The mobile-first strategy aimed to focus the site's design on those using touch screen devices and to reduce the load time of pages in acknowledgement of the importance of speed to mobile users, it said.
Researchers tested the site on mobile, tablet and desktop and decided the new features 'work almost equally well on all three'.
'After its relaunch in 2011, House of Fraser was already a very good ecommerce site, but has improved further with this relaunch,' said Econsultancy's editor-in-chief Graham Charlton.
Other features include reduced options in drop-down menus but with more sub categories to avoid instantly overwhelming small screens, product pages now have a 'super zoom' feature, and the True Fit feature (http://www.truefit.com) invites users to enter their size, weight and body shape to recommend product sizes - and reduce returns.
Matt Lovell, head of analytics at Thomas Cook, Airlines Group commented: 'Really nice example of well a well thought out mobile friendly website. It still works just fine on a desktop computer (even when viewed on a large screen) and yet is now simpler for the user to navigate across all platforms'
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