Goldspeed.com gets 20-30% sales boost from redesigned site
With faster pages and new features designed to make shopping easier, jewelry retailer Goldspeed.com boosted sales at least 20% after relaunching on a new e-commerce platform just before Thanksgiving, CEO Neil Kugelman tells InternetRetailer.com. “Almost immediately after re-launch, we saw an increase in sales of about 20-30%,” Kugelman says. “We were pleasantly surprised, because that’s more than we were anticipating.”
Goldspeed.com was redesigned by web site designers Tachyon Solutions and relaunched on a new hosted Demandware eCommerce platform provided by Demandware Inc.
Average page response time after relaunch improved by more than 50%, to .45 seconds from 1.2 seconds, Kugelman says, citing figures provided by Gomez Inc., web site performance monitoring company.
To make shopping easier, the new site offers features highlighted during pre-design research of customers’ shopping behavior, Kugelman says. After finding that many shoppers couldn’t find an item number to use as a reference when communicating with a customer service agent, for example, Goldspeed placed the numbers in a more prominent and easily found position.
In addition, the new design places buy buttons next to product images and features a site-and-navigation system that lets shoppers refine search results by attributes such as price, category and manufacturer.
To expand payment options, Goldspeed, No. 325 in the Internet Retailer Top 400 Guide to Retail Web Sites, relaunched with the Bill Me Later service from I4 Commerce Inc., which lets customers pay in monthly installments. 15-20% of customers are already using Bill Me Later, as many of them have opted for temporary promotional terms of no payments or interest for 90 days, Kugelman says.
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