How Ice.com increased conversion rates by up to 50% with site search
By automatically displaying top sellers in site search results, jewelry retailer Ice.com has produced 25-50% higher conversion rates, CEO Shmuel Gniwisch tells Internet Retailer.
Ice.com, No. 193 in the Internet Retailer Top 500 Guide, is using site search and analytics technology to automatically display the top sellers in whatever category a customer is searching, along with all other items in the category. The top sellers list changes as the shopper narrows the search criteria. A customer searching for gold earrings will get a list of the best-selling earrings at the top of the results page, as well as a list of all other gold earrings. If the shopper asks for earrings made of 14-carat white gold, the top sellers list will include only earrings made from 14-carat white gold.
Ice.com uses a site search and analytics system from Celebros to tag every item listed on the site. The system traces every time someone searches for, clicks on or purchases an item. “It’s tracking almost every single action that happens on our site, then feeding it back into the engine, and saying based on this search this is what consumers are looking for,” Gniwisch says.
This ability to track the best-selling items is particularly crucial to Ice.com because consumers looking for jewelry typically want to buy what’s hot, Gniwisch says. “Consumers want to know what’s selling,” he says. “If we show them what’s new, that doesn’t mean they’re going to buy it. They want to know what other people are buying, so that’s what we try to do.”
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