Web Site Search Used for Merchandising

• Posted: Thursday, May 17, 2007
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• Author: pradhana

Web site search is a good merchandising tool for retailers, according to Aberdeen Group's "Web Site Search: Revenue in the Results" report, cited in Internet Retailer.

Visitors who used Web site search were more likely to convert from browsers to buyers, according to 70% of responding retailers.

Over six in 10 retailers fine-tuned their Web site search engines constantly based on user actions, current promotions and collective behavior. Half of this group segmented search query results based on different product category attributes.

Almost two-thirds of best-in-class retailers used search analytics to build customer profiles, evaluate buying patterns and improve on keywords and conversion paths.

Just over half actively monitored conversion rates from search organization tactics and fine-tuned their results.

John Lovett of Aberdeen said, "These metrics show that leading companies are thinking about their search tools as a way to serve up products and inextricably link their merchandising processes to their product discovery tools." [eMarketer]

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