This week Cole-Parmer released a new version of its ColeParmer.com web site with reorganized menus, enhanced filtering capabilities, and time-saving user functionality to streamline the shopping experience. It combines an enhanced search engine and navigation with premium features.
In redesigning the site, Director of Global Customer Experience and eBusiness Dave Trebacz said, “We listened to customers and re-evaluated every page. Our greatest challenge was keeping our own biases out of the way. Instead, we focused on customers’ needs.”
Developing robust navigation that drives users to their destination faster required substantial changes. “We replaced the on-site search engine,” said Mike Mayer, Manager of Internet Development, “and added fly-out menus to quickly locate product categories and drill down to an item faster.”
Thousands of additional filters allow customers to choose the product characteristic most important to them and narrow their selection within seconds. Quick views also enable shoppers to expand on product details without navigating further. Clear customer favorites—including Customer-Written Product Reviews, Product ratings and Q&As, and Live Chat—remain on the site.