Crutchfield's Revised Web Site Cranks Up Visitors, Sales

Share this content:
Months after Crutchfield Corp. revamped its Web site to provide more detailed product information and enhanced visibility of existing features, the site is pulling in 100,000 daily visitors, resulting in increased online sales.

Lawrence Becker, Crutchfield's director of Internet publishing, would not provide specific information regarding the percentage increases of sales or visitors to the enhanced site that contains 3,400 electronic products. The site also provides advice regarding various accessories designed to complement a customer's purchase.

It was after last year's holiday shopping season that Crutchfield, Charlottesville, VA, began to rethink the presentation of its online product data, Becker said. After conducting a site measurement -- which consisted of random customer interviews -- the company realized that visitors wanted more information on the variety of products offered as well as links to items that could enhance the products.

"We are a company with a tremendous amount of information assets, but we weren't making that apparent to the user," Becker said. "We had it in the core product database that we've been working on for 26 years that our sales advisers use all the time. We needed to put more of that information on the Web site for our consumers."

Crutchfield hired cPulse, New York -- which measures and analyzes Internet customer satisfaction -- to conduct online interviews. After interviewing 7,267 consumers, cPulse found that consumers wanted an easier way to locate products as well as instructions on using them and a security indicator of transactions.

"It's very easy to get caught up in the mind-set of, 'I know what's best for my consumers,' " said Jody Dodson, cPulse executive vice president. "What [a company] thinks the problem areas are, and what a consumer thinks the problem areas are, don't always match up."

Visitors were previously unaware of features geared to help make their shopping easier. These features include Nitty Gritty, which describes the product; What's in the Box, which allows customers to view the manufacturer's box; and All Accessories/Suggested Accessories, which provides customers with product suggestions that can complement their original purchases.

The features had been on the site, but customers had to search for them before being linked to them, Becker said.

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above