One of every five beauty purchases online is made via the Amazon marketplace, according to a new report.
Customized pages drive sales after ProtoGolf moves to ChannelAdvisor’s StoreAdvisor Premium platform in July.
The conversion rate has climbed from less than 1% to about 4% since online golf equipment retailer ProtoGolf.com switched from Channel Advisor’s standard storefront platform to the recently released StoreAdvisor Premium, reports Hunter Goodson, president. ProtoGolf, which launched its initial site in 2007 after selling in other online marketplaces for three years, became one of the first to implement the vendor’s upgraded storefront when it launched the new version of its site in July.
“The conversion rate increase is attributable to the robust features within the new system, and now being able to customize the design,” says Goodson, a college junior, of the business he started in high school. The fact that the StoreAdvisor Premium platform permits more customization of site pages to create a more polished, professional appearance has enhanced the site`s credibility among buyers and been a factor in increased sales, he says.
The new storefront also enabled ProtoGolf to add such features as a wish list and customer product reviews.
“This is something that Amazon and a lot of other retailers have,” he says. “We have gone from the mom and pop-esque design we had to a real `Internet Retailer` type of design.“ Goodson, whose company sells on eBay and Amazon as well as on its own site, says that over the next six months, Protogolf will focus on maximizing its paid search campaigns with the help of ChannelAdvisor.