Truck, Jeep and SUV parts and accessories retailer 4 Wheel Parts has seen a 4.65% boost in conversion for shoppers using site search since deploying a new site search feature. In addition, customers on 4WheelParts.com who use site search have a 221% higher conversion rate than those who don’t, according to the company.
4 Wheel Parts says the site search engine from vendor Celebros helps by allowing the company to optimize category pages to highlight most-searched-for products as well as by offering search results with additional information that helps customers find products.
“We took advantage of Celebros’ customizability and added HTML to the search results to display relevant content that would give users the option of clicking on subcategory-like pages, and modified our search refinements to better match what prospective buyers of those products would be looking for,” says Chris Casarez, Internet marketing specialist, 4 Wheel Parts.
For example, if a shopper types in wheels in the keyword search box, the resulting page will deliver relevant products that can further be sorted by criteria such as manufacturer, finish or wheel diameter. The search also will deliver text links users can click on for more information on specific products, such as cast wheels. By clicking on cast wheels, shoppers can see different brands of those wheels.
“The less a customer has to scroll and click through to find the wheel they’re looking for, the better our chances of converting them,” says Casarez.
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