Toys Range Review

By Gemma Feltham

George.com versus Argos.co.uk

• Product categorisation
• Product segmentation
• Web layout and SEO
• User experience
• Price points
• Summary
• Recommendations

George.com

• Toys can be found under two headings: Kids and Baby and Toddlers Toys

• Under Kids there are 16 categories

• Under Baby and Toddlers there are 9 categories 

Argos.co.uk

• Toys is listed as its own heading

• There are 13 categories

• Toys can also be found under the Baby and Nursery heading

Product Categorisation

Web layout

Hovering over the heading 'Kids' you get options to search by age-range, character shop and offers

A look at George.com

​On the main Toys landing page:

• Categories are listed alphabetically A-Z 

• Large tiled images

• Options to search by age-range, brand or shop all

Focusing on the toys listed under 'Kids': 

• There are 16 categories of toys, these include: Action, Education and Development, Construction Toys and Pretend Play

• Each category landing page has an informative and interesting blurb at the top of the page

Categories

Web layout

A look at Argos.co.uk

Hovering over the heading 'Toys' you get options to shop by popular toys, outdoor toys, character/ brand and price​

On the main Toys landing page:

• Not listed alphabetically- random order

• Number of items in that category is also shown in brackets

• A link to their toy buying safety guide 
• Small tiled images
• Info page on entertaining children

Categories

Focusing on the main Toys listing: 

• There are 13 categories of toys, these include Action figures and toys, Pre-school, LEGO and construction Toys and Role play

• Clicking on one of these categories takes the customer to a another page offering more  focused categories

• 152 styles on average listed on each main category page, ranging from 23 under Construction, to 300 under Action

Category range and  segmentation on George.com

• Each category page can be filtered into type, brand, price (manual), minimum age, customer rating and character

• Sort each page by: Best Sellers, New In, Price Ascending & Price Descending

Category range and segmentation on Argos.co.uk

• 532 items on average listed on each main category page, ranging from 136 under Radio controlled cars and toys, to 1942 under Outdoor toys

• On the product specific pages can be filtered into type, brand, price (automated), minimum age, customer rating and character

• Sort each page by: Relevance, Promotion, Price Ascending & Price Descending

• Quick view option- larger image, detailed product information, product video

Cross selling

Helping the customer shop on George.com

• An average of 4 links on each category page, which link to other relevant pages based on the item's category

Helping the customer shop on Argos.co.uk

Cross selling

• Compare up to 4 items in that category

• A cross sell bar at the bottom of the page showing recently viewed items

SEO on George.com

I choose 3 key words to search for Iron Man toys:

• Iron Man - 8 results across 5 categories, 3 toy related categories, 6 items were toys

• Marvel - 145 results across 11 categories, 9 toy related categories, 46 items, all related to Marvel products, 7 linked specifically Iron Man

• Avengers  - 63 results across 6 categories, 5 toy related categories, 27 items, all related to Marvel Avengers products, 6 linked specifically Iron Man

A high percentage of all toy pages related to Iron Man products use one or more of these key words, making it easier for customers to find what they're looking for or similar/ relevant products

SEO on Argos.co.uk

Using the same 3 key words to search for Iron Man toys:

• Ironman - 55 results across 27 categories, 13 toys- the same product was listed under more than one category, search also resulted in a 'Disney's Ariel' product. If you searched for 'Iron Man' you are taken to the dedicated Marvel Shop

• Marvel - immediately customers are taken to the dedicated Marvel shop, whereby customers have more categories to choose from, no direct link to Iron Man specific products

• Avengers  - 147 results across 94 categories, 18 were Iron Man specific

• Much harder to find related products,
• Dependent on the customer using a certain spelling,
• Longer to find Iron Man specific items,
• Shows customers related items but these are not always relevant

George.com

• Under £5 - 32 products
• Under £10 - 359 products
• Under £20 - 155 products
• Under £30 - 1467 products
• Under £50 - 1674 products
• Under £100 - 1860 products

