Office Depot made a series of tweaks to its site to make it easier for a shopper to make a purchase.
Fast and convenient. That’s the thrust of the “It’s Depot Time” ad campaign Office Depot Inc. launched this year to highlight the tweaks it made to OfficeDepot.com and its physical stores. For instance, the retailer added a Subscription Delivery button to product pages of items like paper and toner cartridges so that office administrators can have the products delivered on a recurring basis. It also added more than 500 software downloads to its site so that shoppers can click a Buy & Download button to download a program rather than have to wait to have the packaged software delivered. While each of the site’s changes may seem small on the surface, A/B testing shows that they can add up to rather significant results, says Michael Kirschner, the retailer’s senior vice president, e-commerce.
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