February 26, 2002, 12:00 AM

How TigerDirect.com doubled its search-based traffic

Greater visibility of products in web search engines is increasing traffic and conversion at TigerDirect.com. Web-directed traffic has more than doubled since it employed Inceptor’s Excedia marketing software in Q4.

Kurt Peters

Executive Editor

 

Greater visibility of products in web search engines is driving traffic and conversion increases at TigerDirect.com, retailer of computers and accessories. TigerDirect says its traffic coming in via web search has more than doubled since it employed Inceptor Inc.’s Excedia marketing software in Q4.

TigerDirect says 75% of its increased web traffic is a result of making previously unavailable content visible to consumers who are searching the web for a particular product. Inceptor says the Excedia product has exposed 4,000 of TigerDirect’s database records of over 50,000 products to potential customers looking for computers and related items via the major search engines.

TigerDirect also reports that unassisted orders account for 75% of online sales. Inceptor says the industry average for unassisted web orders is 25-30% of total online purchases. In addition, the average ticket for unassisted orders has risen.

TigerDirect says Excedia also has helped it identify deferred conversions, which happen when a visitor clicks through a link, doesn`t convert during the initial visit, but comes back at a later time and buys. In addition, TigerDirect’s deferred conversion rate from search traffic is higher that its direct conversion rate.

Maynard, MA-based Inceptor offers a suite of products to manage and measure marketing efforts and make data deep in databases available to consumers searching the web.

 

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