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Screencast: Improving Category Pages for LuggagePros.com

Posted By Bryan Eisenberg On August 10, 2007 @ 9:50 am In B2C,Buying Process,Improving Conversion,Retail,screencast | 6 Comments

For this week’s screencast, I’ve taken a look at LuggagePros.com [1], an e-tailer with a great selection of travel gear; everything from day packs to luggage racks.

As a father of two, luggage is something very dear to my heart. Wherever we go, my wife and I must be prepared for the unexpected. Functionality and versatility are essential, and the last thing we need is another bag that’s only good for one or two types of situations. I’m not quite sure how to describe the type of backpack I’d like to buy for my wife, but I’m sure I’ll know what I want once I see it. If LuggagePros.com can help me sift through the clutter and find the right bag, I’ll buy it today.

LuggagePros.com faces some common but no less difficult challenges. Among them:

  • Introducing several brands at once without overwhelming early-stage buyers (read: not ready to “buy now”).
  • Guiding the visitor who may not know what s/he wants toward the right product.
  • Blending navigation and copy to produce a frictionless shopping experience.
  • Persuading first-time customers that they’re better off buying from them than big retail competition (like Target [2]).

Good news, though. All of that’s possible with some thoughtful fixes to their category pages. These essential funnel points [3] are your site’s virtual help desk. Think of them as your sales staff and you’ll be sure to train them well.

(If you’re viewing this in an RSS reader, click here to view [4].

As always, we hope to hear more suggestions from Grok readers for websites to review. We hope to hear some creative suggestions, and we’ll try to make sure there’s something everyone can learn.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/08/10/screencast-improving-category-pages-for-luggageproscom/

URLs in this post:

[1] LuggagePros.com: http://www.luggagepros.com/

[2] Target: http://www.grokdotcom.com/2007/07/20/screencast-conversion-boosting-tips-from-targetcom/

[3] funnel points: http://www.clickz.com/showPage.html?page=3598631

[4] click here to view: http://www.brightcove.com/title.jsp?title=1130052565&channel=1119824708

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