Last week, department store group House of Fraser launched a transactional mobile website after it experienced a 660% increase in mobile traffic to its desktop site over the past six months.
Last week, department store group House of Fraser launched a transactional mobile website after it experienced a 660% increase in mobile traffic to its desktop site over the past six months.
Customers who visit from a mobile device are automatically redirected to the mobile site, a pared down version of the desktop version that has been optimised for a range of devices. Once there, customers can search for products and locate their nearest store.
The mobile site’s design is simple and clean, with heavy emphasis on working for touchscreen phones. Links to main areas of the site are displayed horizontally, allowing customers to scan the page, and the search box is in a prominent position on the homepage so they can find what they need easily.
Once within a category, there are a number of filters set up, such as brand, colour, style and price. The product pages are simple enough to load quickly but contain plenty of extra detail on stock levels, delivery and returns.
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