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Online area rugs retailer has upgraded its checkout process, reducing by more than two-thirds the number of steps customers must follow to make a purchase.

The company explained that it condensed the essential ordering elements into just two steps. "We listened to our customers and heard what they wanted from us loud and clear," said Charlie Kaoud, ceo. "Though we had originally made our checkout process simple but comprehensive, our customers wanted it shorter."

Eliminating the requirements to set up a new account was another improvement asked for by shoppers. "We found that many people didn't care about setting up an account. Once they find the rugs they were looking for they just wanted to check out quick and move on," Kaoud said. will also keep an existing customer's email on file in its database, so that upon return, a pop-up window appears to remind them they have an account and offers to create a password for them.

"We would like to think people come to RugSale because they love the site, but even if they stumble over us twice in a row we want their experience to be as easy as possible," Kaoud said.

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