Everyone at Lovehoney has their favourite sex toy. Some, like the Customer Care team, need to know exactly how each toy feels in order to better help customers. For the rest of us, we all have something that we’ve seen and liked, or maybe was the first toy we bought when we started working here.
As the Head of Ecommerce at Lovehoney, my favourite toys are not just the ones I like, but the ones I know customers will like, and just as importantly, buy! So, in honour of our 10th Birthday, I thought I would run down the top 10 toys I love at Lovehoney.
At Lovehoney we use technology called heatmapping to show us the most popular areas of pages. Heatmapping places little coloured areas across a page, corresponding to how frequently they are clicked. Using this information, we can see how the layout of a page or list can be improved.
So for example, a heatmap of the left-hand navigation on our homepage looks something like the picture on the left.
However, recently, I was running a heatmap of our Sexy Lingerie page, and noticed something odd. People clicking on the pictures were clicking in, let’s say, rather specific areas of the image. It looked to me that the most popular areas of the image were either the boobs or crotch (see right).
Now, this could have just been a function of the type of lingerie being modelled - so I decided to test it!
It’s been nearly a year since I started at Lovehoney, and I’ve got to say I’ve learnt an awful lot in that time. Lovehoney was quite a departure for me (having previous worked selling frozen food to the elderly) and admittedly, at first I was reticent. However now I can’t imagine a better place to work.
Yesterday’s programme Undercover Boss was somewhat disappointing then, seeing how the UK’s biggest high-street adult store (Lovehoney remains the most popular place to buy sex toys on the internet!), Ann Summers was run.
Jacqueline Gold has done a marvellous job bringing sex toys to the public, and for making buying them easier, replicating the success of the true pioneer in this field, Beate Uhse-Rotermund.
Seeing the MD, Vanessa Gold, afraid and embarrassed to talk about sex toys with their customers was disconcerting. How can the public be confident buying sex toys on the high street if the shop they wish to buy from isn’t?
With this in mind, I though I’d make a few pointers about what makes Lovehoney so successful, and what I’ve learnt in the last year.
On the Lovehoney shopping website, we have a shiny new search function, with suggest-as-you-type autocompleter.
While we were working out how to make this feature super-helpful, we went through the search terms Lovehoney visitors used on the site over the past 5 months.
Some were popular as always, “strap on”, “nipple” and so on. Others were, let’s say, a bit more unusual.
Here’s our top 10 list of strange things we’ve seen people searching for at Lovehoney…