Binoculars.com August Sales Up 165% Over the Previous Year

Duluth, MN Sept 8, 2003 -- Focusing on website conversion and without increasing advertising costs, Binoculars.com has increased their growth rate for August 2003 165% compared to August 2002. Binoculars.com has been the leader in the online sports optics market since 1997 and has seen several years of 100% growth. However, the recent growth sends the company into new territory.

With a fresh storefront at binoculars.com which focuses on conversion rates, the company has honed its craft into a customer centered science. Late summer and early fall sales have been fantastic with this new site." Says CEO Daniel Thralow. Nevertheless, since 50% of all binoculars are purchased as gifts, the bar has risen as we prepare for the holidays."

Thralow continues, In the early years we simply tried to drive more eyeballs to our site. Over the last 18 months we have shifted additional resources to the conversion of our existing traffic. We have always known that conversion is driven by treating customers correctly. We have also known that the web site is where customer service starts. However, what we persistently miscalculate is how extremely critical the numerous characteristics of the website are.

Binoculars.com shows at least two running versions of the site. Website viewers are randomly given one version of the site and if they place an order it is considered a vote for that version. The company listens to its customers in order to drive the evolution of the web site. This is done by testing aspects of the site daily like picture placement or layout changes. One of the best ways that our customers communicate with the site is by placing orders online. Says Thralow, Obviously we test criteria such as conversion and profit, but we also test for more cloudy data such as leads of potential customers."

About Binoculars.com -- Binoculars.com was started in the picturesque city of Duluth, Minnesota and is a division of Thralow Inc, a company that specializes in niche oriented e-commerce companies. Among the 9 different divisions of Thralow Inc are Telescopes.com, Peepers.com, Pans.com and Eyewear.com. Duluth is located in northern Minnesota with some of the most beautiful views of Lake Superior and the boreal forest, an ideal headquarters for an emerging optics corporation where nature is abundant.