Bath & Body Works Web traffic spikes after SEO

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Bath products retailer Bath & Body Works has increased the number of visitors who reach a product page by 13 percent thanks to a handful of online enhancements.

The beauty products retailer used the Coremetrics platform Livemark to identify specific areas requiring improvement while also revealing where the company was outperforming its peer group.

"We are still relatively new as we launched our site in 2005," said Shannon Glass, director of Internet operations at Bath & Body Works. "We found that we had a high conversion rate on landing pages; the only challenge was that we needed to get people to our product pages."

Bath & Body Works operates nearly 1,600 stores based in the United States and is a division of Limited Brands Inc., who owns Victoria's Secret, C.O. Bigelow, Limited Stores, White Barn Candle Co., Henri Bendel and Diva London. The site at www.bathandbodyworks.com sells beauty products such as shower gels, shampoo and body lotion. The retailer added key search terms such as "antibacterial," "fragrance" and "body spray" to increase traffic to its landing pages.

When the retailer upgraded its e-commerce operation, it saw a 31 percent increase in on-site search conversion. In addition, the average order size for search has increased significantly.

The retailer leveraged Coremetrics' Livemark platform, a benchmarking service that collects data directly from the Web sites of more than 200 of the largest e-commerce brands. "The Limited Brands has been a client of ours for more than five years and it wanted to optimize the Bath & Body Works Web site," said Jane Paolucci, vice president of worldwide marketing at Coremetrics, San Mateo, CA. "We helped it optimize the site with our benchmarking solution that helped it compare its site against other online retailers."

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