July 25, 2003, 12:00 AM

Macys.com gets a redesign to better reflect how customers shop

Macys.com launched a new web site this week, changing presentation of merchandise on the home page and category pages to better reflect the way customers like to shop, president Kent Anderson tells InternetRetailer.com.

Kurt Peters

Executive Editor

 

Macys.com launched a new web site this week, changing presentation of merchandise on the home page and category pages to better reflect the way customers like to shop, president Kent Anderson tells InternetRetailer.com. "We added larger images because our customers asked for this," he says. He adds that he expects a near-term return on investment through increased sales stemming from the redesigned presentations.

The redesign, done by an in-house web design team, emphasizes more images as opposed to text links on the home page, while providing a larger number of images as well as text links in separate product category sections. Macys.com, the web site of the Macy’s division of Federated Department Stores Inc., made the changes after analyzing data on shopping behavior to learn the type of images and promotional presentations that lead to the highest add-to-bag and sales conversion results. "For example, we learned that customers do not value text links on our home page, but do respond to specific offers in text format at the category level," Anderson says.

The 10 product category sections listed across the top of the home page each includes several text links such as "Bonus roaster with George Forman grill purchase" in the housewares category. But each category also features several high-resolution photographs that can be enlarged multiple times with a new multi-directional zoom feature from TrueSpectra Inc., San Mateo, CA, to view fine details. The zoom feature also works with images on the home page.

"We have also learned that compelling creative drives more conversion, so the re-design of the category pages took that into account," Anderson says.

 

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