Hayneedle.com: Personal Navigation

Hayneedle helps shoppers keep track of their visits with activity logs.

Amy Dusto

A log of recently viewed items, rewards and shopping cart updates follow customers around Hayneedle.com and shows them information related to their recent activity. Those who interact with it convert twice as much as those who don’t, says Donna Faust Aman, director of brand marketing. After doubling the selection of home décor and furnishings items this year, the retailer prudently updated search and navigation. It added filters to refine searches by product type, quick shipping, top selling and sale items, Aman says. Hayneedle didn’t lose sight of aesthetics—it shifted imagery to more prominent positions on the home and product pages, opened a new photo studio in order to shoot hundreds of new product videos each week and launched mobile-optimized shopping, Aman says.

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Donna Faust Aman, e-commerce, Hayneedle.com, Hot 100 2013, Online shopping, personalization, product images, search and navigation