September 28, 2005, 12:00 AM

Why Scentiments.com wants a better web store

Scentiments.com will ring in 2006 with a redesigned web site and new improvements such as better search and bigger graphics, says CEO Howard Wyner.

Mark Brohan

Research Director

Scentiments.com will start 2006 with a redesigned web site. “We felt it was time to update the look of the site, but not in such a way that regular customers wouldn’t recognize it,” says Howard Wyner, CEO of Emagine Holdings Inc., which owns and operates Scentiments.com.

The redesigned Scentiments.com, No. 308 in the Internet Retailer Top 400 Guide to Retail Web Sites will feature larger images and a better organized home page that will make it easier for shoppers to find highlighted merchandise such as new arrivals and monthly specials.

The site, which is being designed by Intersection Online, a Boca Raton, FL, web design company, will also feature new personalization tools such as an updated address book, new ways to shop for merchandise by brand and product pages that feature more merchandise and accessories. “Customers will be able to see more products on a single page without having to click off the page and start a new search,” says Wyner.

The new Scentiments.com will run on a Microsoft Net platform, Microsoft’s web services architecture. For the first time, Scentiments.com is also using a third-party to help with certain aspects of its search engine marketing strategy. The web retailer, which carries about 5,300 SKUs of fragrance products, is using BeyondROI LLC for help with search engine optimization. “We’ve done most of our marketing in-house, but it was time for some outside help,” says Wyner. “With better optimization and help from a third-party, we are seeing some nice conversion rates on our product pages, especially from natural search that are in the range of 5%.”

Scentiments.com expects to boost web sales by about 28% in 2005, says Wyner.

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