Online retailer improves web intelligence

Technology products retailer Dabs.com has installed analytics software to better market its products to customers and improve its sales performance.

The software feeds the site search engine each day with intelligence about which products are most popular with site visitors.

‘We needed to improve our ability to match customer wants with relevant results when they search for products on our website,’ said IT director Paul Sharrock.

‘Instead of having customers plough through pages of unqualified results, we knew we could do a much better job of quickly guiding customers to the right products for their needs.’

Dabs.com offers more than 15,000 products to over 1.6 million customers across France and the UK. It re-designed its website to consolidate the French and UK sites into a single management system.

But it also took the opportunity to improve how products were presented and used Foviance’s WebAbacus analytics software.

‘On the old site, if you searched for monitors, you had about 270 choices to page through,’ Sharrock continued. ‘Now customers can refine the search based on any combination of criteria, narrowing the choices to a manageable number.

‘Our conversion rate from unique visitors to sales has increased by over 60 per cent.’

What do you think? Email us at feedback@computing.co.uk

Further reading

Edinburgh Woolen Mill overhauls supply chain systems

EMI tunes data management

Roche injects effort into data analysis