Drove 15% Incremental uplift in Conversion by Enhancing Internal Search Experience
Enhancing B2B E-Commerce Customer Experience
Increase search conversion by 15%
Users who complete a search are 1.8x more likely to convert
AOV increased by 25%
Site search visitors generate as much as 13.8% of overall revenue
RS component is the trading brand of Electrocomponents. A global distributor of electronic components having operations in 32 countries, offers 500k products and having 45k transactions a day globally.
Leading b2b e-commerce site faces a sudden drop in their on-site search conversion. Since search results pages of RS Components are quite heavy by nature because much it depends really much on user’s filtering abilities, navigation and flow between individual steps, the site also faces that users have dropped from search to Landing pages.
In order to have a better search experience for users, it is required to learn what users exactly expect when they perform searches on RS Component website, what typically goes wrong in the process and exactly what changes required to make in order to avoid these issues.
We have addressed multiple issues on search results page including the call to action, search results page layout, and internal product finding ability and developed a proper solution which conveys user response in an engaging guide along with their information journey.
Originally we were really worried about just how much Growthvalleys could do for us. We had worked with agencies previously and just had not seen the results that we are expecting, so we were a little hesitant. However, once we started, we saw how hard they worked to get us to the goals we had set and realized what a great investment we had made.
Former Senior product Manager RS Component
- Comprehensive conversion audit
- Analytics conversion optimization research
- Strategic Value proposition optimization
- Engage with customer to get full stack buy-in program
- The use of heat map and scroll map to provide continuous intelligent feedback
- Communication and collaboration with the sales team
Search sticky header
On search result page once user scroll to the bottom, the customer often misses the key attributes (table header including price, series, part number..) which helps them to correlate with the product, as the product table has a long list of products along with product recommendations, associated products, and comparison.
So the challenge is to visually align customer with the table header by keeping all important information visible even if they scroll to the bottom which ultimately helps them in reducing excessive scrolling also with an ease option to hit the targets.
With a sticky header, visitors can scroll further and pay more attention to the individual table attributes with the objective of specific action.
Search Within Results
Internal search results were currently good as they provide a number of filter option. However, the challenge is there when customers have specific part number or brand to find it practically it takes a lot of time to go through each of these filter options.
So in order to reduce customer efforts, we have added an additional search box inside the search results which helps the user to filter specific searches within the results page.
Also, as every single user relied on the product description at some point of time, therefore we have added structured product description including an image, graphic, or icon that represents a particular feature alongside a description of that particular feature.
We also have tested design patterns where the product description are structured by feature highlights which consistently cause users to perform more in-depth explorations and consequently make some users view the products very favorably.
Highlighting “Add to Cart” button & Showing Success State
On search result page when a user adds an item in the cart –RS is not highlighting in the better way and thus makes difficult for a user to distinguish between other products.
To reduce this misinterpretation, if the item “Add to Cart” we have visually differentiated from another call to action on the parametric pages.
To reduce misinterpretations of any, if the item “Add to Cart” we will visually differentiate from another call to action on the parametric pages.