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Casualwear retailer Gap has finally made it online with a transactional website launch last month.

The home page, while simple, is well-designed, with an image-led main section showing a model promoting the denim collection. The right-hand side advertises the fact that the site is now transactional and standard delivery is free for orders over £50.

The top navigation bar on the site is clearly laid out, but it takes a number of clicks to reach individual product pages, which could result in users dropping off the site before they reach the checkout.

The top of each section has a promotional box displaying a selection of product but this is also slightly confusing, as users cannot click through the product directly but have to scroll down to the selection below.

Once users do click through, the information is clear and a number of views and a zoom tool are available.

While the site does work, a few added usability options would improve the journey. There are currently no search or filter options which, if added, could greatly decrease the number of clicks customers must make to find what they are looking for and would get them to the checkout more easily.

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