February 5, 2009, 12:00 AM

Online recommendations keeps sales in line at MetroUniforms.com

Using Google Analytics and Invesp Consulting to identify how to recommend products in better cross-selling offers, MetroUniforms.com drove down its cart abandonment rate by 30%.

Using Google Analytics and Invesp Consulting to identify how to recommend products in better cross-selling offers, MetroUniforms.com drove down its cart abandonment rate by 30%, Invesp says.

MetroUniforms, which specializing in selling medical garbs and related equipment for doctors and other medical personnel, worked with Invesp in implementing a framework for understanding site visitors and developing recommendations likely to attract them. It then developed personas representing the interests of site visitors and built a system of product recommendations to increase the likelihood of shoppers completing purchases, says Ayat Shukairy, managing partner at Invesp Consulting.

“Increasing conversion rates for online retailers is a holistic process,” Shukairy says. “Every project must take careful consideration of the target market segments, what impacts them and how to best persuade them.”

MetroUniforms expects to continue to better identify customer preferences and design appropriate recommendations, Shukairy adds

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