In this article, we are going to highlight why customer reviews are so crucial for success, explore the Top 5 review management mistakes and offer practical advice on handling them effectively.

Why Are Customer Reviews So Crucial for Businesses?

Positive reviews can be the deciding factor for a purchase/cooperation, just as negative reviews can permanently damage a brand’s reputation and force customers to go to your competitors.

1. Building Trust and Credibility

Trust is one of the most significant factors influencing purchasing decisions. When people shop online or order services, they can’t touch or try them, so they rely heavily on what others have said. Positive reviews act as social proof, assuring potential customers that others have had a good experience with your products or services.  

For new or smaller businesses, gaining that initial trust can be challenging. In these cases, customer reviews are even more vital. If visitors see that others have bought and enjoyed your products, they’re much more likely to do it themselves. Simply put, a handful of positive reviews can significantly increase conversions.

2. Influencing Purchase Decisions

Online shoppers tend to look for reviews before making a purchase, especially for higher-priced items or new products/services they have yet to try. Reviews provide valuable insights into product quality, customer service, and delivery times, giving shoppers the information they need to make an informed decision. According to research, over 90% of customers read reviews before buying something online, making them one of the most important factors in driving sales.

3. Impact of customer reviews on SEO

Reviews also have a direct impact on your website’s visibility. Search engines like Google favour websites with fresh and relevant content, and customer reviews can provide just that. Regularly updated reviews can help improve your search engine ranking, driving more traffic to your site. Moreover, reviews on external sites like Google My Business, Yelp, Clutch or Trustpilot can boost your presence on local searches, making it easier for customers to find you.

4. Improving Products and Services

Customer reviews provide direct and honest feedback about your products or services. Negative reviews, while sometimes hard to accept, can be extremely valuable. They highlight areas where you can improve and allow you to address issues. For example, if several customers complain about slow shipping times, this signals that it’s time to improve your logistics or communication. By taking action based on customer feedback, you not only improve your business but also show customers that their opinions matter.

5. Building Brand Loyalty and Engagement

Engaging with positive or negative reviews shows your customers that you value their opinions. Replying to reviews, thanking customers for feedback, and addressing concerns helps build a strong relationship with your audience. Customers who feel heard and appreciated are more likely to become loyal and recommend your brand to others.

In addition to building brand trust and influencing potential customers’ purchasing decisions, reviews help:

• Understand what attracts customers;
• Improve customer and post-purchase experience;
• Develop your company products/services;
• Prevent future customer disappointments;
• Improve customer service.

Here Are the Top 5 Of The Most Common Review Management Mistakes And How To Avoid Them

1. Ignoring negative reviews

Any negativity can be turned into an excellent case and an unsatisfied customer into a loyal one. Not responding to customer complaints can lead to a loss of trust in the brand. Responding to each negative review is vital because it shows you are willing to resolve issues and care about your clients.

2. Delete reviews without a valid reason

It may seem tempting to remove critical reviews, but this can only increase the negativity, especially if customers realize that their reviews are disappearing. It is better to react professionally and find ways to solve the problem.

3. Respond emotionally or unprofessionally

Even if the feedback is unfounded, aggressive or fake, it is crucial to remain calm and polite in your response. Emotional reactions will damage your reputation.

4. Provide standard answers

Using the same templates for all reviews can give the impression that the company does not care about its customers. Try to personalize the answers, address customers by name, and move away from template answers.

5. Make excuses without offering a solution

In response to negative reviews, it is important not only to make excuses, but also to offer concrete steps to solve the problem. This shows readiness for dialogue and a professional approach. Sometimes, it is necessary to investigate the reason for the negativity in more detail and then ask for forgiveness.

Ask customers to update negative reviews. After resolving a problem or responding to a customer complaint, politely ask them to update their review, taking into account all aspects of your last interaction.

How to Handle Customer Reviews Effectively

Now that we know how crucial reviews are and how to prevent mistakes, so let’s explore how to deal with them to benefit both you and your customers:

1. Encourage More Reviews

Actively encouraging your customers to leave reviews is the first step to building a strong online reputation. You can do this by sending follow-up emails after a purchase, asking customers for feedback, or offering small incentives like discounts or loyalty points for leaving a review. Additionally, make it easy for customers to leave reviews by placing a clear and simple feedback option on your website or product pages.

2. Always Respond to Reviews – Both Good and Bad

Responding to reviews is critical to showing your customers that you care about their opinions. For positive reviews, a simple “thank you” can go a long way in building customer loyalty. However, it’s the negative reviews that require more attention. Respond professionally and offer a solution instead of ignoring them or getting defensive. It shows potential buyers that you’re proactive in handling issues.

3. Showcase Positive Reviews

Make the most of positive reviews by showcasing them on your website, social media channels, and marketing materials. For example, you could feature a “Customer Testimonials” section on your homepage or highlight specific product reviews under each item. If you receive particularly glowing reviews, consider turning them into case studies or success stories.

4. Monitor and Analyze Feedback Regularly

Regularly monitoring your reviews helps you stay on top of customer sentiment. Use feedback analysis tools to spot trends, identify recurring issues, and track changes in customer satisfaction over time. This data can be valuable for making informed business decisions, improving customer experience, and driving overall growth.

You can find more advice for e-commerce businesses in our Blog – How to Collect Customer Reviews for Your eCommerce Business.

How a Web Development Agency Can Help You Manage Customer Reviews

Managing customer reviews and feedback can be overwhelming for business owners, especially if you have to work on core business tasks. A seasoned web development agency can provide valuable services to streamline the process and ensure you maximise customer feedback’s benefits.

Here’s how:

1. Integrating Review Systems

Integrating advanced review systems directly into your website makes it easy for customers to leave reviews and for you to manage them. For example, agencies can implement tools like Trustpilot, Yotpo, or Google Reviews that allow customers to leave feedback seamlessly while providing you with a user-friendly dashboard to monitor and analyse reviews.

2. Automating Feedback Requests

Setting up automated email sequences or in-app prompts that encourage customers to leave reviews immediately. By automating the process, you can ensure that you regularly receive fresh feedback without manually sending out requests.

3. Improving User Experience to Encourage Reviews

Often, the number of reviews you receive is tied to how easy it is for customers to leave feedback. A web agency can enhance the user experience (UX) by simplifying review submission processes, optimising mobile responsiveness, and ensuring the feedback form is accessible and user-friendly. The easier it is to leave a review, the more likely customers will do so.

4. Social Listening and Review Monitoring

Social listening services help you monitor customer feedback across various platforms like social media, review sites, and forums. By tracking mentions of your brand and products, you can stay ahead of public sentiment and respond promptly to feedback, further boosting your reputation.

5. Review Management Strategy

Finally, a web agency can help create a comprehensive review management strategy. This includes setting up automated alerts for new reviews, training your team on responding to different types of feedback and providing regular reports on review performance. A structured approach to managing reviews ensures you maximise customer feedback’s value.

To Sum-up

Customer reviews are more than just comments about your products or company – they’re a powerful tool influencing trust, SEO, and sales. Businesses that actively manage their reviews are better positioned to build credibility, attract more customers, and improve their offerings. By cooperating with an experienced web development agency, you can streamline the process of collecting, managing, and leveraging customer reviews, ensuring your business gets the most value out of this critical form of feedback.

We have prepared several points that you should pay attention to for your eCommerce store:

1. The interface must fully correspond to your target audience (compare to the nature, vision and nature of the target audience)
2. Convenient navigation and interface and usability (the store should be intuitive, logical and most convenient to use)
3. Personalized service (interest-based search results, customer acquisition, upsell, cross sale)
4. Website adaptation for all electronic devices

The main task of any online store is to lead the visitor from the first click to the moment of making a purchase using many elements, taking into account the convenience and psychological perception of the client.

To help you decide on the ideal design and functionality for your store, we analyzed the main features of the American bohemian apparel and lifestyle retail company “Free People“.

Brand History

To begin with, We would like to share the history of this brand, their vision, and aesthetics, and then it will be easier to understand why their store is designed in such a way and how they personalized their brand for their ideal consumer.   

