Web Site Relaunch: How Bloomie’s Revamped Site Reaped Rewards

* Self-service. When Bloomie’s relaunched its site, it implemented more effective self-service help pages for common questions. As a result, Kristofferson said, the marketer’s inquiries per order dropped 72 percent, and costs per order dropped 76 percent.

* Improved search analytics. Bloomie’s reviews results pages, search reports and analytics data, Kristofferson said, as well as zero-results searches. “This way,” she noted, “we understand what shoppers want and whether or not they’re finding what they want on our site. Then we adjust our inventory and can make changes to the site, often within minutes.”