Google's half-hearted attempt at selling eBooks

After much fanfare and many delays, Google finally opened its eBookstore in the UK earlier this month. When it was announced way back in 2009 that Google Editions was to be launched, many were expecting an Amazon killer; however in that time the Kindle has come and conquered and even the iBookstore has opened. So now that its been renamed and launched, what exactly does the eBookstore offer?

Well, nothing out of the ordinary really. It comes across as almost being half-hearted; something that's very difficult to level at Google normally.

The site itself is a very Google looking, clean and simple ecommerce store. There are some nice features, but nothing that would justify such a delay. This may suggest that it wasn't the store that held Google back but negotiations with publishers.

Let's take a closer look at how Google has gone about the business of selling eBooks.

The homepage is unmistakably Google. It carries the company's clean, unfussy and accessible approach to the web and this theme continues throughout the site. Above the fold is dominated by a central banner that advertises featured eBooks as well as the different ways that you can consume Google's eBooks.

The site is split into two main columns, the largest of which advertises new and notable eBooks in JavaScript carousels. The left hand column is the primary navigation with your personalised account block, a list of top-selling titles and then the primary list of eBook categories.

It's all pretty unremarkable really.

Google practically owns the web and so launching any new product, app or site will be a relatively painless affair for them. However Google Wave and Buzz are fresh enough in the memory to prove that this isn't enough to guarantee success. With Amazon dominating the eBook market I had expected Google's approach to its eBookstore be more, well, considered.

With many of Amazon's Kindle editions being cheaper, why should you buy from the eBookstore? There is no value proposition on the homepage or product pages and ultimately nothing to entice me away from Amazon. Compare this to Kobo, which is taking a more aggressive approach to its positioning. On its homepage you're greeted with:

Over 1 million FREE eBooks available. Search for your FREE read today!

Immediately there is at least one reason to choose Kobo over Google or Amazon.

This almost hubristic approach from Google is one reason why Wave and Buzz failed to take off. The only remarkable thing about these initiatives was just how unremarkable they were.

When Google+ launched, it was faced with staring down the behemoth that is Facebook and the company's approach changed accordingly. Circles and Hangouts were truly innovative and before Facebook retaliated, it gave users a genuine reason to sign up. It's a shame this attitude wasn't extended to its eBookstore.

The eBook pages continue this underwhelming theme, although there are some nice features. The layout is similar to Amazon's but includes much more information above the fold.

At Packt, we continually survey customers and website visitors to understand what it is they want from our product pages and what it is that convinces them to buy from us. The number one feature that users want is actually quite simple and obvious: a detailed product description. Google is obviously asking the same questions as this description sits right at the top of the page:

Compare this to Amazon's approach, which treats customers almost as if they've made the decision to purchase before reaching the product page:

The second most popular factor that our customers highlight as convincing them to buy is customer reviews and again, Google has made this a key feature of its page. These appear above the fold and are clearly an important factor in its conversion strategy. 

Interestingly, Google has positioned the +1 button underneath the star rating at the top of the page. This acts not only as Google's own rating system for users but perhaps reinforces its importance as a key element in search ranking. Note that there are no links or widgets for Twitter or Facebook anywhere on this page; how significant is that?

What I found frustrating about Google's product pages is the lack of navigation away from it. This tactic is often taken to focus conversion from that page, however I see this as a bit of an oversight. Amazon, and most ecommerce websites, enable users to view other categories from its product pages. Not Google though. While a related titles carousel enables users to view similar eBooks, the only links to a category are right at the bottom of the page; and that takes you to the categories the book is listed under, not a full listing. Google seems to have prioritised navigation among its other apps and websites over categories in its store. 

Let's take a look at some of the positives.

When users hover over an eBook in a carousel or category, a pop-up appears detailing all the important things customers look for when deciding whether or not to buy. Buy now buttons enable users to add to cart without visiting the product page.

One thing that Google could introduce to improve this, and their average order value, is to enable users to continue shopping in the store when the buy button has been clicked. Instead, the default behaviour is to take you straight to the cart. While this is standard on product pages, buying from a category page should give users an option. 

The absence of being able to buy from category pages or search results has long been one of my criticisms of Amazon's website, actually, perhaps my only criticism. I would expect to see this feature being added by Amazon before Christmas 2011 comes around. 

