is a Danish brand specializing in men’s clothing with a strong European presence. Their seamless website is intuitive with some persuasive elements, earning the brand a total score of 73/100.

Strengths

  • Jack & Jones takes a unique approach to sold out sizes by having the shopper select the size, then displaying an option to sign up for a restock notification.
  • Choice overload reduction is done well, as they don’t go overboard on the product tags on the product listing page.

Opportunities

  • Use product tags that highlight product characteristics on the product listing page to bring attention to different products.
  • Keep shoppers on the cart page by adding an instant add function on the recommendations.
Jack & Jones homepage screenshot
Asics Logo

Asics is a Japanese footwear and sports brand. Their webshop is easy to navigate and visually pleasing but has some room for persuasive improvement on the pages facilitating the later part of the shopper journey. They were awarded a score of 73/100

Strengths

  • Asics takes several angles to persuasion, using various persuasion techniques and different copy for each message.
  • The product descriptions paint a picture, making them compelling and behavior-driving.

Opportunities

  • Although there are some reviews, there aren’t enough to significantly influence shoppers. Focus attention on generating more reviews to capitalize on the social proof effect.
  • Make sure recommendations on the cart page don’t redirect the shopper.
Asics homepage screenshot
Lindex Logo

Lindex is a Swedish brand specialized in women’s and kid’s clothing. Their website is persuasive and easy to use, resulting in a persuasion score of 58/80.

Strengths

  • Lindex leverages persuasive labels on their products, which are also continued to the product detail pages to establish consistency and increase the impact of the message.
  • By highlighting that recommended products are popular, they tap into the effects of social proof.

Opportunities

  • Add a search function to your site so goal-oriented shoppers can find the products they want faster.
  • The cart could be streamlined by making the interface more intuitive.
Lindex homepage screenshot
Tommy Hilfiger Logo

Tommy Hilfiger, part of the PVH portfolio, was founded in 1985. It quickly became an icon with a global reach in the fashion industry. Their beautifully designed website incorporates various persuasive elements to earn a total score of 72/100.

Strengths

  • Tommy Hilfiger taps into social proof and scarcity with their stock indication on the product detail page, which is also shown on both the cart and checkout pages.
  • They have implemented instant add to cart recommendations on the cart page, making it easier to add more products. Plus, they include a scarcity message when the product is low on stock.

Opportunities

  • Increase the number of persuasive techniques being implemented throughout the site to highlight more product characteristics.
  • Ensure that the product labels stay with the given product throughout the customer journey to increase their effectiveness.
Tommy Hilfiger homepage screenshot
Tom Tailor Logo

Tom Tailor was founded in 1962. This German fashion retailer serves an optimal shopper experience with its social media integrations and smart categories, delivering a total score of 72/100.

Strengths

  • Tom Tailor decreases choice overload while continuously grasping the attention of the shopper by using different colored labels for the tactics, these labels are consistent throughout the product listing and detail page.
  • The persuasive principle of novelty is brought to life by incorporating new look filtering categories.

Opportunities

  • Improve the impact of the recommendation system with more persuasive copy, for example by leveraging social proof or (the brand’s) authority.
  • Expand the number of persuasive techniques that are being used, shoppers will probably respond to more than just novelty and price sensitivity appeals.
Tom Tailor homepage screenshot
Esprit Logo

Esprit, founded in San Francisco in 1968, is an international fashion brand. Their website offers a fluid experience with some persuasive elements, leaving room for improvement on persuasion, where they scored 53/80.

Strengths

  • Esprit’s recommendation engine doesn’t only show how to complete the outfit shown in the product photo. It allows you to scroll through different variations to inspire more choices. We love this!
  • The persuasive tags that are displayed on the product listing page are shown throughout the entire journey for the specific product, making it more consistent.

Opportunities

  • Only show the clothing color options on the product detail page, rather than the product listing page. That will give more strength to the product labels that are being displayed.
  • Experiment with using more persuasive techniques on your product labels.
Esprit homepage screenshot
Boden Logo

Boden, which started in 1991 with an eight-piece menswear collection, has expanded to several countries around the world. The online shop caters to the whole family with clean designs and inspirational content. With the homepage and recommendations as shop strongholds, they scored a total of 71/100.

Strengths

  • Boden uses social proof to win their shoppers over by including reviews on the product lister page, a “Boden by me” on the product detail page, and product tags throughout the website.
  • “Make an outfit of it” on the product detail page is a great way to get shoppers to add more items to their cart.

Opportunities

  • Experiment with more persuasive techniques to highlight more product characteristics.
  • Try using more urgency in your cart to help shoppers finish the purchase on time.
Boden homepage screenshot
JD Williams Logo

JD Williams was one of the first shops to ship products in 1859. It now specializes in women’s plus size fashion. Their website is persuasive, scoring 65/80 with significant optimization opportunities on the cart and checkout pages.

Strengths

  • JD Williams doesn’t drive purchase behavior with just one recommendation type, but three. This persuasive attempt is more likely to keep shoppers browsing longer.
  • When adding an item to the cart, the message “Great choice, you deserve it!” pops up.

Opportunities

  • The cart page could be simplified to direct attention to the steps that need to be taken to check out.
  • “Try it. Love it. Buy it.” is a pretty confusing message that’s heavy on the text. Cut this down to just a few words for maximum effect.
JD Williams homepage screenshot
Calvin Klein Logo

Calvin Klein is a luxury fashion house specializing in items ranging from haute couture to commercial lines. Since its humble beginnings, it has grown into a fashion powerhouse. Their website supports this image with clean designs and persuasive messaging, earning a total score of 71/100.

Strengths

  • Calvin Klein taps into the potential of scarcity by showing low stock notifications on selected product sizes.
  • The checkout page drives purchase-behavior with product images and scarcity messages.

Opportunities

  • Using more than just “new” product labels can help shoppers choose products with more ease and less stress.
  • “Complete the look” recommendations are closer to product alternatives than complementary items.
Calvin Klein homepage screenshot
Ted Baker Logo

Ted Baker is an English luxury fashion retailer. The website includes many elements that are needed for persuasive excellence, leaving room for optimizing the execution of these designs, resulting in a persuasion score of 52/80.

Strengths

  • Ted Baker’s animated icons are a great way to capture the attention of shoppers and direct it at specific products.
  • The homepage offers various persuasive triggers, highlighting exclusivity and novelty messages.

