It’s no doubt Elizabeth Hurley saves a lot by being her own model, but is her site meeting its potential? Its cosmetic design is beautiful, but functionally, navigation is sloppy and indirect. There are too many subcategories making a customer have to click several different links just to view products.

The product pages are nice and clean. They contain the pertinent information for each product and offer all the extras expected from a product page like size and color manipulation.

There is no upselling whatsoever and it is not clearly stated that you have to buy the top and bottom of the bikini separately. There is no checkout without account, but sign-up is only one page long and you don’t have to check your email to confirm. Error recognition is sufficient. It caught my fake address and mismatched zip code, but instead of pointing to my errors, it just listed them at the top of the page so I had to scroll back and forth to correct them. All in all checkout took 5 pages. That’s simply too many and needs to be cut down.

The most noticeable problem with the checkout process is that shipping cost is a completely separate calculation that can only be done by people with accounts before, not during checkout. Shipping is a fixed rate, but I went through the whole process and did not see shipping costs once. I had to exit the checkout process and look up shipping with my newly made account. That makes absolutely no sense and needs to be remedied.

This sites needs a lot of work. The aesthetic is nice but its usability is immeasurable. Order completion took me around 20 minutes as a new customer. That’s insane, who wants their online checkout to take as long as standing in line?