Tweaking search landing pages to reduce exits: Overstock

[mandy]

When traffic to one of its coupon pages was producing a high conversion rate but also a high exit rate, Overstock.com’s internal marketing team figured out how to shut the door.

It was easy to figure, he added, that visitors to the coupon page were shoppers looking for price discounts, so his crew set out to see how it could change the coupon page to make it more appealing to bargain hunters. “A small change can go a long way,” he said.

Sundahl noted ...that his team analyzed traffic on its home page and other product pages to find particular promotions that were producing above-average conversions. By making similar versions of some of those effective offers on the coupon page, Overstock managed to reduce the coupon page’s exit rate while maintaining the high conversion rate, he said.

full article: http://www.internetretailer.com/dailyNews.asp?id=17409