Opportunities

  • At the moment, only social proof is being leveraged. Try putting some variety in those compelling messages!
  • Take those flashy animated icons and keep them with the product on the product detail page.
Ted Baker homepage screenshot
Simply Be Logo

Simply Be is a fashion retailer for plus size women. Their strong brand positioning and campaigns, including their #wearecurves social feed, contribute to a 50/80 score on persuasion.

Strengths

  • Simply Be uses a variety of persuasive messages that leverage subtle scarcity messages and behavior-driving social proof.
  • The #wearecurves social media connection is a great way to show their consumer-generated brand content (and boost social proof!).

Opportunities

  • Make sure that it’s clear the “fantastic deals” can be added from the pop-up box. Some shoppers might be wary of being redirected.
  • The cart page is quite crowded with different deals and products. Clean up the design to drive purchase behavior.
Simply Be homepage screenshot
Gucci Logo

Gucci is a luxury fashion brand that embraces the counter culture with surprising product lines. Their attractive website is easy to use and excels in visual aesthetics, adding even more value to their products. These elements add up to a total score of 69/100.

Strengths

  • Gucci breathes luxury with their design, from their strategic use of whitespace to the original copy on the product labels.
  • We like their “Style it” recommendation system, simple, yet effective.

Opportunities

  • When recommending on the cart page, be sure to keep them on the page with instant add options.
  • Use bigger product images on the checkout page so shoppers can get a good final look of the product.
Gucci homepage screenshot
New Balance Logo

New Balance is an American brand with a global reach. Their website offers a fluent experience with its clean designs and convenient categories. On the persuasion front, scoring 49/80, many elements are there but underdeveloped.

Strengths

  • New Balance’s persuasive search bar helps goal-oriented shoppers get to the products they want with filtering options like bestseller and new arrivals.
  • The recommendations shown on the cart page are persuasive, bearing the copy, “Check out now: this item is in high demand.”

Opportunities

  • Removing the option to exit checkout will help keep shoppers working toward their purchase.
  • Try implementing more persuasive techniques with different copy variation on the product listing page to capture more attention.
New Balance homepage screenshot
s.Oliver Logo

s.Oliver has grown from a once tiny retail store into one of Europe’s largest fashion companies. They became successful by gaining independence from wholesalers, which today allows them to focus more on the customer journey. Some improvements can be made, but an overall score of 69/100 shows that their effort pays off.

Strengths

  • s.Oliver uses scarcity messages consistently on low-stock products. The labels can be found throughout the whole customer journey.
  • The recommendations have persuasive text, bringing attention to items that match with the product.

Opportunities

  • Use more persuasive labels throughout the webshop to appeal to more shoppers.
  • Urgency messages can be used on the cart and checkout pages to drive purchase behavior.
s.Oliver homepage screenshot
Ralph Lauren Logo

Since the day Ralph Lauren started his line of clothing, he aimed to be in high-end luxury fashion. Fifty-two years later the company is a vested name in that segment. Their website is visually pleasing and navigates smoothly but when it comes to the last steps of purchasing they need to prolong that effort. .

Strengths

  • Ralph Lauren’s visually pleasing website offers a persuasive experience, leveraging various persuasive techniques in different designs and copy.
  • Their gift category especially caught our eye, a unique category that certainly aids goal-oriented shoppers in their quest.

Opportunities

  • Bring that persuasion to the entire website by implementing some behavior-driving messages on the cart and checkout pages.
  • They’ve got a great thing going when it comes to the “gifts I love” bring it to the next level by making it more personal.
Ralph Lauren homepage screenshot
Selfridges Logo

Selfridges is a UK-based high-end luxury department store that was founded in 1908. While many department stores lag behind eCommerce trends, Selfridges covers the bases of offering an excellent shopper experience, earning them a score of 68/100.

Strengths

  • Selfridges’ homepage is full of persuasion, showcasing copy like “just dropped” (novelty), “trending” (social proof), and “we love” (authority).
  • In the cart, stock notifications are shown to leverage scarcity.

Opportunities

  • Expand persuasion to other pages by using product labels or notifications.
  • Keep that scarcity stock message paired with the products in the cart and checkout.
Selfridges homepage screenshot
Adidas Logo

Very few brands in sports are so rich in history as Adidas. It has led to a large customer base which is promoted with many social proof techniques but lacking a sufficient diversity in other persuasive techniques giving them a score of 67/100.

Strengths

  • Adidas has made strides to tap into the power of social proof with their social media feed where customers can share how they wear it.
  • Review scores can be seen on the product listing page, increasing shopper confidence in the quality the products.

Opportunities

  • Adidas has a lot of room to improve their persuasive influence, for example, by starting implementing more tags leveraging different persuasive techniques.
  • Adding a bit of urgency in the cart can help increase the conversion rate.
Adidas homepage screenshot
Boohoo.com Logo

Boohoo.com is a pure player in eCommerce that tried to catch the ever elusive younger generations of customers and succeeded. Boohoo.com is all about price. Their clothing lines are cheap, fast, and more or less unique. They scored 67/100.

Strengths

  • Boohoo’s cart page is well on its way to persuasion excellence with its instant add recommendations and urgency messaging.
  • Guest checkout is available, decreasing the barrier to checkout out in one session.

Opportunities

  • Use persuasive product labels leveraging persuasive techniques next to those describing the clothing fit type.
  • Improve the impact of the recommendations by adding complete the look products.
Boohoo.com homepage screenshot
H&M Logo

H&M is one of the largest global clothing retailers. They deliver a great experience, but they could be more helpful in reducing a customer’s choice-overload and decrease the number of exit opportunities. These factors contribute to their total score of 67/100.

Strengths

  • H&M’s recommendations are persuasive, offering multiple product types including popular products and style with options.
  • The product detail page offers the ideal shopper experience with large photos, non-intrusive shipping information, and a social feed.

Opportunities

  • Integrate product labels on the product listing page to reduce shoppers’ choice overload.
  • Optimize the checkout page by removing exit opportunities and showing the selected items for purchase.
H&M homepage screenshot
Hugo Boss Logo

Hugo Boss is an iconic long-standing luxury fashion house. Hugo Boss knows what their customers want fashion-wise. Their authority is apparent and their product labels. Nevertheless, their logo is not consistent within the site design, and customers could be guided better to understand the brand and product differentiations. It stacks up to a score of 67/100.

