March 13, 2008, 12:00 AM

CableOrganizer.com boosts conversion rates by 10% with web analytics

CableOrganizer.com, a supplier of cables and other electronics products, realized a 500% to 700% return on investment using web analytics to serve real-time personalized content based on shoppers’ interests, the web-only retailer says.

Paul Demery

Managing Editor, B2B E-commerce

CableOrganizer.com Inc., a supplier of cables and other electronics-related products, realized a 500% to 700% return on investment using web analytics to serve real-time personalized content based on shoppers’ interests, the web-only retailer says.

CableOrganizer used SiteCatalyst technology from web analytics provider Omniture Inc. to identify underperforming segments of visiting customers-those who made purchases at less than the average rate-and used Sitebrand personalization technology to measure which content zones on its site outperformed others in terms of converting more visitors to buyers.

The initial implementation began with three areas on the home page and two areas on inside pages allocated to Sitebrand-driven merchandising campaigns. Sitebrand-driven content can include special offers to first-time or repeat visitors, merchandise presented based on geo-location data that shows a visitor’s country or state, and content related to the keywords used by visitors arriving on CableOrganizer.com through Internet search.

“We were able to take the data from Omniture and compare what we were getting out of Sitebrand,” says Dan Shields, CableOrganizer.com’s web analyst. “The Omniture tool confirmed with certainty that any areas of the site that used Sitebrand saw an immediate, measurable, and sustained lift.”

Since implementing Sitebrand, CableOrganizer is getting 85% to 90% accuracy on delivering appropriate content and offers at the right time based on targeting rules set up by the retailer, Shields says.

Many of the campaigns increased CableOrganizer.com’s conversion rates by almost 10%, with an average conversion rate of 3%.

Shields adds that the cost of Sitebrand is a third of the expense of CableOrganizer’s pay-per-click search marketing campaigns with about the same revenue earned through sales. “So we are getting tremendous return," says Shields.

CableOrganizer.com, based in Fort Lauderdale, FL, is No. 441 in the Internet Retailer Top 500 Guide.

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