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Max Childs Senior marketing manager for Europe, Middle East and Africa, Adobe Scene7.

Monsoon’s high street branding transfers well online, with bold purple dominating the site design and complementing the striking, high-fashion images. The online shop features straightforward navigation by category, while new arrivals run across the bottom of the home page to entice shoppers with fresh merchandise.

When viewing individual products there is a good depth of zoom, although the pop-up zoom image is no larger than the product image - going against market research, which suggests that shoppers overwhelmingly prefer full-screen zoom. Some products offer alternative views, but there is no zoom capability on these. Also, 360-degree spin would deliver the visual details shoppers need to purchase. Giving customers the opportunity to view clothing ‘in action’ via a short video would help to push more people towards a purchase.

The site offers pretty good basics but could do more by suggesting complementary items to create outfits. There is no ability to filter by size, colour or stock availability, and there are no ‘social shopping’ features such as user reviews and best-selling items.

Monsoon is missing a trick by showing the same items available in multiple colours individually - and not listing the other colour swatches alongside. If Monsoon showed colours per product on the category pages, more products per page could be shown, helping to boost sales.

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