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Since a re-launch July 1, conversion rates at Silhouettes.com have increased 20% due to a new boutique approach that classifies apparel by petit, average, tall and extended, and the implementation of search and navigation technology.
Since the launch of a re-designed site July 1, conversion rates at Silhouettes.com, retailer of women’s plus-size apparel, have increased 20%, Richard Rodimer, director of Internet marketing, tells InternetRetailer.com. He attributes the increase to a new boutique approach that classifies apparel by petit, average, tall and extended, and the implementation of search and navigation technology from Endeca Technologies Inc.
Apparel formerly was organized by season, casual or career categories. “Instead of the customer going through an entire category only to find that we don’t have a particular item in her size, we’ve set up boutiques that will show her all the items that fall into her category,” Rodimer says. “We’ve broken out the merchandise to make it much easier to find.”
To make the new boutiques work, the 15-year-old company’s IT staff had to re-classify most of the merchandise through a manual process that required a lot of copying and pasting into new departments, Rodimer says. The entire process took three months from conception to re-launch, he says.
The Endeca search and navigation technology has contributed to a higher conversion rate by reducing the number of steps it takes a customer to find what she wants, Rodimer says. In addition, he says, the redesign cleaned up the look and navigation of the site and reduced the overall number of clicks to get to a product. Silhouettes has been selling online since 1999.