After noting that shoppers had to view too many pages before buying, BabyAge.com built a new site search and navigation tool that uses product images and drill-down navigation to shorten the product search. Conversions are up 25%, CEO Jack Kiefer says.
Paul Demery , Chief Technology Editor
After noting that shoppers had to view too many pages before buying, BabyAge.com Inc. built a new site search and navigation tool that uses product images and drill-down navigation to shorten the product search. Conversions are up 25%, CEO Jack Kiefer says.
Type “crib” into the BabyAge search window, then mouse over the search arrow to instantly pull up a list of baby cribs with thumbnail images, prices and other basic details. Go to a product category page, and without leaving the page click the “Quick Info” button that appears on each product to call up a window with an enlarged image, product details, shipping information, an add-to-cart button and features for e-mailing the product information to a friend or adding it to a gift registry.
Product category pages also include buttons to further refine search results with a single click by criteria such as brand, price and style. Sliding navigation bars show views of more products without leaving the page.
BabyAge develops its software applications using Microsoft Corp.’s Visual Studio development toolkit on the web-enabled .Net platform, Kiefer says.
Deploying any new technology, of course, can have unintended results and require constant review and updating. While BabyAge is pleased with the 25% boost in conversion rates from his new search and navigation technology, it had to go back and tweak things with search experts from Google Inc. to ensure that the Ajax-supported pages got properly indexed for Internet search, Kiefer says.
BabyAge.com is No. 296 in the Internet Retailer Top 500 Guide.
Kiefer spoke at the Internet Retailer Conference and Exhibition 2008. His audio-visual presentation at IRCE 2008 is available on CD-ROM.