Product category:
Web measurement, analytics
News Release from: Omniture | Subject: SiteCatalyst
Edited by the Marketingservicestalk Editorial
Team on 25 February 2008
Omniture doubles La Redoute email
conversions
French online retailer La Redoute has boosted its email marketing sale conversion rates by up to 100 per cent using Omniture SiteCatalyst, the web analytics platform.
The retailer has also witnessed click-through rates rise by 40 per cent; the overall sales conversion rate on its product page rise by 10 per cent; and the bounce rate on the product page drop by 10 per cent The significant rise in email marketing sale conversions came after La Redoute analysed the data provided by SiteCatalyst
This article was originally published on Marketingservicestalk on 14 Dec 2007 at 8.00am (UK)
Related stories
Omniture tackles Netherlands web analytics market
Omniture, provider of online business optimisation software, is partnering Netherlands-based e-marketing consultancy Adversitement to increase its share of the Dutch web analytics market.
Serif implements Omniture to boost web traffic
Business optimisation software from Omniture has been chosen by independent desktop publishing software publisher Serif to boost traffic to its portal and increase online sales.
"We identified the users that had visited certain product pages but did not purchase any items, and we were able to highlight the users that added items to their basket but did not make a transaction," said Thierry Lernon, vice president of e-commerce, La Redoute.
"We then sent them carefully targeted emails, such as a discount on any items they showed an interest in but didn't actually buy, or offered them free postage or shipping costs.
"By using web behavioural data rather than just a transactional analysis like we were using previously, we have been able to make our email marketing campaigns more personal and relevant to each individual user, which has increased the sale conversion rate by 100 per cent for these event-triggered emails," said Lernon.
Further reading
Casio implements Omniture for UK growth
Omniture, a provider of online business optimisation software, has been chosen by electronics firm Casio as a foundation for the company's online operations and to drive UK expansion.
Sports franchises use Omniture for social media
Major League Baseball, Major League Soccer, the NBA, NFL, NHL, the Premier League, and Germany's Spox.com use Omniture to get closer to their fans.
Omniture Announces SiteCatalyst 14
SiteCatalyst 14 with advanced support for rich media delivers a new user interface and unifies UI across all Omniture products.
La Redoute redesigned its product page according to SiteCatalyst data.
The company examined historical data to find out how its product page was used, where people were clicking on the page and where they were going afterwards.
Following the redesign, La Redoute witnessed a 10 per cent decrease in the bounce rate of its product page; an 18 per cent increase in its conversions to the basket; and the overall sales conversion rate of its product page rose by 10 per cent.
SiteCatalyst data also revealed that the click-through and sales conversion rates for a particular banner advertisement were disappointing.
SiteCatalyst showed La Redoute exactly where users were clicking on the advertisement, and the company changed the visual element and the text accordingly.
Consequently, the click-through and sales conversion rates increased by 40 per cent and 10 per cent respectively.
Omniture has been a resounding success and has a key role in the day-to-day running of La Redoute.
"SiteCatalyst is completely embedded in the business; it's used not just by the web and marketing teams, but also by the product managers and the operations managers," said Lernon.
"Business decisions at La Redoute are not based on instincts, but rather on factual data; the website is now driven by statistical and behavioural analysis".
"La Redoute understands how important a website is to a company's future growth - especially one operating in the retail sector," said Neil Weston, senior vice president and general manager, Omniture EMEA.
"La Redoute is using Omniture to enhance the impact of its website and external marketing campaigns.
"Being able to analyse customer behaviour in real time allows La Redoute to respond to changing buying patterns and address any issues its users may encounter with the website.
"We believe this heightened visibility gives the company a distinct advantage over its competitors".
• Omniture: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
