Last year’s website redesign produces mixed results.
The e-retailer places greater emphasis on images—the bigger, the better.
Flash-sale e-retailer Gilt Groupe is rolling out version 3.0 of its Android mobile commerce app and touting the arrival with sales exclusive to Android app users, hoping to lure more Android owners to download and shop the app. The exclusive sales will run May 28 through June 1. Further, Gilt is offering free shipping on all orders placed through the Android app during the same period.
Half of all daily visits to Gilt Groupe stem from a mobile device and 30% of total sales are mobile, the merchant reports. It declines to break out Android traffic, but says that, like most retailers, users of Apple Inc. iOS mobile devices purchase more than consumers using Android devices.
The focus of the redesign is on imagery, making the Android app’s use of pictures consistent with the way the e-retailer handles images in its iPhone and iPad apps, its m-commerce site, and its desktop site. Most of the work involved increasing the size of images. In the case of images used to promote sales, for example, Gilt made pictures five times larger than they were before.
“We learned from our other platforms that our members are really inspired by beautiful imagery, so when it came to redesigning our Android app, we made the screens more image-focused with larger sale and product photos,” says Yonatan Feldman, vice president of mobile. “We really wanted our aesthetic to be consistent across our various platforms, so you’ll see that the new Android app echoes the same look and feel as our web site, our other apps, and the mobile web, with a more open design that’s full of beautiful imagery to engage and inspire our members.”
Gilt Groupe also redesigned the app’s checkout process with an eye on speeding things up.
“We’ve restyled the checkout function so that it’s more user-friendly—the forms for entering your billing and shipping information are easier to complete, and fewer taps are required to complete your order,” Feldman says. “So the whole process from start to finish is even faster than before.”
Gilt Groupe is No. 13 in the Internet Retailer Mobile 400.