August 4, 2005, 12:00 AM

Ice.com hikes conversion rates with frequent testing

By frequently monitoring multiple versions of web pages, jewelry retailer Ice.com has increased conversion rates to as high as 5%, vice president of marketing Pinny Gniwisch says.

 

By frequently monitoring multiple versions of web pages, jewelry retailer Ice.com has increased conversion rates to as high as 5%, vice president of marketing Pinny Gniwisch said at the eTail Show.

Ice, which ranks No. 178 in the Internet Retailer Top 400 Guide to Retail Web Sites, used A/B testing techniques in early-morning tests at the beginning of last year’s Christmas shopping season to determine the most effective merchandising displays. “We monitor minute-by-minute by landing page, and by 10 a.m. we know who the winner is,” Gniwisch said, noting that conversion rates ranged from 3% to 5%. “That’s why following analytics is so important.”

Chris Cummings, CIO of eToys Direct, who appeared on a panel with Gniwisch, said eToys.com usually monitors web analytics data each day but will increase that to multiple times a day during peak shopping periods. Among the key areas it will monitor is shoppers’ activity after landing on site search results pages, whether they abandon a page or move on to place products in shopping carts.

EToys ranks No. 140 in the Internet Retailer Top 400 Guide to Retail Web Sites.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Jock Purtle / E-Commerce

What is your e-commerce business worth?

The founder of a merger and acquisitions consulting firm examines how e-retailers can know the ...

FPO

Adrien Henni / E-Commerce

Alibaba and Chinese e-commerce rivals target Russia

Besides Alibaba, Chinese e-commerce companies like LightInTheBox and DinoDirect are seeking deals to get goods ...

Advertisement