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Carolina Rustica uses web analytics to adapt site
11/02/2011
A furniture retailer has explained how web analytics helped it to make it easier for shoppers to find what they want on its ecommerce site.
Web analytics has helped one furniture retailer to improve its site so shoppers can easily find what they are looking for.
Speaking to Internet Retailer, Carolina Rustica founder Richard Sexton explains how the firm harnessed web analytics tools to identify exactly how consumers look for certain products on its website.
The company discovered that while some people shop via product categories, others prefer to focus on specific brands.
As a result, Carolina Rustica was able to adapt its site navigation to cater to both groups of consumers.
"Good site navigation is a constant tension between putting out generic product categories that shoppers can drill down into and providing enough manufacturer-specific details as well," Mr Sexton remarks.
Web analytics also recently helped another retailer to find out which website pages had the most influence over its customers' buying decisions.
In a post on the Google Conversion Room Asia Pacific blog, Shoes of Prey co-founder Michael Fox explained how it used custom reports in Google Analytics to identify the pages with the highest conversions and to discover what proportion of web users who visit a specific page buy a product.
It then used this data to make specific content more visible to shoppers on its website.
Posted by Daniel Wiseman
Speaking to Internet Retailer, Carolina Rustica founder Richard Sexton explains how the firm harnessed web analytics tools to identify exactly how consumers look for certain products on its website.
The company discovered that while some people shop via product categories, others prefer to focus on specific brands.
As a result, Carolina Rustica was able to adapt its site navigation to cater to both groups of consumers.
"Good site navigation is a constant tension between putting out generic product categories that shoppers can drill down into and providing enough manufacturer-specific details as well," Mr Sexton remarks.
Web analytics also recently helped another retailer to find out which website pages had the most influence over its customers' buying decisions.
In a post on the Google Conversion Room Asia Pacific blog, Shoes of Prey co-founder Michael Fox explained how it used custom reports in Google Analytics to identify the pages with the highest conversions and to discover what proportion of web users who visit a specific page buy a product.
It then used this data to make specific content more visible to shoppers on its website.
Posted by Daniel Wiseman