LONDON — U.K.-based online retailer Secret Passion has been assessing its website’s layout and design in order to make it easier for customers to find the products they’re looking for.
The company’s management team decided to make changes to the website’s layout and internal link structure.
The company said fully illustrated product galleries have been added to the homepage. The retailer’s latest special offers are clearly displayed in the top left hand corner of the page and customers can also view the contents of their basket while they shop.
Other features include the search bar located in the page header, which allows the customer the option to look for a particular product quickly and makes navigating the website easier. The Live Chat Support option also enables users to talk to a member of staff should they have any questions regarding any of the products for sale.
A representative from Secret Passion explains why a website’s usability has such a profound effect on its overall conversion rate.
“The adult toy industry is extremely competitive and most customers will visit a handful of different sites before committing to a purchase,” he said. “This is partly because they are looking for the best prices available, but there’s much more to the online buying process than comparing costs. “For example, if users don’t trust the brand, they’re less likely to buy from us. We wanted to encourage customers to place trust in Secret Passion by stating clearly on our homepage that we offer a discreet billing and delivery service at all times for peace of mind. We have always been keen to disassociate our company from the stereotypically sleazy image that’s often automatically assigned to sex toy retailers.”
Secret Passion’s marketing team also felt it necessary to implement these changes to complement the company’s SEO strategy, which will focus on boosting the site’s exposure within the search engines to generate higher traffic levels.
Secret Passion is an online retailer offering adult toys and accessories to the U.K. market.
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