Site search’s job is to deliver relevant product listings in response to a shopper’s specific query. But retailer Woodcraft Supply LLC found that the ability to power sales through site search doesn’t have to end with the initial search results.
By adding a new cross-sell and upsell module in May to the Celebros Qwiser site search and navigation technology it already used, it drove 58% more revenue from online product pages than it did under its former system of managing cross-sells manually, the retailer reports. Throughout shoppers’ travels through the site—from initial site search results pages through checkout pages—they are now presented with relevant recommendations.
The module’s algorithms select and dynamically generate cross-sell offers, based on clickstream, purchase and shopping cart data supplied by the site’s web analytics package. In cases where there is insufficient information in these categories about a product, a different algorithm kicks in, using a set of weighted data combinations to generate relevant offers.
Nancy Miller, vice president of technology at Woodcraft, explains that prior to adding the new module, not every product on the site was attached to cross-sell offers. “When the cross-sell suggestions from the new module proved accurate, we did not hesitate adding them to all of our product pages that had missing or incomplete suggestions,” she says.
Another element of the new module that adds dynamically generated up-sells to the shopping cart page has produced 107% more revenue from the page than before, she adds. “Previously, Woodcraft’s cart page recommendations were based on best sellers in the category added to the cart,” Miller says. “It’s amazing that Celebros recommendations outperformed the existing module by over 100%.”
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