October 1, 2010, 4:12 PM

Cabela’s pulls the trigger on a redesigned web site

Cabela’s redesigned site has improved product pages and a comparison tool.

Lead Photo

Cabela’s Inc. is aiming to increase sales with a redesigned web site with added content, improved navigation and new features.

On the new site, the outdoor equipment retailer expanded its product information to offer multiple views and added a product comparison tool enabling shoppers to compare product features such as description, price, customer ratings, type of product and brand.

“Cabela’s has done a nice job to make their site feel richer and more colorful with all the big lifestyle photos on the home page and department pages,” says Tom Funk , vice president of marketing at web site design agency Timberline Interactive. “When you serve a passionate lifestyle or hobby market like Cabela’s, it pays to tap into that passion on your web site.”

Cabela’s, No. 35 in the Internet Retailer Top 500 Guide, also improved site navigation with categories aligned along the top navigation bar and subcategories appearing in boxes when consumers hover over category names.

“Although I’m not usually a huge fan of that type of navigation, it is nicely done, legible, and the categorization helps shoppers find what they want among a very large inventory,” notes Funk. Timberline was not involved in Cabela’s site redesign.

An added navigation feature includes a Recently Viewed section on the right side of the page that displays the name and photo of products customers have viewed.

Cabela’s new site uses color effectively to help customer’s navigate and identify important steps, Funk notes. “There are ‘middle-weight’ navigational buttons in yellow, orange and brick-red, and then the deemphasized gray buttons for things like ‘back’ and ‘edit,’ which you need to display but you hope not to distract customers with. That’s a lot of different navigational color cues to work with, but Cabela’s pulls it off really well,” Funk says. “It’s a great lesson in how to handle the hierarchy of navigation, and what calls to action should command the most attention.”

The multichannel retailer also added customer service features. Shoppers can save shipping and address information in a new My Account feature and also track their Cabela’s loyalty program rewards points. In addition, customers can now e-mail their shopping cart information to others or to themselves to use on a different computer.

Cabela’s didn’t respond to requests for more information about the redesigned site.


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