At the bottom of product pages is bibliographic information, which includes the aforementioned category links. To the right of this is a QR code and perhaps the first time I've seen this used on an ecommerce product page. I spent some time thinking through why Google would add this, especially when two thirds of consumers don't know what a QR code is. 

Scanning this takes you to exactly the same page and this actually makes some sense. Google is selling eBooks, which are primarily read on mobile devices. Providing users with the opportunity to scan from their PC or laptop onto their mobile device, enabling them to download direct, is well thought out. 

Despite these features, on this evidence, I'm not convinced that the eBookstore will compete with Amazon any time soon. There are simply not enough reasons for consumers to switch right now. 

With Amazon stocking more eBooks and having locked Kindle users into buying direct, I can't see Google competing. This is why I'm surprised that Google isn't pushing its eBookstore more to Android users. Here they have a captive and locked-in audience and the ability to establish a market share more quickly. Maybe this is part two of its strategy and if that's the case, it needs to be rolled out sooner rather than later. 

H&M launches new website

H&M, one of Europe's leading high street fashion brands, launched an update to its website today, a little over six months after going live with its first ecommerce site. Today's launch is hardly a surprise. Their opening attempt at entering the world of online retailing was largely a disappointment with the site unintuitive and difficult to navigate, with a poor checkout system and featuring only a small number of products. So what's changed?

Gone is a homepage that made you click to enter the ecommerce store and in its place is extensive product navigation and quick links to view various items and collections. They have packed in three levels of navigation at the top of the page, which, despite looking a bit cluttered, gives quick access and a route to more frequently asked questions.

Category pages, linked from the main navigation, aren't much different to the homepage, only showing products specific to that category. The huge image that takes up the whole of the screen is advertising one of H&M's collections, however it's missing an opportunity to offer variety and showcase all of their products above the fold.

Product categories are a major improvement. There are more products to select from than were available on the first version of the site, which is an important step forward. Products are clearly displayed and organised with secondary image on mouse-over, pricing and colour options for each product. These lead through to specific product pages, instead of in a pop-up window, which the old site inexplicably featured. Having said that, the pop-up is still available through a quick shop link on products. 

Images, sizing, detail, pricing etc. is nicely laid out, all above the fold, and the add to cart button, despite being light grey with dark grey text (that turns black when you have selected a size), is well placed, though I would definitely A/B test its design. The absence of delivery information and shipping prices remains a disappointment. 

What I like most about the updated site is a new Dressing Room feature. This enables users to virtually try on combinations of clothes to see how they look together and then easily add the selected items to their cart. This is simple, effective and fun. I'm surprised they're not pushing this more on the site - the link to Try On is underneath the main image on the product page and on the top navigation - why not ditch that huge image on product pages (as above) and push the idea there instead?  

It may be my connection, however the site feels a little slow still. When you click add to cart, it takes a few seconds before your shopping bag is updated, keeping you on the same page rather than directing you to the cart. When you click to checkout, the process has been slimmed down and instead of having poorly chosen related products, I'm offered more looks that show me various other items that go with the trousers that are in my cart. This is a major improvement.

The size of the text in the checkout is pretty small and there's no option to increase its size. Perhaps this is a nod to the age of the average H&M customer... Despite my eyesight, I managed to change the colour, size and quantity of the product all from the cart, rather than having to go back to the product page, which is a neat feature, just wish they'd make it a bit bigger, my mouse pointer almost covers the drop-down box!

Checking out is quicker and now you're not presented with silly cart upsells, which was a poor feature of the original site. Entering credit card details is now on a separate page and doesn't offer users with opportunities to navigate away. Weirdly, the 'Valid To' date is called 'Valid Through' on this page, which confused me a bit and possibly a translation error that wasn't picked up in testing.

H&M's first ecommerce website was something of a car crash and it would be difficult to make things worse. Fortunately for them, this is a much improved offering and the speed with which they launched version two is impressive. As well as fixing some of the poor navigation, product listings and checkout, some of the added features are a real step forward and represents the brand online as it is perceived offline - contemporary and up-to-date. 

Take a look for yourselves: www.hm.com