In 1970s, Dick Hain opened a store in Pennsylvania called Free People, and a store focused on people who were looking for freedom in the clothes they wore. When Dick Hain decided to expand and open a second store, the name was changed from Free People to Urban Outfitters. Over time, the demand for products became immediate, and to meet the demand, Dick and his wife decided to create a wholesale line. For a while, the wholesale line took on many personalities: Bulldog, Ecote, Cooperative, Anthropologie, and then in 1984, a new life was breathed into the name Free People.

In 2001, the brand decided that Free people embody favorite images, femininity, courage, and spirit. And Dick Hain chose to return to the original concept.

Free People has become a more mature, modern brand. Now the clothing brand embodies each girl’s intelligence, creativity, and individuality while maintaining its high quality and affordability.

This is exactly what the free people brand wanted to achieve: a 26-year-old girl, smart, creative, confident, and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the street. 

Once you have found your ideal customer image, the brand offers a wide range of options where there is something for everyone, for every lifestyle, and every occasion. Looking individual, attractive and free is very easy with the free people brand.

Free People has four wholesale showrooms in New York, Los Angeles, Chicago, and London. The Free People team is constantly looking for clients who believe in the Free People aesthetic and want Free People to be a part of their lives.

User-Friendly Home Page

On the main page, you can immediately find categorized pages with the most important categories. Here you can find the standard “New”, “Top Rated”, “Dresses”, “Clothes”, “Swim” and so on. On the main page, you can immediately find categorized pages with the most important categories. Here you can find the standard “novelties”, “Top ratings”, “dresses”, “things”, “swimsuits” and so on. But besides this, you can also find such categories as “New under $100”, “The FALL collection”, “The bottoms edit” and a “New season shoes”.

In addition, we would like to note that the entire main page is divided into useful sections. The beauty of the photos is also impressive, and even if customers did not want to buy anything from a certain category, after looking at the photos taken by the brand, they cannot remain indifferent and come at least to consider this product. And this is one of the most important tips that can be given to any brand, the main thing is to take high-quality photos.

Now let’s talk about navigation on the site, since the site is thought out thoroughly, here you can easily find the necessary product. As you can see in the outdoor clothing example. In addition to the usual, classic categories of goods, there are also categories by type of activity as well as by collections, which can greatly facilitate your search for the necessary goods.

Also, you can find links to the store’s blog on the main page. The blog is also a handy feature of the site. A blog will help your store drive traffic, get new customers, and build trust.

We also would like to pay attention to the call to action to go to live broadcasts. Now it is a very popular solution to show how things look in life and the opportunity to look at them, it is also the trend of eCommerce in 2022. In Free People Live, you can immediately go to the product page and buy them.

Free People Live

Let’s take a closer look at what the live broadcast looks like on the Free people website. The most convenient thing is that you can immediately see what product is being considered at the moment, directly ask all your questions in the chat, be the first to see the new collection, and for this, you don’t even need to go to the store. Modern buyers greatly value their time, so that they will appreciate such a feature. So don’t be afraid to experiment and add modern solutions to your e?ommerce store.

Now let’s move on to the product card

Brilliantly Designed Product Card

The product card in the free people store is brilliantly designed. The card describes in detail the characteristics of each product, its advantages, and a huge number of photos and videos about the product, which, of course, can motivate you to buy. 

There is a product evaluation function in the product card, in addition to marketing selling triggers that motivate a person to buy and convenient functions for choosing the most suitable model and its design. At the same time, the evaluation is carried out not in general for the product but according to its key characteristics. The rating at the beginning of the page is average, based on the ratings of customers who leave it in their comments.

This is a very convenient and helpful feature because on its basis, you can draw subjective conclusions about the product. Another plus in the product card is the interaction of the store with its customers.

It is also convenient that there is a transition to similar products. This method will help increase sales, as the client can make an additional sale in addition to the main product or replace the selected product that the client has changed his mind about buying. 

Now let’s move on to the details and product description and size chart. Store free people have chosen the tactic of a very detailed product description, size description and even care tips. It is also a good solution to describe the size that is on the model and the size, so if the client of the same parameters can clearly see how the model will sit.

As for the size table, it is standard and useful here. But since each product has an additional feedback scale in which customers leave feedback on sizes, it is very difficult to make a mistake in size.

Free People care about their customers and post a return policy on every product card. That also encourages customers to be more confident in the product.

By the way, if you do an analysis of the product card, the store is very concerned about reducing product returns, if you read our article, you can know that 60% will read your terms of sale and return before placing an order online. 69% of customers don’t even make a purchase if they do not find an exchange and return policy, and 33% of customers will change their mind about purchasing if they cannot easily find the exchange and return page.

Free People care about their customers and post a return policy on every product card. That also encourages customers to be more confident in the product.

If you analyze the product card, you can conclude that the store is concerned about reducing product returns. If you read our article, you know that 60% will read your terms of sale and return before placing an order online. 69% of customers don’t even purchase if they do not find an exchange and return policy, and 33% of customers will change their mind about purchasing if they cannot easily find the exchange and return page.

The company also uses all the methods to reduce the number of returns that we discussed in our article, such as relevant descriptions of products, VR/AR, dynamic sizing tables, offer alternative products, allows customers to leave detailed product reviews and for sure dynamic sizing tables. Therefore, we advise you to be inspired by working with the store’s “free people” site and take note of these valuable features.

Aesthetic Free People Movement 

Now let’s move on to my favorite page “free people movement”. Free people movement is the unification of people who are close in spirit to the aesthetics of the brand and to each other. In this section you can find things that are ideal for entertainment organized by a team of free people. 

This solution helps to build sales, retain your customers and turn them into true brand followers.

Also, for the brand, this is a huge additional sale, since for each new event or entertainment by the participant, you will need to choose a cool, laconic bow from your shop.

Convenient Payment Method

Free people offer all convenient payment methods. You can purchase as a guest or register.

On the left side, we see the selected products and the payment methods on the right. Also, a helpful feature for any store is the section to postpone for later. Firstly, this section will remind them of the products they want to buy, and secondly, it will help them make additional sales.

This is exactly the case with the “you might also like” section; it creates additional sales for your brand and helps customers find personalized products for the client. It is also convenient that there is a transition to similar products. This method will help increase sales, as the client can make an additional sale in addition to the main product or replace the selected product that the client has changed his mind about buying.

Sustainability Initiatives

The environment, quite rightly, is of great importance to almost everyone these days. Since many consumers are aware of how their actions and daily lives affect the world around them, they now seek to do business only with those who demonstrate brand sustainability, and “free people” are no exception.

The Free People team is committed to supporting our product turnover and reducing waste across all aspects of our value chain from design to manufacturing to the final product, with the goal of moving from a linear to a regenerative model.

Free People on Mobile

A mobile application for an online store helps to increase sales. The “free people” store does not forget about this and implements all the necessary functions into the mobile version.

Going to the mobile version, we see the excellent speed of loading content and the same convenient and intuitive navigation through the site. We can see the same beautiful sections, which are easy and convenient to switch to from the mobile version.

The mobile version also provides the option to pay via Apple Pay. This will make it very easy for your customers to buy.

Before Burberry products reached the mass market, they were intended for officers in the British Army. In 1880,  the tailor Thomas Burberry invented gabardine, a waterproof and breathable fabric that was lighter and more comfortable than the heavy rubber fabric from which mackintosh raincoats had been made.

British soldiers were the first to appreciate the quality of Burberry gabardines, followed by travelers and pilots. However, the history of the Burberry brand began even earlier, namely  in 1856, when the same Thomas Burberry opened a small shop selling ready-made clothes in the English provinces. After the invention of gabardine, its products began to be in such great demand that Thomas decided to close his shop and move the company to London, where he launched the wholesale production of gabardine products. Burberry’s first advert said that this unique material could withstand the onslaught of wind and rain, not to mention thorny plants and various other adverse conditions.

After the First World War, the brand developed in a somewhat different direction. Burberry clothes began to be worn by ordinary people and celebrities. The brand came to the royal court, American and British politicians fell in love with Burberry raincoats, and the brand’s clothes were even worn by the heroes of classic  films, including “Breakfast at Tiffany’s” and “Casablanca”.

From its famous trench coats to its sunglasses, the brand’s products are recognizable, thanks to its corporate colors:  a sand cage with black, white and red stripes.This, along with the brand emblem – a knight with a spear – is  associated with the Burberry trading house all over the world. 

We would like to share with you an overview of Burberry’s  website, look at it from a brand perspective, what makes their site unique, and how such a strong brand is positioning itself online and attracting customers.

