Lewis & Sheron Textiles – Atlanta’s largest resource for quality fabrics, trim, upholstery and accessories – has turned its website, LSFabrics.com, into a formidable trendsetter by investing in ongoing updates to keep pace with the ever-changing online landscape.

Lewis & Sheron brought on Cool Blue in 2009 to take its website to the next level, according to Sam Sheron, 4th generation leader at Lewis & Sheron.

“We wanted to enhance the overall functionality of the site and open up new channels to reach customers,” Sheron says. “Cool Blue completed an aesthetic overhaul while fine-tuning our online checkout process to create one of the best in our industry.”

Since the complete rebuild of the site in 2011, average sales for Lewis & Sheron have increased about 70%. The improvement is attributed to a 21% rise in conversion rate, along with a 58% increase in revenue per visitor.

Reaching new customers and converting site visitors to buyers are two keys to ecommerce success. Lewis & Sheron enhanced its online checkout process while taking advantage of new social media channels.

When Pinterest began establishing itself as a social media favorite, Lewis & Sheron capitalized on the opportunity, adding "Pin It" buttons to the website to increase customer interaction.

“Pinterest created a completely new marketing tool for us,” Sheron says. “Without continuous enhancements to our site, we would not have had the time or manpower to establish such an effective presence on one of the biggest things to happen in social media since Facebook and Twitter.”

As Lewis & Sheron maximized its reach on Pinterest, Cool Blue focused on increasing conversion rates by streamlining ecommerce through ongoing updates, such as new “Add to Cart” capabilities; enhanced search options; automated, customer-specific purchase suggestions; new artwork; and more.

“Efficiency is key to success in ecommerce and overall as a local business,” Sheron says, “Our website has given our local patrons an easy shopping avenue while enabling us to serve a global market.”

Look to LSFabrics.com to continue leading the textile and fabrics industries on the web.