Trunk Club, acquired by Nordstrom for $350 million in 2014, offers a unique twist on buying clothes. Instead of picking all your own clothes, you get your own...View More personal stylist. Interested, I checked out their site to get a sense of their funnel & below what you'll find is the very first step: the signup process where you choose your fashion preferences & a stylist follows up with you almost immediately. First by email & then by phone. Their followup is impressive & I wasn't expecting it. Below is an animated image of the complete sign-up process, which is essentially a 6-step questionnaire that ends with a form to get your contact details & set up your account. This is a great example to reference if you're a consultant & talk with your prospects 1-on-1 before sealing the deal. Clearly, they've nailed down their process as they've continued to grow as a company.
Sign-Up Process from Trunk Club Swiped in July 2016
It's very important that Trunk Club gets as much quality information as possible in order to provide a more valuable customer experience & deliver big for their clients. Their questions & preliminary process are crucial to the success of the company & you can bet that they're always looking to improve & refine their process.
If you have a multi-step sign-up form, try incorporating representative photos in the options to make it more visually appealing & seem "less like a form". The less it looks like a form, the less friction & resistance there will be to filling it out.
It's particularly important for Trunk Club to use photos because their job is to make you "look" good. Their business is very visually-driven & without the photos, there would be a lot more confusion & lack of clarity around each choice.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of trunkclub.com below.