Thursday, 16 September 2010

H&M goes online, and kills the user experience by crude cross-selling

E-commerce fashion geeks might be aware that H&M has just opened up to online shopping in the UK. Following success in Sweden, a country obsessed with fashion and fashion blogs, I bet you H&M HQ couldn't wait to test the waters in the UK. This afternoon on I headed out to H&M's UK site and here are some quick thoughts.

Ladies landing page
Landing page features the promotion of a red top. Curiously there is no CTA and the only link is the price, so far so confusing. What I do like though is the super strong use of imagery against white background. It's very H&M and follows their style template for billboard advertising.

Product selection
Eager to check out the offering of ladies clothes, I click 'Ladies' in the top nav and a left hand side nav column appears, 'dresses' selected. Having found a dress for £19.99 I click on the image and see a light-box (which doesn't dim the background) and - this is a problem - see the individual pieces which make up the product image I clicked on. In terms of usability, this is really bad. Cross-selling benefits aside, I clicked on 'Dresses', saw header indicating that yes indeed I am in the right category, but now see a mix of garments?

Lesson: If a user has selected product type by sub-nav, selected a garment within that category, then user should see a product page 100% focused on that garment.

After a bit of confusion, I click on the dress and get taken to check-out. Fine.
I decide to confirm shopping bag and expect to start the login and payment process. But instead, H&M display a light-box with seemingly completely unrelated products such as place mats.

I love H&M dearly, being Swedish means it's as much a part of your national identity as Volvo and IKEA. Therefore it actually hurts critising them. But I don't like it when companies overcomplicate fairly simple actions. If a user is interested in a dress, then let the user see the relevant information and make it easy to buy. Let's hope that H&M sort out these irritation moments so it become a joy and ease to click away and make some purchases!


  1. excellent news. Thanks to share with us.

  2. thanks for sharing this wonderful post

  3. Great post thank you for publishing it

  4. You make a valid point. If people wish to cross-sell, they should focus on the interests of the customer and not just offer whatever comes along.
    I hope you won't mind that will link to this post from my blog .

  5. good blog. useful information and it will be the document I can reference applies to my work
    Hopy | Huz 10 | A10 Games | Kizi Hot Games | G9G | Faly Games | 4223 Games

  6. H&M is a blockbuster of all outfits, its comfortable all the colors by H&M are quality colors, thank you for sharing this info.
    Ideal Jackets