Sitebrands Personalization Software Helps Boost Danskins Online Conversion More Than 50 Percent



Danskin, an innovate dancewear, active wear and comfort conscience clothing provider, uses Sitebrand's web personalization software to target visitors based on geo-location; realizes a 56 percent lift in conversions.

Sitebrand's Retail Marketing Suite is a tool for retailers to dynamically change the contents of a page in real time based on user attributes. These attributes include geo-targeting (as Danskin used), language, connection speed, and behaviors such as number of visits, depth of visit, time on site and more.

Using Sitebrand, Danskin created web campaigns to target four specific geo-locations; New York, California, Texas and Massachusetts. When a web visitor arrives at Danskin's site, Sitebrand's technology detects which state that persons is arriving from, and if it's one of the four, it triggers a custom message with a specific offer, embedded in the site, with the purpose of motivating those visitors to buy.

After being set up with the solution, Koster worked closely with Sitebrand through its Blueprint for Success program to understand the strategy and implementation behind the technology and also to leverage her marketing skills to get the most from personalization.

"This really isn't about technology," says Koster, "it's about being a much better marketer by taking control of the online experience."

In October, 2007, Forrester Research forecasted that Interactive Marketing spend will grow to $61 Billion by 2012. These projections cover acquisition methods, such as search, email, and online advertising. While these techniques draw visitors to a site, it doesn't guarantee conversion. Personalization's purpose is to bridge the gap from acquisition to conversion.

"Sitebrand allows the marketer to focus on persuasion and conversion rather than simply driving traffic to a destination." says Jessica Koster, director of eCommerce marketing at Danskin," It gives marketers more flexibility and greater control over how they convert visitors after they land on the site."

According to a study by the Aberdeen Group, 91% of best-in-class companies demonstrated improvement in online conversion rates, though only 17 per cent of companies are using personalization.

"We challenged Danskin to get intimate with its customers," says Gavin Parry, vice president of client services at Sitebrand. "Danskin has a huge commitment to customer satisfaction, and we're proud to be associated with its brand."

Koster is also impressed with the ability to test run campaigns to optimize pages for higher conversion.

"We've gained huge insight from the ability to easily pre-test campaigns and then make changes on the fly based on the responses we get. It's a very powerful and useful feature," says Koster.

Among other tests, Danskin tested three campaigns pre-Cyber Monday to get a higher return on the biggest online shopping day of the year. Details of that campaign were recently covered by MarketingSherpa (http://www.marketingsherpa.com/article.htmlident=30340).

Sitebrand also recently published a case study about Danskin's success. (http://sitebrand.com/company/clients/)





Sitebrands Personalization Software Helps Boost Danskins Online Conversion More Than 50 Percent