E-commerce has greatly revolutionized today's buying and selling of goods and services. Companies are using this technology to expand and serve a huge market base. All companies have adopted websites, which act as a communication platform to their customers. The websites vary with the objective of the business, and they may be or simple complex. Patagonia is one of the companies that are riding in this wave, and they sell through their website patagonia.com designer outdoor clothing and gear for silent sports.
The company has implemented various features in its website to connect with its users' emotions. It uses live videos in its description to capture users' attention and does not incorporate too much information that tends to throw people off. There are sports stories present that users can read, and it helps to connect with their likes. The website is also consistent with color usage and content, which sends a clear message to the users. Understanding the customers is the biggest advantage in a business. The website offers well-arranged options that users can select from when purchasing an item, and the use of a search bar helps reduce the amount of time used to locate a specific item.
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Users have a good online experience as the website provides call-to-action buttons, directing users to the next action. The search paths are easy to follow since they contain a description of what action is performed. Users can also navigate through the navigation bar at the top. A sales website should offer smooth navigation through its products and services. Searching for products through the navigation drop-down menu is easier and provides accurate results. The drop-down menu offers a clear and elaborate description of the item a user wants. The websites' products are also correctly tagged, which helps to optimize the search function. Searching for low hop beer returned the exact product with varying color designs.
The website provides a clear description of the product found, which includes the prices, the size, and the available colors. While searching, the search function provides a suggestion for the product for easier identification. When a user clicks on the individual products, it provides more information. The information is enough for a customer to make their decision. Also, the site's customer service is great. It offers various features to its customers, such as stories, easy navigation, and subscription to their services and events. Users can return or exchange their previously purchased products. It also has a help center that gives the customers a way to communicate with the company. The help center contains all the FAQs and a list of contacts that users can use to communicate and enabling them to use their favorite platform (Patagonia Inc., 2021).
An e-commerce website has a lot of its users' personal information, including passwords, credit card numbers, emails, and locations. The information should be secured and protected from any unauthorized access. I will trust the site to keep my personal information safe since they use a secure HTTP extension to protect their communication. The site also contains valid certificate information from a trusted internet security firm. All the security aspects put in place encourage customers to share their personal information and make purchases easily.
Generally, the website is easier to use for new customers and provides guided navigation. There are aspects of the website that needs to be improved. The footer has too much information that should be split into sections of the main body. It will allow the footer to occupy a small part of the website. An improvement on the website's title format is also needed, which will help in search engine optimization and increase the number of users who visit the site. The final recommendation is to include the contact number and email at the top to improve their credibility.
Reference
Patagonia Inc. (2021). Patagonia customer service & help center . Patagonia Customer Service & Help Center. https://help.patagonia.com/s/
