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To keep those shoppers on the site the retailer worked with WinBuyer, a provider of comparative pricing applications, to add a "Compare our prices" box on product pages that showed Build.com's competitors' similar or higher prices.
After adding the box the retailer's conversion rate rose 20.5%, from 4.35% to 5.24%.
"One would assume that by telling visitors about our competitors we'd lose sales, but the opposite actually happened," says Proctor. "We learned that by being open and honest with our visitors we're sending the message that Build.com offers the best buying experience."
To provide a good buying experience to all shoppers, a retailer's site design must work well regardless of the device the consumer is using to access the Internet. And with more consumers browsing the web from an ever-increasing variety of devices retailers have no choice but to work to ensure their sites adapt to the changing environment.