CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
Retailer’s LightsOnline.com has improved navigation and videos.
Net sales have nearly doubled for LightsOnline.com, the e-commerce arm of Progressive Lighting Inc., since the residential lights vendor relaunched its web site on April 22, says Jon Eggleton, Progressive’s director of e-commerce.
Since the site relaunched, the retailer’s conversion rates increased 91%.
Eggleton credits improved navigation for much of the gains. The retailer added filters to its search so that consumers can cull through search results via brand, finish, style, price or other attributes. For instance, a consumer searching for “crystal chandelier” receives a page of search results that he can then further narrow by attributes such as the type of bulb or price.
The retailer also enhanced its product pages by adding product information, allowing shoppers to zoom in on an image and, in some cases, view product videos, Eggleton says.
The site took six months to redesign, he says, declining to reveal the cost of the work. The retailer hired WebLinc to rebuild the site on the vendor's WebLinc Direct platform.
Progressive Lighting also sells lights and related supplies in its company-owned retail stores.