July 23, 2015

Stanfords

Stanfords worked with SLI Systems to improve the searchability of their website improved conversions and average order value

After implementing Learning Search, Stanfords significantly improved its conversion rates and average order values. With Learning Search in place, the conversion rate for site search users is now 3.5 times the conversion rate of non-site search users. In addition, the per-visit value for site search users is three times higher than that of non-site search users. And while 25 per cent of site visitors use search, they account for 58 per cent of Stanfords’ ecommerce revenue.

Stanfords
Since 1853, Stanfords has been supplying maps, travel books, and travel accessories to travelers in the United Kingdom via its stores in London and Bristol. The company also has an eCommerce site. Stanfords is renowned for its Ordnance Survey maps and for drawing the first accurate map of London, as well as creating maps for early expeditions to the Antarctic. “Maps have always been the core of our business, and remain so today – for instance, we sell a lot of hiking and trail maps,” said Lawton. “However, in recent years we’ve broadened the business to become what our CEO calls a travel emporium.” In addition to maps and books, the company now sells products such as electric adapters and first-aid kits.

Given the addition of a wider range of products, Stanfords needed to quickly and accurately guide its ecommerce site visitors to maps, books, and travel accessories. The company’s site search was not robust enough to deliver truly relevant results to visitors, Lawton said. “Our site search didn’t have all the bells and whistles that we needed,” Lawton explained. “For instance, we could not add synonyms for common product names, which meant that visitors might receive no results or incorrect results for their keyword searches. We also could not add common product misspellings, which helps increase search results relevancy.” The search solution did not allow Stanfords to merchandise products within search results – for instance, by adding banners related to keyword searches.

Intelligent site search that ‘learns’ from visitors
“We knew we needed search that responded more precisely to keyword terms used by our visitors,” Lawton said. “We also needed opportunities to promote products and sales within search results.” Ecommerce experts at Exact Abacus suggested that Stanfords consider SLI Systems’ Learning Search, which offers more relevant search results because it continually ‘learns’ from past site search activity by tracking visitors’ search queries and clickthroughs. SLI’s full-service approach – which includes expert guidance in the installation and deployment, customisation, hosting, and ongoing management of site search – helps eCommerce businesses like Stanfords get maximum business impact from site search. For example, SLI’s team helped Stanfords customise search by adding synonyms and misspellings, and create merchandising content such as banners and landing pages related to search terms, all of which contribute to higher conversion rates.

More site search users equals higher revenue
“The real strength of SLI site search is that it’s easy for us to monitor and improve the relevance of results by fine-tuning how search terms are connected to our products – for example, by managing synonyms,” Lawton said. “The solution is incredibly intuitive.” The ability to create merchandising banners has also helped Stanfords better highlight its products and promotions. “It’s easy to promote sales on our Ordnance Survey maps, or new travel books about Thailand, for example,” Lawton said. “And when visitors see these banners at the same time they’re conducting similar searches – which is when they are inclined to make a purchase – we can encourage them to place products in their shopping cart.”