Dazadi Inc. says its recent web site redesign is helping the sporting goods retailer bring in record sales this holiday season. November sales jumped 55% compared with last November and Cyber Monday, or the first workday after Thanksgiving, was the strongest sales day in its history.

Sales this Monday, the second Monday in December that some call Green Monday, also jumped dramatically compared with the comparable day a year ago, and Dazadi.com founders and brothers Josh and Elan Klaristenfeld expect a strong close to the year. “The holiday season has been amazing so far,” Elan says. “We always find that Green Monday is almost as good as Cyber Monday and that is definitely the case this year. People are getting that sense of urgency about getting their items by Christmas.”

Dazadi, No. 706 in Internet Retailer’s Second 500 Guide, attributes some of its recent success to the overall increase in consumers’ online shopping spend, but also to a major site redesign it unveiled in November. The redesign, in the works for a year, includes a new branded look;  large, bold imagery; and a more detailed product page.

Dazadi now calls itself the “home of awesome” and has cut the number of products it sells to focus on best-selling items in the categories of sporting goods, toys, in-home game room products and outdoor furniture.  “We cut about 30,000 SKUs from our web site and drilled down to our best 10,000,” Elan says. “We found that with that many SKUs, we couldn’t be focused and do a good job with the SKUs we had. Now we are going to offer a much smaller selection. Instead of offering 300 air hockey tables, we are going to offer only the best ones.”

Focusing on fewer products also will help Dazadi create fresh and keyword-filled content for its product detail pages, which Dazadi says helps it show up higher in search engine results. “With a lot of our competitors, there is a lot of regurgitation of vendor information,” Elan says. “We take a lot more time and energy into making them our own with research into categories and product lines. This helps people find our products and find what they are looking for.” The e-retailer is also planning to launch on-site video with Treepodia in about a week, which Elan expects will help even more with search engine optimization .

Dazadi also is increasing customer service and support options. The e-retailer just added around-the-clock customer support in Dazadi’s U.S. call center. It also now offers home delivery and set-up options. Dazadi says this is important because many of its better-selling products, like pool tables or furniture, are quite heavy. For $74.99 the retailer will deliver orders to the room where the consumer wants to put it, and for between $100 and $450, depending on the product, will install the products. Dazadi is working with delivery firm Ceva Logistics for the home delivery and set-up options.