Curated product merchandisers for increased conversion rates

Posted by Merchenta on December 13, 2010

There’s an interesting piece from econsultancy on “Are gift finders on e-commerce sites any good?” in which Matt Curry, Head of E-commerce at LoveHoney mulls whether its better to offer curated product selections for consumers – or to allow consumers to sift through products for themselves.

We started off just having the filtering options, but I noticed the most popular second page after someone used a filtering option was Page 2 of results, rather than a product page. Bad news. So instead I put together a series of curated gift pages, based on popularity, category suitability “gifty-ness” (i.e. was it a kit or set, what was the packaging like), customer rating, number of reviews, and price variation within category.

Matt found that conversion rates almost doubled when compared to the existing product finder.

We’ve taken a similar approach with our Showcase components – retailers simply select which products to merchandise and Merchenta does the rest.

 

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With Merchenta’s split test feature we were able to conduct a test and track the results to show the value of our retargeting campaigns. Results were very positive and better than expected.