Nuts & Bolts: A User Friendly Site Equals Profit
Instead of burying “best sellers” at the bottom of the page, Lituchy says, Delightful Deliveries puts the most popular items up top thanks to the advice of Mercado. This simple solution doubled the sales of the e-tailer’s “best sellers” on a monthly basis. An added bonus is its ability to test different products by increasing or decreasing their visibility on the site.
The improvements made to the Web site provide for what Lituchy calls “dynamic interaction” with his customers. As he describes it, dynamic interaction is what keeps customers engaged, involved and clicking. If the Web site is easy to use, informative and fun, then customers stay longer and buy more.
“Each little thing we did to change the site began to reap dividends right from the beginning,” says Lituchy. Before going live with the Web site optimizations in June, he says, the company’s average sale was about $60. Today, it’s double that.
In the six months since implementing the new software, Delightful Deliveries has seen a 50 percent increase in orders per visit, a 45 percent conversion increase and a whopping 100 percent increase in units bought per visit.
Lituchy sums up his advice to online marketers in one word: optimize.
“When your Web site is user friendly, and navigation of your site is as simple as you can possibly make it, your sales will increase. The bottom line is the bottom line.”