Lands’ End rolls out customer-suggested shopping cart

Acting on a suggestion from a customer, Lands’ End Inc.’s landsend.com has rolled out a new shopping cart that makes it easier to make multiple purchases. "We made it easier to have the shopping cart follow you as you shop," a Lands’ End spokeswoman says. "So there are fewer clicks to check-out, and it’s easier to understand."

Lands’ End considers the new shopping cart one of the factors that has led to increased sales and a higher conversion rate at landsend.com. Its most recent conversion rate was pegged at 14.7% by comScore Networks Inc. The company reported online merchandise sales of $299 million for the fiscal year ended Jan. 31, up from $218 million the prior year, and says sales are continuing to increase this year.

As part what it says is an ongoing effort to improve web site navigation, Lands’ End, Dodgeville, WI, asked customers to submit suggestions for improvement. The new shopping cart technique was designed and implemented by its in-house development staff, with assistance from web site technology provider Berbee, Madison, WI.