February 11, 2010, 12:00 AM

Dean’s Cards takes a look back at successful move to new e-commerce site

A year ago, Dean Hanley was searching hard for a new e-commerce platform for his sports trading card site. Now he’s back at IRWD to tell how he made the right choice.

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A year ago, Dean Hanley was searching hard for a new e-commerce platform for his sports trading card business. Now he’s returning to the Internet Retailer Web Design & Usability Conference to explain how he made the right choice.

“Two years ago, we went to a new web site platform, and it was a disaster,” says Hanley, president of Cincinnati-based Dean’s Cards. “It took 15 to 25 seconds for a page to load, and the site crashed a few times a week.”

One of the site’s major challenges, he adds, was dealing with its more than 1 million product SKUs, which made it difficult to pull product images from back-end databases.

At the 2009 IRWD show, Hanley met up with web site design and development firm Tellus LLC, and after a review of three contending firms, chose to go with Tellus for its new web site project in March. The new site launched in July, Hanley says.

Custom-built in a Microsoft .Net technology environment and hosted by Tellus, the new site loads pages instantaneously, and its features include new connections to social networks including Twitter and Facebook, and videos from YouTube.com. The results have included much higher rankings in Google natural search and a doubling of the number of unique visitors to DeansCards.com, Hanley says.

Hanley will join Tellus CEO Betsy Emery to discuss the design and development of his new e-commerce site at the Internet Retailer Web Design & Usability Conference, Feb. 15-17 in Orlando, FL, in a session entitled Choosing the Designer.

 

 

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