Site improvements drive up conversions 50% at AllergyBuyersClub.com
Citing analytics-driven changes to its web site as a key contributor, AllergyBuyers.Club.com reports that third quarter sales rose to $3.4 million, a 24% increase over a year earlier. The web and catalog retailer of healthy products for the home also reports that total sales for the first nine months are up 30% over the same period last year.
CEO Mercia Tapping says that results are partially driven by a web site conversion rate that is up 50% over last year at this time. Using WebSideStory’s HBX analytics package and its Active Viewing feature, AllergyBuyersClub.com has been redesigning pages to populate its most-viewed page locations with its most popular product links.
The company also anticipates further improvement in conversion rates through next year as it implements dynamic A/B testing of different web page layouts, according to Tapping. Toward that end, AllergyBuyersClub.com also is reorganizing to make more readily accessible more than 2,000 content articles, a change it believes will further increase consumers` confidence in purchasing.
AllergyBuyersClub.com, based in Waltham, MA., sells health-focused home products such as air purifiers, Hepa vacuum cleaners and hypoallergenic bedding.
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