Shoebuy.com site redesign helps step up conversion rate by 20%
Shoebuy.com has logged positive results from a combination of web redesign, adding more lines of merchandise and exploring new product niches in 2006. As a result, conversion rate for 2006 increased by 20% compared with 2005, says Scott Savitz, CEO of the online retailer, which is No. 127 in the Internet Retailer Top 500 Guide to Retail Web Sites.
“It’s an ever-evolving process, but the redesign gave us a cleaner layout,” Savitz says. “We were able to narrow or expand search results by numerous criteria, such as by brand or color or the country where shoes were manufactured.”
Those tools are invaluable for a web retailer that made its bones by offering what he calls an extremely vast product selection. Shoebuy.com counts more than 300 brands totaling more than 400,000 products. Total inventory available via the web site has surpassed $2 billion.
Since mid-2006, Shoebuy.com has expanded into more product categories, including eyewear, hats, watches, belts and numerous accessories, such as wallets. Non-footwear business has increased more than 65% since 2005, Savitz adds.
Retailing plans for 2007 include some 30 additional shoe brands and other related product categories, which Savitz declined to name.
Shoebuy.com does not release revenue figures, but Savitz notes that holiday web sales were “well above” industry averages that range from 25%-27%.
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