Adult retailers AdultDVDEmpire.com is projecting record sales for 2004, which company executives trace largely to a September Web site redesign.
Since the redesign, each subsequent month has produced increased sales. Overall sales have increased 20 percent since September, Video-on-Demand (VoD) and Adult DVD rental sales have increased by nearly 35 percent, and traffic has increased by just over 100 percent.
The new presentation and navigation, of the VoD and rental sections in particular, are being credited with the increases.
“A couple of years ago we added the VoD and the rental and it was kind of just in there and not well promoted. We switched some stuff around and a little bit of design goes a long way,” director of marketing JT Smith told AVNOnline.com. “We went from a DVD retailer to the ultimate Adult destination for any type of content, so we made the rental option and VoD option more visible to the customer and people bit – people loved it.”
The redesign effort was launched in part because the company was at a crossroads, being successful enough at their core business to branch into additional products, but not necessarily knowing how to offer those products.
“We found ourselves at a point where we were no longer merely a DVD retailer,” said Mike Barry, director of Adult operations. “We needed a site that represented that idea.”
After the redesign, each area was linked and presented on a navigation bar stretching across the top of the page.
“Our new design wasn’t just a new look, it was a reorganization of all our product offerings so every option was clearly presented to each customer, and our customers responded,” said company founder Jeff Rix.
