Don Bradner, owner of Arcata Pet, has had his products online since 1994. Don Bradner, owner of Arcata Pets, has had his site online since 1994, although it was originally to market his graphics software. Bradner was a programmer before purchasing Arcata Pets and has continued to sell his programs through the web. The pet site came in January of 1998 and by May of that year was already producing a profit. Visiting the site makes it clear that Bradner's software background has influenced his site design.
Navigation is logical and easy through links, drop-down menus and searching.
Perhaps most importantly, it is clear the purpose of the site is to sell pet items. At the bottom of the home page are links to three third-party sites that verify the legitimacy and security of the Arcata Pet site. Other features include the opportunity to sign up for an e-mail newsletter that alerts the subscriber of monthly specials and the ability to create an account so that personal information can be stored with the site. This eliminates the need to re-enter the data with each new order. The effort has paid off.