August 25, 2010, 2:10 PM

Bulbs.com flips the switch on a web site redesign

Bulbs.com has added high-resolution images and improved page-load speed.

Lead Photo

Bulbs.com has redesigned its web site to make it easier for customers to find the right bulb more quickly. The new site—launched Aug. 3—features high-resolution product images and improved page-load speed, with more to come. 

Bulbs.com redesigned the site in a bid to stand out from other online sellers of bulbs and light fixtures, says Bryan Trainor, vice president of marketing. “We spent a great deal of time looking at our customer satisfaction data to develop a market position that we think will resonate with customers,” he says. “When shopping for light bulbs online our commercial and residential customers want a fast and easy shopping experience, but they also want to ensure they get the right product for the right application.”

The enhanced product images allow customers to view multiple high-resolution photographs so they can see every detail of the product. As part of the redesign, Bulbs.com, No. 485 in the Internet Retailer Top 500 Guide, also added a “Find Similar” feature at the bottom of the product page to make it easier for shoppers to find alternative lights based on criteria such as price or energy used. The home page also features a Current News section with the latest lighting industry information, including energy-efficient solutions and tips from Bulbs.com lighting specialists.

“Everything we are doing with our marketing and site design focuses on this strategy—reducing confusion and increasing confidence during the shopping process,” Trainor says. “We want to make sure our customers get the right light every time, and always at the right price.”

The redesign also features a new light bulb logo. “Our brand identity needed to be contemporized to fit with the changing look of the web as well as the products that we sell,” Trainor says. “Our previous logo has served us well, but we felt that a brighter, more contemporary look would fit our value proposition around expertise and innovation better.”

In coming weeks, Bulbs.com will be adding product ratings and reviews to all the products on the site, and will implement marketing programs to encourage customers to write reviews that will help other customers, Trainor says. PowerReviews Inc. will be the provider.

Bulbs.com also will be launching The Light Source, a blog written by the site’s lighting specialists, to provide customers with information and tips. “We also believe the blog will drive additional natural search traffic to the site with its keyword-rich content,” he says.

The retailer is in the process of implementing web acceleration software from Akamai Technologies Inc. to increase the page load speed of the site in a move to increase average order value and conversion. Bulbs.com also will be adding a “Resources” section to help visitors find the right product.

“Lighting can be a complex purchase, and providing our customers with the information and tools they need to select the right product is an enhancement we know will serve our customers well,” Trainor says.

Within the next 60 to 90 days, Bulbs.com will be adding an e-mail and newsletter signup widget to the global footer of the site as well as behavior-driven product recommendations into the shopping areas of the site.

The new site was designed by Schupp Co., a St. Louis-based marketing and advertising agency that also worked with Bulbs.com on developing brand identity and positioning. Bulbs.com’s in-house team of developers built and deployed the site.

Although it’s too early to draw statistically significant conclusions about the site redesign, Bulbs.com has seen a positive impact, Trainor says. “Anecdotally, we are getting extremely positive feedback and customer satisfaction scores have improved,” he says.

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