October 26, 2010, 4:22 PM

Sierra Trading Post tests a new web site and a mobile site

Sierra Trading Post is seeking customer feedback on test sites launched this month

Lead Photo

Outdoor gear and apparel retailer Sierra Trading Post Inc. is beta testing a redesigned web site featuring enhanced product searches, streamlined navigation and cleaner layout, along with a new mobile site for iPhone, Android and other mobile-device users.

Sierra launched the redesigned web site—beta.sierratradingpost.com—on Oct. 19, and the mobile beta web site on Oct. 8. Both sites were developed in-house.

The beta web site enables customers to use advanced search options and filter products by a wide range of choices, including color, size, price range, customer review, brand and event.  “We feel that the new site is extremely user-friendly,” says Clint Nelson, web creative manager. “It truly makes product selection faster and easier than ever.”

A new feature allows consumers to zoom in on an item by clicking on the product image. A quick-view window gives users a chance to view an item’s details and add it to their cart without navigating away from the current page. The redesign includes an area where customers can save products for later purchase.

The beta site also features an enhanced user account with personalized dashboard, which allows customers to manage their catalog and e-mail subscriptions and shipping information, and view their order history by clicking one button.

The mobile web site—http://m.sierratradingpost.com—is a handheld version of the Sierra Trading Post web site, optimized to fit smaller screens and offer a bandwidth-friendly format, the company says.

“Roughly 3% of our visitors use mobile devices to shop our site, and we see that number growing rapidly,” says Justin Johnson, online marketing manager. “We want to make sure that Sierra Trading Post is there for the mobile customer.”

Sierra, No. 74 in the Internet Retailer Top 500 Guide, is seeking customer feedback on both beta sites.

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