Industry Eye: Case Study - Sea Bear

To reverse the trend, SeaBear hired Tellus, a Web solutions and strategy firm, to redesign its site. The site relaunched in October 2006, in time for the holiday season, and its numbers mostly have trended upward since.

Better ‘Shopability’
Central to the redesign was SeaBear’s desire to enhance visitors’ shopping experiences. The old site was plagued by poor navigation and architecture. Customers found it particularly difficult to locate products. This led to small average order values (AOV) and few cross-sells or multi-item purchases.