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UX Benchmark Study Results From The 3 Leading European Furniture Retailers 2021

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UX Benchmark Study Results From The 3 Leading European Furniture Retailers 2021

The COVID-fueled growth in online sales has caused an impressive growth of the European e-commerce market across industries, both in terms of revenue and the number of users. Furniture was no exception.

To understand the elements of an effective online furniture shopping experience, we dissect the online buyer journey of the three companies from our Top 100 European Furniture Retailers report that have the highest ranking based on the number of adopted features and quality of product visuals.

 

1. Sofacompany

Sofacompany is an online-first retailer on a mission to challenge the furniture industry by making high-quality Danish design available to all. What makes Sofacompany so special is the delightful end-to-end customer journey across channels.

In our Top 100 European Furniture Retailers report, Sofacompany ranks first with the highest e-commerce merchandising index (91). The results from our research show that Sofacompany has all the analyzed features, except product reviews. The product pages are rich with high-quality visuals.

On the homepage, there is a navigation bar with a drop-down menu that opens on hover. When browsing on mobile, you’ll notice a hamburger menu on the top left corner where you can choose product categories.

sc1 1 Once you select the product category, you can see thumbnail images for different products. There is information about the price, the number of colors, and the number of products in stock under each image. Besides this, you’ll see different filtering options: price, color, designer, and right/left facing. 

On the right side, you can choose whether you want to see the most popular or newest or filter products, depending on the name, price, or which side they are facing. 

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When you open the product detail page, there is a main visual with thumbnail images below of alternate angles and detail shots. Customers can also get a full-screen mode and a zoom option. On the right, you’ll see price information, available colors, and a “design yourself” button that leads customers to the product configurator. 

sc3-1Using the product configurator, customers can choose from a wide range of materials with different colors, patterns, and textures, as well as leg options. What’s more, there is an engaging 360-degree viewer and 4K HD zoom that lets customers scrutinize the details. 

The mobile experience with the 360-degree product configurator is equally pleasant and user-friendly.sc4-1

Back on the product detail page, there is information about possible delivery, showrooms where you can find the product you’re looking for, and free fabric samples.

Below the fold, you can get more information like product description, dimensions, fabric details, package dimensions, and information about the designer.

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At the bottom of the product page, there is a recommendation section based on complementary products that others bought and a section with related products that customers watched.

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When you click the “add to basket” button, there is a pop-up with a small thumbnail image of the product, total price, and the option to check out or continue shopping. Below the checkout information, there are product recommendations.

sc8-1When you go to the checkout page, you can see a cart summary, add your delivery information, and choose a delivery method. Customers can choose between a curbside pickup, pickup from the warehouse, or get the product delivered to their address. On the side, there is information about delivery hours, as well as a customer service number.

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On the overview and payment page, customers can make a final check and choose a payment method. There’s a checkbox for the same delivery and payment address, so the customer doesn’t need to fill in the same information twice.

sc10-1The overall shopping experience on the Sofacompany website is clean, pleasant, and engaging. There is great consistency in the visuals and buyer journey across devices, which makes customers confident when making a purchase.

 

2. IKEA

IKEA is a Swedish-founded, Dutch-based multinational group that offers a wide range of well-designed, functional home furnishing products. Besides the low-price furniture, they’re known for sustainable sourcing of cotton and wood and democratic design approach.

In our Top 100 European Furniture Retailers report, IKEA has the second-highest digital merchandising index (85.5). The results from our research show that IKEA has all the analyzed features except 360-degree images.

On the homepage, there are thumbnail images of different product categories that customers can explore to find what they need. Besides this, there are lifestyle images with shoppable content.

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Once you select the product category, you’ll see the product feed with different filtering options: category, color, price, measurements, material, etc. On the right side, you can select whether you want to see product thumbnails or a preview of lifestyle images. 

However, even if you choose a product preview, you’ll be able to see a lifestyle image on hover. Under each image, there is information about the price as well as color options that you can choose from, and you can get a thumbnail preview without entering the product detail page.

