The whole world was finally going green, but, ironically, Custom Direct's seemingly ecofriendly business model was beginning to wilt. So Custom Direct took its expertise in personalized printing and started GigglePrint, an online printing shop that allows customers to create personalized business cards, holiday cards, and postcards. One pain point was GigglePrint's poor site flow. By using Coremetrics' TruePath, a tool that tracks and analyzes visitors' browsing patterns, GigglePrint was able to pinpoint exactly where customers stalled and subsequently dropped off. Within six months of identifying that single roadblock, the site saw a 13.4% decrease in cart abandonment. Without Coremetrics, finding the problem areas may have been near-impossible, but it takes initiative to convert the results into a tangible solution.
that used to be complaints about the site and purchase process are now service- oriented requests, such as whether or not customers can have a picture of their kids on a business card. (They can.) Moyston uses Coremetrics’ LiveView solution to look at the activity taking place on each page of the Web site. The tool works as a site overlay that quanti- fies which elements of the page are ac- tive and which are idle. “Real estate is always an issue,” Moyston says, and Web sites should value the concept of less is more. Further tweaks helped to opti- mize the entire shopping process and boosted page views by 6.5 percent. Bet- ter still, the company has seen a 43 per- cent increase in conversions of both new and repeat customers. While staff count saw little change after implementing the solution, roles shifted significantly, Moyston says. In- stead of dedicating an entire team to site Make ’Em Laugh—Personally GigglePrint knows personalization, but Coremetrics helps teach maintenance, GigglePrint is finally free to explore forward-looking improve- ments. The company will soon be rolling out Coremetrics’ Intelligent Offer, a so- the printing company how to finish the transaction lution that will automatically deliver rel- T he whole world was finally hard time completing a transaction. New evant behavior-based recommendations going green, but, ironically, custom
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