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SOURCE SLI Systems
Leading Seed and Plant Retailer in the UK Recognizes Importance of Relevant, Customizable Search for Merchandising, User Engagement, Sales and Conversion Increases
-- Thompson & Morgan saw a conversion rate (CVR) for SLI search users 74% above site average CVR
-- 21% of visitors used SLI Search which generates 47% of site revenue
-- 30% higher average order value when using SLI search
-- Site search bounce rate was 45% lower than site average
SAN JOSE, Calif., May 1, 2014 /PRNewswire/ -- SLI Systems (SLI.NZ) today announced that Thompson & Morgan (http://www.thompson-morgan.com) has restored SLI Learning Search on their e-commerce site to enhance the search functionality offered on their new platform. Since switching to SLI, Thompson & Morgan, the leading retailer of seeds and plants in the UK, saw several bottom line benefits, including a higher conversion rate and larger average order value for search users, along with a bounce rate that is 45% lower than the site average.
Thompson & Morgan have sold seeds, plants, bulbs and gardening supplies since 1855, through catalogs and major garden center chains in the UK and Europe. In the last decade, around 60% of the company's sales have shifted online. Having the right site search is critical for Thompson & Morgan to enable customers to find the right products they want to buy quickly and efficiently, according to Clare Dixey, group e-commerce manager. "The unique names of many gardening products can be hard to spell correctly, and our previous search often turned up 'no results' or poor results when the exact right term wasn't used," she said.
A key search feature for Thompson & Morgan is SLI's Auto Complete, given the hard-to-spell product names. "Offering visitors search suggestions as they begin typing in a keyword is really important in helping them finding the right product more easily, and improving the overall experience," said Dixey.
Learning-based Search Accelerates Business Growth
SLI Learning Search continually improves search relevancy through intelligence gathered from visitors' search queries and click-throughs, helping visitors to Thompson and Morgan's site more easily find and purchase what they're looking for. According to Dixey, the results speak for themselves: Only 21% of site visitors use the search box yet are generating 47% of the total site revenue. Additionally, SLI's site search conversion rate is 74% higher than the site average; the average order value for search users is 30% higher than the site average; and the bounce rate for site search users is 45% lower than the site average.
Another unique benefit of SLI search is the powerful merchandising capability it provides, she said. "When users search for a specific term, we can send them to a specific landing page, plus show promotional and merchandising banners which meet particular criteria. We also have the ability to change the order of results, which is useful when we want to highlight a product that's been in the news or want to offer a special promotion."
One of Dixey's goals was to enable visitors to choose multiple facets at once to refine searches. For example, a customer might want a perennial plant that is easy to grow, with pink flowers that blossom between July and August. Working closely with the SLI team, they created the Garden Plant Finder, a unique feature in online gardening retail and a valuable tool that helps customers narrow down the types of results they want to see.
Thompson & Morgan also uses Site Champion, SLI's user-generated SEO solution. Site Champion drives traffic and revenue to the site by using popular customer search terms to create optimized landing pages in the major search engines.
"Site Champion really complements the SEO activities that we do in-house. It drives a lot more referrals for non-brand traffic to our site, which then converts to sales," said Dixey. "For every online retailing challenge we've faced, SLI always come up with a solution. The best thing about SLI is that it's a results engine that we don't really have to touch – it's brilliant in terms of resources," she said.
About SLI Systems
SLI Systems (SLI.NZ) provides leading SaaS solutions that help online shoppers connect to the products they are most likely to buy, directly driving increased sales and higher customer satisfaction for online retailers. With offerings that include site search, navigation, merchandising, mobile, product recommendations and user-generated SEO, SLI Systems is the most chosen SaaS-based site search provider to Internet Retailer Top 1,000 retailers. The company's patented technology continuously learns from the behaviour of visitors to deliver the most relevant results possible. Whether via PC, tablet or phone, a site powered by SLI delivers the kind of satisfying search experience that increases conversion rates, secures brand loyalty and results in higher order values. SLI Systems operates on five continents. For more information, visit: www.sli-systems.com.
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