Net-A-Porter’s Tell Santa feature, which lets shoppers send a product description as a gift idea to a special someone, produces a sales conversion rate 20 times higher than the site average, Martin Bartle, head of marketing for the London-based retailer of women’s fashion apparel and accessories, tells InternetRetailer.com.
“Women can send an e-mail to a partner, saying, ‘This is what I’d like,’” Bartle says, adding that the feature has helped to produce an unusually sharp rise in holiday season sales this year.
Net-A-Porter gets its peak traffic and sales in the spring and fall, when it offers new designer fashions, Bartle says. To better understand customers’ shopping behavior throughout the year, it recently implemented web analytics from Coremetrics Inc.
Net-A-Porter is using Coremetrics to get a longer-term view of how customers interact with merchandising and marketing. “For a high-value retailer like us, it might take longer than 30 days for a customer to make a purchase, so conversion is a different concept for us,” Bartle says. “Coremetrics gives us a more comprehensive view of customers, showing the lifetime value.”
Web analytics has also helped Net-A-Porter improve its search engine marketing. "Coremetrics’ reporting combined with its detailed LIVE Profile data for each customer has given us insight into customer behavior,” said Jon Bovard, e-commerce manager at Net-A-Porter. “This data has enabled us to optimize our site for higher return on investment, and allowed us to identify new campaigns and new search terms that have provided a considerable lift in traffic."
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