Retailers have teased and rolled out online deals for days, even weeks, but the real Black Friday is here.
Online ink and toner retailer 123inkjets.com is recording “significantly” higher conversion rates after revamping its site search, search engine marketing and checkout.
Finding the right ink and toner supplies on a web site can be tricky for shoppers who must wade through hundreds of different printers that accept different black or color cartridges. “The ink business is complicated from a design standpoint,” says Dave Duckwitz, general manager of ValueClick eCommerce, a division of ValueClick Inc. that owns and operates 123inkjets.com.
123inkjets.com made some site design changes to assist shoppers in navigating the site. Those upgrades are boosting conversion rates significantly, Duckwitz says, but declined to be more specific. Changes include improving the accuracy of search results and moving the search box to a prominent place in the header atop the web page. Because the previous search performance was so poor, the box was hard to find. An in-house team worked on refining search results.
“We want to give consumers confidence that they’re buying the right product,” Duckwitz says.
Design improvements also were made to the checkout process. Upgrades include using a cohesive color scheme throughout the process as well as reducing distracting elements. The retailer eliminated clicks to the shopping cart by putting popular products with an “add to cart” button directly on the home page. “We saw an immediate use of these ‘add to cart’ buttons by our customers,” Duckwitz says.
The company plans to relaunch 123inkjets.com after a comprehensive redesign early next year.
123inkjets.com is No. 279 in the Internet Retailer Top 500 Guide .