But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
A new interactive product viewer page at sports apparel and gear retailer Altrec.com is showing double-digit percentage increases in conversion rates, the retailer says.
A new interactive product viewer page at sports apparel and gear retailer Altrec.com showed increases in conversion rates during a recent pilot period. Altrec launched the feature to boost holiday sales. "We have found that it produces a double-digit percentage increase in our sales conversion rate," says Shannon Stowell, co-founder and vice president of business development.
The product viewer page, which Altrec developed in-house, combines several services on the same page, including: inventory status to show if the product is in stock and available for delivery; shipping costs; customer reviews; an extensive product description with details on the materials used to construct the product; a zoom feature to enlarge the product photo; a link to a comparison chart of other products available at Altrec; and a link to a foot-sizing tool that can be downloaded as a PDF file for determining a shopper’s proper footwear size. The same page also provides direct links to Altrec’s returns policies and product guarantees.
"It was inexpensive to produce, so it’s very cost-effective," Stowell says. He adds that Altrec is working with non-competing retailers to help them develop the same product viewer page feature in time for this year’s holiday shopping season.