Odimo Visitor Behavior Analysis Results in 50% Sales Boost

The Florida based online retailer Odimo has seen a sales on its three web sites jump 30 - 50 percent since it introduced a tool that analyzes details such as how often an item is displayed, viewed by customers, placed in a shopping cart, and purchased.

According to InternetRetailer.com, the tool, called the Product Impressions Report (PIR), calculates the popularity of products on any one of Odimo's three websites - Diamond.com, Ashford.com and WorldofWatches.com – and thereby optimizes product placement and merchandising. 

For example, if a product is viewed 1,000 times but purchased 50 times, the system recognizes it as more popular than a product viewed 10,000 times but purchased 75 times, says InternetRetailer.com.

This enables Odimo to move products to more prominent pages on the site. It also informs the retailer about less popular products that can be moved deeper into the site. In the same, way, the tool enables the optimization of banner ad campaigns.

“We had no idea if we had the right products on our banners before implementing Coremetrics and the PIR,” Darlene Smith, senior vice president of merchandising at Odimo told InternetRetailer.com.

The results of the implementation of the analysis were quick. Within a month sales jumped proving the effectiveness of the strategy.