December 17, 2013, 12:01 PM designs a modern site with a new programming language

The navigation area is gone on Shoppers instead type into the search box a brand or category to pull up a Pinterest-like array of item images, which they can expand for product details without leaving the page.

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Web-only daily deals retailer has launched a new e-commerce site,, designed without a standard navigation menu or filters. Instead, a shopper can shuffle a Pinterest-like array of product images on the page by typing into the search bar a brand or category, or by clicking a “more like this” button on a product image. Then the page updates the array, refining and sorting the retailer’s product groupings so that more relevant items appear at the top of the page. That differs from standard site navigation schemes that tend to help shoppers find items through a process of elimination, writes Shane Hansen,’s director of technology, in the retailer’s blog.

"It has given us the ability to surface products that customers wouldn't normally be able to find on our site, allowing us to cut down on remnant inventory," says CEO Rett Clevenger. has had 1% more conversions on items that were previously featured on's core web sites compared with their prior sales, he adds. 

When a shopper hovers over a product on, the brand, category, price and discount appear as an overlay on the bottom of the image, while the “more like this” button appears near the top. If she clicks on a product, the array expands with new a horizontal section that displays product details and links to add the item to the cart or to read the original product details on

“We built an extremely fast site for displaying products to our customers in an innovative way,” Hansen writes, without saying exactly how fast is compared to So far—the site has been up for about two weeks— has had no performance or availability problems, he adds. built the new site using an open-source programming language created by Google Inc. and independent developers worldwide, including Hansen.  Called Go, the programming language is designed to create web pages that load quickly by optimizing how the code is read and stored for high efficiency. Open-source refers to the fact that the software code is freely accessible to any developers, who can modify it to fit their needs, as did in creating a new way for shoppers to browse its products. As an open, collaborative project, Go also costs nothing to use.

Hansen says he believes that is among the first e-commerce sites built using Go.

In addition to choosing Go for its ability to improve web site performance, also wanted to take advantage of its “easy built-in testing framework to catch errors and speed the development process,” Hansen writes. is No. 550 in the Internet Retailer Second 500 Guide.

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