The Websites Role
The role of Beyond Retro’s website is not necessarily to build relationships with customers or to develop an online community but to act as a means for customers to browse and purchase products online.
According to Simeon (1999), the effectiveness of a website can be judged upon 4 key factors: Attracting, Informing, Positioning and Delivery.
Attracting
Attracting concerns the brand name, ads, media etc. For the chosen website, the brand name itself is not generic and is short & sweet. As for media on the webpage, there are many dynamic pictures and videos which engage the user and also promote clothes, sales and discounts.
Informing
This concerns user-friendliness, the general interface and info conents on the website. As for user-friendliness, the website excels as it is easily navigatable for users with even low web-browsing experience and all links are clear from the background. The interfce follows somewhat of a pattern as links are often paired together horizontally on the webpage as you scroll down.
Positioning
Prices are not displayed on the home page you first see when you arrive on the website and I believe this is a good thing as it have the cost of items on the front page can come across negatively as suppose to letting the user get accustomed to the website first and letting them find products first. The variety of products on the website is huge and with retro clothing being a fashionable trend right now, the variety will more-than-likely get larger as time goes on too.
Delivery
Thankfully Beyond Retro offers returns within 14 days of purchase but customers can not return items bought online in store. As for payment methods, Paypal or normal debit/credit cards can be used.
Consumer segmentation and characteristics
Geographics
The chosen business has both an online and offline precense. The business obviously has a website which can be accessed globally but they also have real world stores which can be visted but they are less accessible for customers as there are only a few.
Demographic
The age group for the chosen business is anywhere between 18 all the way up to around 35. Retro fashion is always in demand by all ages and genders but Beyond Retro is visted by roughly a 64% female audience. The types of social groups who would use our business is different to the sort of groups that would perhaps be more students and ‘trendy’ adults with an eye for fashion.
Behaviour
The website had roughly 865,000 visitors last month and the website had a 38.69% bounce rate showing that more than half the visitors stuck around on the website. Most of the users who were brought to the website via another site usually come from Youtube ad’s and also from within the UK.
Psychographics
The sort of lifestyle the people who use our business have is hard to tell from web analytics but some of the common interets of users who visit the site are clothes shopping, antiques & collectibles etc. (Similar Web, 2018)
Webographics
As stated before, the location of the majority of the users is the UK with an fairly large audience Sweden.
References:
https://www.beyondretro.com/pages/returns (Accessed 22/10/18)
https://pro.similarweb.com/#/website/audience-interests/beyondretro.com/*/999/3m?audienceInterestsTable_page=1 (29/10/18)