September 7, 2005, 12:00 AM takes a new approach to analytics and site search

To complement its redesigned web site, is making significant updates to its e-commerce platform and adding new site search from Celebros and better analytics from Coremetrics.

Mark Brohan

Research Director

To complement its redesigned web site, is making significant updates to its e-commerce platform and adding new site search, better analytics and a faster shopping cart.

ComputerGeeks, No. 144 in the Internet Retailer Top 400 Guide to Retail Web Sites, generally likes to do most of its site development work and platform updates internally. But now that the company is approaching $40 million in annual sales and is making the transition from start-up operation to established Internet retailer, the need existed for bringing in third-party applications to enhance performance, says marketing coordinator Joel Taylor.

For instance, ComputerGeeks is replacing an older internally developed and maintained site search engine with a new application from Celebros Inc. “The older site search would sometimes take up to 20 or 30 seconds to return results,” Taylor says. With better site search the returns a site visitor gets to a query are nearly instant, Taylor says.

More importantly better site search, in conjunction with improved analytics is helping ComputerGeeks do a more effective job of managing inventory, reacting to customer demand and optimizing its search engine marketing program, Taylor says

The site is now using a new analytics package from Coremetrics Inc. to analyze traffic and shopper behavior patterns. To improve checkout, ComputerGeeks will be introducing a revised shopping cart early in 2006.

With better analytics and site search, ComputerGeeks expects to increase web sales by around 15% in 2005, Taylor says.



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