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How One Online Retailer Tweaked Its Way a Better Sales Future

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This story appears in the September 2011 issue of Entrepreneur. Subscribe »

No Second ChancesBranders.com co-founder and CEO Jerry McLaughlin was worried about first impressions. After analyzing the metrics for his promotional product company's website, he discovered that many first-time visitors to Branders.com started their experience on subcategory pages instead of on the homepage. And the subcategory pages for the Mountain View, Calif., company's site weren't as carefully crafted. He also had concerns about the site's conversion rate--customers were leaving way too many T-shirts, coffee mugs, pens and other logo-emblazoned tchotchkes behind in abandoned online shopping carts.

So, McLaughlin and his team set out to find solutions. They're no strangers to tweaking the site; the Branders.com staff makes more than 100 changes to the site each year in an effort to increase registrations, calls and sales.

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