Published on 09-Nov-2011
"Coremetrics Benchmark helps us understand our weak spots. The data also helps us convince people that there is a problem so we can get the resources we need to make changes. Coremetrics Benchmark is a critical tool for site optimization." - Applications Manager, Health and Beauty retailer
Customer:
A health and beauty retailer
Industry:
Retail
Deployment country:
United States
Solution:
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Marketing
Overview
A major health and beauty retailer works markets its advanced, easy-to-use personal care products through more than 1,600 stores across the United States and through its website.
Business need:
Early on, the eCommerce marketing team struggled to set expectations and gain buy-in for key performance indicators (KPIs) such as sales, conversion rates and traffic volumes. Initially, they tried to leverage the experience of the successful eCommerce strategy at a sister division to set baselines. That division’s large catalog operation, however, made a valid comparison of metrics for benchmarking impossible.
Solution:
The retailer implemented IBM Digital Analytics, featuring industry-leading Coremetrics Benchmark, the only real-time benchmarking capability available on the market. With Coremetrics Benchmark, marketers now have real-time benchmarking data that enables the retailer to compare its website performance with direct health and beauty competitors.
Benefits:
• 13 percent increase in the percentage of visitors who reach a product page
• On-site search conversion increased by 31 percent
• Natural search drives more traffic
Case Study
A major health and beauty retailer works markets its advanced, easy-to-use personal care products through more than 1,600 stores across the United States and through its website.
Challenge
Early on, the eCommerce marketing team struggled to set expectations and gain buy-in for key performance indicators (KPIs) such as sales, conversion rates and traffic volumes. Initially, they tried to leverage the experience of the successful eCommerce strategy at a sister division to set baselines. That division’s large catalog operation, however, made a valid comparison of metrics for benchmarking impossible.
The team tried several benchmarking solutions. These solutions, however, used question-and-answer data from small samples of people rather than actual website traffic. Moreover, these solutions did not provide insight into online activities that could help marketing optimize the site to increase conversion rates and other KPIs.
Solution
The retailer implemented IBM® Digital Analytics, featuring industry-leading Coremetrics Benchmark, the only real-time benchmarking capability available on the market. With Coremetrics Benchmark, marketers now have real-time benchmarking data that enables the retailer to compare its website performance with direct health and beauty competitors.
Coremetrics Benchmark collects data directly from the websites of more than 200 of the largest eCommerce brands, helping the customer in three important ways:
- Identifying areas for site optimization
- Translating metric shortfalls into revenue lost to cost justify investments in these areas
- Setting attainable goals for improvement
13 percent more traffic finds products
Coremetrics Benchmark revealed that the retailer’s competitors were more successful at driving consumers down to the product page level. This insight prompted the company to engage IBM Coremetrics Strategic Services to assist with usability studies and deep dive analysis. Their recommendations, which included improvements to product page design, navigation, and landing pages, yielded a 13 percent increase in the percentage of visitors who reach a product page. The staff is continuing to leverage Coremetrics Benchmark data to set goals for this important KPI.
On-site search conversion up 31 percent
Coremetrics Benchmark data showed that the company’s baseline numbers for on-site search usage and conversion rates were below those of its competitors. Setting goals to improve on-site search, changing search vendors, and improving keyword management have paid off significantly. Within a year, on-site search conversion has risen 31 percent, and average order size for search has increased five percent. Search sessions and conversions are now above those of their competitors.
Natural search drives more traffic
Coremetrics Benchmark data prompted the staff to test and optimize natural search terms to take better advantage of this channel. The staff has set specific goals for improvements in natural search traffic and is monitoring progress toward these goals every week.
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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