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Tuesday, May 11, 2010

Internet Retailer Article:

New retail site lets shoppers ask a podiatrist for advice is hoping its re-launched retail site that lets customers ask a podiatrist about their foot troubles will be just what the doctor ordered—more web sales., which was founded in 2008 and sells comfort shoes and health products for consumers aged 45 and older, unveiled its new e-commerce site this week with a new feature that enables consumers to pose questions to Atlanta podiatrist Dr. David Helfman of Village Podiatry Centers.

The feature is located at the bottom of the home page. Visitors type in a question. That question is then directed to one of FootHealth’s customer service reps, who review it, and send it to Helfman to answer. Customer typically receive a personalized answer within two to three business days, the company says.

The new site took about two and a half months to launch and offers shoppers more navigation and sorting options, including Shop By Ailment, and Shop By Brand. Visitors also can shop by part numbers and create a wish list.

With the redesign in place, FootHealth plans to increase its paid search marketing efforts, as well as to launch new programs like affiliate marketing, comparison shopping engines and re-targeting, says Michelle Fontanelli Arnett, vice president of marketing and e-commerce.

The content on the new site was developed with search engine optimization in mind, says Fontanelli Arnett. And the retailer has already increased its number of natural search visitors, she says.

FootHealth’s conversion rate has also increased from 2.5% to 3.2%, the retailer says.

The retailer says it plans to continue to modify the site and will be adding new category and sub-category banners along with new foot condition-focused content in the coming weeks. "Our philosophy is launch, market, test,” she says.

The new site was designed by Meta Media Inc., an Atlanta-based e-commerce marketing firm. Its clients include, No. 100 in the Internet Retailer Top 500 Guide.

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