Burberry’s online store is a benchmark site. It has everything that a leading eCommerce site should have: it’s minimalistic, beautiful, stylish and, most importantly, convenient. Designwise, there is nothing superfluous. Due to the white background, attention is focused on the product itself, while beautiful, high-quality photos of the brand’s products and excellent design make it all but impossible to leave the site, without buying into the brand. 

Perfect Navigation Home Page

The Homepage has straightforward navigation: “New In”, “Women”, “Men”, “Children”, “Outerwear”, “Begs”, “Gifts”, “Stories”, and “Beyond” and sections with the most popular, new arrivals, and limited-edition products. The unique design emphasizes the exclusivity of its products.

The functionality of the site is amazing. When you select any category, new parameters open up with an extensive list of product options. You can easily select the desired section and find the product you want.

Each subcategory has a unique SEO-optimized description, making it easy to find specific products directly from Google search results.

There are no unanswered questions on the “Customer Service”  page, and all services are perfectly described.

New Arrivals Category Page 

The transition from the home page to the section with new arrivals is especially impressive. The page presents ready-made multi-component looks from the new collection. You can choose one specific product or see how new items are combined. Such solutions help the buyer present a complete image and motivate them to buy not just one item, but  a whole look.

Gift-Oriented Category Page

Burberry has various category pages to help shoppers find the perfect gift for their loved ones:the Burberry gift collection is for him and her and sells everything from plaid knits and shirts to timeless trench coats, silk scarves and leather bags. Reversible jackets, tops and sneakers are offered for children.

Products can be sorted by type, as well as by collections, upcoming events and gifts. This is useful if customers are looking for a gift for a specific occasion or have a rough idea, but are unsure about which product they plan to buy.

Websites often use a technique called  a visual menu, This enables the user to visually relax and navigate the site quickly and intuitively, which adds spice to the design and creates an emphasis on the products.

If the high-quality gift you have chosen is a Burberry product , you do not have to rack your brains looking for a way of wrapping your chosen gift beautifully. Burberry has thought of everything in advance. When you place an order, you  will be offered a gift package that is ideal for any holiday or event. It is convenient, fast and modern, and an excellent user experience.

Once you have chosen your high-end product, you are presented with a range of packaging and wrapping options. Burberry ensures that your gift is perfectly wrapped for any event, holiday or birthday. 

Customer-Oriented Product Page

In terms of customer experience, on the product page, everything is as simple as possible. On the card, you can immediately select the size and color, enlarge the model and view it in more detail. Another feature is that you can instantly view things in a similar style or a modification of these products, which is an exciting idea, and you can ask questions  in an online chat, if necessary. 

An additional feature of this store is that you can book  an online or offline meeting with a consultant.

Burberry understands that every shopping experience is as unique as its customers, and that time is precious. The Burberry team has created a range of personalized appointment services, perfectly tailored to the customer’s needs. From virtual appointments that allow shoppers to shop from the comfort of their own home to sessions with style experts, so customers can explore collections in great detail.

It is very convenient to view any information about a product – be it a photo, a size table, a choice of a model or a color – everything happens at lightning speed, without reloading the page, but just by hovering or clicking. This allows you to reduce the number of user actions, you do not need to leave the page, and the purchase occurs as quickly and comfortably as possible.

A sizing guide enables customers to select the right size on the website.

After viewing such a product card, the target customer does not have the slightest chance to leave the site to look for something else, which is all thanks to the site’s fantastic design and functionality.

Cart and Checkout Process

Burberry offers a variety of payment methods and a secure one-page checkout process. Additionally,  Burberry offers the option  of making purchases as a guest, without mandatory registration. 

On the left, we see the contents of our shopping cart; on the right, payment methods. The purchase can be completed quickly, easily and comfortably, without any kind of hindrance.  

Another distinguishing feature of Burberry is that when you return to the site, a pop-up window appears with the products you previously viewed . The design of this pop-up is entirely consistent with the creation of the site and makes it easy to return to these products.

Sustainability Initiatives

Sustainability is a definite cause, a ubiquitous movement, and now an anticipated venture for business. Sustainability has become a vital aspect of any corporate strategy. If your company does not practice sustainability , you may lose out on favorable customer-perceptions and, ultimately, profit. 

Of course, Burberry is no exception and they proudly display the real-world impacts of their  initiatives.

The “Beyond” page is spectacular, beautiful, relevant, modern, and in harmony with the environment. It epitomizes Burberry’s core values: a strong and sustainable brand with the right message, mission, and vision. Such brands are always the most striking.

Burberry is committed to protecting the environment, helping disadvantaged youths access literacy skills and safe spaces (in partnership with Marcus Rashford), and supporting the fight against COVID-19. Burberry also appreciates and accepts people’s differences, creating a world where everyone feels they belong, have a voice, and can reach their full potential.

We advise you to visit this page and see and enjoy this design and page to the fullest.

Burberry On Mobile

The loading speed of the Burbury website on mobile devices is excellent. When you open the website, the photos and videos load instantly. Animated images and videos help keep a shopper’s attention and offer an amazing way to showcase products. This helps the site to rank well in Google search results and increase conversions on the site, since now most of the online purchases are made from mobile devices.

The mobile version also has excellent intuitive navigation, and the site elements are large enough to comfortably click on with your finger.

In addition to the usual payment methods, when placing an order, you can pay for the goods via Apple Pay and PayPal, which is the most convenient, fast and understandable solution for mobile users. You can even make a purchase on the go.

Bee IT is a Serbian software development company focused on creating high-quality eCommerce solutions for small to enterprise clients. They build automated online stores and work with advanced high-quality eCommerce platforms, such as Salesforce Commerce Cloud (Demandware) and Magento.

It was really interesting and exciting to learn about the way of such a successful company, discover what stands behind their team and values, and how Nikola and Zoran help their team grow and lead it to success. Enjoy our interview and pick up great ideas about leadership.

WEB4PRO: Zoran, Nikola, thank you for your interest in our project. We are happy to talk to you, learn your story and the story of Bee IT. Could you please tell us a bit more about your company, its way in eCommerce, and its story and strengths?

Zoran: I worked as a Java developer as soon as I finished University, and after thirteen years of development, I decided to start a company with my colleague Nikola. Bee IT is an eCommerce agency mostly focused on Salesforce Commerce Cloud and Magento development. Most of our clients are digital agencies and big brands from Western Europe. 

Nikola: My background I also started somewhere ten years ago with development. I worked five years with Zoran in our previous company, and afterwards, we started our company. Bee IT is a fairly young company with really young individuals. We like to build our people, grow them with a company, and make developers from them as we want to see. In our theory, we are learning them with things that work, and we are training them completely from scratch if they’re fully juniors. We are not chasing a lot of seniors just because of that thing. I think our knowledge as a company is growing pretty fast because guys are catching up with development, communication, and project management. 

WEB4PRO: It’s great that you create such conditions for people working in your company. You said that you also had a development background and worked in another company, and you were teammates, right? 

Nikola: We’ve worked together for about five years in a previous company. Then we wanted to set sail and create something different. If you come to our office, you can see that we are working in a casual manner. There is no fixed policy and no kind of strict corporate culture. We don’t care how people come or how their clothing looks. We want to get them to be relaxed and don’t care about those things. Development can be somewhere stressful, so we don’t want to put those bordered standards to think about this, so leave those irrelevant things, come here, work as you wish, and give your best. That’s an idea.

WEB4PRO: That’s great. Free conditions and a friendly atmosphere account for a lot of productivity for the whole team. What inspired you to take this challenge to create your own business and grow the company during these years? 

Nikola: I would say what you mention – challenge, actually. When you develop something, you have constant challenges. When you’re solving them, it’s a huge thrill. This is just the same thing in some other shape, so this is probably something that comes from development legacy. To overcome some situation, fix something, make something better, and improve it – I suppose that’s the main background.

Zoran: Yes, the challenge is the biggest driver, actually, to constant growth and happy clients and employees.

WEB4PRO: It really matters. I suppose you have great clients with interesting projects where you are fulfilling, but what is the most fulfilling part of your job? What makes you feel happy?

