November 19, 2009, 12:00 AM

Online recommendations help House of Antique Hardware boost conversion rate

Since January, House of Antique Hardware has seen its average order value rise 74%. The reason? The e-retailer introduced product recommendations on its category, subcategory, product and search result pages.

Paul Demery

Managing Editor, B2B E-commerce

With its thousands of extremely specialized SKUs, House of Antique Hardware had a problem; its customers couldn’t find the exact products they needed. The results were lost sales, says Bob Treuber, marketing director.

“I can’t count the times I’d look through our reports and find failed searchers for products that should have been easy to find,” says Treuber. “It was frustrating to know we were sending away customers empty-handed while the exact products they were looking for were just a few clicks away.”

To fix the problem, the e-retailer turned to Baynote Recommendations to provide product recommendations on category and subcategory pages, product pages and search result pages.

Baynote bases its recommendations on the behaviors of previous visitors who share certain characteristics with the shopper browsing the site. House of Antique Hardware also optimizes its recommendations by creating rules that allow the company to promote specific items. After a trial period, the recommendation engine went live in January 2009.

The results, says Treuber, are clear. Since January the site has seen its conversion rate lift 5% and its average order value jump 74%, compared to the site`s previous product recommendation engine.

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