July 26, 2007, 12:00 AM

Web analytics helps C28.com keep its visitors shopping

At C28.com, a retailer of Christian-themed apparel and other products for teens and young adults, web analytics helps it show the best images to engage visitors and keep them shopping, C28 says.

Paul Demery

Managing Editor, B2B E-commerce

At C28.com, a retailer of Christian-themed apparel and other products for teens and young adults, web analytics helps it show the best images to engage visitors and keep them shopping, web site administrator Justin Palmer tells Internet Retailer.

C28 sells its products in styles that often blend traditional Christian images with youth-focused decorations more common to rock bands, but it can be difficult to find the right home-page and search marketing landing-page presentations that appeals to the broadest audience and keeps them from clicking off the site, Palmer says.

“Some of the musical bands we present do well, but sometimes they have images that are more edgy and don’t do as well,” he says.

C28 uses Google Analytics, a free tool from Google Inc., to constantly monitor how visitors are responding to its page presentations. “We’ve found that certain images produce abandonment rates of around 25%, and that other images have caused the abandonment rate to spike to over 30%,” Palmer says.

The retailer has also noticed an increase in the number of pages viewed per visitor session, a rise Palmer attributes to an increase on the site of user-generated content like product reviews.

C28 had initially tried another web analytics tool, but found it more difficult to use in accessing analytics data. By comparison, the free Google application just required the installation of a JavaScript code that provided for easier data access.

Although C28 may eventually migrate to a more robust analytics application, it has only begun to use the full capability of the Google tool, Palmer says. “We’ve barely tapped into it,” he says.

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