May 12, 2009, 12:00 AM

New site search cooks up higher conversions at KingArthurFlour.com

Conversion from product search rises by 10% after KingArthurFlour.com adds Endeca site search from Thanx Media.

KingArthurFlour.com increased its conversion rate among consumers who search the site for products by 10% from March 2008 to March 2009, after implementing Thanx Media’s Endeca on-demand site search and merchandising solution, the retailer reports. The new site search functionality, delivered in a software-as-a-service model on Thanx Media’s e-commerce platform, also has increased sales revenue derived per site search query by 17%, the retailer says.

The new site search was implemented in three phases on KingAuthurFlour.com: the ability to search recipies, search products and search overall site content. In searching recipes, for example, Endeca’s guided navigation technology allows site visitors to narrow their search according to relevant options, such as preparation time or total time required.

The site search engine also allows King Arthur Flour to present searchers with relevant content from other areas of the site. For example, a search for “sourdough” products not only returns relevant products but also provides links to related recipes and other site content.

E-commerce director Halley Silver chose Endeca’s on-demand offerings via the Thanx Media platform after considering both build and buy options. “When we set out to bring our wealth of recipes online, we knew that accurate search was critical and that our home-grown solution simply wasn’t going to provide the advanced features and or results we needed,” she says. “We needed a solution that could meet the recipe requirements, and quickly be expanded to cover other aspects of the online customer experience, without creating new management headaches on our end.”

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