Nikola: It is always a challenge. At the company’s beginning, I worked on the project with different people. I’m currently also mentoring people, and I always looked at how projects were going and how projects were ending. I want to get everything to succeed, the same thing with colleagues. I want to see them grow as soon as possible to be full developers. They can work alone and don’t need anyone to mentor them. I am currently not involved in projects, but there are various things that I am still doing, so we are trying to be indirectly connected with all our developers. So we still want to give them wind in their sails, giving them good examples of how to solve some things, communicate with them, help them overcome their challenges, and learn how to do their work as best as possible. Soft skills are the hardest part for us. I think for all developers, Soft skills are a part to learn, that is something that we are trying to improve every day, and that is fulfilling when you see that someone is growing and becoming a better developer than you are. So one day overcome the master, I suppose, that’s the goal.

WEB4PRO: You’ve been together almost five years. Can you recall one of the most interesting projects or moments in your company life that you cherish and still like to remember in the team? 

Zoran: For me, the start was most interesting. We were in small apartments, 6 of us. It was all new, and we had to learn a lot about managing. That was the most exciting time.

Nikola: I would say the same things when I recall all those night shifts. That was the most challenging, but I suppose the most revolving thing I did from this perspective.

WEB4PRO: Sounds really interesting! One of the most important things in your team is values and beliefs. What do you value most of all, personally and in your team in general? 

Zoran: Three things: teamwork, open and honest communication and proactivity – in both: clients,  employees.

Nikola: Yes, it’s also reliability and responsibility of people, when they are trying to pull their strings, launch their projects

WEB4PRO: Yeah, that’s important for the whole team who works on a project. And we, at our WEB4PRO company, also share the same values, such as open-mindedness, responsibility, honest communication, as only such principles help build trust between people. That’s great to feel like we are on the same wavelength! Thank you for sharing these personal and valuable things. Your company specializes in eCommerce, you are eCommerce professionals. Why did you choose this industry? Why eCommerce? Why not something other? 

Zoran: We started with various technologies, after one year, we decided to specialize in the eCommerce industry. So our idea was to focus on one niche.

Nikola: If you go to the wild, you can export to anything, so we wanted to be experts in eCommerce. When we started, we saw that there were not so many eCommerce companies in Serbia, so we saw an opportunity: Everyone is working with, let’s say, React or any other development technology, but let’s go with eCommerce!”. We saw a lack of those things. And well, when CORONA hits the fan, I think, eCommerce exploded.

WEB4PRO: Many online businesses started or switched from offline to online because of this distance and lockdowns. What do you think will be trending in eCommerce in the future? 

Nikola: For example, we can see a higher demand for progressive web apps. People want to see speed performance offline as good as you can get with progressive web apps. Also, we noticed that some clients are looking for ways to do some virtual try-ons (for example, if they want to buy glasses or dresses, and do it online). So I think those things are currently pretty in.

WEB4PRO: Many teams and companies want to help clients and customers and make their brands stronger. We understand that building trust is one of the key factors in this case. How do you achieve customer trust for the BEE IT Brand? What is your secret? 

Nikola: Things that we are pushing towards for all our employees are transparency, communication, and open-mindedness. We are pushing the same things towards our clients. We want to hear their feedback, so we are pinging our clients to get feedback for work and performance. I think that’s building a lot of trust if we listen to what they have to say and what they want to say. That’s how we learn in our company and improve our business. We are shaping how we train people and communicate with everyone, and when we wrap them together, it is the main foundation for trust. If everything is clearly communicated and everyone is notified, it’s less stressful and it builds trust. 

Zoran: Many of our clients came to us through recommendations, which tells a lot about trust and quality. 

Nikola: We don’t have to turn on the sales channel because of that.

WEB4PRO: My final question is, what is the secret of your company success, of your team’s success, because you create growth conditions and have such inspiring values, maybe there is something more that you keep secret?

Nikola: It’s a small niche, so do what you do best and don’t widen it too much. I think that the previous question is a good reference, that’s what made the biggest growth in our own company.

WEB4PRO: Thank you so much, Nikola, Zoran, for sharing so many interesting and personal things, and we are always happy to talk again, see and hear you at WEB4PRO. 

‘The challenge is the biggest driver, actually, to constant growth and happy clients and employees.’

Zoran Tovarloza, Co-Founder & CEO of Bee IT

‘Reliability and responsibility of people, when they are trying to pull their strings, launch their projects, are important and help build trust.’

Nikola Gorjanac, Co-Founder & CTO of Bee IT

Website: https://www.beeit.io/en 

LinkedIN: https://www.linkedin.com/company/beeitsourcing/ 

YouTube: https://www.youtube.com/watch/aboutus

Facebook: https://www.facebook.com/beeitoutsourcing 

Instagram: https://www.instagram.com/beeitsourcing/ 

Today, the heroes of our story are the Cubes – creators of the Shoppsy eCommerce platform – and inspiring Miodrag Lapcevic, CEO of Cubes. Cubes is a successful software development company based in Serbia. Since 2007, having their long story in IT and eCommerce, Cubes have been striving to become the leading IT company in South Europe, and they get it!

We asked Miodrag about the secret of their success and are glad to share our interview to inspire beginning and developing IT professionals. Meet Miodrag Lapcevic, and pick up great ideas for growth and development.

WEB4PRO: Miodrag, Cubes has an interesting story of software development projects in various industries. Could you please tell us more about you and Cube’s company?

Miodrag: Cubes started out with the goal of combining all IT services in one place. We wanted to offer our clients quality products at a reasonable price. Our clients, partners and employees are at the center of our business. Our team works hard to ensure our clients’ success because when our clients succeed, we succeed. Transparency and open communication guide our every step throughout the entire process. We care about establishing long-term relationships with our clients, which is why we focus on giving our clients exactly what they need to improve their business. Over the years we’ve had a lot of interesting projects. Those projects were a starting point for the custom solutions we’ve developed. On top of the development services we offer, we also have our custom eCommerce platform “Shoppsy”, our custom News CMS, as well as our custom ERP solution.

WEB4PRO: Sounds really interesting! And what are the key strengths of Cubes company that help you go ahead and grow as professionals?

Miodrag: The advantage Cubes has over other IT companies is that we educate our own talent. Cubes formed a school that has, so far, successfully produced 6 generations of web and mobile developers. In fact, most of our employees today are Cubes School graduates. ”Cubes School” is a project we are passionate about and extremely proud of. It allows us to not only contribute to Serbia’s economy but also have an endless supply of extremely intelligent and hardworking developers, which is what differentiates us from other companies.

WEB4PRO: Helping grow professionals is always an inspiring process. Miodrag, what inspires and motivates you the most while working at this company?

Miodrag: Definitely the people I get to work with every day…..and the work we are able to produce together. Everyone is invested in the company’s success and committed to doing the best possible job. We are not a big company, so the atmosphere here is really like that of a big family, and we try to extend that to our clients as well. Especially the ones that have been with us from the very beginning.

WEB4PRO: Can you remember some of the most interesting clients and eCommerce projects you had? What was the most interesting or challenging?

Miodrag: We’ve had many interesting projects over the years, that’s for sure. Delivering a platform for fashion brands is a lot of fun, and we did a bunch of those. One project I’d maybe put in front of the others, that was a bit out of our comfort zone at the time, was the eCommerce platform we implemented for Ahold Delhaize and one of their supermarket chains in Serbia, “Maxi”. It was one of the first major clients we’ve had, and the platform they asked us to build was complex because of the variety and volume of products they were offering. However, that project was the starting point for our custom eCommerce platform “Shoppsy”. Today, every eCommerce client we have has opted for “Shoppsy” over any other eCommerce platform on the market because of the value “Shoppsy” has. It’s more affordable than some of the existing solutions, yet at par as far as quality is concerned.

WEB4PRO: You created a custom eCommerce platform of your own – “Shoppsy”. Could you tell us a little more about it, and why it stands out? How was it born?

Miodrag: Of course. Shoppsy was a product of years of experience in implementing existing eCommerce solutions and filling in the gaps to get to a version our clients would be happy with. We focused on creating a well-rounded platform that includes all of the necessary features a business would need to succeed in selling online. This includes B2B commerce, not just B2C. The challenge was to create a platform that’s easy to use, yet still powerful enough to support the growing needs of the market, and I believe we were successful in doing so. Shoppsy is everything an enterprise would need for a successful eCommerce business, in one place. I’ll name some of the capabilities so that you can get a better idea of what Shoppsy offers: Android and iOS apps that support the web version, custom design, custom CMS, cart customization, responsive web design, promotional tools (Facebook Pixel, Google Analytics, Email marketing, and so on…), order tracking, product categories, real-time shipping, segmentation, pre-orders, inventory management, CRM, ERP and OMS integrations, API Support, inventory syncing and so much more. If it sounds like I’m trying to sell you on our platform it’s because I am We built a powerful platform and we are very proud of it.

