Double Conversions with Web Analytics - 5 Proven Tactics
April 6th, 2007 | More Posts: E-Business, Customer Loyalty, Web Analytics |Though there’s an exponential growth in using Web analytics but the recent research at MarketingSherpa shows that almost 80% of the marketers are not using the Web analytics to the full advantage.
A case study of Jamestown Distributors’ Web site shows how their business prospered after integrating real-time analytics into their merchandising strategies and product relevancy rankings.
“When people came in through SEO or Google AdWords, they could have been anybody. It might have been a commercial builder or some guy looking to buy some paint so he can fix up his kayak. We needed to make the site better for acquiring customers from our [pool] of visitors.” says Marketing VP Michael Mills.
Tactic #1. Automate the merchandising process
Tactic #2. Rank products internally by importance
Tactic #3. Upgrade back-end support
Tactic #4. Empower call center reps
Tactic #5. Marketing and IT hand-in-hand
The results of the integration showed tremendous increase in conversion rates and average order size to be 23.5%.
Read the full research at MarketingSherpa
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