August 23, 2007, 12:00 AM

Analytics help Peruvian Connection reach new conversion heights

The high-end apparel retailer wasn’t getting the results it expected from a web site redesign. Omniture’s SiteCatalyst helped identify the problem: catalog customers were confused by the home page and couldn’t find the items they wanted.

High-end apparel retailer Peruvian Connection, which originally built its business on catalog sales, wasn’t getting the results it expected from a web site redesign. It implemented Omniture’s SiteCatalyst early this year, which helped identify the problem and point the way to a solution.

“We went live with a new layout and content we thought was excellent, but our conversion rate was not as high as we expected,” says Rich Lloyd, president and chief operating officer at Peruvian Connection, No. 391 in the Internet Retailer Top 500 Guide. The analytics software identified “leakage” from the retailer’s home page.

“We realized that our catalog customers were coming to the home page and were confused by it,” Lloyd says. “Those customers just wanted to find a product, which was four or five clicks away.”

Peruvian Connection tweaked its home page to provide several ways a customer can find a desired item easily, including adding a “shop by catalog” link and a search box that lets the customer enter an item number from the catalog. Lloyd says conversion rates improved by a double-digit percentage and he expects an additional $2 million in sales over the next year as a result.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Will Devlin / E-Commerce

Three simple steps to reducing shopping cart abandonment

Payment options, a shopping cart that holds a customer’s items while she ponders the purchase ...

FPO

Adrien Henni / E-Commerce

eBay and Russian Post accelerate cross-border deliveriies

EBay and Russian Post have signed a memorandum of cooperation aimed at reducing the time ...

Advertisement