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www.boohoo.com

Manchester-based Boohoo.com’s home page has a clear, simple layout.

Linking directly to a number of trend-themed collections, including “Festivalista” - product suitable for this summer’s music festivals - there are also a number of smaller boxes linking to different collections and offers.

When clicking on the latest look at this womenswear etailer, the screen changes to show all products for the look without the user having to navigate away. From here, users can link directly to the product page to buy. Product pages give the option of viewing items in a number of views, which include close-ups, although a full zoom tool is not available.

Product can be filtered by trend or style, such as dresses and playsuits.

The collections are then shown on models, and users can clearly see the colour options for each item.

Overall, Boohoo.com is simple and easy to use, and clearly knows its audience. Useful tools minimise the number of clicks needed before buying and the home page tempts users with the latest trends. However, additional editorial or blog coverage could increase users’ time on site and keep them returning, and advanced imagery tools could further increase conversion.

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