LuggageOnline.com has launched a redesigned web site—complete with a new logo and layout—it hopes will increase conversions through improved navigation, search and shopping tools, says Tim Jacobsen, vice president of e-commerce.
“Every decision we made in designing the site was with the intention of moving visitors deeper into our site and increasing conversions,” he says.
LuggageOnline.com sales have grown by 40% per year since 1998.
The new site features streamlined checkout that cuts the process from five to four pages, Jacobsen says. It also provides more detailed information on delivery dates. “It used to give vague estimated delivery dates on products,” he says. “Now, our checkout communicates with UPS and provides accurate delivery dates per product, depending on what type of shipping you choose.”
LuggageOnline.com also refined the site’s search function, using analytics to determine which terms return zero results and then building in those terms, Jacobsen says. The changes included adding misspellings and plurals into the site’s search engine.
The redesigned site also makes it easier for a shopper to find the case that fits a particular model of laptop computer or a suitcase that will meet various airlines’ carry-on luggage regulations, Jacobsen says. LuggageOnline.com went to about a dozen laptop vendor sites and gathered all the current laptop models and their dimensions. Those dimensions were then entered into a database along with the dimensions of different laptop cases. When a customer initiates a search for a particular laptop, the search engine will return the cases with the appropriate dimensions, he says.
LuggageOnline.com set up a similar database for carry-on luggage that contains the carry-on regulations of the major airlines and the dimensions of carry-on luggage.
It is too early to tell whether the new site design—which launched Aug. 18—will boost sales, Jacobsen says. He says it will be another eight weeks before LuggageOnline.com can determine the impact of the redesign on conversion rates.
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