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When you enter the product detail page, on the left, you can see multiple product images, room scenes, and close-up shots. On the right, you can see price information, different colors available, delivery and stock information.

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Below the fold, customers can find useful information such as product details, size, and reviews — displayed as pop-up windows that open on click. Besides the basic five-star reviews, you can see the average rating but also information about value for money, product quality, appearance, and whether the product work as expected.

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Below the product images, there are different recommendations based on similar products, what other customers searched for, compatible products, as well as recently viewed products.

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When you click the “add to cart” button, you can see a pop-up with product recommendations. At this point, if you don’t continue shopping, you’ll notice another pop-up that asks for your email address, so you can continue shopping at a more convenient time. IKEA has the same experience on the mobile version as well.

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Before the checkout, you can see the image of the product in the specific color you’ve selected and the price information. The customer can easily add more products or remove the product from the cart.

IKEA gives the customers a guest checkout option but also reminds them to log in for faster and easier checkout.

ikea-7On the checkout page, the customer can review the order and then fill in the three steps: add a zip code to see available delivery and pickup options, enter personal details, and choose a payment method.

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The overall shopping experience on the IKEA website is pleasant. Better consistency in the visuals and arrangement of images on the product detail page would make the consideration process much easier. Also, the pop-ups for certain parts of the experience, like product reviews, description, and size, work well on desktop but are not the best solution for mobile shopping.

 

3. Made.com

The U.K. online furniture retailer Made.com launched over a decade ago with the mission to make great design available to everyone. The founders believe that customers shouldn't have to compromise between great design, high quality, and affordable prices. 

In our Top 100 European Furniture Retailers report, Made.com has the third-highest digital merchandising index (84.5). The results from our research show that Made.com has all the analyzed features except HD zoom. 

On the homepage, there is a navigation bar with a drop-down menu that opens on hover. When browsing on mobile, you’ll notice a hamburger menu on the top left corner where you can choose product categories — each of them represented with a thumbnail image.

made1

On the product feed, you can see thumbnail images for different products. Under each image, there is information about the price as well as color options that you can choose from, and you can get a thumbnail preview without entering the product detail page. For each product, customers can also see a lifestyle image on hover. 

Besides category filters, there are many other filtering options like color, dispatch, size, style, materials, etc. On the right side, you can choose whether you want to see Made’s picks, newest additions, or filter products depending on the price, dispatch time, or in alphabetical order.

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When you open the product detail page, you can see different product images, videos, lifestyle images, and detail shots — stacked vertically on the left side. On the right side, you can see the price, a product configurator with available colors, and information about delivery price, dispatch time, warranty Information, and dimensions and details. The 360-degree dimensions view is below the fold, which makes it difficult to navigate.

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Below the configurator, the customer can get more information like product description, dimensions, assembly information, care instructions, etc. 

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Made.com encourages customers to mention @madedotcom in the photos they share on social media, and the retailer features the best pictures on its website.


At the bottom of the product page, there’s a recommendation section with recently viewed products and products other customers are checking out.

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You can also see customer reviews that can be sorted by rating and date. For each product, Made.com shows an average assessment for quality, value, appearance, firmness, and assembly.  

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When you click the “add to basket” button, there is a pop-up with a small thumbnail image of the product, total price, and option to view the basket or continue shopping.

made-7

Before checkout, the customer gets an overview of the most important information such as price, quantity, delivery information, and their “buy now, pay later” option. At the bottom, there’s a section with related products. 

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When you click the “checkout” button, there’s a sign-in pop-up for returning customers; alternatively, the customer can choose a guest checkout

If you choose the guest checkout, you’ll see a three-step process where you fill in the address, delivery, and payment information.

made9The overall shopping experience on the Made.com website is clean and pleasant. There is room for improvement in the arrangement of elements on the product page so that engaging features such as 360-degree views can be more easily accessible.

 

Next step

Ready to explore the benefits of 3D product visualization technology and how it can help you create an engaging furniture shopping experience?

 

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About Author

Biljana Vidojevic
Biljana Vidojevic

Content creator. The person behind the Cylindo blog. Excited about the future of technology and retail.

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