Selfridges has tweaked its transactional website in response to customer feedback just nine months after it launched.
Changes to the site include allowing the customer to access product pages more quickly by reducing the number of clicks before checkout, and changing the look of different department landing sites to feature more editorial content.
A spokeswoman for the department store business said: “We are constantly looking at how our customer is navigating through the site. We want to ensure we offer the best experience.”
She said there had been an increase in conversion rates following the changes. “We are still on a journey,” she added.