Strengths

  • Hugo Boss uses their market authority to make product recommendations, a great way to boost the associated credibility.
  • The copy of the product labels is unique, using text like “essential” and “travel line.”

Opportunities

  • Bring social proof to the forefront with product labels and notifications on the product detail page.
  • On the cart part, make sure the recommended products can be added without leaving the page.
Hugo Boss homepage screenshot
Missguided Logo

Missguided focuses on the younger generations and grew up to an online world. With smart marketing campaigns and on-point collaborations, Missguided knows how to connect with their customer. However, a closer look into the behavior of their younger audience could help to gain more insight to personalize their experience.

Strengths

  • Missguided gets original with their product labels by using emojis and hashtags, showing their target audience voice match.
  • Product USPs are displayed on every product detail page.

Opportunities

  • The notification copy on the product detail page could be more personalized rather than reusing generic messaging on every product page.
  • Drive behavior on the cart page by using more urgency scarcity messages.
Missguided homepage screenshot
River Island Logo

River Island is a London-based high street fashion brand. Since 1948, it has grown to have a presence in international markets. Their suite of tools and persuasion foundation open the doors to a lot of potential for optimization.

Strengths

  • River Island uses various kinds of scarcity messages, highlighting products that are rare, exclusive, and limited.
  • The product labels that are present on the product listing page are carried to the product detail page.

Opportunities

  • Extend the persuasive impact by testing more tags that use different persuasive techniques.
  • Reduce the number of steps to checkout to lower the barrier to completion.
River Island homepage screenshot
Hunkemöller Logo

Hunkemöller is a lingerie company that has been around since 1886. Scoring 47/80 on persuasion, the brand especially excels with their recommendation system and persuasive homepage.

Strengths

  • Hunkemöller is developing their persuasion with behavior-driving product descriptions and some product labels on the product listing and detail pages.
  • To increase the likelihood for gaining reviews, they offer incentives for those that complete a product review.

Opportunities

  • Mixing up the persuasive techniques that are being used by adding new ones to the mix will help appeal to more than just price-sensitive shoppers.
  • Increase the default size of the product images on the product detail page to show the detail of the items.
Hunkemöller homepage screenshot
Jacamo Logo

Jacamo is a men’s fashion brand that prides itself on catering to men of all sizes. With an excellent recommendation engine in place and well-designed homepage, the brand effectively drives purchase-behavior.

Strengths

  • Jacamo uses persuasive notifications on the product detail pages to increase the add-to-cart rate.
  • Fantastic deal offers pop up on the checkout page with persuasive FOMO-driven messaging.

Opportunities

  • The cart could be simplified by making it appear less crowded.
  • Make the checkout process more accessible by allowing guest checkout and adding a distinct payment step.
Jacamo homepage screenshot
The Outnet Logo

The Outnet was launched in 2009 by The Net-A-Porter Group. Offering exclusive lines and deals, the brand has grown to be a principal place for fashion-savvy women. Scoring 66/100, the clean designs and persuasive homepage are key strengths to the shopper experience.

Strengths

  • The Outnet is persuasive from the first touch point on the homepage, showing behavior-driving messages like “the British designer never fails to impress.”
  • Tapping into authority, the product detail pages bear designer information.

Opportunities

  • To create a more persuasive experience, use product labels on the product listing page.
  • Show the selected items on the checkout page for a clearer overview.
The Outnet homepage screenshot
Levi's Logo

Levi’s is an American fashion retailer specializing in denim and casual wear. The clean and product-focused website offers a pleasurable shopper experience, but room for persuasion improvement is present with their 47/80 score.

Strengths

  • Levi’s drives purchase behavior with scarcity messages on the product detail page to inform when the product is almost sold out.
  • Their checkout is fully fluent due to the PayPal support.

Opportunities

  • To get to the next level of persuasion, there should be more product labels present on the product listing page.
  • Use bigger product images on the checkout page for a more transparent overview of the selected items.
Levi's homepage screenshot
BonPrix Logo

BonPrix is an online retailer with a multichannel focus. Their broad product assortment includes clothing, home accessories, and furniture. With several persuasive elements present, the main improvement areas are optimizing the cart page and persuasion execution.

Strengths

  • BonPrix taps into social proof with customer reviews that are seamlessly integrated into the website.
  • The product detail page is optimized for persuasion, showing notifications regarding shipping, product USPs, and clear CTAs.

Opportunities

  • Use more persuasive techniques to test what works best for the different kinds of shoppers on the website.
  • Frame free shipping possibilities in a way that encourages larger order sizes.
BonPrix homepage screenshot
ASOS Logo

ASOS is an eCommerce powerhouse with products for men and women. Hosting a range of in-house designs as well as countless brands, the website offers a straightforward shopper experience. Scoring 46/80 on persuasion, ASOS can step up their game by improving their persuasion execution and the number of techniques leveraged.

Strengths

  • ASOS makes the shopping experience as easy as possible by including product links in the cart page, videos of the products, and easy navigation.
  • Framing messages as “temporarily reserved” increases urgency while offering certainty that products won’t be snatched mid-shopping.

Opportunities

  • Capitalize on loyal brand ambassadors by enabling a social feed for the community to share their photos.
  • Test different persuasive techniques with a different design to see what the ASOS audience responses to.
ASOS homepage screenshot
Diesel Logo

Diesel is an Italian retail brand that produces clothing, footwear, and home accessories. Known for their surreal ads, this imagery is brought to life on their website with sharp images and clean design. Scoring 46/100, the brand is on their way to persuasion but should spend attention on improving the product pages.

Strengths

  • Diesel’s clean, stylish website has started with persuasion by implementing product labels on the product listing page.
  • The recommendations include “style it with” options, helping to increase the average order value.

Opportunities

  • Save shoppers some mental math by already calculating the discount in the price shown on the product listing page.
  • Increase the size and contrast of the product labels, the small black designs are easy to overlook.
Diesel homepage screenshot
Uniqlo Logo

Uniqlo is a Japanese brand with a strong presence in the west. Although their website uses various persuasive elements, the fluency of it is lacking, resulting in a total score of 46/100.

Strengths

  • Uniqlo presents a persuasive experience from the first touch point on the homepage, showcasing limited offers and online exclusives.
  • Persuasive product labels can be found throughout the website.

