Published on 28-Oct-2011
"IBM Coremetrics provides relevant, actionable analytics that deliver real results. Using the Coremetrics On-Site Search Intelligence Report to fine-tune our site search results, we boosted search conversions 82%. IBM Digital Analytics delivered a multi-million dollar revenue boost to our company." - Director, Online Operations & Merchandising, FootSmart
Customer:
FootSmart
Industry:
Retail
Deployment country:
United States
Solution:
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Marketing
Overview
FootSmart® is the largest direct, multi-channel retailer of foot and lower body healthcare products in the United States. The company partners with The Podiatry Institute, a non-profit educational foundation, and leading healthcare professionals to carefully select products for customers of FootSmart.com and recipients of its mail order catalog.
Business need:
FootSmart needed to increase the conversion and sales impact of their on-site search tool results.
Solution:
FootSmart leveraged Coremetrics to analyze the search frequency, conversion rate, session sales and average order value for key terms. They instituted a weekly process to monitor underperforming search terms, correlate them to search results, and adjust results accordingly.
Benefits:
FootSmart experienced an 82 percent improvement in search conversion over a 6-month period.
Case Study
FootSmart® is the largest direct, multi-channel retailer of foot and lower body healthcare products in the United States. The company partners with The Podiatry Institute, a non-profit educational foundation, and leading healthcare professionals to carefully select products for customers of FootSmart.com and recipients of its mail order catalog.
Challenge
FootSmart.com offers a variety of tools to help customers quickly locate products that address specific health concerns and ailments, including Catalog Quick Shop, Product Search by Brand, Product Search by Ailment and multi-purpose Site Search. Site Search was of particular interest to FootSmart’s online merchandisers, who wanted to better understand the conversion and sales impact of on-site search as well as the performance of select terms and groups of terms.
Solution
FootSmart turned to IBM® Coremetrics® for actionable insight into the performance of their on-site search function as well as the site search activities of FootSmart.com visitors. The IBM Coremetrics On-Site Search Report enabled FootSmart’s online merchandising team to analyze the search frequency, conversion rate, and resulting session sales and average order value related to individual search terms.
With this report, FootSmart gained a clear and complete understanding of the search terms that drive online conversion and revenue. More importantly, FootSmart was able to identify under-performing terms and correlate performance to the search results returned for each term. Using the On-Site Search Report, FootSmart began monitoring under-performing search terms on a weekly basis, and fine-tuning their site search to return more relevant results.
Results
FootSmart increased on-site search conversion from 26.2 percent to 47.6 percent in one year—an 82 percent improvement! With over 50,000 unique searches each month, FootSmart.com’s improved search conversion rate will drive multi-million dollar revenue gains this year as well as additional learning and insight into effective merchandising strategies via on-site search.
For more information
To learn more about IBM Coremetrics please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.com/software/marketing-solutions
Products and services used
IBM products and services that were used in this case study.
Software:
IBM Digital Analytics
Legal Information
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