Case Study: Zaggora

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A Facebook friend shared an offer for Zaggora, and it looked intriguing. Their basic claim is that Zaggora clothing will make you sweat like crazy while you’re working out (or even while you’re doing nothing around the house) and you will therefore lose weight much faster. I’m naturally skeptical about anything that claims to do work for you, as, much to my regret, I find that anything worthwhile requires a lot of work. But I was curious, so I clicked through. I was very impressed with their website: I think they’re doing a lot of things right. 

The image above is their home page. It features an attractive image, a bold claim about weight loss, and social proof — all of which are calculated to appeal to women like me. The actual products start below the fold (on my laptop, though probably not on a desktop), but there’s enough of an indication that you know to scroll down – or you can click the ‘shop now’ button. The navigation at the top is interesting: ‘Buy Now’ takes you to exactly the same place as ‘The Store’. Not surprising, considering that’s the whole point. But I’d be really curious to see the results of their user testing — who clicks on what? Is it confusing, or does having several routes to the same place convert better? The one definite problem with the nav bar is that the message about free shipping looks like a link (since everything else on that line is a link). I tried to click it to find out about shipping. I never did find out how much it costs to ship if you only buy one product.

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Here’s their ‘science’. They address their claims (with requisite disclaimers) in an easy, self-contained fashion. You stay on the same page and simply click through tabs. It wouldn’t satisfy a researcher, but for marketing purposes I like it.

zaggora5zaggora4 Here’s a product page. Very simple, but lots and lots of views of the product and very good, up-close photography. After looking through all the photos you’ll be pretty sure you know what you’re getting.

The size guide opens in a lightbox so you don’t leave the page and get distracted somewhere else. And, they’ve given you a LOT of information about the sizing; I imagine that gives customers even more confidence, since it might be difficult to figure out what size is right for a normal fitted product, let alone one with unfamiliar technology. They’ve made sure to give UK, US, and European sizing as well as actual measurements in different units so that there are no questions left to ask.

Ah, questions! That brings me to the contact page. Having run an e-commerce business myself, I’m sensitive to the problem of customer service: it’s expensive. The more you can do to cut down on the

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personal contact that the customer requires, the easier it all is. However, when I removed the phone number from the Luxuryhound website, I notice a drop in the sales conversation rate. I wonder if Zaggora has tested this? They do such a good job of letting their customers speak for them as well as providing loads of information about the products, that it might not actually matter.

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This is marketing genius: not only does Zaggora give their customers an opportunity to provide social proof on most pages of the website, they also allow you to join their club — basically turning you into their evangelist. You get exclusive content and deals; they get the ability to communicate with you non-stop and the knowledge that you’ll pass it on to your network. Clever.

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Last, but not least, their blog does a good job of catering to their target audience (I’m assuming women between the ages of 25 and 55 who have the slightest interest in looking and feeling good); they seem to be updating it on a timely basis, which will help their SEO, and their writing is friendly and topical. It’s not particularly intellectual, but in a quick scan I noticed no spelling, grammar, or logic errors – all of which would turn me off. And I liked the look of some of the healthy, easy recipes — which might keep me coming back.

They’re also incorporating fitness challenges and making them social by sharing them on facebook. It’s a great (gamified) idea, and it seems to be working. So I think they’ve got their content strategy down pretty well. I do have a beef, however, with the interaction design of this page: most of what you imagine to be clickable is not, and it’s indistinguishable from what is.zagfitness1 zagfitness2

I’ll bet you can’t tell from looking at the screenshot what is and isn’t a link. (Answer: BIO>>, GET WET WORKOUTS> and INTERVIEW WITH JONNY & NATHALIE> are links. Nothing else on the page, including the other text with the same arrows is.) It’s actually pretty frustrating. On the other hand, is it going to make me leave the site once I’ve gotten this far? Does it make me not trust them? No, and no. It’s just a minor niggle.

Mobile

I’m not quite as happy with their mobile experience, though. First of all, on Android (Galaxy S3), it’s just not nearly as pretty. Considering that they have over 300,000 Facebook fans and seem to do a pretty heavy marketing job on Facebook – which is getting more and more mobile – their mobile experience may often be the first port of call in the user journey. If I had first clicked through from my friend’s Facebook post on my phone, I would have had no idea what the Zaggora USP is. Here’s the landing page.

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I would have assumed that it was normal workout clothing, rather than something imbued with ‘Celu-Lite’ technology that would make me thinner faster. And, the attractive image from the home page of the desktop site made me aspire to be like women who wear Zaggora; this – not so much.

There are also some odd differences between what’s emphasized in the two versions. In the desktop version, the wish list, the cart, and the ‘my account’ are all hidden at the bottom of the page. This makes me very curious about their user journey; it’s clear that their mobile version is catering to existing customers, rather than attempting to hook new ones.

I personally might have looked at their mobile site for the first time to see what it was, then gone back to buy something on my laptop or desktop. (The jury is out on what I might have done with a tablet.)  If that were the case, I would prefer the mobile site to be more intriguing, and the desktop site to give me better access to my account and my shopping cart.

But of course, more and more people are buying via mobile, no question about it. Apparently Net-a-Porter now sees the same level of sales through its app that it does from its website (source: POQ ), so it’s not a stretch to imagine that many Zaggora customers want a very quick buying experience from the mobile site. However, it’s also not a stretch to imagine that Zaggora’s mobile website might be the only contact a potential customer has with the brand, in which case the home page is not doing enough.

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And the product pages are similarly uninspiring: there is a link to see larger / more photos, but when you click on it there isn’t much at all, unlike the plethora of good product photos on the desktop site. They do a good job of product descriptions, and many of the products have reviews farther down the page. However, there is no way to tell what size you take! That right there would keep me from buying from the mobile site unless I was already confident what my Zaggora size was.

There is also no link to the blog or the fitness page from the mobile site, which I find to be puzzling. If I had clicked through from Facebook while out and about, I’d be more interested in finding out what this brand was than immediately buying something. And then, if I were shopping for a healthy meal that I’d seen on their blog or trying an exercise from their fitness recommendations, I would want to be able to access it from my phone.

In summary: with the exception of a few niggles I really like what Zaggora has done with their desktop website, but I think they need to adjust their mobile experience so it works equally well for new visitors and existing customers.

[ And, am I buying? Having become a cheap Scot in my adopted country these past few years, maybe I’ll try wearing my wetsuit around the house for a few days first…]

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