Lamps Plus lights up a redesigned web site
Lamps Plus, a multi-channel retailer of lamps and lighting products, is making significant changes to its e-commerce site and in the process making its online store easier for customers to use and for web developers to make changes.
Lamps Plus has been selling online since 1999 and has an advanced site, but the site was built internally and major changes made to the site over time have often been significant custom projects, says Angela Hsu, director of Internet marketing and business development.
Now, with the debut of a redesigned home page in April, followed by new product and category pages later this month, Lamps Plus is rebuilding a site where web development and marketing managers can make easier changes using a series of templates.
Over time Lamps Plus also plans to rebuild its shopping cart and improve the check-chart process. Changes will include reducing the number of buttons and making product images easier to see.
Lamps Plus, which ranks as No. 175 in the Internet Retailer Top 400 Guide to Retail Web sites, is making the design changes to improve how quickly customers can search for merchandise and make a purchase.
With a more efficient site, Hsu says Lamps Plus also wants to make it easier for search engine spiders to crawl the home and product pages, which in turn can make LampsPlus.com stand out more prominently in natural search results. “Last year we made significant progress on our web marketing plan and our return on investment,” says Hsu. “This year the emphasis is on site improvements.”
In July, Lamps Plus will also be fully using a new analytics program from Coremetrics Inc. With better analytics, Lamps Plus will perform more detailed analysis of its marketing and design programs, including paid and natural search results.
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