FOR IMMEDIATE RELEASE

June 14 th , 2006

WALTHAM, MA - Multi-channel E-retailer AllergyBuyersClub.com is running ahead in sales by 35% for the first five months of 2006 over last year says company president, Mercia Tapping. With retail sales of $11.6 million in 2005, the company expects to achieve $15 million in 2006 and comfortably over $20 million in 2007.

Tapping attributes the growth rate to a number of factors including the use of web analytics software. Over the last year, the company conducted a pilot project on a select number of web pages to see if it could identify page redesign variables to increase business using the HBX web analytics tool from Web Side Story.

"HBX gave us a window into what was happening to each web page and we set about experimenting and tabulating results, instead of speculating as to what would make a difference in conversion rates," notes Tapping.

For instance, the AllergyBuyersClub.com web marketing team was surprised to find that their rich content was confusing customers rather than helping them make product choices, especially by presenting that content right before the customer pressed the Add to Cart button. "It was as if we were telling customers not to buy yet, but educate yourself some more, to be really sure about your choice," Tapping explains.

The company also pared down and eliminated lesser performing SKU's to help focus their customers on their better converting range of products. From the web analytics data, it became clear that customers were being confused with too many choices in certain product categories.

"Web analytics showed us we could get anywhere from a 75% to 150% conversion improvement on each web page. The exciting thing is that what we have done so far is only the tip of the iceberg and we can probably double our sales in the next 18 months without significant incremental marketing costs," says Tapping.

On the other hand, the company significantly expanded its product offerings in some categories where they thought the consumer was looking for more choices. Its bedding category is one of the best examples of a category which almost doubled its sales in the last year. "We love selling bedding," remarks Tapping. "The margins are better and the returns are much lower than appliances, and transit damage is almost nil!"

AllergyBuyersClub.com also attributes increased growth from its new catalog channel and the management of its mailing list. The company's catalog drives people to the web and catalog customers are making larger multi product purchases well above the usual $375 per order average.

Tapping notes, "It took us a while to get acclimatized to a new marketing channel and to know what we were doing. We are still learning the catalog business but people really like the photography and design of our catalog. While we cannot provide all the product

review information we do on the web, we are still the only cataloger I know who provides star ratings on their products."

AllergyBuyersClub.com, founded in 1998, is a multi-channel retailer of healthy home products such as hypoallergenic bedding, air purifiers and dehumidifiers. It began as an internet pure play merchant and survived the dot bomb era by not taking outside funding and bootstrapping its way into profitability. It is now the market leader in its niche category.

For more information, contact:

Gary McEldowney
Marketing Director
AllergyBuyersClub.com
486 Totten Pond Rd.
Waltham , MA 02451
1-888-236-7231 Ext: 222
gary@allergybuyersclub.com

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