Brand manufacturer and retailer The North Face is in a near-perpetual e-commerce site upgrade mode, says Greg Pulsifer, general manager of e-commerce. The most recent redesign introduced vertical tabs on the left side of the home page, four of which feature full-screen images of the company’s apparel and gear and its sponsored athletes in action. A fifth tab promotes mobile apps. The company is making extensive use of video, including clips that show a mountain climbing event, how a new garment performs in the field and employees presenting apparel on product pages. The latter are producing solid results, Pulsifer says. “We’re doing videos with employees talking about products and those who watch the videos are converting at a 50% higher rate than those who don’t,” he says.
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