At Lillian Vernon Corp., web site conversions are up an average of 15% on products that can be personalized and visually previewed. The spike is a result of a new feature that lets shoppers see how the item will look before they place the order, web merchandising manager Anthony Johns tells Internet Retailer.
The personalization preview feature, a hosted application from ChannelAdvisor Corp.’s RichFX, lets shoppers enter a name, click a button, and instantly see an image of how the name will look on the finished product.
“Anything that helps shoppers visualize better what the product is going to look like is a good thing for conversions,” says Johns, who adds that the company in March started adding the feature to products that could be personalized.
The preview feature has been added to the product pages of about 2% of the items on the site that can be personalized with a name, Johns says. He says the company plans to extend the preview feature to any product that can be personalized.
Lillian Vernon, No 105 in the Internet Retailer Top 500 Guide, was acquired by stationery and home décor retailer Current USA Inc. in April.