March 24, 2004, 12:00 AM

Putting the catalog front and center on the site hikes sales at Surefit.com

Coremetrics analytics data suggest Sure Fit’s catalog customers like to purchase online. Driving shoppers from the slipcover manufacturer and multi-channel retailer`s home page to the e-catalog helps increase sales per site visit by more than 19%.

Slipcover manufacturer and multi-channel retailer Sure Fit saw its sales per site visit soar by more than 19% after it implemented web site changes driven by data from Coremetrics Inc.’s Online Analytics. The virtual catalog at Surefit.com doubled its contribution to online sales, posting a 232% increase in sales volume over the test period. Sales placed on the site through the catalog quick order function increased by 46%.

In a detailed analysis of how its visitors interacted with the home page, Sure Fit found data suggesting that many of its paper catalog recipients might prefer to purchase online. Specifically, data showed that site visitors using the catalog quick order function converted at a rate more than two times the site’s average conversion rate.

Analysis also showed that three promotional boxes on the home page received a hefty share of all homepage click-throughs. Combining these two insights, Sure Fit decided to use messaging in the boxes that drove visitors to its online catalog. This key change along with other changes suggested by analytics produced the significant lifts in online catalog sales as well as overall site sales.

“Coremetrics Online Analytics has enabled Sure Fit to understand, in quantifiable terms, the web behavior of our most valuable customers – catalog recipients,” says Ranjana Shrama, Sure Fit web project manager. “Using insights from Coremetrics, we more than tripled e-catalog sales.” In addition to the sales boost, Sharma notes the analytics exercise has helped streamline operations by prompting changes that make it easier for customers to purchase through the multi-channel retailer`s most efficient channel. “More importantly, we are now rethinking the ways that we service both online-only and catalog customers through the web site, e-mail and other direct marketing channels,” Sharma adds.

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