Argos.co.uk

• Under £5 - 78 products
• Under £10 - 437 products
• Under £20 - 4258 products
• Under £30 - 5685 products
• Under £50 - 6670 products
• Under £100 - 7391 products

Pricing Overview

74% of toys on George.com are £30 or under

57% of toys on Argos.co.uk are £30 or under

6% of toys on George.com are over £100

25% of toys on Argos.co.uk are over £100

Price points: George.com – Argos.co.uk

Under £30

Over £100

George.com

Argos.co.uk

0 %

40 %

30 %

20 %

10 %

50 %

60 %

70 %

80 %

A closer look at prices on George.com

The cheapest non-sale item is £3.40

The most expensive non-sale item is £2950

A closer look at prices on Argos.co.uk

The cheapest non-sale item is £0.99

The most expensive non-sale item is £3279.99

358 items currently on sale

Enticing the customer on George.com

76 items also included in either the '3 for £20' or '2 or £20' special offers

Over 21% of toys included on sale or offer, split across all toy related categories on George.com

752 items currently on sale

Enticing the customer on Argos.co.uk

400 items included in either the '2 for £15', '2 for £20' or '2 for £30'

Over 11% on sale or offer, split across all toy related categories on Argos.co.uk

• Offers a larger range of toys
• Finding the item your looking for takes longer and is more complicated
• Search terms generate less relevant results
• Requires the customer to be very category focused 
• Offers the lowest price point overall but more items at the higher price points 

Summary

• Offers a smaller range
•  Takes less time to find the item and searches multiple spellings
• Search terms generate more relevant results
• Allows the customer more flexible browsing of categories
•  Offers more toys at lower and middle price points

George.com

Argos.co.uk

• Invest in creating pages which allow customers to shop by price range: ie. Under £5 and Under £10

Recommendations

• Add a cross sell bar to every page, offering what customers recently viewed and purchased, similar items and what other's purchased similar to search term/ filter used

• The price filter should be changed to either a slider with a manual movable marker or a drop down system, this would be easier and quicker to use

Part 2

Product page review

Product page

Minions- Minion Kevin

What would I change?

I would change the product description:

• Over use of exclamation marks
• Spacing issues between some sentences
• Unnecessary repeated information
• Lack of continuity between product descriptions

Current description:

When the all new Talking Minion Kevin, Talking Minion Stuart and Talking Minion Bob unite, fun is sure to follow. Each character's head moves left to right, forward and back and their eyes open, close and look around. Each Minion reacts with its own, exclusive interactive accessory included! Kevin sure loves bananas!Move his head left, right, forward and back for reactions! Kevin’s eyelids open, close and look left and right when you move his head! Feed Kevin the Banana, move his head or press his pocket after feeding and he reacts with funny sounds. Soft skin upper body! 35 Minions sayings/sound effects Articulated arms! Ages 4 and up.

How would I change it?

• Remove some of the exclamation points, changed this to a full stop
• Move the information which is specifically about this product to the beginning of the paragraph
• Remove duplicated information
• Move the information about similar products to the bottom of the paragraph
• Move the product features summary underneath the main description, bring it in-line with other pages. Added bullet points to make it easier to read and draw in the readers

Amended description:

All new Talking Minion Kevin sure loves bananas! Kevin’s eyelids open, close and look left and right when you move his head, left to right, forward and back. Feed Kevin the Banana, move his head or press his pocket after feeding for funny reactions!

When the Talking Minion Kevin, Talking Minion Stuart and Talking Minion Bob unite, fun is sure to follow. Each character's head moves left to right, forward and back and their eyes open, close and look around. Each Minion reacts with its own, exclusive interactive accessory included.

• Soft skin upper body
• 35 Minions sayings/sound effects
• Articulated arms
• Ages 4 and up

Why would I change it?

• More concise

• Easier to read

• More relevant to this specific item

• Improve the continuity of product descriptions

• Improve overall customer experience of George.com

What impact will it have on the customer?

• Gives the customer a better understanding of the product, therefore they would be more likely to complete a purchase

• Improved website continuity would increase the overall positive experience of George.com 

The End

Thank you for listening