Cruiser Customizing Upgrades its Site Search to Grow Revenues
For niche online retailer Cruiser Customizing, a seller of motorcycle parts and accessories, an easily navigable site is critical to its success. Riders come to CruiserCustomizing.com looking for specific parts or accessories exclusive to their particular bike. Finding them quickly and easily enhances their likelihood to buy. For that reason, Cruiser Customizing has invested resources in upgrading its site search.
At the Internet Retailer Conference & Exhibition in Chicago earlier this month, Tammie McKenzie, Cruiser Customizing's director of marketing, led a session where she detailed how site search has helped the motorcycle retailer grow its bottom line. Joining McKenzie was Shaun Ryan, CEO of SLI Systems, a provider of site search, site navigation and user-generated SEO services for online retailers, whose firm handles Cruiser Customizing's site search.
Visitors to Cruiser Customizing's homepage are greeted with a drop-down menu that allows them to choose their specific bike model, ensuring they'll see the right products on the site. This information is cookied, so the next time they visit the site they don't have to re-enter this information. Here are some other ways that Cruiser Customizing makes its site search as user friendly as possible:
- auto complete for search suggestions, so when consumers begin typing a certain search term, suggestions appear below that they can click on without having to type all the information;
- rich auto completes, which shows products as you begin typing in the search box;
- search results pages (SRPs) refined by product categories, special offers, price, brand, among other segments;
- related searches posted on the top of SRPs and below the list of products;
- ratings and reviews embedded within search results;
- prices included in all search results, with products on sale highlighted; and
- best-sellers listed in the right-hand columns of SRPs.
Cruiser Customizing also includes nonproduct-related content — e..g., blogs, videos — in its site search results. This improves engagement with customers and builds loyalty, said McKenzie, adding that this content should always relate back to your products. The related videos have proven particularly effective. In fact, the conversion rate for consumers who have viewed a video are 45 percent higher than those who haven't.