ShoeBuy’s New Look: Inside the Site Redesign

ShoeBuy.com has gotten a makeover.

Today, the Boston-based e-commerce site, which celebrates its 15th anniversary this month, unveiled a new, cleaner design meant to deliver an enhanced customer experience. CEO Mike Sorabella told Footwear News that the redesign is the culmination of a multi-year project.

“We began rolling out new features in fall 2013, making numerous improvements and enhancements,” said Sorabella. “We did extensive consumer research and found that customers love shopping online, but they want to feel confident about their purchases. So we’ve been working toward that, introducing tools and content that can help them in their decision-making process.”

Among the key features are the Virtual Fitting Tool, which provides guidance on sizing, and the Inside the Box blog, which includes expert picks from ShoeBuy’s buying team as well as insights on styling and trends.

The site has also reintroduced its ShoeFan Rewards program and launched an enhanced customer-reviews platform, where shoppers can give their assessments of merchandise.

To promote the rewards program, the e-tailer is running a sweepstakes on social media with a prize of a year’s supply of footwear. Through Feb. 25, customers who sign up for the program will receive a limited-time $10 reward to be used toward a purchase.

Sorabella noted that the company is already seeing the benefits of its enhancement efforts. “Our performance has improved across all metrics. We’ve seen a strong double-digit improvement in conversion rates,” he said, adding that ShoeBuy’s new checkout function has been particularly successful. “It’s put us closer to that one-click purchase experience for returning customers.”

Looking ahead, ShoeBuy, a division of IAC, will continue to develop the site. Sorabella said next steps include targeting better search functionality and better navigation. “We’ll roll out those changes in phases,” he said.


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