Calyx & Corolla’s Customer Conversion Rates Blossom with Fireclick’s Realtime Insite™
Press Contacts:
Alison Williams
Fireclick, Inc.
650.917.7628
alisonw@fireclick.com
Ellen Hayes
Sterling Hager, Inc.
415.591.8400
ellen@sterlinghager.com
-- Site Analysis Tool Boosts Leading Floral Retailer’s Sales --
Los Altos, Calif. – August 6, 2001 – Fireclick, an award-winning leader in last mile content acceleration technology and a Cisco Systems (Nasdaq: CSCO) venture-backed company, today announced a new Netflame™ customer, Calyx & Corolla (www.calyxandcorolla.com), the upscale flower catalog and Web site. Fireclick’s Netflame Service speeds Internet content to the end user and allows Calyx & Corolla to monitor visitors’ site destination, capture what pages are most and least popular, and better understand buyer behavior and purchase patterns by using the Realtime Insite™ traffic visualization tool. With quicker downloads and real-time path analysis and site statistics, Calyx & Corolla has increased customer conversion rates and boosted sales by eight percent in two weeks.
“Using Fireclick’s Realtime Insite, we were able to make strategic decisions about our site design by discovering which products were attracting the most hits,” said Bob Tuttle, CTO and vice president of e-commerce at Calyx & Corolla. “With the ability to analyze traffic in real-time, we can change elements on the page to optimize purchasing potential. After implementing Fireclick, we immediately saw an increase of 120 shoppers convert to buyers because Netflame allowed us to position our products in a way that took fewer clicks to find with faster downloads.”
“We’re happy to include Calyx & Corolla on our list of successful traditional retailers that are committed to superior customer service as much online as they are in their stores and catalogues,” stated Ram Srinivasan, president and CEO of Fireclick. “Calyx & Corolla proves that faster downloads improves customer experiences and positively impacts sales.”
Netflame’s Real-Time Analysis
With over 4,000 unique users per week, caylxandcorolla.com leveraged Fireclick’s Realtime Insite in a recent email campaign that featured links to best selling products. The campaign not only directed more users to the site, but also increased the chances that they would purchase more. The visual analysis tool reported that 50 percent of customers were shopping at caylxandcorolla.com, while 50 percent were visiting the “About Us” section of the page where almost all of the users were requesting a catalogue. This data alerted Calyx & Corolla to change the sales strategy accordingly.
As a result of a rapid implementation process, the retail site’s speed also improved immediately, making two-thirds of the site 50 percent faster. Calyx & Corolla’s graphic-rich pages are essential to marketing the colorful floral arrangements and fast download times prevent customers from getting frustrated and clicking away.
Web Sites Flourish Using “Extra Sensory Perception”
Using proprietary algorithms to track and analyze clickstream patterns, Fireclick’s Netflame Service pre-downloads to the browser cache the content elements that end users are “most likely” to request with their next mouse-click. As a result, Web pages on sites such as Calyx & Corolla are delivered in split-second timing, generating increased individual page views.
Additionally, Netflame’s key feature, the Realtime Insite™ traffic visualization tool provides valuable business intelligence in real time to marketing and merchandising managers as well as Webmasters. By displaying current site traffic patterns in a graphical interface, Realtime Insite allows business decision makers to distinguish vital information that is key to providing a superior shopping experience for online customers.
“With Fireclick, we not only get the speed of a Web accelerator, but the site statistics of a Web log analysis tool in real-time,” Tuttle added. “By combining these two invaluable services into one product, we are able increase sales while saving money on deploying two separate solutions.”
Netflame is deployed as a hosted service, requiring no hardware or infrastructure investment on the part of Calyx & Corolla. Netflame is offered on a service basis; fees are based on the number of sessions accelerated each month by the service.
About Calyx & Corolla
Calyx & Corolla, founded in 1988, re-invented the way consumers buy flowers. As the pioneer in direct-from-the-grower delivery via FedEx, Calyx & Corolla altered the traditional distribution system by eliminating costly middlemen and extending vase life by 7-10 days. Calyx & Corolla has grown into the leading direct marketing floral company, mailing 15 million catalogs per year to over 1.5 million customers throughout the world. Its Web site, www.calyxandcorolla.com, is yet another marketing channel to the large upscale consumer market.
Now owned by Equity Resource Partners, LLC, and headed by President and CEO Andrew Williams, the business model has been expanding the Internet role and allowing customers access to its products via its website and catalog marketing channels.
About Fireclick
Fireclick’s mission is to drive e-business success by speeding Web access for consumers and improving overall site operations. By increasing the scalability and capacity of Web sites, as well as resolving the inherent “last mile” slowness associated with the Web, Fireclick’s flagship products, server-based Blueflame™ and the Netflame™ application service, meet the concerns of Fireclick’s customers by helping create richer and faster Web site experiences, thus rewarding e-businesses with more site traffic, longer sessions, increased revenues and profits. Visit them at www.fireclick.com.
Fireclick, Blueflame, Netflame, and Realtime Insite are trademarks of Fireclick, Inc. All other trademarks and registered trademarks are the properties of their respective owners.
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