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Vintage-inspired contemporary womenswear label Traffic People’s website says it sells “beautiful clothes in floating silks for the girl who longs for old-time glamour parties and romantic strolls on the beach”.

Such a claim should have shoppers searching through the site’s pages for these clothes within a few seconds flat, but while the clothes are beautiful, the website itself fails to deliver. Yes, it’s pretty and the clothes look lovely, but there are a number of basic things missing.

First, I’d like to know a bit more about the company. Nothing major, just a bit of information like how long it has been trading – just enough to give me a bit of confidence when ordering. I’d also like to see outfits modelled by a real person, so I can see how the “floating silks” actually float. Some lifestyle shots would be even better, showing a gorgeous model wearing the clothes while strolling romantically along on the beach after that glamorous party.

Making a purchase is actually quite simple but the layout of the basket page could be improved. The position of the customer login and new customer sign-up on the far left doesn’t draw the eye and the sign-up even falls below the bottom of the screen.

PayPal is the only form of payment offered, and while it’s OK to use, it still says eBay or small trader to many people.

  • Barney Brown Director of online marketing specialist

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