Overstock.com Achieves Checkout Conversion Rates of over 70% Using Omniture’s SiteCatalyst™

Leading Internet Retailer Improves Checkout Process Through SiteCatalyst Data

PALM SPRINGS, California – eTail (February 24, 2004) Omniture, a leader in providing adaptable, next-generation web analytics to large, complex websites, today announced that Overstock.com®, an online discount retailer, has seen its checkout conversion rates exceed 70% after improving its process with Omniture’s award winning product SiteCatalyst™.

“As an online retailer, converting browsers into buyers is a critical process for our business,” said Kamille Twomey, Director of Internal Marketing for Overstock.com. “We were interested in determining where our customers were leaving our site and what we could do to encourage them through the buying process. We saw Omniture’s SiteCatalyst as a way to help us accomplish these objectives. Instead of hypothesizing and guessing we decided to let the SiteCatalyst data decide.”

Utilizing SiteCatalyst conversion reports, Overstock.com discovered it was losing a lot of customers in the checkout process. “Using SiteCatalyst’s funnel reports, we reviewed customer fallout from each step of the checkout process and were able to eliminate the non-critical or redundant steps where we were losing the most people. As a result, our checkout process was reduced from seven pages down to four. After seeing marked improvement in overall checkout conversion by doing so, we asked ourselves if we couldn’t shorten the process even further. We went back to the SiteCatalyst funnel reports and found that a fair amount of customers were leaving checkout very late in the process, even AFTER they had entered all of their information,” said Ms. Twomey. “We were curious as to why they would do this. Was it intentional? Were they under the impression they had already completed the process? We reviewed the reports from our checkout login through order completion and decided we could do better.”

Ms. Twomey continued, “With this knowledge, we removed another page, taking us from four pages down to three. Two days after moving to three pages we had three out of four days with over 70% conversion rates. On average, our overall checkout conversion rates are running significantly higher than before. In addition, we have heard from our customers that it is a much less painful process, and our customer service calls regarding online checkout have significantly decreased.”

SiteCatalyst is one of the industry’s most mature remotely hosted web-analytics solutions. It enables marketing managers to see in real-time all the factors that influence the success of their online businesses. SiteCatalyst provides bottom-line information that measures the effectiveness of websites and marketing initiatives allowing for immediate action on factors that most influence success. The interface is customizable and easy to use giving access to information anytime, anywhere over the Internet.

“Making incremental improvements in business processes can have a substantial effect on the bottom line,” said Josh James, chief executive officer of Omniture. “Overstock’s use of SiteCatalyst’s conversion reports and their success as a result demonstrates this fact. We are thrilled with the results they have received and enjoy working with them.”

Additional information regarding the results Overstock.com has seen as a result of their use of SiteCatalyst can be found in their case study located on the Omniture website http://www.omniture.com/case_studies.html.

For more information about Omniture and SiteCatalyst™, please visit our website at www.omniture.com.

About Omniture
Omniture, Inc., headquartered in Orem, Utah, is the pioneer of next-generation web analytics technology and is the most experienced provider of adaptable solutions to large, complex websites. Omniture develops and markets SiteCatalyst, which has been designed specifically for the needs of enterprise companies to monitor visitor and commerce activity, identify specific points of change, and drive business decisions that increase ROI. Cutting-edge technology has resulted in an impressive client list, which includes AOL Time Warner, Gannett, Microsoft, Maytag Corporation, Media News Group, VeriSign and Hewlett Packard.

About Overstock.com
Overstock.com, Inc. is an online “closeout” retailer offering discount, brand-name merchandise for sale over the Internet. The company offers its customers an opportunity to shop for bargains conveniently, while offering its suppliers an alternative inventory liquidation distribution channel. Overstock.com is a publicly traded company listed on the NASDAQ National Market System, headquartered in Salt Lake City, and can be found online at www.overstock.com.

Overstock.com is a registered trademark of Overstock.com, Inc.