August 19, 2010, 3:02 PM

How Kiddiecare doubled conversion rates with improved site search

Integrating product reviews into search results helped boost sales.

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Kiddicare, a U.K.-based baby products retailer, reports that deploying a site search-and-navigation application integrated with consumer ratings and reviews has sharply increased both conversion rates and sales.

“Customers can now shop any way they want, interchangeably browsing and finding products through whatever combination of product attributes, customer sentiments, or product ratings that makes sense to them in the moment,” says Scott Weavers-Wright, a part owner of Kiddicare.

Kiddicare, which operates on the web at Kiddicare.com, deployed Endeca Technologies Inc.'s Endeca Commerce Suite, which includes guided navigation that lets online shoppers refine searches by price, age, brand or user ratings. Shoppers can also search and navigate through product images and rich media content including video demonstrations of products.

After deploying the Endeca Commerce Suite, Kiddicare added consumer ratings and reviews technology from PowerReviews Inc., which enables shoppers to rate and review products and filter search results by ratings and reviews content through the Endeca search application. The Endeca system automatically tags review content to make it searchable.

“The tag-based reviews that are driven by PowerReviews give shoppers the ability to navigate around the site based on the opinions of others like them,” says Weav­ers-Wright. “Because of the popularity and the influence these opinions have on purchasing decisions, we pres­ent the customer reviews as the primary content on a product page, with the product descriptions created by Kiddicare in a secondary position to the reviews.”

The combination of the search-and-navigation and integrated consumer reviews has enabled Kiddicare to double its visitor-to-sales conversion rates to 10% from 5%. As a result, Kiddicare has nearly doubled its total revenue, the retailer says.

Kiddicare.com, which launched in 1999, offers more than 3,000 products and generates 80% of the retailer’s revenue. Kiddicare also operates a retail store in the U.K.

The web site gets more than 40,000 unique visitors a day and processes about 500,000 orders a year, Kiddicare says. Of the shoppers who post reviews, 96% have indicated they would recommend Kiddicare to other shoppers.

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