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Jonty Sutton, Managing director of web design firm Redbox Digital

Arriving at young fashion retailer Urban Outfitters’ site, the home page is clean and simple. However, the process of getting to the products you are looking for is not as quick or as streamlined as it could be.

Despite a good selection of products, which can be viewed from four different perspectives, there is no way to filter by style or colour, meaning you have to trawl through multiple items.

The clothing sizing chart and ability to check stock are useful tools, as well as the recently viewed sections, making navigation between products simple. I would expect to see a better product zoom tool, which would improve conversion rates. The next natural step at the product level would be to introduce product videos. The basket and checkout process is easy

to follow, with an express option also available, allowing you to make a speedy purchase. However, if payment method and security assurances were offered earlier this could reduce drop-offs [abandoned sales] even further.

Overall the site is easy to use, offering a straightforward experience, and while there are a few improvements needed to the site’s navigation and search, the big opportunity lies in adding some magic to the experience to really stand out from the crowd.

In an ever-crowded online market, those retailers offering an engaging experience above and beyond the standard ecommerce fare will reap the rewards.

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