Website Layout and Advanced Features

Getting visitors to your site is only half the battle. You need to be able to turn visitors into customers. Not only do you need a site that's easy to navigate, but you also want to add advanced features to improve your customer acquisition ratio. Let's take a look at TheFerretStore.com navigation layout and some of the features implemented to help increase the number of customers and improve the total order revenue:

• Easy navigation menu The top navigation menu enables users to get to other pet type products; the left menu displays the entire ferret product categories (see Figure 11.1). The top menu animal illustrations and color separation easily identify the buttons and make them buttons stand out.

  Figure 11.1. A navigation menu with recognizable illustrations and different-color buttons makes it easier for users to identify their options.

  

• Specials with percentage saved Percent Saved lets customers know exactly how much they are saving from the retail price (see Figure 11.2). This enables customers to see the retail price, the sale price, and the percent saved all at once.

  Figure 11.2. Percent Saved text lets customers know exactly how much they are saving.

  

• Easy-to-read product table Placing product information in a color-filled table has helped TheFerretStore.com customers easily read product details (see Figure 11.3). The product tables make your vital information stand out.

  Figure 11.3. An easy-to-read table with color backgrounds helps displays vital product information.

  

• Free Shipping icon A Free Shipping icon (see Figure 11.4) visually lets customers know that the product includes free shipping. The icon makes it easy for customers to see, compared to plain text that says "Free shipping." Orders of more than $35 also include free shipping. A display above the products in the shopping cart page lets customers know how much more they will need to spend to receive the free shipping (see Figure 11.5).

  Figure 11.4. A Free Shipping icon visually lets customers know that their order will be shipped for free. An icon is more noticeable than plain text.

  

  Figure 11.5. If you set a minimum order amount for free shipping, let customers know how much more they will need to spend to receive the free shipping.

  

• Quantity savings and input box The quantity savings input box lets customers easily purchase multiple quantity of a product for additional discounts (see Figure 11.6). Customers can type in how many items they would like to purchase even before the checkout page.

  Figure 11.6. Encourage bulk orders by letting customers input how many items they would like to purchase and show quantity discount pricing.

  

• Advanced product search The advanced search also has a price filter (see Figure 11.7). Customers can view products within a certain price range. This is extremely helpful for customers who are looking for a gift in a certain price range or if the search results displays too many listings.

  Figure 11.7. An advanced search capability helps customers narrow their search results.

  

• Real-time order tracking Real-time tracking lets TheFerretStore.com customers track their own packages (see Figure 11.8). This reduces lots of emails and phones calls asking when customers will receive their order. The current status is instantly pulled from the UPS real-time tracking database.

  Figure 11.8. Real-time order tracking puts the package status inquiry in the hands of the customer.

  

• Live support The live chat support has been very well received. A customer can chat instantaneously with a customer representative about anything from product information to assistance with ordering online. Having a live support not only gives customers better customer service, but it has saved the company money on incoming 1-800 calls. Customers can also chat and receive advice live with a ferret owner expert.

Solid Cactus (www.solidcactus.com) developed these features; they are not part of the standard Yahoo! store.