September 13, 2004, 12:00 AM

Quixtar marks its fifth anniversary with the launch of an improved web site

The enhanced site, with improved navigation and functionality, took a year to develop, the company says. Quixtar’s independent business owners participated in usability tests to streamline processes while boosting the site’s appearance.

Quixtar observes its fifth anniversary this month with the launch of an enhanced web site that improves navigation and functionality. The enhanced site was the result of a year’s worth of research, planning and testing, the company says.

The online retailer sells health and beauty products direct to the public through an annual $20 shopping club membership, but the company’s main e-commerce traffic comes from thousands of affiliates it calls independent business owners. About 60% of’s base of 13,000 SKUs are health and beauty products, which the company will merchandise heavily this year.

Developing the improved site involved hundreds of independent business operators participating in usability tests. Each phase of the design process used usability tests to reduce the number of clicks necessary to reach defined goals on the site, while improving overall appearance. An additional challenge was that the site had to be created in French as well as English for Canada, which met the deadline to launch its improved site concurrent with the U.S. launch.

“We believe the redesigned site will allow independent business owners to grow their businesses to new heights and help us to regularly post record sales days,” say Randy Bancino, vice president of sales and marketing.

Quixtar posted a new record sales day of $12 million on Aug. 31, the final day of its 2003 fiscal year. Quixtar’s model rewards independent business owners for sales to those they register at as new independent business owners, members, or clients. Quixtar, No. 12 in Internet Retailer’sTop 300 Guide to online retailers, is a subsidiary of Alticor Inc, which also owns Amway Corp.

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