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5 eCommerce best practices to learn from Bellroy

May 06, 2015 CK Wong Category : , , , , , , , , ,


We stumbled upon an interesting e-commerce website - Bellroy, who specializes in slim leather wallets.

We did spend a good few minutes on the website, and immediately impressed by the quality of the website layout and content.

The more time we spend on the website, the more we think this is a post-worthy (we only write and share one article on weekly basis).

Moreover, the whole user experience on the website is so good that you might forget about owning a Louis Vuitton and get a Bellroy wallet instead!


#1. Solve your customers problem


Solve your customers problem

It is not a surprise that many website owners or stakeholders always wanted to have the website designed to their own preference (or benchmarking competitors), without much considerations on their own user experience.

Bellroy demonstrates a perfect example on how website should be designed, by mainly highlighting how your product or service can help solve your potential customer's problem.

Just go and navigate around Bellroy website, it is mostly about the problem statement, not promotions or how much discount they are giving.


#2. Demonstrate your product via video


Demonstrate your product via video

Visit any Bellroy product pages (for example this one) and the key / default visual is not an image, but a video instead, a nicely done one.

Again, it is a video on how their product can solve a problem, or more precisely how their wallet can make your life better, or looks cool.

Some e-commerce websites are including video in the product description, but perhaps worth reconsidering whether can the video capture user's attention (if they scroll down the page)?


#3. Visualize your product application & size


Demonstrate your product via application

This is very similar to what we have shared earlier on 8 e-commerce tips you can learn from TV shopping.

As shown in the picture above, Bellroy demonstrates a good example of product application or usage, on how many dollar notes and cards can fit into the wallet.

Benchmark your product size against others

Put yourself in your customers shoes, will you be able to imagine how big is the product by just displaying the dimension or measurement?

Again, Bellroy provides a good example on relative comparison, on how big is the wallet comparing to an iPhone (or something else) side by side.


#4. Speak the user language


Navigate store via usage not just "categories"

It is an easy way to structure your website menu by breaking down into product categories. However, have you ever considered how an ordinary user would browse your website, not how you wanted to "breakdown" the products?

Just refer to the screen capture above on Bellroy's menu bar, there are "For Everyday (cash, cards & more)", "For Phone (covers for your phone)", "For Travel (passports & boarding passes)", "For Outdoors (protection from the elements)".

Your website visitors do not understand your products as much as you do, so start speaking their language instead.


#5. Know where is your customer location


Know where is your customer location

Let's face the fact that not all your website visitors are ready to buy online so how they can locate you "offline"?

It is typical that when you visit any other retailer's website, you have to select the state / area to filter the results in the store locator page.

Why not making use of the technology, by automatically showing and sort the stores which are located nearest to the user's current location?

The beauty of doing an online business is that you are able to leverage on technology, to understand more about your visitors, and provide GREAT convenience to them!

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