EcommerceBytes-NewsFlash, Number 2620 - August 31, 2011     4 of 5

Addoway Launches New Site Design to Inspire Trusted Shopping

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Online marketplace Addoway launched a new website design on Tuesday with a more centralized focus on safer shopping on its marketplace. Since its inception 16 months ago, Addoway has had a focus around trustworthy shopping, but according to Addoway co-founder and CEO Fredrick Nijm, the company felt its old design did not illustrate its core focus accurately.

Among the changes was the logo tagline from "Shop. Share. Save" to "Safer Shopping, Discovered." It also changed its listing design so it's more visually appealing for shoppers to see a larger photo and different color Buy Now button.

Nijm said Addoway's goal was to create the safest alternative to eBay, but it was hard to see that with the old design. "People were confused," he said. "They loved our site and absolutely love our customer service, but they didn't really understand the true mission of Addoway, which is to help shoppers buy from people they can trust."

Shoppers don't have to rely solely on a feedback scoring system anymore, he said.

Addoway wants to provide shoppers with the necessary tools to help reduce the anxieties associated with marketplace shopping and allow shoppers to make more confident buying decisions. Nijm said they are able to do this through their deep Facebook integration, their transparency model, and very shortly, through their proprietary index system which takes into consideration reputation, credibility and influence.

Nijm said he wold continue to track conversions and conduct A/B tests - "we are always looking to decrease bounce rate and increase orders," he said.

Addoway said over 4,000 sellers have set up shops listing over 1,000,000 items, with hundreds of thousands of dollars in sales having already been processed this year. August has been Addoway's highest sales and traffic month.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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