January 28, 2010, 12:00 AM

Since overhauling its web site, NeoStrata’s sales have grown 50%

Sales have increased by 50% at NeoStrata Co. Inc.’s web site since it began using an e-commerce platform that offers enhanced site navigation and merchandising features earlier this month.

Sales have increased by 50% at NeoStrata Co. Inc.’s web site since it began using an e-commerce platform that features improved site navigation and merchandising and promotion features, says Michelle Mooney, senior e-commerce marketing manager for the retailer of skin care cosmetics. The new e-commerce site launched early this month.

NeoStrata, which has sold online for nearly 10 years, launched the new e-commerce site on the MarketLive v5.7 Intelligent Commerce platform. The new platform allows the multichannel retailer to quickly update and edit its web pages, encouraging customers to visit regularly for fresh content, Mooney says.

“We now have the ability to do the site ourselves,” she says. “With our previous vendor, every time we wanted to change the web site, we had to send an e-mail to a web developer to make the changes for us. Now we can go right into the back end of the system and update pricing, re-categorize, and re-merchandise if we see trends in the industry.”

The new site organizes its existing product lines into targeted shopping areas so visitors can purchase products by a specific brand, skin type or concern.

The site’s new product pages include tabs that offer product details, ingredients, and reviews, as well as other product recommendations.

Since launching the new platform, unique page views have increased 25% and the bounce rate, which measures how often shoppers leave after viewing one page, is down 10%, Mooney says.

The new e-commerce technology will also allow NeoStrata to send out more targeted marketing messages, based on which items a consumer puts in the shopping cart, she says. The retailer plans to begin sending out targeted e-mails soon, she says.

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