We are revisiting conversion. We spent a lot of time and effort on it last year, which led to dramatic improvements. Minor changes have been made since – like repositioning elements in the mast. But, starting last week, we started tearing our current layouts to pieces with the aim of improving our salesmanship further.

First came a new home page, launched last week. A lot of space has been given over to a new best-sellers box. The results are very positive. But, more changes are in the pipeline. We’re putting one major change live at a time to enable objective comparison of each change.

Today, we’re putting the finishing touches on a new layout and navigation for the category pages. We’re testing it in the Girlfriend/ Wife section first. The objective is to make it easier for people to shop how they want to and to access “ideas”, instead of just lists of products. Our research is telling us the majority of people see themselves as “idea hunters” rather than “shoppers” when they first visit. And, it’s our job to convert them into buyers buy selling them great ideas!

We’ll keep you posted on progress. Meanwhile don’t forget to take advantage of the Lolita Glasses incentive currently running.