Laura Mercier Cosmetics and Skincare has increased the number of visitors making a purchase on its site by 40 percent after implementing a Web analytics solution from Coremetrics, a provider of on-demand Web analytics and precision marketing solutions.
Working with its assigned Coremetrics business analyst, an industry expert who works with a specific company to drive ROI, Laura Mercier used data in its online analytics solution to determine that improvements to its on-site search could yield tangible results.
New York-Gurwitch Products, a stand alone, wholly owned subsidiary of Ada, MI-based Alticor Inc., produces, manages and markets Laura Mercier Cosmetics and Skincare. Coremetrics is based in San Mateo, CA.
Coremetrics’ business analyst recommended four best practice strategies that would lead to increased revenue, derived from on-site search: adding thumbnail images to on-site search results, increasing clarity of the product description text, eliminating irrelevant results, and optimizing the on-site search algorithms.
Laura Mercier also said it saw a 50 percent increase in overall average order value in the two months after it began using the solution.
In addition, the on-site search improvements paid off in unexpected fashion. Robin McGraw, wife of television psychologist, Dr. Phil, spontaneously announced on air that she wore “Lip Glace” from Laura Mercier. Visitors began searching for the desired product on the Laura Mercier site and sales tripled.
Laura Mercier Cosmetics are available online as well as in over 400 stores in 24 countries. In its 10th year of business, the company has achieved over $120 million in sales.