Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more


At first glance this website looks fun and vibrant - all the things Joules stands for.

The creative look and feel is engaging and clean. The categorisation is well thought out. Department pages also highlight the creative element of the business with the use of typography overlaid onto imagery.

However, once I stop to apply some of my ecommerce knowledge, there are a few things which could have made this site even better.

From an interface perspective, in certain places the site lacks good usability, such as the positioning of key site elements. The merchandising isn’t making the most of the ecommerce and marketing know-how that we have today. There are some areas,

that if improved, would have a dramatic increase on conversion rate and revenue. For example, when it comes to merchandising for conversion and revenue, products would be better shot on a transparent mannequin to show the garment off a little more.

Social marketing is touched upon on the site but could be taken that extra step further to get the user engaged. The site lacks the use of video, reviews and in general all those elements that would help the user talk to the brand.

So in conclusion, the site doesn’t seem to have grasped the online channel with the same passion that it has applied to the rest of its business.

George Ioannou, Head of creative and strategy at ecommerce provider Maginus

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.