November 21, 2007, 12:00 AM

Redesign boosts sales performance by double digits at

SonyStyle’s site overhaul is producing increases in sales and in such key metrics as customer satisfaction, time on site and pages viewed.

Don Davis

Editor in Chief


Sales are up by a double-digit percentage since relaunched its web site in May after an exhaustive research, testing and redesign effort 18 months in the making, vice president Brian Siegel tells Internet Retailer. Siegel also says the relaunch is producing increases in such key metrics as customer satisfaction, time spent on site and number of page views.

Helping to boost performance are new features such as an interactive wish list, product personalization options, and rich media technology that lets customers mouse over items on a product page to compare models and prices. Shoppers can now e-mail product pages to friends. Checkout has been streamlined, and shoppers can store credit card information on the site and save products in their shopping cart for future visits.

The redesign also benefits from other intelligence gleaned in research: for example, SonyStyle reformatted all product pages for consistent placement of key information across categories, and it has realized an increase in the number of customers who shop multiple categories as a result.

It was the most extensive research initiative conducted for the site since launched in 2000, Siegel adds. To prepare for the redesign, SonyStyle, No. 9 in the Internet Retailer Top 500 Guide, reached out to hundreds of thousands of its customers through e-mail and phone interviews, call center contacts, and focus groups throughout the planning, testing and execution phases.

“It was more than a redesign. I call it Sony’s effort to listen to our consumers,” Siegel adds.

Siegel will speak at the Internet Retailer Web Design ’08 Conference, Jan. 30-Feb. 1 in Miami, in a session entitled The Sony Story: Designing the total package for a successful site.



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