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ScotteVest challenges its new e-commerce chief to increase conversion by 30%
Rick D’Ambrosio leaves Crucial.com to join travel apparel retailer ScotteVest as vice president of e-commerce.
Associate Director of Research
Topics: apparel manufacturer, conversion rate, Crucial.com, Laura Jordan, Lexar Media, Micron Technology, Rick D'Ambrosio, Scott Jordan, ScotteVest, search engine optimization, Tom O'Leary, web site analytics
Travel apparel manufacturer and e-retailer ScotteVest Inc. has quite the task for its new vice president of e-commerce Rick D’Ambrosio: boost conversion rate by 30% before the end of the year.
D’Ambrosio is currently e-commerce manager at Lexar Media Inc., the parent company of computer memory chip maker Micron Technology Inc., which operates e-commerce site Crucial.com, No. 511 in Internet Retailer’s Second 500 Guide. He will begin his post at ScotteVest on Oct. 1.
“His compensation is going to be directly linked to what he’s going to be able to do with conversion,” says ScotteVest founder and CEO Scott Jordan. “He’s very confident that he can raise our conversion 30% by the end of 2011. If that’s the case, we’ll be a lot more than $12 million, which is what we’re projecting in web sales for the year.”
To reach his goal, D’Ambrosio says he plans to focus on implementing new search engine optimization tools to enhance natural search rankings of ScotteVest.com. He will also dive into its analytics data to find where shoppers may get lost or confused on product pages and implement new web site features hat will drive traffic more effectively to the checkout page.
“In my 12 years at Crucial.com, I found that I am most happy working with a company that is in that growth, ramp-up phase, and that’s where I can add the most to an organization, in finding creative ways to solve problems and achieve marketing goals,” D’Ambrosio says. “That’s what I want to bring to the team at ScotteVest.”
This is the latest in a slew of hires from ScotteVest, No. 651 in the Second 500 Guide. A year and a half ago the company had four employees—Jordan, his wife Laura, vice president of marketing Tom O’Leary and customer service director Julie Ellingson. Now the retailer has 23 employees, Jordan says.
ScotteVest is a manufacturer and web-only retailer of gadget-friendly travel apparel with pockets specifically designed for iPads, iPods, mobile phones and other personal items.