With new site search, conversion rates rise 40% at CableOrganizer.com

CableOrganizer.com, which sells cable, wire and equipment management solutions, reports product searches on its site have increased by 40% since implementing SLI Systems’ Learning Search earlier this year. That increase corresponded with an increase of 40% in the number of site search users who converted to buyers.

“The more our customers use search on our site, the more products we sell. Our results show that an informed customer who is able to obtain relevant information in an efficient manner is more likely to buy and become a repeat shopper,” says chief operating officer Paul Holstein.

The online retailer of more than 10,000 products had determined that customers needed a faster, easier way to navigate the site and find what they were looking for. The hosted solution lets customers quickly locate product information including pricing, ratings, reviews and pointers to other products that may be of interest. Holstein notes that improving site search has resulted in more site visitors returning more often and using the search function more. In addition, integrating the Buy button into search results also has helped make it easier for customers to make purchases, he adds.

CableOrganizer.com chose SLI in part for its open platform, which lets the retailer customize the search function to best meet the requirements of their customers, Holstein says. Data pulled from the site search box allows the company to analyze search terms being used on the site and see how customers’ preferences are changing, in order to better position their products. For example, when data from the search box showed customers were no longer searching on the term “label printer,” the company changed the category name to “label maker,” the term searchers were now using.

Also contributing to the sales lift was another feature of the new site search tool that shows people searching for a product when it is no longer available. For such terms, keyword-specific banners are generated by the system that suggest similar alternative products that are in stock.

With 68% of CableOrganizer.com’s traffic coming from major search engines, another factor in driving improved results was the company’s decision to integrate Learning Search with SLI’s Site Champion search engine optimization product. That function directs visitors to search results landing pages to boost conversions to sales. For example, a Google search under “wire loom” would deliver a searcher to a dedicated landing page containing all of CableOrganizer.com’s products in that category.