A pre-holiday makeover of Perfume.com is just the first step in a site redesign that will take place over the next two years, says Jonathan Ehrlich, president and CEO, of Communicate.com Inc., the site’s parent company.
The makeover included upgraded browse and search functions, a clearer user interface and a simpler, more customer-friendly check-out process, Ehrlich says. As a result, conversions are up, although he declined to give details
“We’re very, very pleased with the changes,” he says. “It seems to be a demonstrably better experience for consumers.” Perfume.com is No. 469 in the Internet Retailer Top 500 Guide.
One major feature of the makeover was streamlining the purchase path. For example, the “order now” button was moved above the fold from its previous position on the bottom left-hand side of the page. Perfume.com also repackaged the shipping and billing page, changing it from a long, scrolling page to a text box a consumer can click on to get information, Ehrlich says.
“We took all of the extraneous content out of the (purchase) experience and only focused on the core function of getting consumers through simply, clearly and safely,” he says.
The makeover also features a cleaner item page, with more focus on user-generated reviews and content.
Perfume.com worked with Creative Good, a New York City-based customer experience consultancy, on the makeover.
“This is the first step in a long journey for Perfume.com, so we’re just starting to transform the business and transform the experience,” Ehrlich says.