February 15, 2007, 12:00 AM

Site search helps sales soar at DelightfulDeliveries.com

Implementing a blended search and merchandising function from Mercado increases conversion rates by 25%. Orders per visit are up 50% and units purchased per visit have doubled.

Paul Demery

Managing Editor, B2B E-commerce

Online gift basket retailer DelightfulDeliveries.com has produced a 25% increase in conversion rates over corresponding months in the previous year since implementing site search and merchandising functionality from Mercado Software Inc., founder and CEO Eric Lituchy tells Internet Retailer. And that’s not the only boost gained from improving the site search function: orders per visit have increased by 50% and units purchased per visit have doubled, Lituchy says.

Mercado’s solution has made it faster and easier for customers to find the gift items they want, in what has become an expansive offering on the site. A recent search for cookies, for example, a basket mainstay, returned 37 pages with more than 430 products.

In addition to allowing customers to search for products by occasion, category and price, the software also has helped increase sales by allowing Delightful Deliveries to link paid search and e-mail marketing campaigns and Google AdWords to customized landing pages. That brings a shopper searching the web on cookie bouquets, for example, directly to a customized landing page featuring a seasonal selection of cookie bouquets instead of to the retailer’s home page.

“Depending upon what the customer types into the search bar,” says Lituchy, “besides just coming back with the relevant products, we do merchandising specific to that search.”

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