FigLeaves.com increases conversion rates by adding additional ways to shop

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FigLeaves.com, a U.K.-based retailer of women`s and men`s apparel, has been increasing its conversion rates each time it adds a new way for customers to find its merchandise, CEO Michael Ross tells InternetRetailer.com. "We have found that the key to online merchandising is to offer a range of different ways to find our products," he says. "Our conversion rate has increased overall as we launch each new online route to our merchandise."

With conversion rates running as high as 15%, FigLeaves allows its customers to shop by numerous routes including brand, size, category, color and price, Ross says. He adds that FigLeaves has noticed that individual customers will typically use different routes on different visits.

Ross notes that FigLeaves is also seeing increased sales through cross-selling products in merchandising displays that follow a customer as they shop. For example, a merchandise page for a women`s garment might also display suggested coordinated items. If the shopper proceeds to checkout without also choosing one of the suggested items, the same cross-selling image will re-appear during the checkout process.