T-Shirts plus DVDs equal a sales boost at USNavySealsStore.com
The operators of e-commerce site USNavySealsStore.com didn’t know that visitors who entered the site looking for U.S. Navy Seals t-shirts also wanted Navy Seals DVDs and typically went to the DVD pages next—that is, until they licensed in analytic software from ClickTracks and put it to work on the site. But putting T-shirts and DVDs in packages on the same web page during the holiday season, along with other design changes guided by insights from the analytics tool, increased online sales by 70% during the holidays over the previous year, says Serhat Pala, managing director of Global Business Support Systems, owner and operator of the site.
“You would not know that just from the orders,” says Pala. “But with ClickTracks, you can follow people from page to page. You can look at the clickstream and see on which page they enter. It helped us to better place products on the pages and make site improvements, and it has resulted in a big increase in our sales during the critical buying period.” Pala notes that as the result of those site changes, average order size between holiday 2005 and the previous holiday season was up about 20% and the conversion rate was up about 10%.
Also contributing to those increases was the site’s response to a pattern revealed by analytics in what search terms brought visitors to the site. Noticing in the analytics reports that a number of searchers found their way to listings for the site after typing in terms such as “USNavySealsMerchandise.com,” Pala ultimately purchased a few hundred related domain names representing URLs searchers have used to get to the site, but which were not yet registered. Pointing those additional names to the site resulted in a significant lift in traffic, he says.
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