March 18, 2008, 12:00 AM

Personalized recommendations boost conversion rate at Personal Creations

Online customized gift retailer Personal Creations is using Certona Corporation’s Resonance product recommendation software to craft a present for itself—increased conversions and sales.

Online customized gift retailer Personal Creations is using Certona Corp.’s Resonance product recommendation software to craft a present for itself-increased conversions and sales.

The web-only retailer’s conversions have climbed 25% to about 8.5% since it implemented Resonance in 2006, says Nancy White, director of e-commerce for Personal Creations. Sales also increased about 10% soon after Personal Creations implemented the cross-selling application, which offers product suggestions based on what the consumer views during a site visit.

About 20% of Personal Creations’ revenue now stems from recommended products, White says. And the average value of orders that contain such suggested items is about 60% higher than orders that don’t, she adds. The gift retailer’s average order value is about $60.

Personal Creations, No. 191 in the Internet Retailer Top 500 Guide, recently renewed its contract with Certona for three years, and is considering expanding its relationship with the vendor, White says. One possibility is adding a best sellers feature that would show visitors most popular products by category and overall. The retailer also may use Certona to help it personalize its landing pages and home page based on customer behavior. “We are looking at customizing so that what you would see would be different from what I would see,” White says.

Personal Creations sales totaled about $50 million last year. About 84,000 consumers visit the online retailer’s site each month.

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