Opportunities

*To increase the impact of the product labels, remove the color options from the product listing page or have them appear on hover.

  • The product deals on the homepage can be confusing, simplify the design, so the deals are better matched to the product photos.
Uniqlo homepage screenshot
Baur Logo

BAUR is an online shop with a broad product assortment, ranging from clothing to technology. The website is already fluent and pleasant to use, to drive behavior more effectively, persuasive elements can be implemented throughout the customer journey.

Strengths

  • Baur eases the shopping experience by offering inspiration filters like fashion trends and outfit shopping.
  • Upon adding products to the cart, relevant product recommendations are provided.

Opportunities

  • To keep shoppers on the cart page, make the recommendations instant add.
  • Use the sustainability product labels on the product listing page to appeal to “green” shoppers.
Baur homepage screenshot
Decathlon Logo

Decathlon is a French sporting goods retailer. With over 1,500 stores around the world, it is the largest of its kind. Given their product range, persuasive element improvements could significantly improve the webshop’s conversion rate and shopper experience.

Strengths

  • Decathlon takes an active approach to their recommendations by already featuring them in the search bar.
  • They are already leveraging various product tags on the product listing page.

Opportunities

  • The labels are a bit too aggressive, by making them more subtle, it will improve the shopping experience.
  • Allow guest login to avoid cart abandonment and improve the conversion rate.
Decathlon homepage screenshot
House of Fraser Logo

House of Fraser is a British department store operating in the UK and Ireland. Scoring 65/100 with a well-tuned, easy website most focus points fall with improving designs to drive behavior more effectively.

Strengths

  • House of Fraser makes sure that the products that bear a product label carry it consistently on the product listing and detail page.
  • Scarcity messages are displayed on product sizes that are low in stock.

Opportunities

  • For full impact, make sure that the scarcity messages that are shown on the product detail page are also in the cart.
  • To keep shoppers on the cart page, enable instant add for product recommendations.
House of Fraser homepage screenshot
Charles Tyrwhitt Logo

Charles Tyrwhitt is a British men’s fashion retailer. Starting as a mail order company is 1986, it has since expanded to multi-channel presence. Their platform already includes necessary persuasive cues, but can further optimize the experience with particular focus on the product detail and checkout pages.

Strengths

  • Charles Tyrwhitt uses their designers’ authority with their product explanations on the detail page.
  • To appeal to the price-sensitive customers, the amount saved is highlighted.

Opportunities

  • Product recommendations for “customers also bought” frequently shows up empty.
  • Implementing urgency messaging on the cart page will help drive final purchase behavior.
Charles Tyrwhitt homepage screenshot
Urban Outfitters Logo

Urban Outfitters, founded in 1970, is a fashion and lifestyle brand. Their metropolitan focus is transferred to their global websites with clean designs and easy navigation.

Strengths

  • Urban Outfitters uses social proof’s influence throughout the website, highlighting popular products on the homepage, the search bar, and product tags.
  • The brand also allows you to add photos to your reviews, which gives shoppers more context to the products they have selected.

Opportunities

  • At the moment, the number of persuasive techniques is limited. Increasing the variety of messages could help more shoppers reach their goals.
  • The recommendation engine can’t be found on all pages, limiting its impact.
Urban Outfitters homepage screenshot
Klingel Logo

Klingel is a mail order and eCommerce company from Germany. Their website contains most persuasive elements that can be built on to improve their overall effect, earning the brand a persuasion score of 44/80.

Strengths

  • Klingel keeps shoppers browsing with their related product recommendations.
  • Some products, specifically those that are new or discounted, are highlighted with product labels.

Opportunities

  • More product labels leveraging different persuasive techniques will help appeal to more shoppers that are attracted to different product characteristics.
  • Adding product photos in the cart page will help remind shoppers of their selected items.
Klingel homepage screenshot
Timberland Logo

Timberland is an American outdoors and footwear retailer. While their website has many persuasive elements, it lacks a recommendation system, putting it at a total persuasion score of 45/80.

Strengths

  • Timberland’s product detail pages are persuasive, offering all the details a shopper might need to make a well-informed decision.
  • The social media feed found on the homepage is a great way to build community and tap into social proof.

Opportunities

  • Take the social media feed and put it on the product detail pages to activate shoppers to imagine owning the product.
  • Recommend complementary products on the cart page.
Timberland homepage screenshot
Farfetch Logo

Farfetch is a luxury fashion retailer that sells products from over 700 international products. Scoring 44/80, main improvement points are the recommendation engine and cart page.

Strengths

  • Farfetch brings the right amount of attention to the benefits of shopping with them, displaying the brand USPs on the product detail page.
  • We love the designer backstories. This gives authority to the designers and brand.

Opportunities

  • Use white space on the product images, this look is the norm for luxury items.
  • The endless homepage could be discouraging for driving-behavior, focusing on fewer, more persuasive deals may be more effective.
Farfetch homepage screenshot
Marks & Spencer Logo

Marks & Spencer is a British retailer specializing in clothing, home, and food products. They operate predominantly in the U.K. with some international presence. Their website is attractive and easy to use, with main improvement points being on the cart page and persuasion execution.

Strengths

  • Marks & Spencer uses persuasive labels to draw attention to product characteristics, these messages stick with the products throughout the journey for maximum impact.
  • The product descriptions are persuasive and include all necessary product information.

Opportunities

  • The cart holds a lot of opportunities to implement persuasive elements like urgency messages or instant add recommendations.
  • Promote the stock level of items on the cart and checkout pages.
Marks & Spencer homepage screenshot
Go Outdoors Logo

Go Outdoors is an outdoor goods retailer that sells products in all price ranges. Overall, their website lacks some fluency in the experience, and the cart page requires improvements, earning it a total score of 63/100.

Strengths

  • Go Outdoors leverages social proof with the integration of reviews on their products.
  • “Wow Deal” is interesting copy that we don’t frequently see on product labels.

Opportunities

  • Experiment with more product labels that leverage different persuasive techniques.
  • Increase the feeling of urgency on the checkout page to prompt purchase behavior.
Go Outdoors homepage screenshot
Vans Logo

Vans is a skate shoe and clothing retailer. Their website is an accurate depiction of their target audience, also hosting the foundation of most persuasive elements with plenty of room to develop on. In total, Vans scored 63/100.

