Playing hide and seek on Mark & Graham

Alright you guys, I just have to say that I am all about monogram this holiday season. I’m shopping for personalized gifts for everyone on my list! This quest for monogram has also led to find some ecommerce missteps to put on this blog. I wrote about my problems with the monogram shop on Williams-Sonoma, and I’m back again with another monogram-related issue. Today, I was shopping on the Mark & Graham ecommerce site, a retailer that offers personalization on nearly every product on their site (and is actually also a Williams-Sonoma site). It’s a great place to find monogram gifts, but I found some strange things going on with the product images.

When I arrived on this ecommerce shop, I didn’t really have an idea in mind for what I wanted. I decided to just browse around and see what was available in my price range. I came across some cheese boards that caught my eye. However, for this American Long Cheese Board, there were multiple products in the image, so it was a bit hard to see. I clicked through to the product page to see more details, but this didn’t help much. As you can see, there are no pictures showing a close-up view of only this product. Even in that second thumbnail, there is another cheese board in the photo. This is not a great strategy for helping shoppers to get a detailed idea of this item! It’s more like playing hide and seek.

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Oddly, there was another example of this issue right on this same page. As I scrolled down, the site offered some recommended items, which is a nice feature. However, under the “Customers who viewed items you browsed also viewed” section, take a look at the product picture for the Colorfield Zip Pouch. There are 6 different items in the photo, making it hard to tell which product is actually the Colorfield Zip Pouch. How strange…

mark&graham3 copyAs I continued to browse, I found a couple more examples of confusing product images. Here’s one for the Silver-Plated Rectangular Box. As you can see, there are also some cuff links, a money clip, and a handkerchief in this picture. Of course if a shopper reads the product name, they will know which item to look for. But if they’re just skimming the page, looking at only the photos, this would be very confusing. It should be immediately obvious what each product is by the picture. Mark & Graham does this for most products, so how did these exceptions slip through the cracks?

mark&graham2 copyMy recommendation here is simple: make sure that product images displayed on category pages and in the recommendation features are clear and unmistakable. Users should be able to tell what the product is simply by glancing at the picture. I suggest product images showing only the featured product to make browsing easy for the shopper.


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