September 23, 2009, 12:00 AM

ID Wholesaler’s web site makeover streamlines checkout and search

ID Wholesaler, an online retailer of photo identification and security products, redesigned its web site to provide navigation via product features and specifications and cut its checkout from four pages to one.

ID Wholesaler, an online retailer of photo identification and security products, redesigned its web site to provide navigation via product features and specifications and cut its checkout from four pages to one. “This navigation allows our customers to narrow a selection of products based on the features or specifications they’re looking for, helping to ensure that they find the right product for their needs,” says Chris Penn, founder and vice president of sales and marketing. “It also saves our customers’ time by requiring fewer clicks and page refreshes.”

The web-only retailer’s upgraded web site includes a Printer Selector to help determine which features shoppers need in an ID card printer. A “wizard” leads customers through a series of questions based on the use of their cards and what will be printed on them, then presents a selection of printers that meet a customer’s requirements, Penn says.

Other new features include an address book, a quick reorder function, product reviews running on technology from PowerReviews Inc. and a one-page checkout process. “Previously, our checkout was a four-page process,” Penn says. “Our customers can now see a summary of their shopping cart along with all information related to billing and shipping on a single page-no more going backward to double-check or make changes.”

The redesign, which was developed in-house and based on customer feedback, also included changing the look of the page. Key upgrades: a subdued color scheme and larger product images, Penn says. “The improvements we’ve made to our web site design and feature set are all customer-driven because, at the end of the day, we’re here exclusively to best serve their needs,” he adds.

ID Wholesaler, No. 388 in the Internet Retailer Top 500 Guide, carries more than 10,000 products for organizations that print plastic cards for such uses as ID badges, membership cards and loyalty cards.

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