The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
Shopping search engine and products and promotions information site ShopLocal.com uses web analytics to boost traffic and page views. It reports year-to-year increases of 30% in page views and 84% in number of unique visitors.
ShopLocal.com is reporting it achieved a 30% increase in page views and visits on a daily basis and an 84% increase in unique visitors from Thanksgiving Weekend 2005 to the same weekend in 2006. Additionally, the shopping search engine and products and promotions information site says visitors now are spending more time on the site, with an average of 14 page views per visit.
ShopLocal.com credits the success in part to web analytics and marketing management systems vendor WebTrends Inc. It leveraged marketing insights from the vendor’s On Demand application to drive traffic growth and greater consumer engagement in its advertising business, the company says.
“The insight, real-time metrics and custom reporting capabilities have proven to be mission critical assets for our marketing team, business managers and advertisers,” says Bill McCarthy, COO at ShopLocal.com. “ShopLocal has achieved dramatic growth by delivering marketing insights that drive our business as well as our advertisers’ success.”
ShopLocal.com, which features more than 75% of the nation’s top 50 retailers’ circulars, provides shoppers access to information on products and sales from local stores side-by-side with e-commerce options.
It used marketing campaign and search marketing analytics as a tool to help expand its efforts to attract high-quality site visitors. Its marketing team tracked keyword buys at both a campaign and product category level, determining which produce the highest click-through and revenue to optimize company efforts. ShopLocal.com today is expanding its use of analytics by evaluating results from four e-mail subscriptions localized to visitors’ regions.