ASOS is a very well structured transactional website. It uses a frame to ensure that the customers that visit the website do not get lost. The designers have kept the pages simple and uncluttered to make sure they are easy on the eye.
The homepage consists of their logo on the left hand side corner. There is an advertisement at the top of the page and then a shopping basket with options on the top right hand corner. The main toolbar options then start. There is an option of choosing between Women’s and Men’s, there is a search box and then there are hyperlinks to pages that offer the reader help such as, How to Shop, Track your Order, Help and Contact etc.
There is a menu down the left hand side of the homepage. This is where the items the website sells are listed. There are categories of items and if a category is clicked on then it produces another list of areas within that category. The main picture is advertising new Christmas stock and items that are the most popular. There is a blog at the side of the main picture which updates customers on fashion, celebrities and new items.Below the main picture and blog is two pictures that portray items on offer, these pictures are directly linked to the pages where the items on offer can be found. This is to make it easier for the user to find the items on offer and entice the reader to buy them, as they haven’t had to search through all the items to find those that are on offer. Below this is a dialogue box where a customer can type in their email address to hear about new items on sale and fashion news. This is a way to entice the readers back onto the website and share information with them. At the very bottom of the page there are links that may interest the reader such as Terms and Conditions, About Us and Returns.
Once having clicked on one of the options down the side menu, it opens the homepage of the link that you have just clicked but also creates a drop down menu with the main areas in that category.
I clicked onto Collection, and then Dresses to see how the layout changed and what new options and information was available to the customer when they were browsing further into the website.
This is the new window that appears after having clicked on Dresses. We can see that the top of the pages layout has stayed the same and the bottom has too however, the side options have changed.
Also, part of the layout is a shopping bag feature. This allows the customer to choose many different items and store them in a virtual shopping bag. When finishing shopping, the customer can go to the shopping bag and purchase all the things they have chosen. ASOS.com also has a drop down menu feature where the customer, depending on the currency of their country, can change the currency so that they understand how much the items are in their money.
A search facility is essential on a big website such as ASOS.com as it allows the customer to quickly browse what they want without the hassle of searching through all the different menus and pages where their desired item could be.
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