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A late arrival onto the etail scene, Swedish fast-fashion retailer H&M finally launched its first UK transactional website in September.

Users searching for the site via Google will not land within the transactional area but onto a landing page promoting H&M. There is then an option to ‘Shop Online’ but this isn’t very prominent and adds another click into the user journey.

Once within the shop area, users can navigate by department using tabs along the top indicating menswear, womenswear and so on, or by product category, which is listed down the left-hand side. Once a category is selected, product appears on the page in a small box with a side scrolling option. When product is clicked on, H&M provides a pop-up box with a range of items to form a suggested outfit. In order to purchase the chosen product, users have to click through again from the pop-up.

The product page provides adequate information about fabrication, care instructions and size options but doesn’t give multiple views and no zoom tool is available. Adding these few extras and decreasing the amount of clicks necessary to reach the checkout could have a real impact on the success of H&M online.

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