BloomReach Helps ModCloth Spread its Love of Unique, Vintage-Inspired Merchandise to the Long Tail of Natural Search
ModCloth.com offers a broad range of clothing, accessories, and décor from independent designers curated to a specific vintage-inspired aesthetic. With tens of thousands of products carried in limited supply, the company’s inventory is constantly growing and changing.
In addition, ModCloth’s distinctive product names do not necessarily map to how its customers search for products online. For example, the Musee d’art Moderne skirt is actually a great black polka-dot skirt for work wear.
BloomReach’s big data applications for marketing offered ModCloth a technology-driven approach to getting more of its products found. In the four months since launch, non-branded natural search visits have increased by 13%. In addition, visits to pages other than the ModCloth.com home page—individual product pages and category pages—have increased by 40%.
BloomSearch conversion rates have been on par with paid search conversion rates and slightly higher than ModCloth’s overall natural search conversion rates. “People in the long tail of natural search are more focused, and their focus translates into strong conversion rates,” Hema Padhu, Vice President of Marketing reports.
Read the full ModCloth story.