SUMMARY: How do you handle running an online store when you have multiple famous brands? A&E's store got enviable traffic from Biography, The History Channel and A&E Network TV watchers, but the marketing team felt they could raise shopper-to-buyer conversions.
This story details what A&E learned from usability lab studies and testing site design tweaks.
For example, did you know consumers tend to ignore drop-down menus in navigation bars and big graphics in the center of a home page? More...: