August 9, 2012, 2:06 PM redecorates its e-commerce site

A new design changes the site’s navigation, checkout flow and social features.

Allison Enright


Lead Photo has launched a redesign of its e-commerce site, which sells oil paint reproductions of paintings by famous artists. The e-retailer says the new look is meant to give the brand a higher-end feel and make shopping the site more enjoyable., No. 820 in Internet Retailer’s Second 500 Guide and a featured e-retailer in the 2012 Hot 100 list, reworked multiple aspects of the site, from the brand logo consumers see when they arrive at the home page to the final checkout pages. The e-retailer worked with SolidCactus Inc., an e-commerce design firm owned by, on the redesign. started on the redesign process last winter. The store continues to operate on the Yahoo Stores platform.

Drop-down navigation buttons now appear horizontally on the home page beneath the refreshed logo; the buttons let consumers sort paintings by artist, subject, style, size and room. Those same sorting options were available in the previous design but all subheadings appeared in a vertical left-side navigation box. Removing the left navigation leaves more room for OverstockArt to feature larger images of its paintings.

 The e-retailer says it also enhanced its integrations with social networks. Consumers can “pin” paintings to Pinterest, for example, click “+1” to share items on Google Plus, as well as Like paintings on Facebook. says it plans to continue to make more improvements to the site. Interactive features, such as its In Room View tool, which enables consumers to upload images of their rooms to see how a painting will look in their own homes, remain available. That feature also is available as a mobile app, and co-founder David Sasson will detail the development of that app at the 2012 Internet Retailer Mobile Marketing & Commerce Forum Oct. 8-10 in San Diego during a session titled, “Augmented reality: Making mobile shopping more than real.” 


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