Strengths

  • Vans uses various persuasive techniques, promoting characteristics such as extra soft, sustainable, and waterproof.
  • The recommendations are complementary products that enhance the current product, making them more attractive to buy.

Opportunities

  • Bring the product labels found on the product listing page to the detail page for maximum effect.
  • The recommendations send you to another page, use an instant add option to keep people working towards their goal.
Vans homepage screenshot
G-Star Raw Logo

G-Star Raw is a Dutch urban design clothing brand. Scoring 50/100, their website is visually attractive but misses persuasive elements that drive purchase-behavior.

Strengths

  • G-Star uses product labels to help shape the choice architecture of their shoppers, making it a more seamless experience.
  • Product labels can even be found in the related product recommendations.

Opportunities

  • Increasing the size of the photos in checkout will help improve the overall experience of shopping, making it more likely they proceed to payment.
  • Make sure that there is an instant add option for cart recommendations, so shoppers stay on the page.
G-Star Raw homepage screenshot
OTTO Logo

Otto is one of the world’s largest eCommerce companies, serving more than twenty countries. Scoring 50/100, their website could improve on its fluency by removing platform bottlenecks.

Strengths

  • OTTO uses persuasive labels consistently throughout the customer journey, increasing the impact of the messages.
  • The use of authority messaging with the “our tip” label is a great way to draw extra attention to the product.

Opportunities

  • Help shoppers remember what they’re buying by showing an image of the product.
  • Use the product labels found on the product listing page on the specific product detail pages as well.
OTTO homepage screenshot
Mountain Warehouse Logo

Mountain Warehouse, founded in 1997, is a British outdoor retailer. The platform offers a straightforward experience with some persuasive elements present, earning a score of 45/80 on persuasion.

Strengths

  • Mountain Warehouse leverages the persuasion principle of reciprocity by offering a discount card to those checking out.
  • The brand uses an optimal combination of product labels in different colors and designs.

Opportunities

  • The call to action found on the checkout page is slightly aggressive, we’d recommend toning done the “PAY NOW” button.
  • On the checkout page, it only shows the final price, rather than what’s being purchased.
Mountain Warehouse homepage screenshot
JD Sports Logo

JD Sports is a sports fashion retail from England. Their platform displays some original persuasive messages but leaves room for taking them to the next level, scoring 52/80 on persuasion.

Strengths

  • JD Sports effectively uses their smart notifications on the product detail page. However, we would rather see them in a less intrusive spot.
  • The scarcity messages for popular products can also be seen in the checkout.

Opportunities

  • Try experimenting with more labels and persuasive techniques to see what is most effective.
  • Authority can be leveraged by using influencers on the website.
JD Sports homepage screenshot
Puma Logo

Puma, founded in 1948, is a German multinational brand specializing in athletic and casual fashion. Their website offers a seamless experience with some persuasive elements, earning them a total score of 44/100.

Strengths

  • Puma builds the anticipation surrounding product releases with greyed out “coming soon” product images.
  • The USP carrousel is an especially visually appealing way to show the product’s unique features.

Opportunities

  • To drive that final purchase-behavior, urgency messages could be tested on the checkout and cart pages.
  • Testing more persuasion techniques could give some extra insight into what prompts purchase behavior.
Puma homepage screenshot
Clarks Logo

Clarks is an English company that has been operating for almost two centuries. Their iconic shoes are distinct, which is transferred to their seamless website. Persuasion-wise, many elements are there, but much room is left for improvement with a persuasion score of 44/80.

Strengths

  • Clarks uses persuasive techniques to bring attention to select products; however, they are being used very sparingly.
  • Reviews are being used to offer that extra bit of certainty for unsure shoppers.

Opportunities

  • Move the product recommendations up on the product detail page to increase the chance they’re seen.
  • Instead of only recommending shoes in the cart, provide complementary products (like water proof spray or shoe cleaner) that can be used together with the selected products.
Clarks homepage screenshot
Topshop Logo

Topshop is a British multinational fashion retailer focused on young women. Starting as a brand extension of a department store, the company has developed a distinct name for itself opening more than 500 stores around the world. Their website is versatile, appealing to the fast-moving mentality of their target audience, earning a total score of 62/100.

Strengths

  • Topshop uses anchoring to appeal to the price-sensitive shoppers with their “was x.xx, now x.xx.”
  • Recommendations are improved with the persuasive text of “why not try.”

Opportunities

  • Product labels and notifications aren’t being used on the website, to drive behavior effectively, these should be tested.
  • Signing up with an account is required, this should be removed to decrease cart abandonment.
Topshop homepage screenshot
Nike Logo

Nike, a household name to a large part of the world, is a sportswear powerhouse. Their website serves a seamless experience with most opportunities lying with persuasive element implementation. Their total score of 42/100 leaves the brand with impact-improvement potential.

Strengths

  • Nike gets it right when it comes to matching their tone of voice with their customers, making their brand even more likable.
  • Social proof is effectively tapped into on the product detail page.

Opportunities

  • Reduce choice overload by using persuasion techniques on the product listing and detail pages.
  • Recommendations on the cart page redirect to another page, implement an instant add option to keep shoppers working towards their goals.
Nike homepage screenshot
Privalia Logo

Privalia is a Spanish fashion retailer for registered members. They sell discounted items from renowned brands in frequent flash sales. Where the fluency of the shopper experience lacks, persuasive elements are present, earning the brand a persuasion score of 47/80.

Strengths

  • Privalia leverages scarcity messages by promoting the stock level of products that are almost sold out, these messages are located throughout the shopper journey.
  • The brand also brings extra focus on the amount saved by automatically calculating the shopper’s savings.

Opportunities

  • The timer that’s being used to drive behavior is inconsistent, which can raise questions regarding its honesty. This should be fixed to represent real-time.
  • Social proof could compliment the persuasion techniques currently being leveraged.
Privalia homepage screenshot
Intersport Logo

Intersport is an international sporting goods retailer with over 5,800 stores in 65 countries. With a well-designed website, their broad assortment would be complemented with more persuasive elements present throughout the platform. Scoring 42/100, there is a solid foundation for optimization.

Strengths

  • Intersport brings attention to products that are discounted to drive purchase behavior.
  • The add-to-cart button stays visible and within reach, decreasing the barrier to add items to the cart.