WEB4PRO: That must be a great solution for eCommerce entrepreneurs who are looking for a qualitative eCommerce platform with all the needed tools in one place! Why did you decide to help eCommerce brands grow?

Miodrag: When we were starting out eCommerce was, and in my opinion still is, the future of business. We wanted to be a small part of the revolution by helping brands in Serbia understand the importance of an online store and online presence in general. I think the situation we are in today with the pandemic is the perfect example of the power of eCommerce. A lot of the brands that didn’t have an online store did not survive the pandemic because they didn’t have a way to sell their products, and many brands with a strong online presence thrived.

WEB4PRO: You’ve been together already for many years. What does your team put the focus on when working on your projects at Cubes?

Miodrag: We focus on understanding the task at hand as best as we can in order to create a solid plan and timeline, which we then pass to the client. Defining everything beforehand is half the work. Once you know what you have to do there are fewer changes along the way, and you are able to meet deadlines.

WEB4PRO: Yeah, planning everything beforehand is really important for product success. What helps your team give a client a better understanding of the product they finally got? IT products are complex enough, and it’s a really valuable skill to provide a client with a clear understanding of the technologies, solutions, and the final result.

Miodrag: Usually, we show a new client the success our platform has had for our other clients. We provide them with data of increased sales and cut costs due to better inventory management since the platform has been implemented. The best thing to do is to explain everything in simple terms and results-driven data. We find that clients get confused when we start discussing the technology itself. So instead of using fancy tech terms, we just describe the features our platform has and how those features can help improve their business. We also show them a demo of our platform so that they can get an idea of how easy it is to use.

WEB4PRO: Your company achieved great success striving to be the leading IT company in South Europe. How do you gain customers’ trust for the Cubes brand? What advice would you give for beginning IT companies?

Miodrag: I’d say just focus on your customer. Listen to their needs, and do the best job possible. There are no shortcuts to gaining customers’ trust. You do it by delivering quality products. Of course, communication is also very important. Don’t promise something you can’t deliver. I find that when you are kind and honest the person on the other side is like that as well. So just work hard, be fair and your customers will recognize that. I’d also say that this is “the secret” to our success. Most of our clients found us through word of mouth. Once your clients are recommending you to other companies, you know you are doing a good job.

“Work hard, be fair, and your customers will recognize that. I’d also say this is “the secret” to our success”.

– Miodrag Lapcevic at Cubes for WEB4PRO

By the beginning of the 20th century, they established themselves as one of Britain’s most famous clothing brands. The 1950s and ‘60s brought even more exposure to the brand – famous people such as Marilyn Monroe, Audrey Hepburn, and the Beatles started wearing their garments. The turn of the century brought their first store in Mayfair, London. Since then, the family-run business has continued to innovate products to serve their customers’ various needs.

They are proud to have stayed true to their origins and have ‘Made in England’ on the tag of every garment they make.

In this article, we will review the brand’s online presence – we will take a look at the website’s structure, colours used, and different features that make the customer experience smooth.

Classic Details and Royal Colours

The visual impression visitors get from the website resembles the feel of their garments — classic sophistication with simple elegance. The brand conveys their Britishness in every aspect of their brand image — the royal blue colour is associated with reliability and trustworthiness. Using rich colours gives a calming feel to the site, and the pictures of nature heighten this energy.

Sections with a contrast of blue and gold create a festive look — the perfect balance between positive content and staying true to their brand image.

Practical Structure And Heritage-Inspired Sections

Home Page

The Home Page greets visitors with a full-page offer of 20% off with a discount code — this way, it is impossible to miss out on it.

All the pieces of helpful information are placed in practical columns — such as Made in England, The World’s Finest Knitwear, Free Returns & Exchanges on all UK orders, Sign Up To Our Newsletter for 10% Off Your First Order and Trustpilot Reviews.

The Popular products section shows the brand’s signature products — classic designs that will never go out of style is versatile and easy-to-combine colours.

‘Celebrating Over 235 Years Of British Craftsmanship’ — stating facts like this reinforces the authenticity of products and guarantees exceptional quality and professionalism.

Commitment to sustainability — every brand should have sustainability efforts listed on their website, as preserving the environment is getting more and more pressing. John Smedley is aware of industrialization’s problems, and they actively try to combat them. Read more on their sustainability commitments.

John Smedley highlights the brand’s values and strengths on the Home Page, creating a holistic and authentic brand image. When visiting their website, we instantly get a picture of their beliefs, and this familiarity is essential when retaining customers.

In the following paragraphs, we will discuss the features of the Category Page and the Product page in-depth.

Features That Help Customers Make An Informed Decision

Category Page

We can choose from various category pages, such as Shop by style, Bestsellers, New in, Shop by Fiber, Collections and Sale.

Each category has its unique SEO-friendly description, making it easy to find specific products straight from Google search results. Customers can sort products with filters and based on Position, Product Name, Price and New in.

For instance, let’s see what Men’s Shop By Style Category has for us.

The visual menu to subcategories not only adds an aesthetic element, but it is also very functional — it’s easy to choose from them at first glance.

Including product colour swatches right on the category page is a great way to show available colours for a particular item — this way, customers don’t have to visit the product page if they are searching for a specific colour.

Using an add to Wishlist button is a handy feature, especially in the case of customers who like to think through their purchases — or even wait for items to go on sale.

This brings us to the next feature worth mentioning here — showcasing prices that feature discounts is a very persuasive technique, and it encourages purchases.

Product Page

We can see all the information a customer needs on the product page — in one place. Besides pictures from every angle, and SEO-optimized product description is placed discreetly under the gallery section — along with the sustainability credentials. Customers can see the colours and sizes available, along with a handy size guide.

Product selectors in the size guide are based on colour and size, and it only takes a click to select them, instead of going to the dropdown menu, scrolling, and selecting the option. It’s handy, saves time, and shortens the way to purchase.

The size guide loads in a pop-up on the same page without leaving the product page, saving time and not distracting the user from the purchase. It also has a friendly structure, illustrated parts and units of measure selection.

Close-Up Pictures of The Materials on The Product Page

It’s essential to showcase products authentically online — and close-up photos of the garments and their materials is a must.

Integrated Trustpilot Reviews

Customers appreciate reviews from fellow buyers, and they are even more likely to buy from a brand with great reviews.

Simple Checkout Process

John Smedley uses a secure checkout process — customers can pay with credit/debit card and PayPal. On the second/final checkout page, they have the opportunity to add a discount code and a gift card.

Features That Strengthen Brand Loyalty

Live Chat

Customers can reach out directly to the customer service team within working hours — this might be the fastest way to get in touch and get help from the brand.

Discover Page

The Discover page is full of exciting details about its history and physical stores, such as the Marylebone, Mayfair and St James’s stores.

Under the Quality Tab, we are navigated to a page where we get valuable information about product care and washing instructions and the background of production, such as cotton processing and Merino wool.

The Design Tab offers an insight into the Behind the Scenes of John Smedley. Here we can read about different collections and collaborations, interviews, and fashion weeks behind the scenes.

The Discover Page is an excellent tool for building brand loyalty as we can get an insight into how the brand works at the production level.

John Smedley On Mobile

The John Smedley website loads just as quickly as the desktop version. The site automatically determines the user’s location and offers to default, saving time at checkout.

The different sections look just as great — they use clean lines which are easy to look through. Pastel colours combined with rich blues create a natural and classic look, even on a smaller screen.

The mobile version shows the same information on products as the desktop version — even when customers are on the go, they won’t miss any important details about their order.

The search bar on the site is rapid to respond — the page offers excellent auto-suggested options within a few seconds, making it more efficient to find the perfect garments.

The mobile version of the John Smedley site has a smooth interface. Combined with rich colours and sleek sections, it is a breeze to navigate through the website.

