Behind the scenes
«Ordering on Aliexpress? It’s obviously not as simple as that»
by Martin Jungfer
Our product comparison feature makes shopping simple
2.12.2021
Translation: Veronica Bielawski
Overwhelmed by the selection in our shop? Zara Hegemann and her team have breathed new life into an old feature to solve this very problem. The product comparison feature is now more user-friendly – and available on your phone.
Online shopping is convenient. A click here, a click there, and in your shopping cart it goes. Easy peasy – provided you know exactly what you want. If you’re undecided, being spoilt for choice can be quite overwhelming. To counteract this, Product Owner Zara Hegemann and her team of developers (they call themselves Team Isotopes) have pepped up a helpful tool in our store. Namely, the product comparison feature.
In our interview, Zara tells me which improvements she’s particularly proud of and reveals which challenges the nine-member team had to face.
Zara, for anyone who’s not familiar with the product comparison feature: what is it and where do I find it?
Zara Hegemann, Product Owner Team Isotopes: The comparison feature allows customers to compare products in just a few clicks. If you’re looking at a list of products in any given category, you’ll find the «compare» icon at the bottom right of each individual product – just hover over it. If you’re on a specific product’s page, you’ll find the «compare» button to the left of the «add to watch list» button.
Once you’ve added at least two products to compare, you’re good to go: simply click on the «compare» icon at the very top of the website and compare away!
You and your team have loads on your plate and little time. Why did you decide to focus on the product comparison feature?
The product comparison feature has been around for at least ten years; it just couldn’t be used on mobile devices and had the odd bug or two. But we were convinced of its potential.
How so?
On the one hand, customers already familiar with the feature have confirmed time and again that it’s very much appreciated. On the other hand, sales figures also spoke in favour of it; they showed that customers already familiar with the feature were more likely to make a purchase. So, we were confident that improving the tool and rolling it out for smartphones was worthwhile.
What’s the biggest change?
First, the function is now also available on mobile devices. Second, we’ve improved the usability of the feature. It’s now easier to use, and customers can access information more quickly. But in my eyes, the biggest change is that the key features and differences of the selected products are now shown at the very top.
What exactly do you mean?
In the previous version, my mother would have had no idea where to look first when comparing products. Let’s say she wants to buy a PC or smartphone. She now immediately sees all the most important information on the product. For our nerdier customers, the full list of specs and details is, of course, still available – just a bit further down.
**So, you’ve specifically kept in mind customers who aren’t experts on a given product? **
Of course. But levels of know-how differ greatly. We want to appeal to customers who can name every PC part, as well as to those buying a grill for the first time who don’t really know what to look for yet. It was important to us that we have both these groups covered. And overall, I think we succeeded.
How did you define what «the most important differences» are?
Each product’s specifications were already divided into categories on our website. We were able to also use these categories for the comparison feature. Of course, not all customers are necessarily interested in the exact same set of specs. That’s something we plan on optimising in the future.
How many products can I compare with each other?
You can compare as many products as you like. Of course, you need to select at least two products to start, but there’s no upper limit. We’ve seen customers compare up to 29 products. I’m not sure I could keep track of that many (laughs).
Did you actively inform customers about the update?
That’s always a bit of a tricky subject. We didn’t want to ambush customers with an e-mail announcing the product comparison feature. Instead, we collaborated with the team responsible for the navigation on our site – the search filters, that is. The team’s name is «Stella Polaris». They added a button for the new feature to each product category. It allows customers to easily compare the first four bestsellers in the product category – without having to click on each individual product.
Is the comparison function now «done»?
In our digital work environment, we’re never completely done developing a feature. There’s always something to improve. But we might now set aside the product comparison feature for six months or so while we concentrate on other improvements. Should we get new input from customers, however, or should new technologies present themselves, we’ll certainly go over the product comparison feature again.
The feature has been active for a few weeks now. Have you received any initial feedback?
We haven’t heard much from the Community yet, but that’s because we haven’t actively communicated it yet, either. We do welcome any feedback from our customers – be it positive or negative!
How many customers use this function?
Currently, not many – only about one per cent of our entire customer base. We’d like to increase that number.
Did you intentionally aim to launch the feature on the most important sales days of the year?
Yes. Our goal was to have it ready before Black Friday, because we believed it would be very helpful.
How did the «big day» go? Was it smooth sailing on Black Friday?
Yes, it was; the team was very well prepared. We had completed the necessary tests in advance and were optimistic. Not to mention, our experience over the years has helped us cope well with pre-Black Friday stress. The price trend feature – which our team also developed – also passed the acid test.
Thank you for your time, Zara.
«I want it all! The terrifying lows, the dizzying highs, the creamy middles!» – these words spoken by an iconic American TV celebrity could have been mine. It's a take on life I also apply to my job. What does this mean in concrete terms? That every story has its charm; no matter how small, large, exciting or trivial. The more eclectic the mix, the better.
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