July 26, 2007, 12:00 AM

Bath & Body Works gives its site a bath with analytics

Bath & Body Works, a division of Limited Brands, has refined its e-commerce operation using technology and services from Coremetrics, a vendor of web analytics and other tools.

Paul Demery

Managing Editor, B2B E-commerce

Bath & Body Works, a division of Limited Brands Inc., has refined its e-commerce operation using technology and services from Coremetrics, a vendor of web analytics and other tools.

The e-retailer uses LIVEmark, a Coremetrics benchmarking service that collects data directly from the web sites of more than 400 e-commerce brands and is designed to reveal areas where an e-retailer can enhance web operations and screen real estate.

LIVEmark helped Bath & Body Works identify specific areas requiring improvement. Improvements to product page design, navigation and landing pages yielded a 13% increase in the percentage of visitors who reach a product page and a 31% increase in on-site search conversion, the merchant says. Additionally, the average order size for search has increased significantly, it says.

“The tools helped us identify key growth opportunities,” says Shannon Glass, director of Internet operations at Bath & Body Works.

Coremetrics addresses benchmarking challenges from a customer-centric standpoint, the vendor says, capturing and organizing visitor behavior in what it calls lifetime individual visitor experience profiles. It leverages the experiences of hundreds of online brands to deliver benchmarking data for industry-specific best practices as well as a scorecard for measuring and managing online investments.

Limited Brands, which also owns Victoria`s Secret, is No. 84 in the Internet Retailer Top 500 Guide.

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