December 9, 2004, 12:00 AM

EZUpDirect.com sparks sales 10% with analytics tied to e-mail

EZUpDirect.com, a retailer of tents and accessories for outdoor gatherings, has boosted sales 10% by using site analytics to adjust merchandising and marketing campaigns, Eric Kirkhuff, whose firm hosts and manages the site, tells InternetRetailer.com.

Kurt Peters

Executive Editor

EZUpDirect.com, a retailer of tents, canopies and accessories for outdoor gatherings, has boosted sales 10% over each of the last few months by using site analytics to adjust merchandising and marketing campaigns, Eric Kirkhuff, whose firm YourHost.com hosts and manages the site, tells InternetRetailer.com.

YourHost uses Virtual Commerce Master 4.0 from Manticore Technology Inc. to analyze shoppers’ click activity, then adjust merchandising pages and e-mail marketing messages based on the way shoppers browse EZUpDirect.com, Kirkhuff says.

When Kirkhuff gets an analytics report showing that shoppers often browse for outdoor coolers after viewing or purchasing portable canopies, for example, he uses the Virtual Commerce system to design e-mail marketing messages offering packaged deals with such products. He also designs landing pages with the same selection of products to greet shoppers who arrive on EZUpDirect.com through Internet search as well as through e-mail links, then uses Virtual Commerce Master to analyze the amount of sales resulting from those pages. Kirkhuff says he continues to use the analytics tool to make improvements to both e-mail messages and merchandising pages.

“The efficiency of e-mail goes up 2-3% each time we send an e-mail campaign,” Kirkhuff says.

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