Dive Brief:
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To make it easier for its online users to get to what they’re looking for, Gallery Furniture, a Houston furniture retailer, partnered with Nextopia, an e-Commerce site search, navigation, and merchandising solution provider.
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Thanks to the new search design, Gallery Furniture says search function has doubled, and customer satisfaction has improved. Fewer customers are calling for assistance with the site, and conversion rates have improved 35%.
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Nextopia’s system allows Gallery Furniture to see when customers fail to find what they’re looking for. Incorrect or imprecise searches cough up synonyms to better the chances that customers find what they’re looking for, and the site offers alternatives if certain products are no longer available.
Dive Insight:
Gallery Furniture’s experience with its search enhancements just shows how critical it is to make it easy for customers to use a retail site. Frustrated or failed searches turn customers away, while easy-peasy searches plus site-based suggestions help customers either find what they’re looking for — or make a sale even when they don’t.