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Web analytics play important role in Rugs Direct site redesign
15/02/2011
One company has revealed how web analytics played a vital part in the redesign process of its website.
Online retailer Rugs Direct turned to web analytics to help it discover the reasons behind abandoned baskets and low conversion rates.
Speaking at the Internet Retailer Web Design and Usability Conference 2011, president of the company Randy Kremer ran through the steps his business took to improve conversion rates.
Web analytics played a particularly important role, he stressed, as it enabled those in charge of the process to better understand the site's customers.
One of the biggest problems was providing too much information, Mr Kremer told the conference.
As a result, the checkout process was redesigned and cut down from six pages to one, while alterations were also made to site navigation to make it easier for customers to find what they are looking for.
"We took out all the clutter we put in front of them previously. It made for a better website and more continuity in search results," Mr Kremer stated.
Conversion rates also rose by 50 per cent following the changes, he added.
Another company that has recently employed web analytics to help it adjust and improve its site is Carolina Rustica, with the organisation telling Internet Retailer that using such tools helped it enhance its site navigation and improve customer experience.
Posted by Daniel Wiseman
Speaking at the Internet Retailer Web Design and Usability Conference 2011, president of the company Randy Kremer ran through the steps his business took to improve conversion rates.
Web analytics played a particularly important role, he stressed, as it enabled those in charge of the process to better understand the site's customers.
One of the biggest problems was providing too much information, Mr Kremer told the conference.
As a result, the checkout process was redesigned and cut down from six pages to one, while alterations were also made to site navigation to make it easier for customers to find what they are looking for.
"We took out all the clutter we put in front of them previously. It made for a better website and more continuity in search results," Mr Kremer stated.
Conversion rates also rose by 50 per cent following the changes, he added.
Another company that has recently employed web analytics to help it adjust and improve its site is Carolina Rustica, with the organisation telling Internet Retailer that using such tools helped it enhance its site navigation and improve customer experience.
Posted by Daniel Wiseman