November 13, 2008, 12:00 AM

Levi.com drives up conversion rates with rich media

After using web analytics to test how its customers like to shop online, Levi.com drove up the number of shoppers who carted products and who went on to complete purchases, vice president Patrice Varni says.

After using web analytics to test how its customers like to shop online, Levi.com drove up the number of shoppers who carted products and who went on to complete purchases, vice president Patrice Varni says.

Levi Strauss & Co.’s Levi.com, No. 434 in the Internet Retailer Top 500 Guide, operates on an e-commerce platform from GSI Commerce Inc. Using analytics from Omniture Inc., it conducted usability testing and analysis of clickstream data to indentify how customers prefer to shop, including how they like to sort product types and view products through zoom and other forms of rich media.

As a result, shoppers can click to view all styles of blue jeans, for example, then sort them by boot cut and low-waist styles, then mouse over images to zoom into details and click to view models from the front, side and rear.

“We’re seeing about 40% more people putting products in shopping carts, and a 19% increase in conversions of carted products to purchases,” Varni says.

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