September 29, 2009, 12:00 AM

New recommendations system boosts order value and click-throughs at Crucial

Crucial.com switched from manual to automated product recommendations based on the popularity of its products and boosted its click-through rate on product recommendations by 40%, the online retailer of digital memory storage devices reports.

 

Crucial.com switched from manual to automated product recommendations based on the popularity of its products and boosted its click-through rate on product recommendations by 40% and also grew average order value on click-throughs by 5%, the online retailer of digital memory storage devices reports.

Previously, Crucial.com had used a manual process based on static data about what customers were viewing and buying on its site to choose the cross-sell and upsell offers it presented to shoppers. “We were interested in surfacing dynamically generated product recommendations for some time, but we lacked the appropriate tools and expertise,” says Rick D’ambrosio, e-commerce manager.

Crucial implemented a new recommendations systems from Omniture Inc. called Ominture Recommendations. The program generates product suggestions based on Ominture web site analytics data. The technology uses pre-built algorithms that can be customized for a retailer’s needs to display the most relevant recommendations in the right places on the site to drive the highest conversion.

To develop the automated recommendations, Crucial.com used Omniture’s Test & Target multivariate testing tool to trial five formulas for generating product recommendations. The tests consisted of various combinations of “most viewed” and “top seller” products, based on how a shopper was navigating and using the site. The tool determines which version achieves the best response, allowing the retailer to quickly optimize its recommendations.

“Automating the recommendations has been a huge step forward,” says D’ambrosio. “Omniture Recommendations optimizes this entire process and incorporates online analytics data so we can respond more quickly to changing site behavior and promote more relevant content.”

The Crucial brand is a unit of Lexar Media, a designer, manufacturer and marketer of memory cards, USB flash drives and other digital memory storage products.

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