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The newly relaunched House of Fraser website has a much slicker feel and layout.

The home page is a rotating image, which takes users to different areas of the site. The images are striking and just below are three boxes titled ‘What’s new’, ‘Latest offers’ and ‘Top reviewed’, which give users more information about what’s on the site.

Product can be filtered by department and brand and then further by style, colour, price and size. With such a vast quantity of product on the site, these options allow users to quickly find what they are looking for. Product is shown on models when rolling over each image and icons on individual product pages show whether an item can be collected in store or delivered to a home address.

There is a ‘You may also like’ section, which directs users around the site, keeping them on there for longer.

As well as the transactional element, the site also has a ‘Your style’ section, which contains a blog, links to the retailer’s social media sites and a ‘How to’ section. The latter offers tips on finding the perfect item, for example the right fitting jeans, and then links this to the transactional area of the site. This is a clever way of giving users something interesting and useful, while also promoting the product on site.

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