June 15, 2004, 12:00 AM

Newegg.com gets a new look—and more sales

Computer and consumer electronics site Newegg.com has re-launched with a cleaned up site that it hopes will appeal to customers beyond its core do-it-yourself technology market.

Computer and consumer electronics site Newegg.com has re-launched with a cleaned up site that it hopes will appeal to customers beyond its core do-it-yourself technology market, Newegg.com tells Internet Retailer. “DIY is still our main focus, but we are looking to start getting outside that market to people who are shopping for digital cameras, software or notebooks,” says Stuart Wallock, director of marketing. The DIY market includes not just the hobbyist, but also IT support staff in businesses and game enthusiasts looking to get more power out of their PCs or game consoles.

Newegg.com, founded in 2001, stocks 7,500 SKUs and sells gaming equipment and computer components, such as CPUs and displays, as well as software and consumer electronics products. It operates warehouses in California, Tennessee and New Jersey and ships 10,000 orders a day, Wallock says. 95% of orders go out the day the order is placed, he says. And so with the infrastructure in place, the company believed it was time to improve the customer interface and, at the same time, attract new customers.

The primary changes were to streamline navigation, so customers could drill down to what they were looking for, starting at a category level, and a cleaner home page that features category selections and best sellers and better organized, easier-to-read product descriptions, Wallock says. “The information is all still there; the changes were mainly aesthetic and navigational,” Wallock says.

The site also features more robust search functionality that Newegg developed in-house.

After only 24 hours, Wallock says, the design had improved sales in that more customers were buying accessories with their purchases. “That has to be the result of the ease of navigation,” he says.

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