Yesterday we were extremely excited to unveil our new DetailedImage.com website. Our goal is to provide you with the simplest, fastest, and most secure shopping experience in the industry. Let’s take a look at what’s new:
We’ve kept the important functionality where it’s familiar – navigation on the left, search box up top, My Account and Cart information in the header – while also introducing elements of modern web design. We hope that this balance allows you to find exactly the products and information you’re looking for quickly and easily.
The old design was, well, old. It was solid for 2009 but it needed a refresh. There’s some stuff we’ve improved already since launch, and there’s still other stuff we’d like to improve upon, but this is much much better than the previous site. It’s a starting point for all of our future plans.
One Site – All of Your Devices
We utilized a fairly new web design technique called responsive web design to ensure that the new Detailed Image works great on your large monitor, your laptop, your tablet, your phone, and any other device you use.
If you haven’t figured it out by now, this was the main driving force behind this project. Mobile and tablet usage on our site has skyrocketed, with Safari on iOS becoming our #1 browser/OS combo. It’s a trend that’s only going to continue. We needed to up our game. This will be the topic of my next post where I’ll dive into some of the data. We cut the project down significantly so that we could release ASAP because every day we were without a responsive design we felt like we were losing out on a ton of potential sales.
Better Search Engines
Now when you search the Detailing Guide or Ask a Pro Blog you’ll get the same fast search that you’ve come to love from our product search, including helpful autocomplete suggestions to help ensure you find what you’re looking for the very first search.
I took the improved product search engine and set out to apply that to the Detailing Guide and Ask-a-Pro Blog (WordPress search engines are just horrendous). The difference was that analyzing text is much more difficult than a product with a few keywords. I started with the code for LockerPulse’s very good search engine, and improved the keyword analysis a bit, to create a pretty good search engine. Much better than what we had before. I also created an autosuggest for each: section headings for the guide, and each post title, author, category, and tag for the AAP.
New Product Photos
We built a new photo booth at our warehouse and re-shot every one of our 800+ products to provide you with better looking product photos. When applicable, we took multiple photos so you can see everything you need to make an informed decision.
We hired Mike’s brother Sam, the artist behind the successful Nesl Kickstarter project, to create our photo process and snap the initial photographs (we’d love to have him take all of our photos in the future, but he’ll be busy with bigger and better things). Now when you look at a brand or category page with dozens of products, the photos all have uniformly white backgrounds. The mishmash of white, off-white, and gray backgrounds on the old site was a huge eyesore.
Product Labels and Downloads
Many products now have a “From The Label” section that includes information and instructions right from the label so you can feel as comfortable buying online as you would if you picked up the bottle in a store. We also added a “Product Downloads” section where you can download instruction manuals for tools like buffers, vacuums, and flashlights.
I anticipate that this will be huge for conversion rates on our product pages. We got a small portion of the labels from the manufacturers, but most of them our guys typed in one at a time. It was a LOT of not-so-fun work, but with a huge potential payoff.
Verified Product Reviews
With over 4,000 product reviews on our site and growing fast, it can be difficult sometimes to determine which reviews to trust. To help, we added a “DI Verified Purchase” badge to any review where we can verify that the reviewer purchased the product being reviewed directly from Detailed Image. Knowing that someone actually purchased the product adds an extra sense of credibility to their opinion.
Interestingly enough, about 75% of reviews are “verified”. Of those other 25%, we get a small amount of reviews that seem completely ridiculous. Either it sounds like they’ve never used the product before, they’re completely insane, or they have an agenda against the product or against us (i.e. they own a competing product that we don’t want to pick up). Thing is, we can’t definitively say this about some of the negative reviews so it’s hard to have the justification to ban them or delete the review. This will help our customers weed these people out.
More Free Stuff
If our Weekly Special has taught us anything it’s that you love free stuff! We’ve decided to expand upon the Weekly Special and create an entire Free Stuff page that’s filled with free offers that you can receive every single day. Free offers range from popular products like our All Purpose Towel (free with a coupon on any purchase over $9) to a complete clay bar and lube kit (free over $69).
If there’s been a “best new feature” winner in the first few days, this is it. People are eating up these offers. Certainly something we can do even more of as time goes on.
No More Weight Limit!
Instead of forcing you to place multiple orders when you have more than 60 lbs in products, our system now intelligently splits your order up into multiple boxes automatically so you can fit as many products as you like into one single order!
I have a love/hate relationship with this feature. It was a bitch to program. I wanted to hold off until after the site launch, but I was convinced otherwise by Greg and Reece. Our wholesale program has grown by leaps and bounds to the point where this was becoming a real problem for people. We were hearing it regularly from our wholesalers. We want to continue to aggressively grow wholesale, and we certainly don’t want to turn away gigantic purchases, so it was worth pushing up the priority list and slipping it into this launch.
- Speed improvements – we’ve optimized the new DI to be blazing fast no matter what device you’re using. I’m planning a before/after speed comparison post as well. We’re only about 80% of the way there though – it can still get faster.
- Newsletter available to everyone – even if you’re not a registered user, you can still sign up for our newsletter to be alerted of our sales by filling out the form at the bottom of any page. Another bitch to program, but a necessity for obvious reasons.
- A more streamlined checkout process – we’ve redesigned our checkout process to make it simpler and faster to checkout without missing any critical information about your order. A sleeper candidate for the “best new feature” award. Checkout is much cleaner, smoother, more logical, and has much better copy.
- All Deals – we’ve created an “All Deals” page found at DetailedImage.com/Deals that lists out all of the current site-wide promotions we’re running. A great resource to bookmark and visit regularly! This is just a combination of our Sale page, Free Stuff page, any sale we’re running, and our Ship & Save. From a marketing standpoint, we want to be able to say “go to DetailedImage.com/Deals for all of our latest deals.”