Case Study

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LD Products Increases Conversion and Learns What Matters Most to Their Shoppers

For LD Products, a leading office supplies retailer, providing their customers with a superior experience is a top priority and they understand that experience often begins with exceptional product discovery on their site. The company recently partnered with Edgecase to create new, unique, and highly engaging ways for their shoppers to connect with the right products for their specific needs. Preliminary shopper response has exceeded expectations with an average of 12% of shoppers taking advantage of the new, expanded Adaptive Navigation. Additionally, the natural-language filters are helping shoppers quickly find the products that matter to them which is reflected in a 37% higher conversion rate, 48% higher revenue per visitor, and 8% higher average order value.

LEARNING FROM PHYSICAL STORES TO CREATE SHOPPER-FRIENDLY MERCHANDISING DATA

Edgecase’s Content Strategy and Curation team gained insights from shopping in physical office supplies stores to create a new merchandising strategy that refined existing, and identified new, shopper-friendly filters. For example, Media Weight measurements for Paper were translated into the attributes “Lightweight, Mid-Weight, Standard, and Heavy-weight” to more accurately reflect how shoppers would naturally think and speak. They also created an easy way to shop by Usage, including “Organization, Presentation, On The Go, Home, School, and Office.”

DECISION ANALYTICS PRODUCE INSIGHTS INTO SHOPPER BUYING BEHAVIOR

Edgecase’s Decision Analytics provides LD Products with merchandising intelligence, such as what filters and values matter to shoppers when making purchasing decisions.

For binders and accessories, the newly created “Media Capacity” filter is the most used after “Price.” It generates a 28% higher revenue per visit than the category average, indicating that the number of sheets a binder can hold is particularly important to binder shoppers. Similarly, the most demanded features for printers appear to be “Two-Sided Printing,” “Auto-Feeder” and “Network Ready,” and the “Features” in general appear to be important to the decision making process as the filter drives 70% higher revenue per visitor than the category average.

LD Products plans to use this intelligence to fuel ongoing optimization of filters on the site, as well as merchandising across the business.

“With our expanding assortment and product lines, it’s critical that we are able to merchandise and promote each product to the right customers,” said Aaron Leon, CEO of LD Products. “In Edgecase, we found a partner to help augment and optimize the merchandising for our growing product catalog in a way that was both accurate to the merchants and useful to our customers.”

“In Edgecase, we found a partner to help augment and optimize the merchandising for our growing product catalog in a way that was both accurate to the merchants and useful to our customers.”
– Aaron Leon, CEO of LD Products