PRO Chemical & Dye’s website houses over 4,000 products. As part of our strategy, we focused on an enhanced, more streamlined experience for its users. We sat down with the owners to better organize their site in a way that would minimize the amount of searching, as well as click-throughs that were required by a visitor to purchase any given product.
At its most complex hierarchy, users were required to search a combination of product lines and categories in long list on the left sidebar of the website. They were then directed to a page with another list of product families or categories, that would ultimately lead users through to their products. Some product lines contain 100+ color options, causing users to click through almost 3 pages of products to get to a specific color, or jump back and forth from the main color page to purchase more than one color in that product line.