Stanford University

Balsam Hill Website Redesign

Balsam Hill targets the premium segment of the artificial Christmas tree industry, and the online customer experience is crucial to maintain the company�s image of a high-class online retailer of artificial trees. Because the vast majority of Balsam Hill�s sales are online, the company would like to ensure that its website layout and functionality are conducive to easy navigation, information gathering and ultimately purchase.

Our research is focused on customer perceptions and experience of specific website features that are either currently present at www.balsamhill.com, or that the company is considering incorporating. The company will incorporate our market research when making decisions about how to redesign its website, write product and collection descriptions, what kind of photos to include, whether to invest in a video, and if so, what the content will be, and what kind of website functionality to include.