Better use of site search is helping Etronics.com, a consumer electronics site with about $100 million in annual web sales, reduce by about 50% the time it used to take for customers to find the merchandise they are looking for.
With the site delivering 90% of the company's sales and the search box being used in up to 70% of all visits to the Etronics site, the company needed to implement faster technology, says Leo Landau, vice president of marketing.
Using technology from SLI Systems, a San Francisco-based site search technology company, search speed is now down from 20 seconds to 7.
With better site search, the Etronics search box now is supported by programs that recognize misspelled words or incorrect syntax and deliver more concentrated results. A search on small appliances, for instance, delivers results for new searches on small appliances based on price, most popular products searched for and recommendations for complementary merchandise such as viewing all appliances or more merchandise within a particular category.
Etronics' upgraded site search technology also includes regular search reports, analysis tools and search suggestions that help visitors refine their search and increase their odds of finding the information they seek. The reports also help Etronics to identify the most commonly used search phrases, the poorest performing search terms and how site visitors interact with the search results presented, the company says.
"Shoppers to the site can now search through a product database of 80,000 SKUs and get the results they are looking for very quickly," Landau says.
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