After a rocky 2017, Lululemon is reporting some massive digital growth over last quarter.
I’m going to pin some of this revenue growth on their site redesign that launched last year and the rest on their amazing remarketing strategy. Lululemon is now offering a phenomenal onsite experience with quick loading times, gorgeous typography and some unique micro interactions that should be very pleasing to the shopper.
Let’s take a look at their primary pages (Home, Collection, Product, Cart Flow) and see what’s so good about them.
First up is Lulu’s homepage and landing experience.
Their home is solid with a clean, well defined navigation. No complaints here. It’s easy for a shopper to get to the category they’re looking for. Part of this experience falls onto good imagery which Lululemon is also known for.
The top nav is broken out by gender and then also offers a “catchall” Collections link to pick up anyone who doesn’t fall into the initial 3 options. Smart thinking on the part of Lulu’s information architecture team.
The home also provides a left-nav for the featured collection that lets users drop further into the homepage feature quickly. This drives shoppers into a collection segment quickly and reduces the number of clicks to get to product. If you can offer avenues from your homepage to a well defined and filtered collection that you know shoppers convert off of, do so immediately.
Next up, we’ll dive into their collections page.
As you scroll down, the grid becomes more traditional.
I’m a fan of this concept of featuring your best product within a collection first and then moving to a traditional grid. It sets expectations early and then moves to a traditional ecommerce shopping experience over time.
I want to point out something I’m not a huge fan of on the grid page here. The awkward left nav.
The typography is fantastic and animations are slick. But it’s just missing something. Pre-expanded options. Wouldn’t it be nice to have the filters open and let your shoppers know what options are available? Reducing clicks is always something that’s top of mind for me.
The left nav goes away here and we’re presented with a traditional breadcrumb navigation which I think is essential to any product navigation experience. The Lululemon swatches are also broken out with their own colors and textures here. This is a great microinteraction that brings the “feel” of this clothing right to the page. I’m not selecting a name from a text dropdown, I’m picking up and feeling the fabric in the store.
Finally, the bag page. This is a great cart experience for one key reason.
Control of the product isn’t relinquished at the bag level, all product options are still open to change. This is a big time conversion booster. Giving control of the variants to the shopper in the cart is a great idea for any apparel or store that offers multiple variants. If you aren’t doing this now, take a look at adding this to your “low effort – big impact” list this week.
Now that I’ve broken down some of the core components of Lululemon’s on-site experience, I think it’s clear this revamp is responsible for a chunk of their growth. The site experience is pleasant, smooth and loads quickly. Not much more you can ask from your B2C site!