Retailers shift their ad spending from TV, radio and print ads to digital ads.
UltOffice.com redesigned its site to put the focus on its products.
UltOffice.com redesigned its site in late 2010, taking cues from the organizational products it sells. The color theme is based on its most popular product line and navigation is streamlined. “We tried to keep the navigation to as few levels as possible and to minimize extra messages, so the product is the star,” says Barton Stabler, director of brand strategy. Product pages off er alternate views and explain ways to use the item. An online catalog introduced in March lets visitors adjust a slider on the side of the page to zoom in on details and images; a bottom slider lets users fl ip to other pages. The online catalog generates among the highest average order values of site features. “The experience is very smooth,” Stabler says, “and we liked the functionality of making every image and product listing as a live link to the selling page.”