MEDIA ON TRIAL: Elle's revamped website offers impact for advertisers

Elleuk.com's new homepage offers a good selection of content, including a fashion carousel, as well as links to news, shopping and beauty, all above the fold. Scrolling down, there is also video content, opinion polls and snippets from on-site blogs and forums.

Elle.com: revamped website offers good selection of content
Elle.com: revamped website offers good selection of content

Website
Elleuk.com
Owner
Hachette Filipacchi
What's happened?

Website has relaunched

The content is not vastly different from other online magazines, but the set-up is well structured and less cluttered than the likes of Vogue and Marie Claire's websites.

This is complemented by the understated homepage takeover by shopping website, Net-A-Porter, which accounts for a third of above-the-fold space. This is something Elleuk.com should be careful of though, as I imagine fussier creative could spoil the look and feel of the page.

Elleuk.com is trying to bring in some popular social media elements and has links to Facebook and Twitter, as well as real-time Twitter updates and a "status" style update directly under the menu tabs.

In terms of navigation, there is a tab-style menu at the top that links through to section homepages (also available for sponsorship) for fashion, beauty, catwalk, competitions, and soon - the usual online magazine offerings. 

There is no search function on the homepage and there are no drop-down menus, but this encourages users to spend time browsing the site rather than directing them away.

As with all online magazines, there's a clear link back to the print product, with a subscription offer and a top-of-page tab directing users to "what's in" the mag.

From an advertiser's point of view, the Elleuk.com homepage offers impact, but it would be difficult to fit into standard plans, as there are no standard ad formats. The Net-A-Porter takeover running from 23-29 November comprised a background (non-clickable) skin, a 300x600 and full-page strip at the top of the page and under the "status" update.

What's good?
The amount of content.

What could be better?
A search bar to allow quicker navigation.    

Would I book my clients on it?
Fashion brands, cosmetics and other luxury items - definitely. Less-fitting brands might look out of place.

Nikki Gunning, online account manager, Manning Gottlieb OMD

 

 

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