Making changes to a website doesn’t have to mean spending a lot of money or months overhauling the site and operating platform. Tweaks can be made to increase sales and improve site performance and customer satisfaction that don’t cost a lot, and can be implemented in a matter of weeks. Consider the following three strategies:
Problem: Woodland Hills Wine Co., a multichannel seller of vintage wines and spirits, lacked a sophisticated e-commerce site to complement its retail store. Solution: Redesigned and relaunched its "antique" website. Results: In the first six months of business following the site's relaunch, online transactions increased 11.4 percent. In the first half of 2009, online visits were up 39.8 percent, with conversion rates 1.5 percent greater than the same time last year.