February 3, 2010, 12:00 AM

A redesigned shopping cart has conversions rolling in at DealYard.com

The new cart shows consumers shipping charges, which are zero on most orders, and allows entry of promotional codes, reducing cart abandonment from 75% to 45% at the home products e-retailer.

It didn’t take long for DealYard.com to see the impact of its web site redesign. Since revamping its site in October, the online retailer of discount home furnishings and apparel has seen the conversion rate on the site go up 38.7%, says CEO Rob Heller.

A big part of that improvement is a result of a much-improved shopping cart. In the past, customers were forced to register to make a purchase and had to put an item into the shopping cart to see shipping costs. It was only on the payment page that the consumer could enter a discount code.

With the redesign, DealYard.com introduced free ground shipping on most orders, which is prominently promoted on the home page and on product pages. Coupon codes can be entered on the shopping cart page, and guests need not register to check out-in fact, 72% choose not to, Heller says. The impact has been dramatic: shopping cart abandonment has dropped from 75% to 45% and checkout page abandonment from 25% to 15%, Heller says.

In addition, by offering free shipping to the 48 contiguous states and displaying expedited and international shipping rates on product pages, calls to customer service about shipping charges have decreased, he says.

Besides improving the shopping cart, DealYard.com also upgraded its site search with technology from Nextopia Software Corp. and added customer reviews from PowerReviews Inc. Those changes have helped increase the average time spent on the site by 17% and page views by 14%, Heller says.

Heller used software from ASPDotNetStorefront.com to redesign the site, which is hosted by ChannelAdvisor Corp. The front-end software ties into order management and accounting software from NetSuite Inc.

DealYard.com, which has been selling online since 2003, sold just under $7 million on the web last year, Heller says. About 55% of its sales are on Amazon.com and another 25% through eBay, with the balance on DealYard.com, he says.

Web site design will be explored in depth later this month at the Internet Retailer Web Design & Usability Conference, Feb. 15-17 in Orlando, FL.

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