March 15, 2007, 12:00 AM

With a more dynamic search tool, conversions climb at TheNorthFace.com

Embedding dynamic product display in its site search tool upped conversion on technical products by 90% and conversions from the search page by 100% at TheNorthFace.com.

Many web retailers are moving toward more interactive and dynamic product displays as technology – and online shoppers’ expectations – evolve. Putting those properties right into its site search tool is revving up merchandising and boosting sales at the web site of outdoor adventure outfitter The North Face, the retailer says.

Using Fluid Inc.’s interactive merchandising technology, the retailer’s merchandising team is creating more interactive displays for the site’s product pages, focusing on using color change and magnification options. By uploading North Face’s catalog into the tool’s online authoring environment, the team can create more than 800 interactive product displays per week.

Embedding those interactive options for consumers in its search results pages now allows customers to view all available color options for an item and also to change the color on the product image thumbnail, right on the search results page, without having to leave the page. The retailer estimates that has increased conversion on technical (specification-heavy) products by 90%, and increased conversions from the search page by 101%.

“We knew that adding interactive displays meant that more consumers would engage with our products. What our results showed was that adding interactivity also convinced more shoppers to buy our products,” says Sarah Gallegher, online manager at The North Face.

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