Maynard, Massachusetts - February 26, 2002 - InceptorÆ’,›, Inc., the pioneer in conversion marketing, today announced that multi-channel computer reseller TigerDirectÆ’,› is reporting dramatic increases in unique visitors and online orders as a result of its recent implementation of Inceptor’s Excedia online conversion marketing software. TigerDirect is proudly acknowledging the February 11 Wall Street Journal article reporting the TigerDirect website’s (http://www.tigerdirect.comÆ’,›) dramatic increase in December 2001’s unique visitors, showing a 161% increase over the same period the previous year. TigerDirect credits Inceptor’s comprehensive search engine optimization, content visibility, and visitor control features with its impressive results.
The company cites an increase of over 100% in search-directed traffic since installing the Excedia software in Q4, introducing the TigerDirect brand to a vast number of new, self-qualified prospects. In addition, the unique optimization, reporting, and control features of Excedia have given TigerDirect an unprecedented view of its online initiatives, enabling a degree of control that has maximized the efficiency of marketing expenditures.
Through Excedia, TigerDirect has learned:
Æ’_›75% of traffic driven by content visibility - 75% of TigerDirect’s increased web traffic is a result of previously unavailable content visibility. Excedia has exposed 4,000 of TigerDirect’s database records of over 50,000 products to potential customers looking for computers and related items via the major search engines.
Æ’_›More deferred conversions - Excedia’s ability to track deferred conversions (when a visitor clicks through a link, doesn’t convert during the initial visit, but comes back at a later time and converts) as well as direct conversions has revealed that TigerDirect’s deferred conversion rate from search traffic is higher that its direct conversion rate. This indicates a more considered purchase, which is common for higher-ticket items.
Æ’_›Unassisted orders at 75% of online sales - Although industry averages for unassisted web orders account for only 25-30% of total online purchases, TigerDirect’s unassisted web orders account for 75% of sales, indicating improved online conversion rates, more effective promotions, and more targeted visitor traffic. TigerDirect’s unassisted online AOV has increased since Excedia was deployed.
TigerDirect’s CEO, Gilbert Fiorentino, was quick to recognize the potential of search engines to increase visibility for his site. “Everyone, including myself, utilize search engines to find products. Two years ago it was my vision that through search engines we would grow our customer base, and sales,” says Fiorentino. After the company tried several off-the-shelf software packages and built gateway pages in-house, he wasn’t satisfied. TigerDirect’s Director of eCommerce, Lonny R. Paul, saw Inceptor’s Excedia product at the RetailVisionA› Fall 2001 event in September, and realized he had found what they had been searching for.
“I had been challenged with maximizing the value of our online business, and I had no time to play around,” said Paul. “I saw tremendous potential for my business from the unique technology and comprehensive functionality of the Excedia solution. These results have exceeded even my expectations.”
Paul found the visitor control features of Excedia particularly attractive because of its ability to redirect visitors in real-time, based on the performance of different promotions. TigerDirect has often tested different catalog covers to see which ones generate the most sales, but in the catalog world, it can take 8 to 10 weeks to get the data and implement the change. With Excedia, the company can test multiple landing pages, different promotions or creative, and redirect traffic in real-time, based on performance metrics that are reported as they occur.
“Excedia is a dream come true for a business like ours,” said Paul. “It helps us save money by keeping programs running which are working the best - in real time.”
About Excedia
Inceptor’s ExcediaÆ’,›maximizes the effectiveness of online marketing by efficiently converting browsers to buyers. Excedia’s unique approach to Search Engine Optimization exposes large amounts of valuable database-driven content and quickly directs qualified prospects to the information they seek. In addition, its control features enable marketers to direct visitors to designated pages, test entry points and offers, profile group behavior, and minimize click-streams, all in real time. Instant measurement and analysis of all site activity is contained in an easy-to-use interface, enabling marketers to quantify campaign results and immediately implement changes that will improve customer conversion and retention. Excedia leverages in-depth data on visitor behavior to feed CRM systems, which allows Web marketers to micro-target site visitors with highly relevant email offers and information.
About Inceptor
InceptorÆ’,›, Inc. is the premier provider of Conversion Marketing software and services that deliver complete command and control of online marketing initiatives into the hands of professional marketers. Inceptor’s ExcediaA” is the only solution available that delivers a comprehensive program for online visibility, control, analysis and communication, the four key elements of success for online marketing. Using Excedia, marketers can intelligently control their online efforts in real time, thereby improving customer conversion and increasing measurable results. Inceptor’s eLuminatorA” optimizes valuable deep or dynamic Web database or publishing content that is otherwise inaccessible at the search engine level by directing high quality visitors to the information they seek. Excedia can be deployed as a license or a managed-service offering with secure hosting and application monitoring; eLuminator is provided as a managed-service offering. A wide range of professional service offerings is also available. Inceptor has been delivering results-driven B2B and B2C marketing solutions since 1999. Clients include Blue Cross Blue Shield, British Airways and Lloyds TSB. The company is headquartered in Maynard, MA with offices in Atlanta, Chicago, Dallas, London, New York and San Diego. Excedia software and services are available through Inceptor’s direct sales organization, as well as through select Inceptor Partners. For more information, please visit us at http://www.inceptor.com.
About TigerDirect
TigerDirectƒ,› (a subsidiary of Systemax Inc. (NYSE: SYX)) is part of an integrated system of branded e-commerce web sites, direct mail catalogs, and relationship marketing companies selling private label and name-brand PC hardware, related computer products and industrial products to consumers and businesses in North America and Europe. With annual sales at a rate of more than $1.6 billion, Systemax is a Fortune 1000 and Inter@active Internet 500 company.
Forward-Looking Statements
This press release contains forward-looking statements about TigerDirect’s performance. These statements are based on management’s estimates, assumptions and projections and are not guarantees of future performance. TigerDirect assumes no obligation to update these statements. Actual results may differ materially from results expressed or implied in these statements as the result of risks, uncertainties and other factors including, but not limited to: (a) unanticipated variations in sales volume, (b) economic conditions and exchange rates, (c) actions by competitors, (d) the continuation of key vendor relationships, (e) the ability to maintain satisfactory loan agreements with lenders, (f) risks associated with the delivery of merchandise to customers utilizing common carriers, (g) the operation of TigerDirect’s management information systems, and (h) unanticipated legal and administrative proceedings. Please refer to the Forward Looking Statements section contained in Item 7 of Systemax’s Form 10-K for a more detailed explanation of the inherent limitations in such forward-looking statements.
Inceptor and Excedia are trademarks of Inceptor, Inc. All other trademarks are the property of their respective owners.
