New search platform lifts conversions and basket size at Rockler.com
Woodworking tool and hardware retailer Rockler.com has experienced a 30% boost in its conversion rate since deploying the EasyAsk search, navigation and merchandising platform of Progress Software Corp. three months ago, Rockler reports.
The software’s search and merchandising capabilities are directing visitors more quickly to more products on the site, including some they weren’t thinking of when they logged on, says Dave Werden, senior web developer at Rockler Woodworking and Hardware, which is No. 338 in the Internet Retailer Top 500 Guide. “Since the deployment of EasyAsk, one of the more impressive results is that we are now achieving a significant increase in total sales per transaction at final checkout,” he adds.
Contributing to bigger basket size at checkout is the platform’s ability to highlight sale or overstock items and to make it easy for merchandisers to populate landing pages with promotions and Rockler exclusives, according to Rockler. The software’s indexing capabilities, which pull up relevant content from articles and blog entries on the site along with searched-for product listings, help to position Rockler as an expert in its field and not just a retailer of products, Werden adds.
For example, a search on the site for “dust” brings up dozens of dust-control products as well as articles and blog entries that offer tips on the topic. “Once we deployed EasyAsk, adding the blogs and articles to the index was a very easy process, and their indexing is automatically updated on the same daily schedule as our product index,” Werden says.
EasyAsk, a developer of search, navigation and merchandising technology, was acquired by business application infrastructure vendor Progress Software Corp. in 2005.
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