Glamour shots get a closer look with bigger play on photo site’s home page
Image-Edit & Art, a provider of photo restoration and other photo enhancement services, saw interest in some of its lesser-used services on its web site increase almost immediately after it altered its home page to give those services bigger play, based on data from analytics provider WebTrends, the company reports.
“Over the past year we’ve taken the analytical data and adjusted our site so that it’s optimal–-we want to get the most popular procedures up there,” says Aaron Daru, vice president of operations.
Restoration of old prints and family snapshots is the most-used service on Image-Edit.com. Customers scan the photo, either at home if they have the equipment to do so, or at a retail camera store that offers the service, and the file is transmitted digitally online to Image-Edit.com for service. The enhanced image file is sent back digitally to the store for printing and pickup, or to the customer’s home computer, where it can be loaded onto a disk and taken to a photo processor of the customer’s choice. Though photo restoration is the most-popular service, Image-edit.com also lists 16 other, less familiar photo editing procedures on the site that weren’t getting as much customer attention.
“The question was, if we highlight another service, will that make visitors interested enough to check it out,” Daru says. Image-Edit.com put that to the test in June with its Hollywood glamorization service, an image-enhancing process that makes Hollywood-style glamour shots out of basic shots. It opened up a fourth of its home page real estate to highlight a rotating roster of services, with the glamorization service rotated in frequently. Analytic reporting showed that clicks on the service rose to 4% of visitors from less than 1% almost immediately, says Daru, with sales of the service increasing at the same rate.
“We believe it’s a valuable service that people would be interested in, so the advantage there is that by highlighting it we get customers to start thinking about ordering it,” says Daru.
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