Industry Eye: Prospecting - Z Gallerie, Beachbikes.com, Harrods
Security Trustmark Boosts Web Sales for Z Gallerie
Website security trustmarks can do more than just make customers feel safe — they can help close sales. Just ask Z Gallerie, a furniture and accessories retailer.
Concerned that prospects were worried about credit card and identity theft, Z Gallerie last year added a McAfee Secure trustmark on its checkout page. Shortly thereafter, the company conducted an A/B split test where 50 percent of visitors were shown the trustmark, while the other half — the control group — were not.
The trustmark helped Z Gallerie close 12.9 percent more sales during the test period, says Steven Kartstein, Z Gallerie's internet operations manager. It "gave our customers peace of mind that their personal information was safe when they shopped with us."
After the test, Z Gallerie started displaying the trustmark throughout all pages of its site — and continued seeing increased sales. —Melissa Campanelli
Niche Keywords, Online Geotargeting Pedal Bike Retailer
A tightly targeted search engine optimization program has propelled Beachbikes.com to rapid sales gains in its first four years in business.
The three-store and online southern Californian retailer of bikes for beach boardwalks has thrived online by opting for such specific search terms as "beach cruiser bicycle," "cruiser bicycle" and "beach bikes," while avoiding generic words such as "bicycle" or "bicycle accessory," according to co-founder Dustin Gyger.
"We hit fewer people but got a better ROI per the amount of people visiting — more people were buying at a higher percentage," Gyger says.
This approach effectively segments Beachbikes.com's customers by region, Gyger explains. When people key in "beach cruiser," for instance, "we pretty much know that term 'lives' in certain regions and ZIP codes."
Beachbikes.com also uses geotargeting on Facebook and MySpace to target users from particular regions or ZIP codes with specific ads. Recent campaigns have targeted users from Arizona, North Carolina and South Carolina. —Joe Keenan