If you’re trying to ball on a budget, look no further than H&M. This store is up to date on the most current fashion trends, while keeping their prices low. When it comes to anything fashion, from formal wear to casual wear, H&M has you covered. As mentioned in prior blog posts I am a major advocate for this website (they aren’t paying me to say that), because if you’re looking for the most bang for your buck, H&M is the store for you.
In order to bring the most accurate and relevant fashion information to the people, I thought it would be a good idea to take a look at how successful H&M is on the digital side of things. Looking at the traffic their website brings, the conversion once the customer is on the website and how that conversion can be transferred to serious revenue maximization. This little research idea of H&M’s website was sparked by my Digital Marketing Professor, Michael Pepe. In class we looked at Amazon’s website and its’ keys to digital success. So based on that assignment, I thought it would be relevant to look at H&M and see how they stack up in the fashion industry.
The first step in the analysis of a website is to look at the traffic that the website brings in. First, there is this thing called direct traffic. This is when the user types the URL into the search engine and generates a search for a webpage. In H&M’s case, they have a very short and recognizable brand name. This makes the search process much easier for the users because it is so short and recognizable. It is easy to bookmark pages from H&M as well. This enables easy access to old searches and it brings the user directly to the web page.
In today’s market, if a company doesn’t have a mobile app, they are behind the eight ball. Luckily, H&M does have a mobile app. This will allow for customers to shop on the go, and access the most recent trends right from their mobile devices. Up dates are sent right to the user through the app and through email subscription, which allows for the customer to never miss a beat. And in the fashion industry, you need to stay on top of things. You have to be the one to set the trends.
Another way most companies increase their traffic is through paid search and referral traffic. When you google search anything that has to do with fashion there are always paid ads from other companies. But when I google search anything dealing with fashion there were no paid ads from H&M and their page rank was quite low. They may not rely on this type of traffic because they have such a recognizable brand name and they have stores across the country. But maybe if they did participate in this activity, they would have an even higher amount of traffic. But, H&M thrives using direct and unpaid traffic. And in a growing market where there are hundreds of clothing retailers, it is important to stay simple and provide the customer with an easy and efficient web experience.
All this traffic means nothing if the website cannot convert individuals into making a purchase that will generate money for the company. Having a website that is easy to navigate will allow for the customer to have a much easier time in the purchasing process. H&M has a wide variety of clothing, which would make one think that navigation would be tough, but because of a very detailed side bar, the search can easily be broken down which will make it easier to find whatever item of clothing the consumer is looking for.
Once you have narrowed down what it is you are looking for in order to give yourself that cutting edge, the options are endless. With different colors, styles and sizes it is pretty hard not to leave H&M without a new hoodie for example, for the cold months.
Something I love about H&M is the “style with” section below the add to cart button. This part of the website looks at the item of clothing you are about to buy and then it pairs it with another item that would go well with it. Whether it is a t-shirt to go under neath the hoodie or an accessory that would compliment the outfit. This section of the website is going to increase revenue for H&M. Not only will the prices draw in the customers, they are going to want to stay on the site because the possibilities are going to be endless. There are easy purchasing options that allows for the free flowing shopping experience that you would get at a store. But with H&M you can stay on your couch, beat the lines and get your fashion staples sent right to your front step, waiting to compliment your already powerful arsenal of clothing.
Having a website that is enjoyable and easy to navigate will turn all of this traffic that H&M receives into revenue. There is a vast amount of product information when it comes to the on site purchases along with customer information being stored right on the website, adds another layer of ease into the purchasing of fashion essentials. H&M might not be as well noted as Amazon. But in the emerging fashion market because of the sheer simplicity, H&M holds its own and offers the customers with a website where all of the fashion needs can be satisfied in one simple location.