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Women’s lifestyle magazine Elle has today unveiled a new look for Elleuk.com, built in response to user demand for premium content such as video and enhanced social functionality.

The site also now meets advertisers’ requirements for “exciting and innovative new ad formats”, with key clients and partners including Net-A-Porter, Chloe & Gucci.

The site has seen phenomenal growth over the past year, and now gets 525,000 unique visitors a month – an increase of 58% year on year.

Greater prominence is being given to video content, with an ELLE TV player on every page housing behind-the-scenes footage from cover shoots, beauty school videos and footage from catwalk shows around the world.

It also includes redesigned image galleries using bigger images, giving the site an even more striking visual impact.

The redesign of Elleuk.com also incorporates even more social elements, including clear Facebook and Twitter links. The new site also aims to drive even more reader interaction with content, boosting the number of comment opportunities and emphasising features such as ‘like’, ‘share’, ‘retweet’ and ‘print’.

Carrie Gorman, editor of Elleuk.com, said that the team was committed to making the web experience an even better one for our users - while continuing to engage with them in as many ways as possible.

The launch of the new look is being supported by digital marketing agency iCrossing and is the agency’s first UK collaboration since its acquisition by Hearst Magazines UK’s parent company Hearst Corporation in June 2010. The revamp is also a first for Elle, marking the first big shift in design since it was also bought by Hearst last January.

Paul Doleman, CEO of iCrossing UK said that ensuring that your content is highly relevant and visible to your audience is the key to a successful digital marketing strategy.

Elleuk.com and the Hearst Magazines UK team excel at producing award-winning content that people want to read. iCrossing excels at making that content visible when, and where, people want to see it – it’s a winning combination in a highly competitive space.”

Vikki Chowney

Published 16 January, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

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