A good way to win over shoppers is by showing them how other customers use its products, eBags.com has found. Its new customer profile sections have already led to product sell-outs. "This has helped us sell products more than we had expected," CEO and co-founder Jon Nordmark tells Internet Retailer.
One profile, of venture capitalist Bob Kagle, has already resulted in a sellout of one of the featured Swiss Army Victorinox bags, Nordmark says. EBags has created 20 profiles and has 10 to 12 running on the site at any one time. Each profile section links directly to the products displayed in them. EBags created the profiles in-house and uses technology from Omniture Inc. to track how customers click through them.
EBags launched its first customer profiles two weeks ago. Linked from the bottom of its home page, the profiles show text and several photos of an actual eBags customer using one or more bags in his or her everyday routine. Venture capitalist Kagle is shown in several traveling scenes with a leather briefcase and rolling carry-on bag, both from Swiss Army Victorinox, while world-travelers Jim Rogers and Paige Parker are shown in numerous scenes with products including a Samsonite leather laptop bag and a Perlina backpack.
Nordmark says eBags is learning how to improve the profile sections’ impact on sales by testing how well each profile leads shoppers to click on products. For example, it has already found that Kagle’s profile, which emphasizes more products than other profiles, is forwarding more shoppers onto product pages. So it will tweak the other profiles with additional product displays to see if that increases clicks to product pages, Nordmark says.
Overall, the profile sections forward 45% of shoppers onto product pages, he adds.
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