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With a redesigned web site geared toward greater interactivity with shoppers, Air Compressors Direct is better able to present the broad uses of its narrow product line and drive up conversions by 20%, CEO Jon Hoch says.
With a redesigned web site geared toward greater interactivity with shoppers, Air Compressors Direct is better able to present the broad uses of its narrow product line and drive up visitor-to-sales conversions by 20% while reducing advertising costs, says Jon Hoch, founder and CEO of parent company Power Equipment Direct Inc.
AirCompressorsDirect.com, redesigned in-house, offers several new features designed to help shoppers choose the right compressor among more than 110 models. The site is also designed to better explain to shoppers the multiple uses of air compressors, and shoppers can click images to get more information pertaining to their interests-light-duty inflators for around the home for items like beach balls; medium duty for inflating car tires, or heavy-duty for air-powered tools used on a job site.
The new site also offers side-by-side comparisons and a streamlined search-and-navigation feature. It also provides shoppers real-time views of available inventory and estimated delivery times. “This has reduced the number of calls to our contact center,” Hoch says.
The redesign incorporates the same platform used last year to develop the company’s SnowBlowersDirect.com, which was designed with assistance from AmericanEagle.com Inc. Power Equipment Direct, No. 358 in the Internet Retailer Top 500 Guide, has also applied the new design features to its other sites-ElectricGenerators.com and PressureWashersDirect.com-and is planning to use the new design platform to launch additional niche sites, Hoch says.