November 30, 2011, 5:43 PM

Need for speed

Navigating Cabelas.com is a whole lot speedier these days.

Mark Brohan

Research Director

Lead Photo

Navigating Cabelas.com is a whole lot speedier these days. As part of a major site redesign, outdoor gear retailer Cabela’s Inc. rebuilt its e-commerce platform and in the process reinvented its approach to navigation. Old product pages were clunky—it took shoppers up to six clicks to get to the product page they really wanted. Now visitors can get to the merchandise they want in as few as three clicks, says Mark Thompson, senior director, Internet operations. The updated product pages feature better drop-down menus, improved site search that lets shoppers narrow results by type, brand, price, size and customer ratings, and other improvements such as more product recommendations. “Customers told us how they wanted to shop and getting to the merchandise fast was a big priority,” Thompson says.

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