In 2000, Pandora’s very own charm concept launched — with great success. The company began expanding internationally, and since then, they opened various crafting facilities.
Today, Pandora products are available in more than 100 countries and the company employs around 26,000 people.

Pandora is very transparent regarding its brand strategy — you can read detailed information on its four growth pillars. In this article, we will review the features on the Pandora website that create a smooth user experience and make it easy for customers to find the perfect gift for their loved ones.

Feminine Touch and Well-Structured Elements

The page structure is efficient, as the first thing we see is the seasonal offers. The titles and product names are easy to read — this layout makes it effortless to focus on one thing and then move on to the other. There are no disturbing elements, such as pop-up windows, that would obstruct the user experience. Regarding the colour choices, the pink accents give a feminine touch to the whole website.

Intuitive Navigation & All The Useful Information You Need

Home Page

The Home Page has a clean design. It’s easy and intuitive to navigate. The seasonal home page gives a homely feel even at first glance. It’s never too early to start shopping for Christmas presents, and Pandora knows that — clicking on the header navigates us straight to the gifting section. Here we can choose gifts based on categories, like daughter, friend, mom, etc. There are no questions left unanswered under the Customer Service tab at the bottom of the page.

Features That Help You Choose The Perfect Gift

Gift-Oriented Category Pages

Pandora has various category pages to help customers find their way to the perfect gift for themselves or their loved ones. Let’s start with Christmas — here we can see subcategories, such as Christmas Jewellery, Christmas Charms, Pandora Set, Gift Sets, Easy Gifting, Stocking Fillers, and Gift Cards.

Each subcategory has its unique SEO-friendly description, making it easy to find specific products straight from Google search results.

Customers can also Shop by Price and get inspiration from the brand under the Christmas tab.

Another category we have to mention here is the Pandora Brilliance collection, a higher price range collection — a helpful feature here is Shop by Metal.

And then we have the category ‘Charms and Bracelets’, Pandora’s signature collectable products, and ‘Jewellery’ dissected into jewellery types. The brand is big on gifting. This is why they have so many guides and helpful features for those looking to gift Pandora Jewellery.

Customer-Oriented Product Page

On the Product Page, we can find all the information a customer needs. Right under the price, we can see the payment methods, such as Klarna, Clearpay, and PayPal.

Besides photos from every angle, reviews are the next best thing a brand can put on the product page. Under the images, we get all the shipping and return information customers possibly need, and also some gifting options.

The Compatible With section offers various choices to complement the chosen product.

Smooth Shopping & Checkout Process

The Pandora website has a secure one-page checkout process — they offer various payment methods, such as paying in instalments with Klarna (Express checkout). Moreover, Clearpay and PayPal are also available. Klarna partial payments allow customers to separate their payments into three parts. This feature also shows how brands care for their customers and take their preferences into account.

Features for Seamless User Experience

Products can be sorted based on product types and also Collections, Events, and Gifting. This way of sorting is helpful if customers are looking for an event-specific gift or have a rough idea, but they’re not sure about the exact product they are planning to give.

Send With Smartgift

This feature is a fantastic marketing tool — it gives customers all the freedom they need when choosing gifts. Their loved ones can modify or even select their gifts, which guarantees that they will be happy with their order.

Try It On

Try It On is a convenient feature and an enjoyable way of deciding between products. It’s almost like trying on products in a store. The Pandora website generates a QR code, and by opening it on the phone, customers can access the ‘Try It On’ feature and try on rings or any other jewellery. They can then see the pictures they took on their laptops. This feature saves time and helps the brand show they care about their customers, especially those who prefer online shopping over the in-store experience.

Send a Hint

A very subtle way of suggesting gift ideas customers would like to get is to send it via email or Facebook, and the recipient will get a direct link to the product.

Klarna Instalments

Paying with Klarna in instalments is an excellent alternative to expensive credit cards — they don’t charge fees or interest.

Size Guide

Jewellery sizes differ among countries and brands — placing a chart like this on your website will ensure your customers get the suitable sizes.

Complete the Look

In case your customers would like to select each product for their gift set individually, they have the option to do so — Pandora helps choose the pieces that look the best together.

Click & Collect

A free delivery option is available in selected stores. Perfect for last-minute gift shopping or spontaneous surprises.

Pandora on Mobile

The loading speed of the Pandora website on mobile is excellent — even videos load instantly when opening the website. Breaking up static images with animations and videos help keep the attention of the customer and offer a stunning way of showcasing products.

The different sections look just as great as on desktop — they use very clean lines, and the site is easy to look through.

The mobile version of the Pandora website shows the same detailed information on products as the desktop version in a more compact form.

When searching for products, the search bar is speedy to respond, and the page provides us with great options within a few seconds.

Style Advice

Style advice is available on selected days by customer service support only on a mobile. We definitely recommend adding this feature to your company’s page — sometimes, it’s easier to guide customers through your product selection in person.

Sustainability Initiatives

Sustainability has been at the forefront of many businesses’ agendas recently, and Pandora is no exception. They are committed to reducing their carbon footprint — in September 2021. They announced that by 2030, they would halve their greenhouse gas emissions by introducing their new low-carbon packaging. Having committed to reducing their carbon footprint by 3,600 tonnes of CO2 per year, Pandora’s packaging will no longer contain plastics — they roll out their new packaging throughout 2021 and 2022 after they use up their current inventory.

Pandora was always committed to creating hand-crafted products and this brand is taking a sustainability course.

To have the lowest impact on nature, Pandora revealed that every single one of their products will be made from fully recyclable materials by 2025. Pandora is one of the top global sustainability brands that make a difference.[w4p_external_link]

Brand’s unique selling point is the distinctive style of clothing that’s not sold anywhere else on the Nordic market. This womenswear brand is the perfect destination for fashion lovers between the ages of 18 and 30. Their advantage lies in having an unbeatable range of clothing that offers a wide variety for fashion-conscious individuals.

MADLADY is for trendsetters, women who dare to stand out from the crowd. The visual representation and brand positioning create a coherent experience – the MADLADY website looks just as unique as the garments they sell.

Unique Garments, Unique Website Design

The Home Page is well-structured – it’s effortless to navigate through their current influencer collaboration, the ‘Recommended’ section and the ‘Bestsellers’ list. The product titles are easy to read in bold and the colours used are easily associated with the MADLADY website. This kind of consistency creates trust and recognition. Creative font combinations and the contrast of black, white and pastels give the site a fantastic feeling – ideally in line with how they position themselves on the market. From the home page, we can navigate the top menu to News, Bestsellers, Categories, Collections, Instagram shop and Sale.

Intuitive Navigation And All The Useful Information You Need

Home Page

The Home Page features a clean design, and its navigation is very intuitive. The brand included a footer text on the website that complements what’s written on the About us page. Reassuring customers that it’s safe to shop at MADLADY is an excellent move. Including a few lines about their customer service and shipping time answers many frequently asked questions in advance.

Having transparent information about the shipping policy is always a huge plus. It’s a great idea to have it all right on the Home Page. MADLADY makes the user journey effortless by including all the necessary information to purchase securely and safely. There are no unanswered questions under the Returns & Exchanges, Delivery information, Gift card, About us, and Sustainability & Social responsibility tabs. It’s easy to get in touch with the MADLADY team.

Features That Help Create The Right Expectations

Category Page

At the bottom of the Category Page, we have a description that highlights the products’ features and styling ideas and all the occasions that MADLADY products are the perfect choice for. Including a not only informative but also keyword-rich description helps SEO efforts immensely.

We can sort the products with filters on the Category Page. Sale price percentages are highlighted in yellow – accentuating great deals so customers won’t miss them.

Product Page

On the Product Page, we can read a brief description of the features we can find here. We have a short description of the product specifics, and we can also see the size the model is wearing. Besides, on the product page, we can get more information on the fit, material, length, article number and brand right on this page. This way, the customer doesn’t need to take any further actions to find this important information. We can see that the available sizes are showcased in swatches, reducing the friction required to purchase the product.

There is a handy size guide as well. On the right-hand side, ‘Others also bought’ offers pieces users might like and helps the brand increase customer involvement and order generation.

Read more here on how to design a Product Page that converts!

Shopping Cart & Checkout Process

MADLADY offers various payment methods and a secure one-page checkout process – moreover, Klarna, especially popular in Sweden and other Scandinavian countries, is also available. On the right-hand side, we can see the contents of our cart.

