May 15, 2008, 12:00 AM

Conversions grow 15-fold for customers using on-demand search application

Ergo In Demand, a worldwide distributor of ergonomic office furniture and computer accessories, doubled site search traffic and increased conversion rates 15-fold for customers using a search tool from a software-as-a-service solution, the company says.

Ergo In Demand, a worldwide distributor of ergonomic office furniture and computer accessories, doubled site search traffic and increased conversion rates 15-fold for customers using a search application from a software-as-a-service, or SaaS, solution, the company says.

ErgoInDemand.com began using Mercado Software’s Ignition on Demand, a search, navigation and merchandising SaaS offering, after a recent site redesign.

“We’ve seen a 300% increase with customers using the Mercado search box to find products,” says Chad Goldsmith, manager, e-commerce marketing. “Because these customers convert approximately 15 times more often than our other customers, we continue to look for additional navigation paths to the search application.”

Mercado’s search and navigation refinements make it easier for customers to find and buy office and business supplies, especially the more technical products such as LCD monitor and plasma TV mounting systems, Goldsmith says.

The Ergo In Demand site is heavily optimized for its web search engines, with top search rankings for almost every term for LCD mounts and TV stands, Goldsmith says. But the marketing environment of the site itself is static, he adds. “I look for any way possible to get those customers into our search tool,” he says, adding that it’s “almost like a dynamic store for us.”

Once customers are in site search, over 50% use the refinement options for sub-category names. Because Ergo In Demand’s products are technical, it’s often difficult for customers to find what they’re looking for unless they know specifically what they want, Goldsmith says.

“The site search tool allows us to kind of softly push them into the category and makes it much easier for them to select where they want to mount the TV or the monitors, what the colors are, what their mounting options are,” he says.

Ergo In Demand customer-service teams also use Mercado to create and maintain customized microsites that spotlight the individual agents’ special picks and technology recommendations. When speaking with customers, the sales agents can guide them to the microsites, where the customers can see a customized selection of products that meet their specific needs. This feature is especially helpful for Ergo-In-Demand’s business clients who typically order the same types of products repeatedly.

“It saves customer service from having to give SKU numbers to customers or give them URLs,” Goldsmith says. “It just makes it much more efficient and makes them feel they have a more control over how they work with the customers.”

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