By Watching How Customers Shop in the Store, Crate & Barrel Lifts Web Sales 44%

The e-commerce, brick-and-mortar link


Crate & Barrel found a way to increase its Web sales conversion rate by 44 percent—and it wasn't through the meticulous, oft-employed procedure that e-retail wonks call multivariate testing.

Instead, the home-decor retailer recently observed shopping habits in stores and applied those findings to its e-commerce site.

The sales lift percentage represents a trial between a control group and a test group of online consumers. Crate & Barrel and Edgecase, the vendor that helped with the initiative, provided two other intriguing data points from the project:

  • The site boosted its revenue per visitor by 128 percent.
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