The gift shop at christopherandbanks.com for the 2015 holiday season featured a landing page that included click-throughs to multiple categories via impactful product imagery. In addition to the landing page, there were homepage banners, banners above the footer throughout the site, and category page banners that supported the gift shop experience. The updated design of the 2015 Holiday Gift Shop drastically improved results compared to the previous year. Sales driven by those who used the Gift Shop increased by 20.0% during the fourth quarter of Fiscal Year 2015, vs. the fourth quarter of Fiscal Year 2014. Additionally, the Exit Rate (i.e. those leaving the website from the Gift Shop) decreased by 59.5% – the Exit Rate in the 2015 Holiday Gift Shop was 13.6% compared to 33.6% of visitors in 2014.