November 2, 2005, 12:00 AM

Staples increases conversion rates and margins after site re-design

Staples.com has increased its visitor-to-purchase conversion rate since launching a re-design in July, thanks largely to a reconfiguration of categories that makes it easier to find products, the retailer says.

Staples Inc.’s Staples.com has increased its visitor-to-purchase conversion rate since launching a re-design in July, thanks largely to a reconfiguration of categories that makes it easier to find products, director of usability Colin Hynes tells Internet Retailer.

“Our conversion is up double-digits since the launch of the redesign,” Hynes says. “Our margins also increased and Staples has experienced double-digit margin improvements in key categories.” Staples is No. 4 in the Internet Retailer Top 400 Guide to Retail Web Sites.

As part of a goal to make its site easier to shop, Staples worked with Parallax Interaction LLC to develop WebSort, an online tool that retailers and their customers use to re-sort products into categories. With participation from regular customers, Staples used WebSort to reduce its number of office supplies categories to 17 from 24 and its number of technology categories to 17 from 25, Hynes says.

“So now we can get all categories above the fold on the home page, and they’re more intuitive," Hynes says. "We’ve found that less is actually better.”

Since the redesign, Staples.com has received its highest scores ever from BizRate for its overall performance in meeting shoppers’ expectations of an easy shopping experience, Hynes says.

 

 

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