April 11, 2006, 12:00 AM

Abebooks.com’s redesign is a measurable success, Coremetrics analytics show

A redesign of the product detail page at bookseller Abebooks.com reduced shopper exits from the page by 32% and increased conversions by 36%. Coremetrics analytics track customer behavior before and after the change to validate its effects.

Online bookseller Abebooks.com’s customer bail-outs have dropped and conversions have risen significantly off a redesigned product detail page, as measured by analytics from hosted provider Coremetrics Inc.

“The Internet is our only sales channel so accurate metrics are critical to keeping our site competitive and responding to changing customer needs and expectations,” says Chris Burdge, marketing manager at Abebooks.com. Burdge adds that the company as a result relies heavily on web analytics to understand visitor behavior and identify and implement changes to the site that facilitate searching and purchasing.

Site designers radically changed the layout of the product detail page template at Abebooks.com, adding new buttons and titles and introducing tabs for easy switching between the book description and a profile of the bookseller. That reduced the drop-out rate from the new pages by 32% and increased conversions off the pages by 26%, according to the data from Coremetrics hosted analytics service.

“Abebooks.com is very aggressive in using web analytics to understand its customers and give them the tools they need to find the books they love,” says Joe Davis, CEO of Coremetrics. Detailed metrics help the company understand where its customers come from, what programs offer the highest conversion, and what aspects of the site could be improved to drive bottom-line results, he adds. Abebooks is No. 58 in the Internet Retailer Top 400 Guide to Retail Web Sites.

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