User Experience Review - Argos Usability
7th May 2010
Sales at Argos are up, with multi-channel sales accounting for 42% of total sales. So, what is Argos doing to make the online channel so successful?
One of the major reasons seems to be the check and reserve service. Argos gives its customer’s choice by presenting options to buy online or collect in store. The large green ‘Buy or Reserve’ button provides a clear call to action and in addition, customers can easily check the stock of their item before committing to a purchase by inputting their postcode.
Layout and design of information is important to convey messages quickly and this is something that Argos does well. Separating each option with colour, bold headings and associated pictures makes the process quick and easy.
When an item is not in stock at the desired location, Argos provides the customer with alternatives. As well as highlighting similar products, stock is also checked in stores from the surrounding area. If both these methods fail then the customer is given the opportunity to be contacted when the item comes back into stock. Providing a number of options to the customer will reduce drop-out rates and encourage customers to buy.
For those unfamiliar with the system used in store by Argos, simple step-by-step instructions are provided in the confirmation email. Additionally, customers do not have to register to reserve a product and are given the option when buying online, something which will encourage sales.
A sense of urgency is also a great tactic for increasing transactions. If a customer is informed that only one item is in stock at their local store, they are more motivated to reserve and collect the item, especially if it is out of stock online.
The two click installation is very simple and requires very little effort from the user. Finding ways to make it easier for customers to buy online such as the widget will allow Argos to stay ahead of the competition and drive sales during a cautious economic period.
The checkout process for those wishing to purchase online is relatively straightforward. Customers are able to select their preferred delivery day, something that many online retailers do not do. This increases customer satisfaction and balances out any objection to the relatively expensive delivery charge.
A progress indicator is provided which orientates the customer through the process as well as providing them with an idea of the length of the form. Customers can move backwards and forwards through the checkout but it is not immediately obvious how to go back if a customer makes a mistake.
It seems that traditional bricks-and-mortar retailers such as Argos are really harnessing the power of the internet to drive sales. More noticeably, they are making use of their extensive network of shops around the country to provide an additional service which online-only retailers cannot.
What can you do next?
- Read some more usability and accessibility articles.
- Find out how usability testing can improve your offering.
- Explore our mobile usability services
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