February 22, 2007, 12:00 AM

How analytics supports site design at Overstock.com

After using web analytics data to view how shoppers clicked through product pages, Overstock.com modified page design and produced a 5% increase in the number of products added to shopping carts.

 

After using web analytics data to view how shoppers clicked through product pages, Overstock.com modified page design and produced a 5% increase in the number of products added to shopping carts, CEO Patrick Byrne tells Internet Retailer.

The Internet-only retailer uses testing and analytics applications from Omniture Inc., SiteSpect Inc. and Visual Sciences, a subsidiary of WebSideStory Inc. “These tools let us track how shoppers are using our site and whether changes we make are effective or not,” Byrne says. Overstock, No. 18 in the Internet Retailer Top 500 Guide, is working on a site redesign that it expects to launch this summer.

Overstock’s site design staff discovered shoppers were adding to carts only X% (the company declines to reveal the number) of every 100 times the shoppers viewed product pages. “We thought it should be X plus 3%,” Byrne says.

Using analytics data, Overstock realized that product pages forced shoppers to scroll down to the bottom half of pages to get the information they needed to make a purchase decision-a design that caused many shoppers to move on without carting products.

“The teams determined all the factors required to make a decision to buy were below the fold on the page,” Byrne says. “So we moved those things above the fold so the average shopper could make their decision without having to scroll. After redesigning the product pages we saw a 5% lift in adding to cart.”

 

 

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