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.

 

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