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Case of an Entertainment Club Website

Faced with low conversion rates from online advertising, the DVD and music club Columbia House decided to redesign their site. Going through an iterative and user-centred design process, the redesign led to a 180% increase in conversion rates (buying customers). The improvements included:

- A one page sign up form
- A streamlined checkout process
- A reduced product selection that doesn't overwhelm customers with too many choices
- A simple interface that enables users to quickly select multiple products with minimum page navigation and interaction
- An integration of the chart into the product selection page giving immediate feedback when products are added

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Henrik Olsen - August 29, 2002

See also: Cases and Examples (12) 

 

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