Paul Bidder, Commercial director at digital strategy agency Red Ant
The Firetrap site loads well with good lifestyle imagery and a design reflecting the brand, although it’s potentially a bit too dark.
You can quickly navigate your way through to the menswear, womenswear and accessories ranges that Firetrap offers and it has the basics you could expect from an ecommerce site. However, I wasn’t able to easily see the previous items I had looked at without searching for them in the navigation.
The ‘Complete the Look’ area behaves differently depending on where you click and you can only choose size not colour when the pop-up overlay product window appears, which is a little off-putting, and the additional product information displays are a little clunky.
When adding items to the basket and proceeding to checkout as a new customer, the experience was not as flowing as I would have liked and I would ideally want to use my Facebook login details to make life easier.
I would like to see more video content and more social engagement, as this suits a young fashion brand like Firetrap. On the technical side, I’m amazed by the absence of H1,
H2 and H3 (the HTML code that Google uses to rank the site’s importance). It is a failure of the most basic form of web accessibility and hinders search engines’ ability to understand the priority of content on the site.