Opportunities

  • Recommending products for a shopper on the homepage could be seen as insincere, try different copy to convey a less conflicting message.
  • Rather than only showing available sizes, also display the sizes that have been sold out.
Intersport homepage screenshot
Monki Logo

Monki, launched in 2006, is a Swedish fashion brand geared toward young women. We love their clean website and distinct tone of voice. Scoring 45/80 on persuasion, the brand can step up their game on the product pages.

Strengths

  • Monki builds their brand community while tapping into social proof with their social feeds on the homepage and product detail page.
  • Overall, the website is visually pleasing and a pleasure to use, contributing to a seamless shopper experience.

Opportunities

  • To move up on the persuasion side, more persuasive techniques could be leveraged throughout the website.
  • Urgency could be subtly integrated into the cart page to help drive that final purchase behavior.
Monki homepage screenshot
Yoox Logo

YOOX, established in 2000, is an online retailer for luxury fashion, design, and art. Their website is fluent and easy to use. Persuasive elements can be found throughout the site but can be built on to maximize their impact.

Strengths

  • Yoox uses product characteristics on labels to draw extra attention to them, increasing the appeal to different kinds of shoppers.
  • The country of origin effect is used to build product authority for items made in regions that are well known for quality.

Opportunities

  • Add product images to the summary found in the checkout for a more precise overview of product selection.
  • Increase the payment possibilities to decrease cart abandonment.
Yoox homepage screenshot
Scotch&Soda Logo

Scotch & Soda is a Dutch fashion retailer producing so-called Amsterdam Couture. Their loud prints and styles are distinct and stand out in the market. Their website is innovative, integrating unique experience boosting elements, earning them a score of 67/100.

Strengths

  • Scotch&Soda takes the guesswork out of homepage product images by adding direct links to the products that are being displayed.
  • Recommendations are framed as products that can be “combined with” the selected product.

Opportunities

  • Experiment with more product labels next to the novelty, “new in”, messages.
  • Use more persuasive elements on the product detail page by boosting social proof with a social feed or reviews.
Scotch&Soda homepage screenshot
Weekday Logo

Weekday, started in 2000, is a fashion brand influenced by street style and youth culture. Priding themselves on promoting self-expression and confidence, their website is easy to use and visually attractive. With room to grow on the persuasion front, the brand earned a total score of 43/80.

Strengths

  • Weekday uses various product labels leveraging different persuasion techniques.
  • The labels used on the product listing page are animated, drawing even more attention to them.

Opportunities

  • Expand that persuasive touch to the cart page by using urgency messaging.
  • Tap into the power of the community and social proof by adding a social media feed.
Weekday homepage screenshot
Heine Logo

Heine is a retailer specialized in fashion for men and women aged forty to fifty years old. Their platform covers the bases of behavior-driving design with opportunities for improvement on the home and cart pages.

Strengths

  • Heine uses their authority to direct attention to specific products.
  • Their recommendations take the approach of completing outfits, rather than suggesting seemingly “relevant” products.

Opportunities

  • The cart page has room for improvement in terms of adding urgency messages or free shipping notifications.
  • More persuasive techniques could be experimented with product labels and notifications.
Heine homepage screenshot
Breuninger Logo

Breuninger, a German department store, has been around since 1881 with a focus on the high-end market. While offering a seamless customer experience, the brand has room for improvement on the persuasive front, especially on the cart page, scoring 40/80.

Strengths

  • Breuninger uses tags on the product lister page to help decrease choice overload in shoppers.
  • Throughout the website they drive attention to bestsellers and sale highlights.

Opportunities

  • Urgency messages could be implemented on both the cart and checkout pages to drive purchase behavior.
  • Test more combinations of persuasion techniques and product labels to see to which the audience responds.
Breuninger homepage screenshot
Oysho Logo

Oysho is a retailer specializing in women’s homeware and lingerie. Their website is aesthetically pleasing and easy to use. On the persuasion front, scoring 44/80, many elements are there but in their stripped form.

Strengths

  • Oysho uses original product labels on the product listing page highlighting product characteristics and other USPs.
  • The clean design of the website that incorporates large product images improves the overall shopping experience.

Opportunities

  • The persuasive messages on the product listing page are very subtle, these can be made more salient.
  • The product detail page could be persuasion optimized with reviews or smart notifications.
Oysho homepage screenshot
Stradivarius Logo

Stradivarius is a Spanish women’s fashion retailer. Their fluent website provides a pleasant, visual experience. With a total score of 60/100, persuasive optimizations are still lacking, opening the door to growth potential.

Strengths

  • Stradivarius taps into the power of their community and social proof with the social feed on the homepage.
  • The copy of the recommendation engine is persuasive and behavior driving.

Opportunities

  • Move the social media feed to the product detail page to help shoppers get inspired for potential outfits.
  • Use more persuasive techniques next to exclusivity scarcity messages.
Stradivarius homepage screenshot
Jack Wills Logo

Jack Wills is a British fashion retailer. With a total score of 59/100, there’s room for (persuasive) improvement. But we do love the stories on the various products, giving context and an identity to the individual pieces.

Strengths

  • Jack Wills uses persuasion from the beginning of the shopping experience with its scarcity appeals on the homepage.
  • We love the detailed description on the product listing page that’s framed as style advice.

Opportunities

  • The recommendations on the product detail page aren’t always relevant, as we received a recommendation for boxers when looking at a dress.
  • Take away the option to “continue shopping” on the checkout page to keep shoppers moving towards the payment page.
Jack Wills homepage screenshot
Etam Logo

Etam is a French lingerie brand that was founded in 1916. Their website is fluent but can improve persuasively, scoring 39/80. Especially on the cart page and persuasion execution.

Strengths

  • Etam leverages social proof to display persuasive “bestseller” product labels.
  • Their recommendations are compelling, offering outfit completing items.

Opportunities

  • More persuasion techniques can be leveraged on the product listing page to drive purchase behavior.
  • Urgency messages should be implemented on the cart and checkout pages to help give that extra boost of motivation.
Etam homepage screenshot
Vertbaudet Logo

Vertbaudet is an online retailer specialized in children’s clothing, toys, and furniture. Their website misses some fluency in their design but has the foundation of most persuasive elements, scoring 50/80 on persuasion.

Strengths

  • Vertbaudet uses product labels effectively, leveraging various persuasive techniques and copy variations.
  • Displaying overall score and number of reviews is a great way to show product popularity and the weight of the reviews.

