e-Commerce Shopping Funnel page re-design

BuildDirect

BuildDirect is the world’s leading online manufacturer-wholesaler of building materials. Since our launch in 1999, businesses and consumers alike have been able to secure for themselves the highest quality building materials at the lowest price.

Our products are backed up by our 30-Day Money Back Guarantee/Free Returns as well as our solid product warranties. Satisfied customers in over 60 countries have helped us become one of the fastest growing building products companies in the world.

Laminate flooring represents about 25% of our sales.

We are a bit like Costco in that customers must buy in bulk. In other words, you can't just buy a box or two of flooring, you must buy at least a 1/2 pallet (approx. 400 square feet).

BuildDirect ships anywhere in the USA and Canada in pallet and truckload quantities; door-to-door, just in time. For international orders by the container, we ship right to your nearest port. Our proprietary logistics system takes the risk and hassles out of shipping and reduces costs by ensuring optimal routes and modes of transport every time. Our freight quotes are firm and include everything - no hidden delivery fees or handling charges.

With BuildDirect, you know you’re buying from a company who puts values first, with integrity, honesty, respect for others, and a drive to getting better everyday built into everything we do.

Primary audience is the DIY market (see attached draft personas v2). Secondary market is installers/small builders. Our audience is at different stages in the buying process. Some are researching flooring for a DIY project, while others know what they are looking for and are price shopping.

We know that visitors to our site are quite confident when it comes to shopping online. In fact, the vast majority check out competitive sites such as Simple Floors and Lumber Liquidators before and after visiting our site.

We offer "free" samples to our customers to help them touch and feel the product before buying online or by phone. The samples are free, but customers pay for the Fedex.

In the words of our customers, "I am a BuildDirect customer because they provide the unmatched product value and helpful support I need to have a successful project that I can be proud of".

Our laminate home page http://www.builddirect.com/Laminate…oring.aspx receives tens of thousands of visits every month. However, the page is not organized in a manner that makes it easy for visitors to find what they are looking for.

We are looking for a new design for the "guts" of the page. The header, footer and left nav must remain the same, but everything else is up for re-design.

Visitors to the page are likely in one of 3 stages of the buying cycle:
1. Looking to educate themselves about laminate flooring. Is it the right material for their project?
2. Already decided on laminate flooring, but are trying to narrow down their choices.
3. Ready to browse products, price compare and buy

For the 1st stage, we have an entire Laminate Flooring Learning Center that would be of help. Perhaps we should offer a few links to some of the specific content (e.g. a link to "Is Laminate Right For Me?" or to "Laminate Buying Guide").

For the 2nd stage, we have a Room Designer and a Photo Gallery. We could also provide a way for people to look at different types of laminate such as, laminate with pre-attached underpad, laminate without pre-attached underpad, hand scraped laminate (with & without underpad), etc. And maybe a call to action to browse product samples.

For the 3rd stage, we have brands to explore & a Top 10 list.

Home Depot's laminate page seems well organized.