March 11, 2008, 12:00 AM

Conversions and purchase price up at PlumberSurplus following site upgrades

A new product detail page spurred a 20% increase in conversions and a $10 rise in average purchase price in less than two months at

Don Davis

Editor in Chief

A redesigned product detail page spurred a 20% increase in conversions and a $10 rise in average purchase price in less than two months at largest increase the online home improvement retailer has experienced in such a short period of time in either category since the company was founded in 2004. overhauled its product detail page in late January. The page update was just one in a series of site changes over the past year, but by far had the most direct impact on the company’s bottom line, says Zachary Applegate, search and marketing manager for

The new page, which shoppers visit to learn more about a specific product, now includes direct access to customer reviews and product documentation such as manuals via tabs located above the item description. The retailer also added a feature that allows shoppers to view multiple images of a product by hovering over small photos below the main picture. Before, users had to click on the central image and load a new window to see a different view.

Other updates include a “tell a friend” feature that lets users email a link with a personal message to someone who might be interested in the product and a “printer-friendly” version of the page. A learning center with links to buying guides, videos and how-tos that dynamically change based on the product, brand logos and an easy-to-find list of basic product information like brand, model and colors were also added. staffers researched and implemented the changes, Applegate says.

Applegate says his team’s next task is improving the checkout process.

About 750,000 shoppers visited during the month of January. The online retailer has about 30 employees.


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