Effective Features That Will Help You Sell More

Products are not only sorted based on product types but also collections. This comes in handy, especially when users look for a specific product or pieces from a particular influencer collaboration. The ‘Collections’ tab navigates us to a page with all of the garments of said collections, and there we can sort them according to different criteria.

The product slider on the Home Page changes based on personal interests. For example, we were looking at a specific t-shirt and going back to the Home Page, the ‘Recommended’ section now mainly consists of t-shirts. Intelligent personalization features like this increase the chances of users finding what they are looking for.

‘Bestsellers’ list features one make-up product – this trick is effective because visitors can see that MADLADY sells make-up as well in case they weren’t familiar with the brand already. By reselling make-up products that appeal to their desired audience, they become a one-stop-shop for women’s style.

‘MADLADY tribe’ features Instagram posts from creators wearing their products – it gives instant styling ideas and creates trust in users to see real people wearing their clothes.

On the ‘Sale’ page, we can sort products based on category, price and size. It’s a fantastic idea to have all the products that are on sale under one tab.

Besides the sale price, they include the original price and the discount percentage as well.

Madlady On Mobile

The website’s loading speed on mobile is good, especially when we consider that high-quality pictures usually slow down the loading speed.

The tile sections look just as great as on desktop – very crisp lines make it easy to look through.

The mobile version shows the same information on the products as the desktop version – users won’t miss a thing even when they’re on the go.

When searching for products, the search bar auto-fills and offers possible search terms – this feature makes it easier for customers to get an idea of what to search for if they’re just browsing the site.

Optimizing your website to be fully functional and visually appealing on mobile has never been as vital as it is today. Though customers are always on the go, they still prefer websites with beautiful designs and handy features that create a fantastic user experience.

Conclusion

MADLADY can’t be influenced. She is the one who inspires. The brand’s buyer persona is this radiant, free-spirited girl who wears what she wants without a second thought. Perfect fit, material and unique ideas make the MADLADY garments powerful. This website is the one-stop-shop for women with a unique style who dare to be different. We believe MADLADY is an excellent source of inspiration that encourages you to be yourself — the most incredible version of yourself.

– Don’t be a chicken. Be mad. © MADLADY

It all started in Lund – a historical city in Sweden. At the outset, they created high-quality accessories, but later they branched out to produce clothing items and bags. This decision made all the difference for the brand – the company gained more exposure due to the production of clothing items. Jon Hencic’s creation process was inspired by Swedish and Italian fashion – to this day. They provide customers with a one-of-a-kind experience, thanks to the website’s luxury feel and garments.

John Hencic brand prides itself on creating “affordable luxury.” They employ small and often family-owned businesses instead of suppliers, making it easy for the company to manage its inventory and stay on top of seasonal changes.

Nicklas Nordbergh (Creative director) identified a gap in the market. He claimed that male accessories were overlooked – so he wanted to change the scene by creating fun and expressive accessories. His love of entrepreneurship drove John Ekström (CEO), and his goal was to create a niche accessory brand, which he had built from the ground up with Nicklas.

This John Henric review article will show you how the luxury feel of John Henric garments translates to the remarkable experience on their website and how these two components create a great user experience.

Overall Impression of John Henric

On the John Henric clothing website, we have a high amount of information, yet it’s easy to navigate the site. You’re going to find what you are looking for in seconds, as the well-structured layout makes it easy to read titles and product names. In addition, the website uses engaging visuals, so the user can easily browse any category. Also, if we start navigating using the top menu, we’ll see that some categories show a visual association with them.

Why this is useful: it decreases the time users spend thinking and finding the right product. Not to mention, it creates clear expectations.

In the following paragraphs, we will take a look at the desktop version of the website – the home page and navigation, the category page, and the product pages. Finally, we’ll examine the useful marketing features they employ.

John Henric Features Optimized For Success

Home Page & Navigation

The tile structure makes it very easy to navigate and look through various elements. They emphasized visuals – this way, the amount of information is not overpowering at all. Under the tile structure, we see a brief description of men’s accessories and how they can elevate any look. If you look closely, you can see how the brand uses keyword-rich text here. They also offer insight into styling the pieces.

Pro tip: using top keywords like John Henric will help your SEO efforts

Including a ‘What our customers are saying‘ block provides social proof about the brand. New customers will feel sure and secure about their choice. On the John Henric website, it’s especially well-positioned right at the bottom of the home page. Customer reviews are inevitable for a growing business. Read more about them in our guide

Features That Help Create The Right Expectations

Category Page

On top of the Category Page, we have a description highlighting the products’ features and styling ideas. Again, they use keyword-rich text here, which helps them achieve favorable Google search results.

We can sort the products with filters, and if we hover over the pictures, we can see the products from another angle and light. It helps customers create the right expectations and not spend time on products that they don’t like. Thus, it contributes to a more positive and smooth shopping experience. Besides another photo, they also have available sizes written over each product as we move the cursor over them. This way, shoppers can quickly see if the store has their size in stock, and if not, they can move on to the Google search results for products they like.

We can find a ‘star‘ icon near each product, allowing us to add the product to the wish list and return to this product later. Wish lists help brands return customers to their stores with the newsletter. They can also use this data for customer-focused advertisement campaigns.

Another trick they use on the Category Page: the brand shows discounts (30% off, etc.) to create urgency. This is how they show customers that they shouldn’t miss out on a great deal. It encourages faster decision-making. This trick works because we are psychologically coded to desire exclusive or only available things for a limited time.

This page has a ‘display mode‘ feature allowing us to scale the grid and get a larger view of products.

Product Page

We can find all the necessary information on the Product Page – the price, available sizes, product description, and specifications.

‘Model is also wearing’ is a section on the website where the various products that constitute the outfit are listed. Customers can purchase them as well. It’s a great way to encourage them to buy more if they like the look – or even the whole outfit if it is still available.

Under the product specifics, we have a ‘Recently viewed‘ section, reminding the customers of the products they already visited but might have forgotten about.

‘Recently viewed‘ and ‘Others also viewed‘ are features that brands use to encourage customers to stay on the site longer and possibly purchase more. The Recently Viewed feature can also come in handy when people are looking for one specific item, for example, a blue polo neck shirt. If the website has four different blue polo neck shirts, the customer can see them side by side after visiting their product pages.

Important elements that help customers develop decisions quickly and confidently are product return policy, delivery details, and size guide. It’s an advantage that they don’t take the user to another page but open a pop-up window, which is easily accessible right from the product page. Another good thing is size swatches – you can see all the available sizes at a time, which decreases the friction needed to buy the product.

One-step Checkout Process

John Henric uses a one-page checkout process, where we can see all the purchase details on one page before hitting ‘Proceed to card details.’ Having only one page makes the checkout process way faster than entering all of our details on separate pages. In addition, this makes it easier for the customer to review the order details and their personal information instead of clicking-through various sections to reach the payment method.

More and more people are aware of the importance of a secure checkout process – it always helps your objectives to have an SSL certificate on your website. In practice, it means that your website URL starts with ‘https://’ instead of ‘http://’ and provides a secure checkout.

Marketing Tactics You Should Try

John Henric offers Free shipping and Home delivery, which they state on top of their website – having a static note like this is a popular marketing feature. People don’t like surprises and hidden costs, but they appreciate clarity from the beginning of their shopping journey.

Products are not only sorted based on product types but also events like proms & weddings. This feature offers another excellent way for customers to look for the perfect outfit for an important day in their lives.

The Style Guide Page works as a shop assistant for men, helping them achieve a stylish look, select the right accessories, and wear them properly. Providing style ideas supported by pictures creates credibility for the brand and gives many ideas to customers. Having a wide range of beautiful products is essential to satisfy various tastes. Brands are expected to create inspiration and educate their customers on how to wear their products.

The wish list button for the products allows you to save favorite or most interesting products and simply add them later to the shopping cart – just like the clothes in the fitting room.

In this section we made a John Henric review of the best features that make the website on desktop stand out – now let’s see John Henric on mobile. Read on to see how they mastered mobile optimization – and how you can, too!

John Henric Review On Mobile

The website’s loading speed is just as fast on mobile as it is on desktop. This is key to customer retention as they tend to be discouraged by slow loading speeds.

The discount pop-up is proportional to the screen – seemingly small details like this contribute a lot to a luxury user experience.

