ASOS (As Seen on Screen) is one of the largest online fashion and beauty As well as its own fashion label ASOS.com for women and men, it also offers a range of products from high street brands (e.g. French Connection), premium brands (e.g. Miu Miu) and independent UK designers.
Search, browse & inspire
ASOS has a wide range of products and does well at helping users find what they want by giving a range of searching options. It has a search function which searches through the whole site and is present on every page.
Users can browse by product type (e.g. trousers, skirts…), or brand, by fashion trend, by magazine article the product was featured in, or by celebrity (e.g. view products in the style of Sienna Miller). Users can also select to only view products which are ‘just in’ or products in the sale. Filters are then available to sort by size, colour, price and celebrity style. These filters (and the filters created whilst browsing can be removed again if wished.
ASOS is good at merchandising and through the site the user sees promotions and inspirational links to help guide them to offers and product sets.
Product details screen
The product display is very detailed giving many angles photographs and a zoom and drag function so the user can see all aspects of the product. ‘Catwalk videos’ are also provided for some products.
Very detailed product info given for sizing, material type, care instructions to help the user make the decision.
The returns and delivery policies are very obvious on the page to reassure the user.
Stylist recommendations of products which might fit with this one are also given at this point to push cross-sell opportunities.
Help
A detailed FAQ section is provided and also a ‘How to shop video’ to show users how to use the site, which is great for first time buyers.
