|Why They're Hot:
For nearly six decades Lakeshore Learning Materials has sold supplies to teachers and school administrators. But this year the company began targeting parents with its "Learning at Home" product line, and redesigned its e-commerce site so that it's as easy to navigate for parents as it is for educators. Knowing from surveys that teachers search by grade and parents by age, the site's top navigation bar now offers one tab that lets a visitor search by grade or age and another that offers separate paths for teachers and parents. The changes have increased time on site 21% and conversion rates 8.5%, says Sam Sarullo, vice president of e-commerce. "People are more engaged and are exploring more of the products we offer," he says. "Personalizing the site to draw people into areas most helpful for them has been a big improvement."