Online Retail Insights: Apparel Retailers Need to Evolve

Last year, apparel was the most popular purchase category on Cyber Monday. This is a good category to delve into with respect to UX, especially when you consider that most people still prefer to buy their clothes in-store. When talking about delivering an ideal UX in the context of e-commerce, the goal is to reduce friction and provide visitors with an experience that feels less like a list of tasks that need to executed to procure an item, and more like a seamless interaction between what brought the user to the page and the content being delivered. This means providing a plethora of relevant information in the form of images, videos and concise, helpful copy — all while delivering it in a way that doesn't require the visitor to think about what's being presented on the page.