Search analysis boosts conversions 20% at Calendars.com
After learning how users of its site search tool as well as Internet search were using keywords, Calendars.com has increased visitor-to-sales conversions by about 20%, general manager Hillel Levin tells Internet Retailer. “We’re not flying blind anymore,” he says.
Calendars.com, No. 294 in the Internet Retailer Top 400 Guide to Retail Web Sites, is using web site analytics from Coremetrics to learn how shoppers use its site search function as well as how they search and navigate the site after arriving through Internet search. It learned, for instance, that many shoppers misspelled “Napolean Dynamite” when looking for a calendar, t-shirt or coffee mug related to the popular teen movie, and that some shoppers searching for “Frank Sinatra” items would continue searching and buy items related to Las Vegas.
By tweaking its site search to recognize the common misspellings and to produce landing pages that showed Las Vegas items along with Frank Sinatra items, Calendars.com has been able to boost overall conversions and sales, Levin says.
Total sales last year were $13.4 million, up 34% from 2004, he says.
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