CHANGE OF FACE

E-commerce players have started to invest much in revamping their user interface to create a user-friendly buying experience which is a visual treat and saves time.

“Trends within metros indicates that people don’t have the time. They are increasingly investing in online shopping and once online, they want to save on time,” says Parveen Verma, Web Developer, SherSingh.com, an online lifestyle portal.

SherSingh.com launched its new user interface on August 15. “We have re-shot our entire collection, which can be transacted from the home page itself. Also the page load time is lower,” adds Verma.

The home page has feeds from social media. It also has a feature for a wish list that can be shared with friends, relatives, on Facebook and e-mail.

Online travel portal Goibibo.com, having realised that the long process for booking, cancellation or rescheduling the travel is a pain point for every customer, has revamped its Web site.

“Our load time and navigation is faster from home page to end booking. Booking finishes in four clicks as compared to competitors where over 7-8 clicks are required. Also, our site is free of advertisement clutter,” says Sanjay Bhasin, Managing Director, Goibibo.com

While searching for a round trip, the site throws up combinations of lowest fare flights on the top of the page, cheapest listed first. It also has a feature of a ‘fare trend’ that indicates the days for cheapest travel and a Facebook button with which users can share their travel information. The revamped Web site was launched on August 2. “Earlier 62 per cent of our traffic would move from home page to search page. This has increased to 74 per cent since August 2. And the jump on people moving from search page to booking page has been another 4 per cent,” says Bhasin.

Fashionandyou.com, a fashion portal, too has redone its user interface.

“It has been active for over a month. We shall implement some more new features soon,” says Trivikram Thakore, Marketing Director, FashionAndYou.

Helpful additions to the site, besides single-page scroll, include a mini “shop” that features trend-driven sales and “Add to Waitlist” option that allows customers to add sold out items to a waitlist and be alerted as soon as they are available.

Heena.k@thehindu.co.in

(This article was published on August 16, 2012)
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