Opportunities

  • The product listing page is very crowded, integrating more white space will improve the overall experience.
  • Reducing the number of product labels being shown will increase the overall impact of them.
Vertbaudet homepage screenshot
Mango Logo

Mango is a fashion retailer that sells clothing for men, women, and children. Their website is fluent and attractive. Most improvement points can be found on the product pages, scoring a total of 59/100.

Strengths

  • Mango offers relevant, action-inspiring recommendations by directing attention to outfit completion products.
  • To build anticipation for the novelty-seeking individuals, the brand shows products that are coming soon and allows for new product notifications.

Opportunities

  • Product labels could be more salient on the page, they’re currently easy to look over.
  • More persuasion techniques could be used next to novelty messages.
Mango homepage screenshot
Bershka Logo

Bershka is a Spanish fashion retailer. Scoring 59/100, the brand has the most potential in improving its homepage, persuasion execution, and the techniques that are being leveraged.

Strengths

  • Bershka helps drive shoppers to buy more products by calculating how much needs to be spent to get free shipping.
  • Their recommendation engine is effective in inducing behavior by prompting shoppers to complete the look with other items.

Opportunities

  • More could be done to reduce choice overload on the product listing page with persuasive labels.
  • Increase the perceived urgency on the cart and checkout pages to increase single-session conversion.
Bershka homepage screenshot
size? Logo

Size? is a retailer offering designer brand training shoes, casual sportswear, and accessories. Using some persuasive techniques, they are developing their persuasion game with the score of 47/80 for persuasion.

Strengths

  • Size? uses exclusivity persuasive labels throughout their website to draw attention to specific pairs of shoes.
  • A release calendar outlines the product releases, which is effective in building anticipation for novelty-seekers.

Opportunities

  • To increase the impact of the labels, make sure they stay on the product throughout the shopper’s journey.
  • The recommendations on the cart page suggested irrelevant products for the current transaction.
size? homepage screenshot
Next Logo

Next is a British multinational clothing, footwear, and home products retailer. Hitting most of the bases of persuasion, improvements can best be made to the search function and cart page.

Strengths

  • Next uses some product labels to reduce choice overload, primarily on new products.
  • The recommendation system uses persuasive text offering “style with” suggestions.

Opportunities

  • We strongly advise against using dark patterns, which Next uses on the checkout page to opt shoppers into a newsletter.
  • Showing the price history could be counterproductive, as individuals might be driven to wait for a lower price rather than making the purchase.
Next homepage screenshot
Wehkamp Logo

Wehkamp is a leading Dutch homeware and fashion retailer. Their wide assortment asks for a persuasive approach. With their 41/80 score, they are heading into the right direction.

Strengths

  • Wehkamp has stepped into persuasion with product labels found throughout the site.
  • The website also hosts reviews, which are a great way to offer product credibility by customers.

Opportunities

  • Reduce choice overload with more persuasive product labels on the product listing page.
  • Make sure that the product labels are the same color on the product listing and detail pages for more consistency in the message.
Wehkamp homepage screenshot
Witt Weiden Logo

Witt Weiden is a mail-order brand located in Weiden, Germany. The company is a 100% subsidiary of the Otto Group. They personalize with product recommendations and use a few techniques to make the experience seamless. The total score is 58/100.

Strengths

  • Witt Weiden uses authority to drive purchases by offering style advice from a fashion expert - solid!
  • The chat function present on the site helps solve any complications before deterring the shopper, an excellent move for improving the experience.

Opportunities

  • More product labels leveraging persuasion techniques could be tested throughout the site to learn more about the shoppers.
  • Product recommendations are inconsistent, as it’s currently not available on all product pages.
Witt Weiden homepage screenshot
COS Logo

COS, or Collection of Style, is an H&M brand that was launched in 2007. Their Scandinavian minimalist design is apparent on their website, breathing ease. Incorporating persuasive elements on the listing and detail pages stand as the biggest opportunities to drive behavior.

Strengths

  • COS uses recommendations to inspire outfit choices, offering “style it with” suggestions.
  • Bringing their powerful recommendations to the next level, we love their approach to quick shop suggestions in the cart with the copy “selected favorites.”

Opportunities

  • More could be done with persuasion by using product labels on the product listing and detail pages.
  • Make the product descriptions more persuasive by giving a bit of context to their story.
COS homepage screenshot
Sportscheck Logo

Sportscheck, founded in 1946 has a vast collection with over 30,000 items. This requires a persuasive approach. Already using some persuasive elements gives them a total score of 58/100.

Strengths

  • SportScheck highlights some items with price sensitivity and novelty tags.
  • The reviews present on the product detail page can help sway uncertain shoppers with social proof.

Opportunities

  • To be more persuasive, product labels should be used throughout the shopper journey.
  • Urgency messages could be implemented to drive purchase behavior on the cart and checkout pages.
Sportscheck homepage screenshot
Promod Logo

Promod was founded in France in 1975 as a family boutique with in-house designed clothes for women. They use persuasive tactics to help shoppers make their purchase, giving them a total score of 57/100.

Strengths

  • Promod has entered persuasion territory with the implementation of their product labels promoting exclusive offers.
  • The brand taps into the power of social proof with their well-executed review system.

Opportunities

  • More persuasion techniques could be used to increase their overall impact.
  • Urgency messages should be added to the cart and checkout pages to drive that final purchase behavior.
Promod homepage screenshot
Littlewoods Logo

Littlewoods is part of the ShopDirect Group. The original company began in 1923 as a football pools company. Nowadays it offers a wide product assortment. With a persuasion score of 40/80, they have a foundation to build on to make their site more behavior-driven.

Strengths

  • Littlewoods highlights different categories of offers on the homepage, directing attention to possibly interesting deals for shoppers.
  • Social proof is tapped into with the “#1 Bestseller” product label.

Opportunities

  • Right now, only the bestseller is being highlighted, use more product labels to decrease choice overload.
  • There’s a lot of text in the images, this should be minimized for aesthetic and SEO benefits.
Littlewoods homepage screenshot
Sportsdirect.com Logo

Sportsdirect was founded in 1982 in the UK and operates more than 670 stores worldwide. With a well-designed homepage, the brand drives purchase behavior but could improve the rest of the journey with more persuasive elements, contributing to a total score of 55/100.

Strengths

  • SportsDirect has a persuasive homepage featuring weekly offers, instant shopping, and authority promotions.
  • We appreciate the creativity in the product label “Mega Value.”

