5/11/10

Mountain Equipment Co-op hikes up image sizes on its redesigned site

When outdoor sporting goods and apparel retailer Mountain Equipment Co-op redesigned its site, it wanted to reorganize the site’s content in order to make it more user-friendly.

Internet Retailer

When outdoor sporting goods and apparel retailer Mountain Equipment Co-op redesigned its site, it wanted to reorganize the site’s content in order to make it more user-friendly.

“One of the focuses of the redesign was to address usability issues and improve user experience,” says George Weetman, web marketing manager at MEC.ca, the e-commerce site of Mountain Equipment Co-op, a chain of 13 stores across Canada. “Going into the redesign, our customer satisfaction scores with our web site were actually quite high and a lot of people were telling us not to change too much, so this helped us reduce the overall scope of the project.” Mountain Equipment Co-op is No. 379 in the Internet Retailer Top 500 Guide.

Without altering the shopping flow, MEC.ca incorporated changes such as wider pages, larger images and dynamic drop-down menus so that customers can view different sub-categories without clicking to another page, says Weetman. The company also consolidated much of the site’s informational content under a new “Services” category where shoppers can learn about equipment rental, bike servicing, store locations and warranty information.

Static images on the home page were replaced by a grid featuring larger images that change when a user mouses over the various boxes. The company also introduced a slide bar on the bottom half of the home page where shoppers can view items in tabs titled “What’s New,” “Top Rated,” “Top Sellers,” as well as one for seasonal promotions.

The new organization of the page was aimed, in part, at better engaging shoppers so that they would be less likely to quickly leave the site. Since the site went live April 23, bounce rates have decreased 10% to 15%, according to the company. The bounce rate measures how often shoppers leave after viewing one page.

The company worked with Vancouver, Canada-based software development firm OpenRoad Communications on the site redesign.

Topics:

george weetman, internet retailer top, mountain equipment co, Online shopping

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