Just What The Doctor Ordered
The Employee Bios section is a good way of personalizing the website. It allows online visitors see who they would be interacting with when they visit the store.
The well-organized Featured Brands page provides brand-conscious consumers a quick glance at the retailer’s offerings.
that load quickly and easily, and are organized in a clean, func- tional manner. All photos are identified by manufacturer, year, make, project name, project type, date completed and include a brief description.
A quick glance to the upper right-hand corner of the page shows essential information with easy-to-click buttons. There are three buttons: “What’s New” in iPod integration, Satellite Radio and Mobile Video. Visitors who click on any of these three but- tons are taken to a new page with Products.”
the header “Services and This page has a blue background and maintains the same
format as the home page. It is divided into two sections, with a main section on the right and the table of contents still situ- ated on the left. The consistency from screen to screen makes it easy to search on the site and to jump in and out of different topics at a moment’s notice. Once on the Services and Products page, there are nine sub- topics on it, some of which have hyperlinks that take consumers to galleries. The Sound Quality hyperlink takes people to a car audio photo gallery, which has everything from a tour of the showroom to a Chevy street rod.
“We try to upload new pictures as often as we can,” said Christensen, “but one thing I would like to do going forward is to have more capability to update the site myself.” In keeping with the simplicity model, the site does not in- clude a blog section, nor does it show or mention any awards. There is no sales element to the site and no plans for that in the future, noted Christensen. He does post a Consumer Alert on the home page in a red box to remind consumers to buy from an authorized retail specialist. As for what he would like to add, Christensen is considering a link for a finance company so people can get pre-approved for purchases. “This would give us that ‘Buy Now, Pay Later’ option,” he explained. He also would like an area on the site for markdowns. “We don’t sell online now, but I could see us having an area for clearance items.” He also is thinking about reformatting the site so no scrolling is required to see an entire page. “I would like to have the whole page show in one window so it’s easier to view.” In general, Christensen is pleased with the site. “We do get feedback from people who have seen it and come in because of that,” he says. “It definitely helps to drive traffic.” ■
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