Opportunities

  • Try using more persuasive, behavior-driving text for the “must go” products.
  • More persuasive techniques could be used next to price sensitivity appeals.
Sportsdirect.com homepage screenshot
& Other Stories Logo

Founded in 2010 by a small group of creatives, & Other Stories grew from the wish to give women the freedom of expression through one brand. Their website provides a seamless experience with some persuasive elements, earning a persuasion score of 41/80.

Strengths

  • & Other Stories appeals to individuals that thrive on social proof with their “most wanted” category and social media feed.
  • A perfect touch of subtle persuasive authority can be found on the product detail page with “designed in Paris.”

Opportunities

  • Product labels aren’t being used to decrease choice overload on the product listing page.
  • Sold out items are still being shown on the product listing page, only to be unavailable on the product detail page.
& Other Stories homepage screenshot
Monsoon Logo

British fashion brand Monsoon is all about women’s and kid’s clothing. The shopping experience on the platform is pleasant and fluent. It brings them to a total score of 54/100.

Strengths

  • Monsoon uses social proof for giving products more credibility with a unique rating system for recommending products.
  • For shoppers looking for more product information, the brand provides a pro, con, and best uses for products.

Opportunities

  • Use product labels on the product listing and detail pages to highlight product characteristics.
  • Promote free shipping before checkout to remove the perceived barrier of having to pay an additional fee.
Monsoon homepage screenshot
Desigual Logo

Desigual is a Spanish fashion brand. With over 3,500 employees, they pride themselves on being creative and having an eye for design detail. Their easy shopping experience gives them a total score of 53/100.

Strengths

  • Desigual appeals to price-sensitive shoppers by offering a 10% discount at checkout for those who sign up for the newsletter.
  • The recommendation system uses persuasive “combine it with” copy to drive behavior.

Opportunities

  • Choice overload could be reduced by implementing product labels on the product listing and detail pages.
  • Urgency messages on the cart and checkout pages will help drive the final behavior to make the payment.
Desigual homepage screenshot
La Redoute Logo

La Redoute is a french homeware and fashion retailer founded in 1837. Their extensive assortment requires persuasive filtering for their shoppers. With a persuasion score of 38/80, there’s room to improve on driving shopper behavior.

Strengths

  • La Redoute removes the checkout barrier and increases the cart size with its automatic calculation of the required amount to free shipping.
  • Price sensitive shoppers will be especially attracted to the “money saved” that’s shown on the cart page.

Opportunities

  • The checkout page doesn’t bear any behavior-driving messages, urgency could be used here for that extra persuasive boost.
  • Removing the required login will help decrease the number of abandoned carts.
La Redoute homepage screenshot
House Logo

House is a Polish brand (part of the LPP group) that is geared at young, urban people. On the persuasion front, there’s a lot of room for improvement, scoring 43/80. Particular focus points would be optimizing the checkout page and recommendations.

Strengths

  • House uses scarcity effectively with their, “don’t delay the purchase, items in the cart are not reserved.”
  • Calculating the amount left for free shipping helps motivate shoppers to add more to their cart.

Opportunities

  • When free shipping becomes available, the shopper should be notified.
  • The checkout process should be optimized, removing any redundant barriers or steps.
House homepage screenshot
Springfield Logo

Springfield was founded in 1988 as a menswear brand. Since 2006, they also offered women’s fashion. Their focus on detail in design and branding sets a strong foundation for persuasively optimizing the site. With a total score of 52/100, there is room more improvement.

Strengths

  • Springfield uses social proof on the homepage with their social feed, building brand credibility.
  • The recommendation system allows instant shop options, which decreases the barrier to adding new products to the cart.

Opportunities

  • More persuasive labels can be used to direct attention to items on the product detail page.
  • Implement an instant add on the recommendations in the cart.
Springfield homepage screenshot
Pepe Jeans London Logo

Founded in 1973 in London, today Pepe Jeans is still a widely known fashion brand. Their focus on large visuals makes their platform pleasant to use, giving them a total score of 52/100. Moving forward, improvements could be made to product pages to better drive purchase behavior.

Strengths

  • Pepe Jeans uses persuasive product labels throughout their site and makes sure these labels stay with the product through the shopper journey.
  • The large product images and white space on the website make it a pleasure to use.

Opportunities

  • Persuasive labels can be used to highlight specific products on the product listing page, which help decrease choice overload.
  • Recommendations aren’t being used on the product listing page, implementing this can help ease the shopper journey and increase the average order value.
Pepe Jeans London homepage screenshot
Superdry Logo

Superdry is a UK brand that was founded in 2003. As a brand that is notorious for not overtly advertising their product, it comes as no surprise that most persuasive elements on the website are missing. Opening the doors wide to improvement on the persuasion front.

Strengths

  • Superdry’s website has little persuasion on it, but it does draw attention to the money saved with shipping.
  • The site is clean and a delight to use.

Opportunities

  • There’s a lot of room for improvement, implementing product labels would be a great place to start.
  • Recommendations in the cart (with instant add) would make the customer journey even more of a pleasure.
Superdry homepage screenshot
Deichmann Logo

Deichmann is a century old fashion icon. Started in 1913, it’s still a substantial player in the shoe market. Their focus on digital innovation makes that they stay ahead of the game. However, with a 38/80 persuasion score, they can further improve the performance of their webshop.

Strengths

  • Deichmann uses persuasive filtering, allowing shoppers to filter based on exclusive and discount deals.
  • Persuasive labels can be found throughout the website.

Opportunities

  • Implementing more persuasive techniques can help drive behavior in shoppers that don’t respond to exclusivity.
  • Notifications on the product detail page can point out product characteristics that drive purchase-behavior.
Deichmann homepage screenshot
Cropp Logo

Cropp is a brand that is part of the urban space and widely stands the lifestyle. Their brand influence in this culture is well-known, which is reinforced by their persuasion techniques on site. Overall they scored 50/100.

Strengths

  • Cropp uses urgency messages to drive purchase behavior in real-time.
  • The automatic calculation of amount needed to be spent for free shipping decreases the barrier to conversion.

Opportunities

  • Use product characteristics, for example, “Level Protection,” on the product listing and detail page.
  • Including the stock notification on the product detail page will make the effect of the message stronger.
Cropp homepage screenshot

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