November 6, 2003, 12:00 AM

Binoculars.com redesign focuses on continued sales growth

Binoculars.com has experienced triple-digit growth every month since it re-designed its web site three months ago. Web site sales in October exceeded $600,000 and were up 260% over October a year ago.

Kurt Peters

Executive Editor

 

Binoculars.com has experienced triple-digit growth every month since it re-designed its web site three months ago, Jonathan Thralow, director of marketing and technology, tells InternetRetailer.com. Web site sales in October exceeded $600,000 and were up 260% over October a year ago, he reports. Sales grew 160% in August over a year earlier and 206% in September. “The new layout has really made a difference,” he says.

Using an in-house design effort, Binoculars.com’s home page and product pages now highlight a single product on each page. Previously, they offered a variety of products. “We thought they were fantastic; they showed everything we had in an easy to read layout,” Thralow says. But conversion rates had slipped from 2% to 1.5% and the company knew it needed to do something. The redesigned page shot conversion rates back to 3%. “The old layout was a little overwhelming,” he says. “Now we have one obvious item on each page.”

With the new site, Binoculars.com added a product comparison feature that allows customers to line up the products they’re interested in and compare them on various features. Some of the data in the comparison charts come from manufacturers and other data are the result of Binoculars.com testing products and inputting its own data.

Binoculars.com is also preparing to mail its second catalog.

 

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