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.