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Improve Product Discovery to Increase Conversions

Posted on 7.27.2014

Product discovery is an important part of an e-commerce site. After all, conversions cannot be made if a product cannot be found.

Recently, popular cosmetic brand Urban Decay took steps to improve discovery on its website, as the company decided to partner with Compare Metrics to help shoppers more easily find products that will fit their needs and preferences. Through the partnership, Compare Metrics is providing Urban Decay solutions for Content Curation, Adaptive Navigation and Shopping Scenarios.

For instance, the Compare Metrics Content Curation team was able to utilize existing product detail page content to create certain attributes, like “finish”, while other decision-critical attributes, such as “color” and “shade,” had to be created and tagged as new product data. Then the team curated each product to make decisions about classification and merchandising. For example, the Content Curation teams found that products like Urban Decay’s popular eyeshadows “Flash” and “Rockstar” would be more easily discoverable when classified as “purple.” This new set of rich merchandising data enables shoppers to browse and filter products in a natural way by allowing them narrow their selection to the most relevant set of options.

“We continuously look for ways to encourage our customers to express their independent spirit and style,” said Katherine LaFranchise, AVP, Digital, Urban Decay Cosmetics.  “We are thrilled to bring them a revolutionary way to experience our unique brand culture and more easily discover the Urban Decay cosmetic products they will love.”

After implementing Compare Metrics Product Discovery solution, Urban Decay has seen an increase in both online engagement and conversion rates. In fact, preliminary shopper response results reveal a 17 percent average engagement rate and a 16 percent higher conversion rate. 

“The power of this new merchandising data in fueling Adaptive Navigation truly works,” said Garrett Eastham, CEO, Compare Metrics. “We’re excited to partner with the beloved beauty brand to enrich and ‘humanize’ the online shopping experience.”


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