TM: What insights do you gain from on-site search terms and clickstream data?
PC: We've had cases where people click on a link but don't purchase. In one case ... they were madly clicking on designer handbags but had a very low conversion rate. And we were excited for a month or two months - "Boy, look at all these people clicking through designer handbags." But we realized that we didn't have Louis Vuitton, Gucci, Fendi and Prada, and that's probably the reason for the low conversion rate. So, it's important in the full clickstream analysis to incorporate into that what revenue is being generated by those clicks.
The other area that's always interesting is, what are they putting into our search box on eBags.com that's bringing up "no products found," and how do we optimize that? Coach, for instance, is one; we don't have Coach on eBags.com, and we get hundreds of people a day typing in ... different variations on Coach. And rather than having this kind of big, red X that says, "Sorry, dead end," now we've tailored it to say, "We don't have Coach, but here are some things that are similar to Coach or some of the other brands like that." That's been really helpful for us.
TM: What online performance improvements have you witnessed since you implemented searchandising tactics?
PC: The nice thing is it gives you the ability to insert and really experiment ... with various subcategories. Probably the biggest one for us has been handbags. Our handbag business has been up over the last six months around 70 percent. A big reason for that is just adding more categories ... It's a combination of getting more brands and more products and SKUs, but the other side of that is we've got many more categories that we've built out. Different types of materials. Different types of shapes and sizes. You get the products and then add in the additional subcategories and filters, making it easy [to refine a search].