Analytics helps Merrick Group increase landing page conversion rates
Bedding e-retailer The Merrick Group finds through its web site analytics application that shoppers arriving through Internet search respond better to competitive price comparisons than special sales, president and co-founder Philip Krim tells InternetRetailer.com.
Looking at clickstreams and exit rates with the eMetrics analytics application from
WebMetro, Merrick discovered that customers weren’t responding as well as expected to special promotions on search landing pages, and that they were looking for more details on products.
“We realized that our customers wanted more information than we were providing them,” Krim says. “Traditionally, we’ve always run a sale banner at the top of a page, but we recently realized that once we removed that banner and told shoppers more about our products, it improved conversion rates. So as opposed to a sales banner offering two free pillows with the purchase of a bed, we might offer a line-up of our competitors’ pricing and show how shoppers might save $500 by purchasing a bed from us.”
Merrick, No. 396 in the Internet Retailer Top 500 Guide to Retail Web Sites, also found that it could improve conversion rates by showing details on only one product at a time on a page, which allowed it to show more details in the page’s top half.
Merrick Group owns and operates four retail bedding sites, SleepBetterStore.com, TranquilityMattress.com, AngelBeds.com and DreamySleep.com. It also operates TonysTickets.com and recently sold NationBlinds.com to Home Décor Products Inc.
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