The tile structure looks just as great on mobile as it does on desktop – on a smaller screen, we only have one column, but it is very easy to read. The Categories menu on mobile uses the power of tiny visuals to make its usage more intuitive. On a small screen, having a scrollable menu on the side is way more user-friendly than a static top menu.

The mobile version shows the available sizes of products on the category page if we tap on a product while scrolling. This is highly efficient when shopping on mobile because a split second is more than enough for the customer to see if the retailer has their size in stock.
On mobile, search suggestions offer the most searched terms – offering some great ideas to those just looking around on the site.

Another great feature here is the list of all available payment options – it’s handy for customers and allows the brand to offer the most convenient checkout experience. Users like transparency and predictability – this is an excellent example of a user-friendly checkout process.

Despite having many high-quality photos and all the information we need about their products, John Henric’s website has an excellent loading speed even on mobile. It’s safe to say that the website is optimized for smaller screens – it offers the same high-end web experience as the desktop version while also having all the features accessible.

Today we’ll have a chance to look at the Tretorn story’s most inspiring moments and visit its regional websites. We’ll look closely into Tretorn’s global online experiences and the best features that show care about the customers and make them love this brand.

We’ll consider two of Tretorn’s websites: Tretorn Europe and Tretorn USA. Both of them are created with respect for customers and the best practices of UI design. The approach to both websites is a bit different but has many similar traits. We’ll focus on the best of them.

Brand’s Tradition & Heritage

Both websites have stylish designs in the traditional Scandinavian style. We can enjoy lots of whitespace, balanced accents, harmony in colors, and nothing extra to let us focus on products and our choices. At a glance, we can see that Tretorn is a brand with a long history.

EST. 1891 Sweden

It claims on both websites right under their logo: EST. 1891 Sweden. It’s just the numbers, just facts. But think: what feelings and associations does this information evoke?

For us, that means Tretorn is a native Swedish brand that creates a long story and cherishes tradition. This is how the brand strengthens its positioning by telling us about its long experience, acquired mastery, and native traditions, just in three short words.

Tretorn’s Heritage

When we visit Tretorn EU, we can learn many inspiring facts about the brand on its pages. One such page is Our Heritage, bringing us to the memories of Tretorn’s long story.

When you read them one by one, the degree of respect for this brand and its creators grows and multiplies at each stage. There is no better way for a brand to get closer to its audience than telling the story – true and sincere.

Customer-Centric Features

Tretorn cares about their customers and shows that care even on their website pages. Several useful features that prove this deserve our special attention.

Tretorn US: Accessibility Mode

Tretorn is a sustainable and responsible brand, making their website experience convenient. In their footer, we can find accessibility mode to adjust colors, visuals, and font sizes, turn on assistance with reading and focusing, adjust the website for blind users, etc. There are plenty of settings that make this website flexible and accessible.

This feature is powered by assesssiBe and can be connected to any website to run an accessibility interface. That’s a great solution that shows the brand’s care and responsibility.

Tretorn US: Wishlist

Tretorn added a little ‘heart’ button for the Wishlist access in the right bottom corner to create an engaging shopping experience. We can access the wishlist at any moment and add items while shopping with any device – desktop, tablet, or mobile.

Usually, we can find the wishlist access button somewhere near the shopping cart button at the top of the page. But here, the wishlist is always in view and stands out, reminding customers about their wishes. When we get to the wishlist page, there is a minimalistic wishlist itself with a possibility to add items to the shopping cart and two more interesting features:

• You can send this wishlist to someone via email. It’s quite useful, isn’t it? It’s especially useful when you are thinking about the ideas for your Santa for ‘what I want for Christmas’?
• You can add your email and connect the data about your wishlists from all your devices and sync your shopping activity.

Furthermore, you can quickly access the ‘Help’ form and ask your questions. The form itself has structured fields with the possibility to choose the topic for your request.

Time-Saving Category Page

Category pages on Tretorn’s websites have a minimalistic look, well-thought-out navigation, and intuitive filters that quickly help us find the needed product.

Tretorn EU & US: Hover Effects

Both websites have the same interesting feature on the category page. We can hover the product image and see how it looks from a different angle. This way, we get more information quickly and don’t need to visit a product page if it is not exactly what we are looking for.

Tretorn US: Design Views & Quick Shop

The Tretorn US goes even further and provides a great feature for quick product selection and shopping. We can change the product design and see how it looks right on the category page, even without page reloading!

In addition, we can click ‘Quick Shop’ and see the shortened version of a product page appearing in the pop-up. It includes only the necessary product parameters needed for shopping.

That means our shopping experience becomes even more convenient. We save time as a customer: there is no need to visit the product page to view available design options and go shopping. Really cool!

The Tretorn US is created great from the visual point of view and usability. All design elements are intuitive, including filters on the category page. They use not only text but also visual identification for each option available. This way, the customer can shop more quickly and complete their goal faster – it’s exactly what Tretorn needs: more happy purchases.

Let’s move to the product page and highlight the most interesting things there.

Intuitive Product Page

On both websites, we can see a great product presentation:

• High-quality product images and views from different angles show us the product at its best. The Tretorn US even provides the possibility to scale the image by hovering;
• Informative product description gives us a full product overview: short and minimalistic on the Tretorn US and structured in tabs on the Tretorn EU;
• The Tretorn US provides the possibility to add the item to the Wishlist, yet this feature is not available on the Tretorn EU. Instead, they make the ‘Add to Basket’ button bolder.
• The link to the Size Guide helps us pick up the right size quickly on the product page.

All features are great. However, we want to draw your attention to these details:

Both websites provide visual swatches for product size and color selection. This way is better than a traditional drop-down menu. With swatches on the product page, the customer can see all available options right away and saves time, reducing the number of clicks needed to select and purchase the product.

Another great thing is that all product options that are out of stock are blocked. We can see what particular options are available for the product. This way we save time and create the right expectations.

Inspiring Brand Story

Finally, one of the most exciting parts of each website is how the brand communicates its values, story, and positioning.

Tretorn US: 3 Towers

On the Tretorn US, the brand invites us to learn about their ‘3 Towers’, find new trends and old traditions, and read inspiring stories from their journal. This way the brand builds an emotional connection with its customers. ‘3 Towers’ Page introduces a short legend about the Tretorn brand. It turns out that “Tretorn” is Swedish for ‘Three Towers.’ Furthermore, there are three T that Tretorn tells us about: Trends, Traditions, and Tales. This page is beautiful and engaging, and it’s the only chapter on this website that tells us about the Tretorn brand. It seems that here Tretorn wanted to focus on a customer. They make customers their main heroes. It’s not a trivial approach to delivering a brand story, especially for such a large and famous brand.

So, how can we learn more about Tretorn? We should visit their main website for the European market. Get ready. You can dive into their story as an interesting book.

Tretorn EU: About The Brand

We must visit their chapter about the brand. This is a necessary step for anyone who wants to learn about this brand and understand their values, message, and hard way to become those they are now – one of the top world-famous fashion brands.

Sneakers Timeline brings us to the history of Tretorn’s sneakers transformation, Tretorn’s key moments that determined their future and brand growth.

Tretorn’s Journal is a place for stories about travelings, discoveries, initiatives, and things that help the brand and its advocates change the world for the better.

And the most inspiring, involving, and emotional pages that prove how this brand makes a difference are Eco-Essentials Manifest & Timeline. They tell us the stories about how innovation, responsibility, and talent create products with care about our planet and future generation. Anyone who wants to discover Tretorn’s products must visit these pages and learn the story behind their innovation, Leftover Project, Raincoat from the sea, and sustainable products made of recycled materials.

Tretorn proves that the brand values and purpose delivered on the website can build a strong connection with customers, inspire changes, and show what the brand is in its core.

In this website overview, we wanted to show the most interesting features that provide an engaging user experience and strengthen the brand’s position in people’s minds. Both websites provide a convenient mobile experience and allow us to shop on the go. They both have a beautiful minimalistic design with a customer in mind focusing on products and the key shopping goals.

The website for the European audience is ‘a home’ of Tretorn’s online presence. It includes all the information about the brand’s history. Still, Tretorn’s website for the US market looks modern, engaging, and provides many useful and fresh features.

The Tretorn online experience is made with love for customers, respect for traditions, and a high purpose in mind.