After we built each 3.0 site, we went back and researched where we went wrong and where we went right using our internal debrief process with customer service and operations. Every time we began a new site, our main intention was to simplify the process of buying a bat or glove online, so we focused on what the customers were asking for: better find-ability filters, more product media, better glove/bat coaches, and a simplified ordering process. Our measure for success was conversion rate, but we looked at many detailed metrics so we could fine-tune the overall solution.
Having the success measures defined and our customers' feedback reviewed, the development team made some deliberate design decisions. The entire front page was completely redesigned with the customer in mind. The banners on the front page offer a welcoming consistency that most eCommerce sites have, and we've added a dedicated closeout bat/glove section. Through research, we found that customers came to know BatWarehouse.com as the leader in closeout baseball bats and BallGloveWarehouse.com as the leader in closeout baseball gloves, so we amplified this by adding a dedicated link to the main navigation bar.
Many improvements came with the 3.0 sites, but for BatWarehouse.com and BallGloveWarehouse.com we wanted to go even further. For example, once the customer selects a broad product grouping for bats or gloves from the homepage or hits a landing page from a search engine, a set of detailed filter navigation becomes available. Our glove and bat coach is ready for those that are new to buying bats and gloves and makes it easy for customers through the process of selection. The product detail page is chocked full of customer generated content from questions and answers to detailed customer reviews. If the customer cannot find what they are looking for, we offer an advanced chat system and have our phone number located conveniently at the top of the page. Finally, once the customer adds a bat or glove to their cart, the checkout process can be completed with Google Checkout, PayPal, or the customer may complete the process using our simplified one-page checkout.
||BallGloveWarehouse Glove Coach
There is a certain tolerance level customers have to website speed issues. We've all heard that if it's slow, they will leave. I know I do. Since we sell a product that hundreds of others sell, and is mapped to a certain price, we certainly need to be aware of how our speed is affecting sales and conversions. The new 3.0 sites were heavy with functionality and that required the development team to compress, cache, and consolidate to meet the demands of our growing user base. One of the largest optimizations was made to search, filtering, and product results. The development team added an in-memory solution that serves up data much faster and results in a better, more enjoyable surfing experience.
Unique to eCommerce, but not to us, is selling out of a product when we don't have it. We do not believe in having virtual shelves filled with air. Pro Athlete, Inc. could not guarantee our shipping dates if we did not stock everything in-house, so when a product size or sku is sold out, we determine that after the sale happens, and update our product page with the newer list of options available. Conversely, when we receive replenished stock for any sku the product page is updated with the new, larger list of options available. This required special programming and testing with the Virtual CFO and our Navision implementation partners. Now that Navision is well-integrated with Pro Athlete, Inc. from a functional and operational standpoint, there are other granules, or third-party programs, we can install to assist with our specific needs going forward.
Overall, we are well-positioned to meet the growing demands of our customers and internal staff.