Laura Mercier boosts conversions by 40% with analytics-driven changes
Cosmetics manufacturer and retailer Laura Mercier increased site conversion by 40% and average order size by 50% after implementing analytics-driven changes to its web site, the company reports.
Data from Coremetrics’ Online Analytics solution highlighted needed improvements to the site’s search function. A Coremetrics business analyst worked with site operators to identify four changes to site search that would drive higher sales. Those changes included adding thumbnail images to search results, increasing the clarity of product description text, eliminating irrelevant results and optimizing site search algorithms.
“Our Coremetrics business analyst bought a depth of expertise in online retailing, and was able to help us prioritize where to focus first. The results speak for themselves–our average order value grew by 50% in two months,” says Christine Robles, Laura Mercier’s director of e-commerce.
The site search improvements paid off quickly with an unanticipated Laura Mercier product mention on a leading television talk show. When a sudden influx of visitors began searching for the product after the show aired, their being able to find it easily on the site tripled online sales of that product instantly.
Laura Mercier, with 400 stores in 24 countries, has annual sales of more than $120 million, of which online sales at its own site are a growing segment.
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