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Web Site Designs for the Retail Market by ET Productions
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Our Answers to the Makeover Challenge
Screen capture of MyFamilySoftware's Yahoo Store after makeover
After Makeover
First came branding the site. We felt that the babies climbing over computers simply didn't communicate what what the site was all about. We suggested a high-tech software look in the header and in the colors and layout of the site. We paid particular attention to getting PRODUCT images into the opening screen, even at resolutions as low as 800 x 600.
      To simplify navigation, we helped the site owner reorganize the store so that there were distinct departments for each type of software the store offered. We set up a tiered left-navigation column to make this organization obvious, thus helping shoppers easily drill down to the exact page/s of their interest.
      To add to the clarity of navigation, we used CSS effects to render the top and left navigation using plain HTML text but styling it with rollover effects as if it used JavaScript and images. Thus we achieved the eye candy effects we wanted while preserving the SEO only available with text navigation links.
      We included our custom Multiple-add-to-cart Cross-Sell feature to boost average ticket. Since the store offers free shipping on orders over $40, there is a very real incentive to add just a little more to the order and get free shipping. Other custom touches include the ability to expand left navigation to a second level on a section-by-section basis and context-sensitive right navigation showing featured items only for the section you are within.
      Visit the site and see how you think it compares with the old version (opens in new window).
 
The Makeover Challenge
The original site's navigation lacked focus. The organization of the front page seemed haphazard. Visual branding was poor. With all the baby pictures in evidence, it looked more like a toddler's products site than a software store. You can click the image below to see it full-sized.
MyFamilySoftware Yahoo Store before makeover
Before Makeover

Only by spending time reading the text would a visitor realize what the store sold. And usage research indicates that Internet users rarely spend time reading pages to find what they are looking for. A landing page must convince them that their quest is over. It must do so in 1 to 2 seconds. If it does not, they hit the back button and go back to the search engine that sent them.
      This site begged for a top-to-bottom makeover to boost its conversion rate (orders/visitor ratio).
      It also needed some help with the ever-present issue of search engine optimization.
      Finally, there was the ever present issue of search engine optimization. The site simply wasn't adequately search engine friendly. Yahoo stores rarely are, unless the site owner is an SEO guru or hires a SEO guru who also knows the Yahoo platform.
      We had our work cut out for us, Read about the makeover.
 
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  Page URL: www.etproductions.com/portfolio/myfaso-yahoo-store-makeover.html
Copyright © ET! Productions & J. K. Hollomon, Jr., 2001.
Excerpts from original site, © 1998/99. All rights reserved.
Last revision: Saturday, 08-Jan-2005 14:07:42 PST		  
 

ET Productions
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Boston, MA 02118
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Boston Area 617-723-3339
Fax 617-723-7557

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