September 21, 2005, 12:00 AM

Discovery test drives a new home page

Discovery Communications Inc., which owns and operates the online Discovery Channel Store, is redesigning its home page with the goal of increasing the effectiveness of its weekly promotions and building up better brand awareness.

Mark Brohan

Research Director

Discovery Communications Inc., which owns and operates the online Discovery Channel Store, is redesigning its home page with the goal of increasing the effectiveness of its weekly promotions and building up better brand awareness.

Discovery, No. 200 in the Internet Retailer Top 400 Guide to Retail Web Sites, began testing new home page designs last month, says Kelly Mangis Beam, manager, analytics and strategic planning.

Discovery last redesigned its home page about two years ago and is now testing new concepts such as a simplified top navigation bar and more comprehensive page footers to make the site more compelling, Beam says.

The new home page tests include using bigger images to draw attention to the site’s current promotions such as a recent summer sale that advertised merchandise at up to 75% off.

The redesigned top navigation bar features links to eight merchandise portals, a more prominent site search box and buttons for order tracking and personal information.

With a more prominent home page, Discovery wants to decrease its shopping cart abandonment and increase the size of the average ticket, Beam says.

“By promoting a higher dollar item or a coupon with a minimum order value, we can increase the average order,” she says.

Beam talked about Discovery’s new home page test at a break-out session at the recent Shop.org 2005 Annual Summit in Las Vegas.

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