May 31, 2006, 12:00 AM

Creating the customer-friendly web site

A key to improving conversion rates is keeping in mind how the customer uses the site. “Our focus is on creating a better customer experience,” says Lynnette Montgomery, GM of e-commerce for Levenger Co., who will speak at Internet Retailer 2006.

Kurt Peters

Executive Editor

 

A key to improving conversion rates is keeping in mind how the customer uses the site. “Our focus is on creating a better customer experience and reducing the number of clicks,” says Lynnette Montgomery, general manager of e-commerce for Levenger Co.

In her session, How Small Design Changes Can Yield Big Conversions, at the Internet Retailer 2006 Conference & Exhibition, in Chicago, 2:30 to 3:00 p.m. June 6, Montgomery will explain how Levenger, online and catalog retailer of book-related home furnishings and gifts, improved conversion rates by paying attention to details.

For instance, it placed the search box in the top navigation bar to make it easier to find and it places images of products in the shopping cart. “Our whole orientation was toward creating a more customer-friendly web site,” she says.

An additional benefit of the redesign, she adds, is that it improved the retailer’s standing in search engine optimization programs.

 

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