How One Small Business Redesigned its Website for Better Sales
Sales through Jeremy Yakel's website, FaviEntertainment.com, were anything but electrifying. The site, which sells consumer electronics manufactured by Yakel's company, Favi Entertainment, added a pittance of about $6,000 to his 2010 revenue of $2.6 million. Yakel knew the culprit: His site was disorganized and cluttered. "We had grown into a premier manufacturer of consumer electronics, and our site just didn't say that to our customers," he says.
Yakel decided a top-to-bottom redesign and a shift in web strategy was in order. The goals: Make the site cleaner and improve its visibility and customer experience. He put Google Analytics to work tracking customer patterns to better understand how the site was being used. And Favi's 12-person team began sending automated e-mails to customers who had abandoned carts, offering coupon codes for free shipping or other incentives to return.