Web analytics determine animal behavior and drive sales at Jeffers
Jeffers Inc. is seeking to generate more revenue through its online channel and continue to increase the percentage of overall company sales its e-commerce sites represent. To do so, it’s using web analytics to study online shopper behavior in a bid to improve the experience for web shoppers.
The company, a multi-channel retailer of pet and animal supplies, has begun using web analytics tools from Coremetrics Inc. to determine where and how it can make site enhancements. Its e-commerce sites include JeffersPet.com, JeffersEquine.com and JeffersLivestock.com.
“E-mail and pay-per-click marketing efforts account for 80% of our non-direct traffic. We’ve begun web analytics to give us a better idea of where our traffic is coming from and where and why shoppers’ visits to our sites end,” says Jamie Thomas, e-commerce director. “We’ve learned a lot so far from the analyses and will make improvements to our web sites and their features.”
Jeffers, No. 294 in the Internet Retailer Top 500 Guide to Retail Web Sites, hit $15.5 million in sales last year, up 34% from $11.6 million in 2004. In 2005 the web accounted for 26% of total sales; in 2004 the channel accounted for 21.2% of total sales. The company is predicting 2006 sales of $19 million and anticipates web percentage of total company sales will jump to around 35%.
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