Selfridges has tweaked its website in response to customer feedback following the launch of the transactional site in February.
Changes include allowing customers to click through to products more quickly by reducing the number of clicks before checkout and the department store has also changed the look of different department landing pages to feature more editorial content and certain looks or styles.
A spokeswoman for Selfridges said: “We are constantly looking at how our customer is navigating through the site. “We want to ensure that we are offering the best experience.”
She added that there had been an increase in conversion rates post the changes. “We are still on a journey,” she added.