Onlineshoes.com is rebranding itself with upgraded web site features and functions and a new look. The footwear retailer is making the changes as it celebrates its 15th anniversary selling shoes on the web.

New features include a newly remodeled shopping cart and checkout process that debuted in June, which was based on studying the site’s usability and evaluating customer feedback. Since the new tools rolled out, the average daily conversion rate for daily visits has increased by about 14%, says Onlineshoes.com, No. 148 in the Internet Retailer Top 500 Guide. The e-retailer would not say how that has impacted sales in dollar terms.

New cart and checkout functions include real-time shopping assistance messaging designed to help customers correctly enter information during checkout and avoid error messages, a progress bar to monitor the stages of checkout, a running sales total and a final total visible before requesting personal information, and a more efficient cart that enables earlier entry of promotion codes and gift certificates.

The enhanced web site reflects the company’s commitment to customer service, says Dan Gerler, president and CEO, whose father started in the shoe business in 1968 with a store in Seattle. “Shoes quite literally provide the foundation that gets us through each and every day,” Gerler says. “That’s why we at OnlineShoes.com are obsessed with enhancing our customers’ lives with comfort and confidence, from the ground up.”

The site’s appearance update includes a new logo and color palette, redesigned navigation for easier product selection, and 60% larger product images on search pages for more efficient browsing.

In addition to pleasing shoppers, Onlineshoes.com aims to provide a fun and rewarding work environment for its own staff. “Happy team members who enjoy their work positively affect our customers’ experience in a multitude of invaluable ways, which has been made even more evident with our new brand strategy,” says chief marketing officer Kevin Ertell. “We’re not only clearly communicating our message to the customer, but also reinforcing it with our family here at OnlineShoes.com—a family we’re looking forward to growing as business continues to expand.”