CruiserCustomizing's Tammie McKenzie on On-site Search
June 17, 2009 By Heather Fletcher, Senior Editor, Target MarketingTM: How does it help conversions that the on-site search remembers not only the make and model of customers' motorcycles, but their previous searches?
TM: In order for us to remember the make and model, they do have to be signed in. When they first arrive at the site, there's no make and model preselected. When they log in, it will automatically display their registered motorcycle. If they're not logged in and they select it, it will maintain that choice of motorcycle through the session, until they change it, as long as they're using search. And so this helps conversions, primarily because it really, again, hones in to products that are specific for that individual's motorcycle, or the motorcycle that they're shopping for. But it's much more powerful than that. Because in addition to helping conversions, it reduces our contacts per order ... because people are able to quickly find the information and know 100 percent that that particular part is for the bike that they're wanting to fit it on. ... It reduces our customer service costs. And, on top of that, it also reduces the amount of returns that we have to deal with ...
TM: How will enhancing the "My Bike" community's on-site search capabilities, which CruiserCustomizing plans to do next, help increase conversions?
TM: Our CruiserCustomizing Web site currently has approximately 180,000 to 200,000 member buyers. And of those member buyers, we are almost to 50,000 active members in the community. And what that community's doing for us is creating a giant repository of content about motorcycle customization, motorcycle parts, reviews, pictures of motorcycles, videos, audio. Something as simple as listening to the audio of a new installed exhaust can help make a buying decision for a motorcycle rider. What we're currently working on with SLI is the ability to serve the content from our community in line with our product search results, so that when an individual searches, let's say, for an exhaust, they'll see the exhaust that we have available, and they'll also see any videos or blogs or tips of the week that are associated with motorcycle exhaust. And then we are also hoping that we'll be able to flip that and in our community, ... [so] when someone searches for a particular piece of content, to be able to present them with product options that are associated with that content.
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