Goldbergers Launch New Website, Continue to Lead the Way Selling Antiques on the Internet

  • RYE, New Hampshire
  • /
  • May 25, 2011

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Screenshot of the RJG Antiques website.

Russ and Karen Goldberger of RJG Antiques have launched a new and significantly improved version of their highly successful American folk art and antique decoy website, Capitalizing on the spread of better flat screen monitors and faster Internet connections, the new site features more and larger images, longer descriptions, simpler navigation, and an improved shopping cart. “We aim to make our site an easier, better buying experience,” said Russ Goldberger.

Key "category" pages -- such as Mason Decoys and Weathervanes -- now offer a visually driven layout with as many as 30 items per page for easier browsing. In addition, each item now has its own page with additional descriptive information and more photos.

The new site retains one of its most popular homepage features: a "scroller" that highlights new inventory. Site visitors can quickly and easily see what's new, and with a simple click, get more details.

The new now organizes everything for sale into easy-to-find categories down the left side of the home page. Decoys are separated from Antiques so prospective buyers can quickly locate what they want. Background information about the company, its policies, and interesting original articles are arrayed along the top of the page. A handy search box is retained (just enter a word and all of the matching items pop up).

Pioneers in selling antiques on the Internet, the Goldbergers have completely redesigned their website several times since it was first launched in 1997. "We try to take advantage of new functionality when it becomes available. We strive for simple navigation that is easy to understand and stay away from 'bells and whistles' that don't add to the site visitor's experience," Goldberger notes.

The Goldbergers are also integrating a business Facebook page into their web marketing strategy. "We're just getting started with Facebook but believe that it has long-term value to our market and our customers," Russ says. has become a destination website for antique decoy and American folk art collectors. It features articles about caring for and valuing antiques and decoys, an extensive offering of reference books about antiques and decoys, and a selection of decoy supplies. The new site, which is updated daily, has a fully integrated, secure shopping cart. Credit card transactions are securely processed via SSL and meet the standards for PCI compliance.

 Visit for more images and information.

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