On this post, I’m going to make a review of the CLUSE website: https://cluse.com/
HOW FRIENDLY IS THE SITE?
In my opinion the website is quite friendly. The brand uses a direct and informal tone, which promotes the engagement with its customers. They feel like they’re talking with a friend, with sentences as: restocked and ready to rock.
When you enter at the page, the home makes you feel welcoming; because of the copies, the pictures, the order… There CLUSE introduce you what can you do on its website: shop watches, straps & jewelry. There also appears the story of the company, the look-book and the ambassadors of the brand. These last two things promote also the engagement of the brand, the ambassadors because they are prescribers of the brand and the look-book because its built from & to consumers. On the home there also appears some benefits of the company as free worldwide shipping, but if you want to know more about the brand you’ve to go to the foot of the page and open: our story. Also, if you need help you’ve to go to the footer and click on FAQ, so that the solutions are not that easy to find.
On the whole page the pictures are nice and the blank spaces help the page to seems less busy and easier to scan.
DOES IT COMMUNICATE EVERYTHING IT NEEDS TO?
Of course, the purpose of the page is quite clear on it. When you enter, you immediately know that they are selling watches and jewelry, as you can see in that picture:
With the tone of the copies and the images, you also know what is the audience of the company: young ladies (click here if you want to know more about the audience of CLUSE – Audience Analysis Post). On its page, they give interesting things to its target as interviews to the ambassadors, pictures of the consumers…
The website is also consistent in terms of design and navigation. It’s really easy to navigate on it. It is quite well elaborated and you can go wherever you want with a click (on the menu or on the footer), the terms they use helps to have an easier navigation.
HOW RELEVANT IS THE CONTENT TO YOUR AUDIENCE?
The content is not that much relevant for the CLUSE audience. There’re not a lot of copies on its page, but the few there are, are quite interesting for the customers, as the interviews I had already said. The other content, which can be more interesting, if possible, for the CLUSE audience are inspirational images.
The brand tries to convince from the inspiration, and for that there is nothing better than an image. As we said here “A picture is worth a thousand words”.
On the other hand, when the customer arrives to the website its easy to know that is the Cluse website, for its logo on the top and also for the images that appears on the home page.
To finish with this point, I’m going to talk again about the FAQs thing. As I have said this area is not easy to find, but, in spite of that, the solutions are very well explained and there appears a lot of questions.
HOW BENEFICIAL IS ITS INTERACTIVITY?
The interaction with the page is quite good, I don’t think that it increases a lot the value of the site, but this (usability) always helps to buy more easily. They want you to buy, obviously, so their products appear everywhere and all their links lead you to the same place: the registration form or the shopping cart or both.
The actions you must carry out on the web are well located, but if you need help you’ve an on-line chat with the customer service to resolve all your doubts.
The customer can also contact with them through the formulary they have on its website, which is findable on the footer, or calling to the company’s phone number. But again, it’s quite complex to find this information. So, you cannot find information about how to contact with the company on the home page, information as the customer service telephone, the contact email address… this is a bad practice, because it’s helpful for the customers have a good access to that information, more in case as being an e-commerce. But, well, I understand that they “are not offering a service”, they are selling a product, so the doubts tend to be less.
Also, the CLUSE website encourage the visitors to left its details, as their names, email addresses… there are calls to action, that appears as pop-ups as:
About returning visitors… There is something dangerous on the CLUSE page, and it’s that the buyer, once it has bought the watch, does not visit the website anymore. To try them to come back, the brand sell complementary products as straps and jewelry. They are also always innovating, launching new collections…
WHAT ABOUT NAVIGATION?
The site follows a logical structure. Its navigation is intuitive, easy, clear and trouble free. There are different spaces as the watches area, the jewelry area, you also have areas to buy by colors or by bestsellers and there is also a good access to the look-book and to the store locator.
All the things (specially the products) are easy to find, as you can go from one place to another in a few clicks. The links are also visible, which makes more easy the navigation. And they also use pictures to navigate more easily. From wherever you want, if you want to return to the home page you must click on the CLUSE logo or you also have a trail, under the main menu, that it usually starts on the home. Something bad is that they don’t put buttons to go back or forward, neither a searcher.
About the sitemap… it is on the footer of the page and it’s quite easy to find.
As a “design brand” the design of the website is quite simple, in a good way, and attractive. The copies and the images are very seducers and they help to grab and hold the attention of the audience. In the home, for example, as I have said, appears the main blocks of the page, the content, and it’s really easy to find what are you looking for, since everything is very ordered in images.
Also, this pictures have the same tonal range, that makes all the page have a good cohesion.
But in terms of brand identity, I have missed more about it on the main menu of the website, as the ambassadors’ thing. You might only know where you’re because of the logo of CLUSE, because you don’t have any link to information of the brand on this menu.
The design of the website is quite good, as I have said, and it helps to have a more usable page, which translates in more conversions. In my opinion this is thanks to the images and the buttons of the site.
As I have said, there aren’t a lot of text on the CLUSE website, because to sell a lifestyle the images are the better we have. The few copies there are, are about characteristics of the products and, as I have said, they put some interviews with some influencers that they use as ambassadors in different countries. This content it has no misspellings is clear, relevant and its tone is close and informal, as I have said before.
The font (Sans Serif) is easy to read, but in my opinion CLUSE use a very small size, as we can see in the last picture of Dulceida’s interview. They use other fonts for the titles and play with sizes, colors…
ATTENTION TO DETAIL?
The site is perfect for the audience it’s focused in. It’s simple but elegant & the most important thing is easy to use.
The website has a good security, which increase the credibility of the website. In terms of pop-ups, the site has one, but only to join the news of the brand (so, we understand that the customer can be interested in this information).
HOW GOOD IS THE MARKETING?
The proposal is clear and appears in all its communication: they sell simplicity. So, the message is simple and concise. The customer is well focused, as I have said, this watches are for young ladies.
This brand have deliver benefits, which they express on the website, as free shipping, which some competing brands doesn’t have.
HOW GOOD IS THE BRANDING?
The brand identity appears quite clear on the CLUSE website, but, in my opinion, what they are putting on it it’s not enough. CLUSE, as I have said before, is trying to create engagement with its customers since its website, with ambassadors and also with the creation of a look-book. While it’s true that the look-book is completely free, because they take advantage of pictures of their customers, they are spending a lot of money on branding with influencers, but they are not exploiting it at all. They only have the famous interviews about them on their website… But the influencers are always creating content about their lifestyle, talking, in some occasions, about the brand. For example, Dulceida, the ambassador of Spain, is always showing its watches from CLUSE on the videos: https://www.youtube.com/watch?v=ZAur_qsmufg (and this is only an example). So the question is, why are they not posting that? In my opinion they should create a blog to post those kind of things. With that they would improve their branding, their engagement, and also other technical things as they SEO.
HOW GOOD IS THE ACCESSIBILITY?
The website works well on the most common browsers, either by PCs or by mobiles. It’s, also, responsive, so it adapts at all the monitor sizes, which is quite good, because day by day there are more people that prefers to buy by mobile.
In terms of traffic level… I don’t know if CLUSE have ever done a stress test, what I know is that on the Black Friday the website didn’t fall, which is a good sign.
HOW GOOD IS THE LOADING SPEED?
The homepage load quickly, as we can see on Pingdom (website that measures the speed which web pages are loaded) results:
HOW GOOD IS THE USE OF MULTIMEDIA?
As I have been saying during this post, this website is full of images which have a clear purpose: inspire to convince the customer. In my opinion without that images the website it would lose all its value, so the benefit its quite clear in there.